In this paper, we discussed the heat and mass transfer on the unsteady hydromagnetic convective flow of an incompressible viscous electrically conducting heat generating/absorbing fluid through porous medium in a rotating parallel plate channel under the influence of uniform transfer magnetic field normal to the channel taking Hall current effects into account. The momentum equation for the flow is governed by the Brinkman’s model. The analytical solutions for the velocity, temperature and concentration distributions are obtained by making use of regular perturbation technique. The variations of said quantities with different flow parameters are computed by using Mathematica Software and discussed with the help of plots. The skin friction, Nusselt number, and Sherwood number are also evaluated analytically and computationally discussed with reference to pertinent parameters in detail.