Ruqaya Saleh

201102843
BSB6002 - Human Resource Management
Class number 2

ABOUT OUR COMPANY

Zaina Bahrainis a telecommunications operator with an innovative technological approach. Zaina Bahrain was
established in 2009 and since then the company has been providing the best and the latest smart phones, broadband
and wireless services.
Zaina Bahrain goal is to provide customers with a wonderful/marvellous experience through its product and services.
Furthermore, Zaina Bahrain aims at offering services that are good enough to satisfy all stakeholders needs. And
which are more customer oriented than products and services provided by competitors.
Zaina Bahrainis considered being a small to medium enterprise with 240 employees and turnover of 450,000 to
500,000. Zaina Bahrain has a very dynamic culture where everyone is a part of an effective team.
the HR in Zaina Bahrain has helped the company achieve its goal of building a strong workforce that consist of
talented and energetic employees by providing the finest training programs and mentoring and constantly motivating
everyone in the team. Global HR organizations has singled out and identified Zaina Bahrain HR as powerful, effective
and unique. Zaina Bahrain HR has enabled its employees to deliver the best services through its motivating strategy.

JOB DESCRIPTION
Job Title

Customer Service Representative

Location

Manama

Type

Full-time

Purpose of Position

Responsible for acting as the first point of contact between the clients and the
company. Help customers with all their complaints, inquiries and provides
information about available phone packages. In charge of/accountable for
dealing and satisfying all customers needs in a timely, proficient and polite
manner. Furthermore, responsible for ensuring all customers receive the best
service from Zaina Bahrain.

Reports to

Customer Service Supervisor.

Responsible for
staff?
Number of staff:

No

Main Tasks

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

13.

Assist in creation of customer service operations manual by

documenting best practices, policies and manuals annually.
Welcome and greet all customers warmly as soon as they walk in.
Act like the face of the company with maintaining the company high
standards by providing elite services and manners all the time.
Provide an instant respond to all customer inquiries by giving all relevant
and accurate information.
Resolve customers complaints efficiently whenever a complaint rises.
Escalate/route unresolved complaints to the customer services
supervisor whenever it is needed.
Negotiate and attempt to persuade customers to reconsider any type of
cancellations when required.
Look for possible causes of complaints by examining all the provided
information from the customers whenever customers raise a complaint.
Provide accurate information about prices and available services when
customers inquire.
Manage current customer accounts all the time.
Record documents, new accounts, inquiries, complaints and transaction
into designed database constantly.
Accomplish and reach a monthly sales target and accept feedback from
the customer service supervisor which will be provided on a weekly
basis.
Attract new clients, persuade potential customer and maintain
relationship with current customers.

PERSON SPECIFICATION
Qualifications

Essential
Bachelor degree in Business.

Desirable
ITIL v3 foundation certificate.

VRQ Level 1 Award in Customer

Service.

Knowledge /
Experience

Essential

Desirable

1 year of customer service

Experience in data entry.

experience in the field of

Familiarity with the customer

telecommunication.

relationship management (CRM)

system.

Skills

Essential
Strong communication skills.

Being attentive and patient.

Being professional.

Great problem solving skills.

Sterling administration skills.

Good multitasking skills.

Pleasing negotiation skills.

Superb Persuasion Skills

Good computer skills, wide skills

Desirable
Good teamwork skills.

Good leadership skills.

using Microsoft Office.

Fluent written and oral

communication skills in English
and Arabic.

Abilities/
Attributes

Essential

Desirable

Ability to work under pressure.

Fast learner and hard worker.

Initiative.

Commitment.

Attention to details.

Equipment/tools required:
Telephone Computer Stationary.
Other requirements:
None.

Personal presentation and

grooming.

Confidentiality and self

confidence.

