You are on page 1of 13

Running head: PARTNERSHIP TO INCREASE RECRUITMENT

Partnership with Airline Companies in China to Increase Recruitment
Dian Qiu, Fan Yang, Fangzhou Liu, Yue Ren, Zhuoqing Zhang Mazzei Flying Service

PARTNERSHIP TO INCREASE RECRUITMENT

Table of Contents
EXECUTIVE SUMMARY .......................................................................................................................... 3 PROBLEMS.................................................................................................................................................. 4 MARKET DRIVERS ................................................................................................................................... 4 IMPERATIVE TO INCREASE ENROLLMENT..................................................................................... 6 1. 2. 3. REVENUE RELIES HEAVILY ON THE INCOME OF ENROLLMENT ............................................................ 6 ENROLLMENT RELIES HEAVILY ON THE EMPLOYMENT RATE AND REPUTATION................................... 6 EMPLOYMENT RELIES HEAVILY ON THE CAREER SERVICE OF THE SCHOOL ......................................... 7

THREE CONTRIBUTORS TO ATTRACT MORE STUDENTS ........................................................... 8 1. 2. 3. TEN-YEAR JOINT PROGRAM .............................................................................................................. 8 TALENT RECOMMENDATION.............................................................................................................. 9 CAREER FAIR .................................................................................................................................... 9

SUMMARY & BENEFITS .........................................................................................................................12 REFERENCE ..............................................................................................................................................13

PARTNERSHIP TO INCREASE RECRUITMENT

Executive Summary
In recent years, Mazzei Flying Service, located in Fresno, California has encountered a dramatic decrease in market share as a result of lower enrollment. The employment rate for pilots is a contributing factor to the decreased enrollment. Our human resource department proposed to improve career-oriented services. Through market research, case study and data analysis, this white paper identifies the decreasing market share and suggests establishing a long-term relationship with airline companies in China where there is a booming demand and a large shortage of pilots. Mazzei Flying Service should launch a joint program, make talent recommendation and create a career fair to improve employment rate.

PARTNERSHIP TO INCREASE RECRUITMENT

Problems
Our company has a lower employment rate currently and the main reasons are listed below:    We did not offer students enough employment information We did not offer students specialized career guidance Airline companies know little about us

Due to the low employment rate, students are:     Less satisfied with our training programs Unhappy with the high tuition fee Under stress worrying about jobs Less committed to their study and training

As a result, our school suffers from:    Fewer applications and fewer students Lower tuition income Lower Teachers’ contributions, satisfaction and reputation. They are read y to take new job opportunities

Over the long term, our company will lose market shares in the Western region and struggle in financial difficulties.

Market Drivers
According to the International Air Transport Association, China currently has the world's fastest-growing air travel market. It expands by 14.7 percent from June 2012 to June 2013. As a result, Chinese airline companies face the urgent shortage for pilots. (Flight, 2013) Asia Pacific has the largest potential market shares nearly 39% according to Boeing forecasting of the demand of pilots in next 30 years as shown in Figure 1. Of the 192,300 pilots required in Asia Pacific region, China will need 77,400 in 2032. (Pilots, 2013)

PARTNERSHIP TO INCREASE RECRUITMENT
Figure 1| The Demand of Pilots in Next 30 Years

Figure 1 Source: According to statistics from Boeing

Recently, the low output of pilot training programs and the lack of ability to train high quality pilots by airline companies, result in the short supply of pilots for airline companies in China. In order to meet this crisis, China’s airlines increased salary to recruit more experienced pilots from all around the world. (Current, 2011) The demand of China’s airlines for foreign pilots has continued to grow after 2008 financial crisis as shown in Figure 2.
Figure 2| The Number of Foreign Pilots in China During Year 2004 and Year 2010

Figure 2 Source: According to China's civil aviation pilots Development Status Survey Report 2011

PARTNERSHIP TO INCREASE RECRUITMENT

Imperative to Increase Enrollment
1. Revenue relies heavily on the income of enrollment The tuition fee that students submit can be cash, cash equivalents or accounts receivable, which directly affect the asset and cash flow. There is no denying the fact that the total tuition fee is an important part of the income of a school. According to the two reports, Total University Income and Expenses for Fiscal Year Ended June 30, 2008 and Total University Income and Expenses for Fiscal Year Ended June 30, 2010 the percentage of Student Income to the total revenue is 20% and 19%. That statics illustrates that enlarging the enrollment of a school is essential to raise revenue to an extent as shown in Figure 3.
Figure 3| Total University Income and Expenses for Fiscal Year 2008 and 2010

