Singapore Airlines 2012 Annual Report Download - page 25

023ANNUAL REPORT 2011/2012
Operating Review
The learning framework for our staff
continues to emphasise alignment with
the Company’s competency framework, to
pursue improvements in productivity and
promote continuous skills upgrading.
People Development
The Airline remains focused on its people development
policies to forge ahead in challenging times. The learning
framework for staff continues to emphasise alignment
with the Company’s competency framework, to pursue
improvements in productivity and promote continuous
skills upgrading. Staff are provided access to resources
such as e-learning programmes and e-business books,
allowing them to learn at their own pace and convenience,
with learning content made available through their
personal mobile devices or tablets.
The revamped SIA Executives Programme for newly
hired executives was rolled out in the year under review.
The programme spans three months and includes training
stints at the call centre and the airport. This enables new
executives to acquire customer-servicing experience and gain
greater appreciation of the complex operations of the Airline
before being assigned to their first job in the Company.
For frontline staff, the Airline has been preparing them
for the move to a new passenger booking and servicing
system in 2012. Training for staff consists of a combination
of e-learning courses and instructor-led training, run in
progressive phases, first for staff in reservations, ticketing
and call centres, followed by those involved in airport
operations. More than 900 reservations, ticketing and call
centre staff will be trained in the first phase in preparation
for the system cutover.
A series of Station Leadership courses has also been introduced
to develop and enhance leadership and decision-making
skills at stations across the network. A structured framework
of courses has also been developed for staff in Sales and
Marketing to further enhance their skills. The Airline continues
to focus and invest in customer service training of frontline
staff to provide winning service to our customers.
To promote a healthy lifestyle and well-being at the
workplace, an SIA Wellness and Health programme was
initiated by the Company. Health screening sessions were
held for staff, who also attended lunch-time health talks. In
addition, health bazaars and sports try-out sessions in yoga
and kickboxing, to name a few, were organised to inculcate
a healthy lifestyle. As part of the programme, messages
on adopting healthy eating habits and a regular exercise
regimen were prominently displayed at staff canteens.
The Airline has maintained its appeal as an employer in the
job market. In 2011, it was voted one of the top five private
employers of choice in a survey of fresh local graduates by
campus recruitment specialist JobsFactory, an award it has
retained for four consecutive years.
As at 31 March 2012, the staff strength of SIA Group
was 22,746, an increase of 2.1% over the previous year.
Of this, 13,992 (61.5%) were employed by the Airline, with
7,438 cabin crew and 2,345 pilots.