WORKING PAGE

Recruitment Sources
Source considered: Recruitment agencies
For

Against

Save you the time and hassle of wading

There are many profit oriented

through thousands of applicants.

recruitment agencies. Many recruitment

Recruitment agencies use a proven rating

agencies are considered to be profit

system to rate candidates and help

driven as their aim is to generate profit

companies selects the most suitable

with no consideration for the quality of

candidate without going through the

the service they provided services (The

stressful process of scanning through the

Pros and Cons of Recruitment Agencies,

pool of applicants (The Pros and Cons of

2011). According to the HR Magazine,

Recruitment Agencies, 2011)

58% of HR staff and company owners

believe that hiring a recruitment agency
is a waste of time as they receive
poorly-targeted CVs that don't meet
their requirements (Woods, 2010).

Recruitment agencies carefully review

Recruitment agencies are considered to

appropriate candidates which reduces the

be the most expensive option among

cost of administration as companies do

other recruitment sources as an

not need to hire and pay specialist to help

approximate of 30 percent of the job's

in the recruitment process (The Pros and

annual salary is paid as a fee in addition

Cons of Recruitment Agencies, 2011).

to other expenses (Rosner, 2013).

Source considered: Newspaper advertisement

For

Against

Quick method of reaching wide

As a lot of resumes will be generated, it

audience which result in generating a huge

is time consuming to scan through the

pool of applicants and provides equal

applicants and decide whom to accept or

employment opportunity to all possible

reject and that results in a high

candidates and increase the options to hire

administrative cost due to the need for

from for companies (Recruitment methods -

specialist to scan through resumes (Gigli,

Pros and Cons , n.d).

2011)

Newspaper advertising can be less

It is better to spend your advertising

expensive than advertising in other media

budget where your audience is looking.

outlet as companies have the choice of

According to the eMarketer firm, the

size and rate of the ad which determines

online newspaper advertising have more

the price (Smith, n.d).

viewers than the print newspaper

advertising and as a result to that its
revenue grew over 8 percent and was
expected to continue growing while the
print newspaper revenue sank (Smith,
n.d).

Source considered: E-recruitment

For

Against

Its cost effective. In consideration of

Has a tendency of administrative

price, online recruitment do not cost very

inefficiency. E-recruitment requires

much when comparing among other

companies to hire staff of specialist to

recruitment methods and it still generates

scan through the huge amount of

a huge pool of applicants for the vacancy

applicants generated from the usage of

offered (Advantages & Disadvantages of

this recruitment method. The usage of

Online Recruitment, 2011).

this recruitment method could lead to

higher company expenses and that can be
high disadvantageous in the case of a
small to medium businesses (Advantages
& Disadvantages of Online Recruitment,
2011).

E-recruitment is fast, it does not consume

The large pool of applicants may be time

time and that helps speeding up the

consuming as a lot of irrelevant and fit

process of recruitment in which

candidates must be examined or

companies do not always have to waste

eliminated and this process can take a lot

time in waiting for candidates to apply

of time (Advantages & Disadvantages of

and that is due to the large number of

Online Recruitment, 2011).

people using the Internet for jobs

searching purposes (Advantages &
Disadvantages of Online Recruitment,
2011).
Justification for decision
After examining the advantages and disadvantages of different recruitment sources, Zaina
Bahrainis advised to use E-recruitment as a method to fill the customer service representative
vacancy.
E-recruitment is the most suitable method to use for recruiting for a medium business like Zaina
Bahrain as it will not require increasing recruitment expenses due to its high effectiveness when it
comes to considering the price. Furthermore, after looking through the other recruitment sources
available it is clear that E-recruitment is the most inexpensive method as cost per hire using this
method is 150$, while on the other hand the cost per hire using recruitment agencies is 5,000$ and
1,200$ when using newspaper advertisements.
Due to the limited time available to finish the process of recruitment, E-recruitment has an
advantage over other sources as it generates a fair amount of applicants in a very short period of
time unlike recruitment agencies which could be time consuming. Added to that, E-recruitment has
a high yield ratio of applicants that are successfully employed which is 75%, while recruitment
agencies has a yield ratio of 50% and newspaper advertisements has a yield ratio of 34%.
Furthermore, the designed screening and filtering software, which is available in Zaina Bahrain HR
department, will be used to reduce the cost of administration and reduces the time consumed over
scanning through the applicants.