Figure 3 Source: Total University Income and Expenses for Fiscal Year Ended June 30, 2008 and 2010: An
institutional research by Harvard

2. Enrollment relies heavily on the employment rate and reputation Across a wide range of studies, the employment rate is a variable with positive statistically significant effects on enrollment. Students tend to apply to school, where higher employment rates are significant. At the social level, employment rate reflects the development of economics as well as the demand for talented people. When students select a professional school, the employment rate is a valuable reference. A high

PARTNERSHIP TO INCREASE RECRUITMENT employment rate reflects the high quality and reputation of the school. On the other hand, the higher the school's reputation, the more possibility for employers to select graduates from that school. 3. Employment relies heavily on the career service of the school Is there a method that can improve the enrollment of the school and help students solve the tuition burden at the same time? The answer is definitely yes. Schools can cooperate with companies, not only for Campus Recruiting but also for orientation training or joint training. At the same time, plenty of information and market channels will give students more opportunities. Binzhou College, a famous aeronautics school in China, recently signed a joint pilot training agreement in 2014 and plans to recruit 20 cadets with Spring Airlines Co., Ltd. Up to now, Binzhou College has already signed a joint agreement with Shenzhen Airlines, Shandong Airlines, Hainan Airlines, Postal Airlines, Capital Airlines and Air China Cargo Co., Ltd. 11 pilot training company. The joint training program is actually a high point for the two schools. The airline corporation will provide scholarship to help and encourage students in the joint training program as well as orientation training. What is more, after students pass all the exams and get the certificates and successfully graduate, students are recommended by the school to the airline-by-airline on the basis of merit, which guarantees the employment of students. The joint training program is an attractive project and will benefit the students, the airline companies and the Aeronautics schools. The highlights of the enrollment plan for Binzhou University from 2011 to 2014 is not the number of enrollment, but the joint training program that includes all enrollment as shown in Figure 4.

PARTNERSHIP TO INCREASE RECRUITMENT
Figure 4| Enrollment Plan for Binzhou University from 2011 to 2014

Enrollment Plan
120 100 80 60 40 20 0 2010 2011 2012 2013 2014 Flight Technology ( driving directions ) :Shandong Airlines, Hainan Airlines , Spring Airlines, China Postal Airlines Ltd. orientation training Flight Technology ( safe direction ) : Shandong Airlines Co., Ltd. orientation training Figure 4 Source: Enrollment Plan for Binzhou University

Three contributors to attract more students
1. Ten-year Joint Program The Mazzei Flying Service in California and airline companies in China should provide a joint program as an avenue for students to earn both theoretical knowledge and practical experience in the most efficient amount of time. It should attract many students. With a joint program, students can complement aeronautics study in the first year by acquiring more flight technology experience during their work. (Harvard, 2014) How does the program work?  The admission process begins with an application after one semester. Students interested in this program can apply online.  Students will take an in-depth examination after one year of study that covers all the content they have learned during this year. We will select the 10 best students to participate in the joint program.  Students have to work in the particular airline company for 9 year if they attend this program. We will customize students’ own learning and career goals and provide technical support.  The school offers courses every year to students to keep up with the latest aviation knowledge. If a student pilots another model of plane, we can customize a study plan in time to help him or her adapt to a different model.

PARTNERSHIP TO INCREASE RECRUITMENT 2. Talent Recommendation Recommending excellent talents is another way to attract students. Many students have the best aviation technology but cannot find a job. On the other side, airline companies lack talent. Therefore, we should bridge this gap. Talent recommendation has a positive impact on introducing talents. Standards to select students correspond to the requirements of the airlines:
 

 

Pass a theoretical exam on the ground and a practical exam in an aircraft. Obtain one or more Licenses and certifications: Student Pilot Certificate, Private Pilot License, Instrument Rating, Commercial Pilot License, Multi-Engine Rating, Airline Transport Pilot Certificate Communication skills: take a language test both in English and in Chinese. We will evaluate students though accuracy, integrity and conciseness. Problem-solving skills: we will create a scenario (like bad weather condition, mechanical failure, and air crash). Students should identify the complex situation and take appropriate measures to solve the problem. (Airline, 2014)

