Orientation: A ‘sacrificial human resource strategy’ is practised in call centres, resulting in poor employee occupational health. Consequently, questions are posed in terms of the consequences of call centre work and which salient antecedent variables impact the engagement and wellbeing of call centre representatives.Research purpose: Firstly, to gauge the level of employee engagement amongst a sample of call centre representatives in South Africa and, secondly, to track the paths through which salient personal and job resources affect this engagement. More specifically, the relationships between sense of coherence, leadership effectiveness, team effectiveness and engagement were investigated, thus testing the Job Demands-Resources model of work engagement.Motivation for the study: To present an application of the Job Demands-Resources model of work engagement in a call centre environment in order to diagnose current ills and consequently propose remedies.Research design: A cross-sectional survey design was used and a non-probability convenient sample of 217 call centre representatives was selected. The measuring instruments comprise the Utrecht Work Engagement Scale to measure engagement, the Team Diagnostic Survey to measure team effectiveness, the leadership practices inventory to gauge leadership effectiveness, and the Orientation to Life Questionnaire to measure sense of coherence. A series of structural equation modelling analyses were performed.Main findings: Contrary to the ‘electronic sweatshop’ image attached to call centre jobs depicted in the literature, results show a high level of employee engagement for call centre representatives in the sample. Also, personal resources such as sense of coherence and job resources such as team effectiveness related significantly to engagement. A non-significant relationship exists between leadership effectiveness and engagement.Practical/managerial implications: Both the content and context of jobs need to be addressed to increase the personal and job resources of call centre representatives.Contribution/value-add: The Job Demands-Resources model of work engagement can be used to improve the occupational health and performance of employees in call centres
Current literature on manpower problems in South Africa has hardly focused on what should be done to improve jobs in order to create job experiences that will fulfil employee goals and organizational goals simultaneously. While the focus has been on the environmental (economic, social, political) and organizational (human resources policies, e.g. affirmative action) components of human resources management, in this article the authors provide guidelines to facilitate a process through which South African managers can practically achieve the optimal fit between current employees and their jobs. A theory that specifies when workers will display motivation, satisfaction and productive behaviour is reviewed. The accompanying diagnostic instrument is presented with South African norms for use by managers of change. Where remedial action is required, guidelines are proposed to assist managers in planning for an enriched work-place. The authors conclude that this approach represents a powerful strategy that can help organizations achieve their goals as well as meeting the needs of contemporary employees for a more meaningful work experience. This approach ensures that changes in the workplace are brought about on the basis of relevant information regarding the characteristics of jobs and the needs of workers, which is, in turn, based upon fundamental psychological rules and buttressed by South African findings that the theory is empirically sound.
The current state of human resource planning in South Africa is that many companies conduct virtually no such planning or provide it only for senior managerial positions. Employment equity legislation will, however, force the hand of managers and human resource practitioners in the public and private sectors alike to engage in regular human resource planning. The Employment Equity Act (1998) seeks to address the existing discrepancies in the distribution of jobs, occupations and income amongst South Africans by not only eliminating unfair discrimination in employment, but also making provision for affirmative action measures to promote a diverse and representative workforce. The employment equity audit requires the preparation of a workforce profile and consequent employment equity plan to address discrepancies. The main purpose of human resource planning is to identify future human resource requirements (in terms of numbers, skills, and particular characteristics, inter alia gender, race and disability) and to develop action plans to eliminate any discrepancies between the demand and supply of labour that are forecast. The article presents a comprehensive model of human resource planning, incorporating the practical implications of the Employment Equity Act, as a workable guideline to assist managers in compiling thorough forecasts and action plans in fulfilment of organizational and employment equity requirements.
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