WORKING PAGE

Selection Methods
Method considered: Interviews
For

Against

Interviews can provide an insight of

Subjective evaluations are made

the applicant knowledge, experience

interviewers might make an unfair

and skills through the questions asked

judgement over interviewees and that

which can help in assessing applicants

reduces the fairness of the opportunity

and eases the process of determining if

provided to the interviewees (Personnel

the applicant will be able to efficiently

Selection Methods: Interviews , 2005).

fill the vacancy (Personnel Selection

Methods: Interviews, 2005).

Any uncertainty toward provided

Interviews are time consuming as a huge

information can be clarified and

amount of time must be devoted in the

explained and uncompleted answers or

process of preparing the interview,

information can be easily followed up

interviewing, analyzing applicants and setting

by the interviewers (Personnel

second interviews (An evaluation toolkit,

Selection Methods: Interviews , 2005).

2006).

Method considered: Personality tests

For

Against

Enables assessing applicants in

Personality tests are expensive and time

different aspects like skills, knowledge,

consuming. The qualified tester can be ask

emotional behaviour or intelligence

for a very high fee which is an approximate

and through that comparison between

of $100 and $5,000 per candidate and that

the traits of the interviewee and the

is costly in comparison with other selection

ideal employee to fill the job can be

methods (Braime, 2012).

made (Personnel Selection Methods:

Personality Tests, 2005).

It can weed out the biases. Unlike

Its low predictive validity. Personality test

cannot be counted as a valid predictor of the

other selection methods, application

applicant future performance as it indicates

forms cannot be bias and applicants

and evaluate the applicant personality but

cannot be judge by things like

does not provide stable and correct

appearance or body language and that

predictions (Braime, 2012).

helps providing an equal employment

opportunity to all applicants (Braime,
2012).
Method considered: Application forms
For

Against

It is very inexpensive for companies

It has a low validity, due to it specific

and applicants as they do not need to

structure, application forms cannot obtain a

pay for using it which increases the

lot of details for applicants to fill out. Unlike

equal employment opportunity to

interviews or employment tests, application

everyone. When comparing application

forms are specific and precise which does not

forms with other selection methods it

allow direct follow up question and requiring

can be considered as the least

additional information (Roennevig, n.d).

expensive (Rose, n.d).

It is very easy to use and convenient

for applicants, easy to develop and not
time consuming. Application forms are
very easy to create and do not actually
require a lot of time dedicated for the
development of the application form
itself and on the other hand it easy to
fill out by candidates. It is always
available which allows applicants from
anywhere to fill the form anytime they
find suitable (Rose, n.d).

It has a high administrative cost as it requires

a specialists or HR staff to scan the
applications in order to determine the fit or
ideal candidate. Furthermore it requires the
specialists or HR staff to dedicate a huge
amount of time to accomplish the goal of
finding the right candidate (Rose, n.d).

Recommended Selection methods, Justify your decision.

The recommended selection methods for the process of hiring a customer service representative
are application forms and interviews. The first method that should be used is the application form.
Application form is an easy method of determining the whether the candidate has the required
traits to fill the company needs by providing the candidate with a very easy to fill application form
that contains a set of specific questions and structure. Application forms are also very easy to
develop and require a low cost for development process. However, application forms are low on
predictive validity as the performance and personality of the applicants cannot be determined
through it. The disadvantages of the application form will be eliminated by applying the second
selection method which is interviews. By selecting candidates using interviews, an insight to
applicant behaviour, traits, knowledge and experience is provided. This results increasing the
validity and gives hints and indicators of the applicant performance in the job and that saves time
and money as the chosen candidate will be suitable for the job and a substitute will not be
required. Additionally, the yield ratio for accepted and hired employees using interviews is 53%
and using application forms is 34% and the cost per hire for both method added together is 156$
per hire which is low comparing to other selection methods.