3. Career Fair To increase the employment rate of our students,we will further improve the quality of employment services. The campus career fair, is a significant tool and should receive more attention. In addition to providing graduates with job opportunities,a career fair is also a good resource to collect the latest recruitment information and enhance employment practice. Meanwhile, a communication platform can be created for students, companies and our school. Now, we are offering training packages to meet the needs of the job market. Due to different courses and certificates, the length of different programs varies from 5 to 9 months as shown in Figure 5.

PARTNERSHIP TO INCREASE RECRUITMENT
Figure 5| The Length of Programs in Months

Figure 5 Source: Mazzei Flying Service Course Packages

Thus, to make sure that every student enrolled in our program can participate in a job fair at least once, we plan to hold it twice a year—in May and December. Whether the student is admitted in the spring or fall semester, he or she will have a chance to find jobs immediately after graduation. What we can provide for our students is much more than skills and qualification; they can also experience our tailored career-oriented service. According to the analysis above, our target will be the market of mainland China. To offer ideal jobs for all the students, we will invite famous airline companies in mainland China to a career fair. Then, companies of different types and scales as shown in Figure 6 can provide more attractive positions. (China, 2013) Considering the career planning of our excellent graduates and the image of our school, we ensure that a long-run cooperation will be established between the best airline companies in China and our school.

PARTNERSHIP TO INCREASE RECRUITMENT
Figure 6| The Scale of Chinese Airline Companies

Figure 6 Source: China Domestic Airlines Ranked Map

Career Fair Strategy:  Info Session Mezzei Flying Service will invite top 12 airline companies in China to arrange information sessions on campus. Students can get in-depth information about an employer or prospective jobs. Representatives will discuss life at the organization, career paths and currently available positions in their organization. In addition, employers might use their information session to find candidates for their upcoming interviews.  Mock Interview Our human resources department will hold several mock interviews before the real one. A Mock Interview is designed to help the job seeker polish his or her interview skills by providing the most realistic and challenging interview simulation.  Career Fair hosting Mezzei Flying Service, as host, should be responsible for arranging a venue and timeline for the career fair, coordinating desks so that companies offering similar positions are located in the same area.

PARTNERSHIP TO INCREASE RECRUITMENT

Summary & Benefits
Since airline companies in China have a huge demand for pilots, establishing corporation with the airlines in China will give students more job opportunities. Through the joint programs, talent recommendation and the career fair, students have access to plenty of information and specialized guidance about jobs. Once the employment rate increases, students all over the world will be willing to come to our school, bringing our tuition income. What’s more, this corporation will start a new page in our company’s development. Our school is proud of our high-standard training; our students can meet the airline companies’ needs. We believe our students can bring safe and pleasant flights all over the world. Our reputation is highly respected among the airline companies. The creation of the developing partnership with China airline companies will increase the employment rate and have a positive effect on the enrollment.

PARTNERSHIP TO INCREASE RECRUITMENT

Reference
Airline and Commercial pilots outlook handbook.(n.d.).Retrieved January 8, 2014, from http://www.bls.gov/ooh/transportation-and-material-moving/airline-and-commerc ial-pilots.htm China domestic airlines ranked map(n.d.).Retrieved June 13, 2013, from http://www.wxdfky.com/News_Show.asp?id=242&Nclass=8 Current situation of the development of China civil aviation pilots.(n.d.). Retrieved April 1, 2011, from http://www.caacnews.com.cn/2011np/20110401/164304.html Flight talents shortage in China.(n.d.).Retrieved September 20, 2012, from http://finance.eastmoney.com/news/1355,20120920251856359.html Harvard Law School and University of Cambridge J.D./LL.M. Joint Degree Program.(n.d.).Retrieved January 28, 2014, from http://www.law.harvard.edu/academics/degrees/special-programs/study-abroad/jo int-degree-program.html Pilots and technician outlook.(n.d.).Retrieved September 5, 2013, from http://www.boeing.com/boeing/commercial/cmo/pilot_technician_outlook.page