Alignment to Job Characteristics Model (Justify how job TASKS are aligned to model)
Purpose of JCM:
To create a motivating job by increasing meaningfulness of work by increasing task verity, identity and
significance and by increasing responsibility through providing autonomy and also increasing
knowledge of outcome by giving feedback. The JCM increases motivation and therefore increases
performance efficiency, reduces absentees and turnover. The JCM also gives substantial freedom and
job satisfaction through giving responsibility for outcome and that also increases motivation.

Application of JCM in the Job selected:

1.) Task 5, 6 and 7 have high task variety in which completing the tasks requires a set of different skills.
For example in task 7 the customer service representative is supposed to look for causes of complaints
by examining the information provided by clients, this task requires the employee to have problem
solving skills, being attentive and active listening.
2.) Task 2, 4 and 6 requires high task identity in which the employee is responsible for completing the
whole task. Task 4 requires the customer service representative to resolve customer complaints.
3.) This job has no task significance as it has no impact on the lives of others
4.) This job has a moderate level of autonomy. For example, in task 4 the employee has the freedom of
choosing the method of assessing the causes of the complaints and suggests solutions.
5.) This job has a high level of feedback as employees receive constant feedback regarding
performance effectiveness. In task 11, employees and expected to achieve a monthly sales target
which will help assessing their performance and they also receive a monthly feedback from the
customer service representative.

References:
Advantages & Disadvantages of Online Recruitment. (2011). Retrieved from What Job Site:
http://www.whatjobsite.com/content/recruiter-zone/online-recruitment-basics/advantagesdisadvantages-of-online-recruitment/
An evaluation toolkit. (2006). Retrieved from Evalued:
http://www.evalued.bcu.ac.uk/tutorial/4c.htm
Braime, H. (2012). To Test or Not to Test: The Pros and Cons of Personality Testing. Retrieved from
Business Finance Store: https://www.businessfinancestore.com/2012/08/20/to-test-or-not-totest-the-pros-and-cons-of-personality-testing/
Gigli, M. (2011). External Recruitment: Advantages, Disadvantages & Methods. Retrieved from
Education Portal : http://education-portal.com/academy/lesson/external-recruitmentadvantages-disadvantages-methods.html#less
Personnel Selection Methods: Interviews . (2005). Retrieved from HR Guide: http://www.hrguide.com/data/G311.htm
Personnel Selection Methods: Interviews. (2005). Retrieved from HR Guide: http://www.hrguide.com/data/G311.htm
Personnel Selection Methods: Personality Tests. (2005). Retrieved from HR Guide: http://www.hrguide.com/data/G312.htm
Recruitment methods - Pros and Cons . (n.d). Retrieved from
http://www1.agric.gov.ab.ca/$Department/deptdocs.nsf/all/agp13576/$FILE/tool04.pdf
Roennevig, M. (n.d). Advantages & Disadvantages of Application Process for Employees. Retrieved
from Chron: http://smallbusiness.chron.com/advantages-disadvantages-online-applicationprocess-employees-23507.html
Rose, S. (n.d). The Pros & Cons of Using Employment Application . Retrieved from Chron:
http://smallbusiness.chron.com/pros-cons-using-webbased-employment-application-software45611.html
Rosner, B. (2013, April). The ABCs of Employment Agencies. Retrieved from ABC News:
http://abcnews.go.com/Business/CornerOffice/story?id=86621
Smith, E. (n.d). What Are the Advertising Pros & Cons of Using Print Media. Retrieved from Chron:
http://smallbusiness.chron.com/advertising-pros-cons-using-print-media-41670.html
The Pros and Cons of Recruitment Agencies. (2011, May ). Retrieved from Sales source:
http://www.salessource.com.au/the-pros-and-cons-of-recruitment-agencies/
Woods, D. (2010, Jsnuary 18). Recruitment agency fees are a rip-off, say employers. Retrieved from
HR Magazine : http://www.hrmagazine.co.uk/hro/news/1017329/recruitment-agency-fees-ripemployers