Research Questions: What are the major practices of recruitment and selection for Burberry and how to overcome them?
Company Name: Burberry PLC
The main purpose of the research report is to identify the overall process of human resource management and the importance of the process on the employee management and the maintenance of the organisational environment and culture. The report also focuses on the development of the theoretical discussion regarding HR practises in organisations and the tactics for the betterment of the policies. The report discusses the Recruitment and Selection Theory and demonstrates the recruitment process of Burberry in the findings section. The recruitment and selection theory is proposed by Edwin B Fillipo which includes different activities such as job pursuit intention, acceptance intention, organisational attraction and job choice (Kusu, and Balaji, 2019). Burberry is a multinational luxury organisation which was established in the year 1856. The headquarter of the organisation is in London. The organisation offers luxury products and gift items for men, women and children all over the world (Burberry Overview, 2021).
Figure 1: Top 10 Global Luxury Brands in 2021
(Source: Statista Global Brands, 2018)
The report also provides an overall summary in the conclusion part and provides recommendations for the betterment of the process of Burberry.
Human resource management is a strategic and comprehensive approach which involves the management of the employees in a positive manner and the maintenance of the organisational culture and environmental process. The human resources management of an organisation is associated with the planning, coordination and direction of the administrative operations. The process includes the activities related to the recruitment, interview, hiring of new employees, consultation with upper hierarchies regarding strategic planning and the development of an effective link between the management of the organisations and the employee base (Cooke, 2017).
Figure 2: Roles and Responsibilities of Human Resource Management
There are different types of divisions in the human resources management such as payroll management, relationship management and recruitment management. The payroll management is associated with the accounting department and supervises the payroll factors such as increment, salary, appraisal and others. The relationship management department handles the relationship with the employees and ensures optimum engagement and productivity in the employee performance. The recruitment management handles the interview, selection and recruitment process of the employees. The recruitment process is essential for the maintenance of a quality and skillful employee base in the organisation (Peccei and Van De Voorde, 2019).
Human resource management is essential for the organisation to maintain quality in the talent management process, training and development, compensation and benefits, compliance and workplace safety practises. The human resources management also ensures the fulfilment of overall aim, mission and vision to attract and engage the employees (Amrutha and Geetha, 2019).
The recruitment and selection theory is proposed by Edwin B Fillipo which focuses on the efficiency of the activities of human resources management. The recruitment and selection process is identified as an effective method for the optimisation of the employee strength and productivity level in the organisation. The process includes different phases such as sourcing, screening, shortlisting and selecting the appropriate employees. It is essential for the fulfilment of the goals and objectives of the organisation with the engagement of skillful and experienced employees (Akbar, and Tracogna, 2018).
Edwin B Fillipo identifies the human resource management process which is a collection of different steps such as planning, organisation, direction, procurement, development, integration, compensation, maintenance and separation of the human resources present in that particular organisation. The theory identifies the process for the search of the prospective employees for the overall girth of the organisation in the future. It also identifies the eight main characteristics of the human resource management which are recruitment of people, interview process, communication with senior executives, arrangement of training and skill development programmes, evaluation of performance, exit interview process, collection of feedback and suggestions from the employee base and assistance in the decision making process of the upper management of the organisation (Akbar, and Tracogna, 2018). The overall process is beneficial for the organisation to provide opportunities for the employees to apply in different positions of the organisation. It is identified by the information provided in the theory that the traditional outcome of the recruitment process can be divided into four major segments which are job pursuit intention, acceptance intention, organisational attraction, and job choice (Kusu, and Balaji, 2019).
The selection and recruitment process is a crucial factor of human resource management which is beneficial for the organisation to develop and sustain an effective performance in the market. The process is essential for the survival of the organisation in the long run. The management of Burberry follows the theory of recruitment and selection which has helped in the hiring process for the skillful and experienced employees (Burberry Overview, 2021). The organisation generally follows a group discussion, panel discussion and personal interview for the hiring and recruitment process. The hiring management of Burberry schedules multiple rounds for the screening of the employees which takes between two to six weeks. The interview process includes questions from different segments such as potential, availability, quality, experience and availability.
The involvement of the selection and recruitment theory in the hiring process of Burberry helps in the identification and engagement of best talents and skills of the industry. It helps in the optimisation of the performance in different departments and enhancement of the productivity and competitive index in the global fashion sector (Burberry Overview, 2021).
The hiring management of the organisation focuses on different factors before the final hiring of a particular employee. The organisation generally follows a group discussion, panel discussion and personal interview for the hiring and recruitment process. The hiring management of Burberry schedules multiple rounds for the screening of the employees which takes between two to six weeks (Evans, and Ahmed, 2018). The interview process includes questions from different segments such as potential, availability, quality, experience and availability. The hiring managers frequently observe the interest and talent of the interviewee regarding the applied field. Burberry sees the grip of knowledge and skill of the employees on applied job roles. It also focuses on the confidence level and the way an interviewee represents at the time of interview. The employee gets the final offer letter of the organisation after successfully passing all the process of the interview successfully. The process for the achievement of a final offer letter generally takes around one to two weeks (Burberry Overview, 2021).
The human resource management of the organisation focuses on the implementation of the organisational human resource management theory which helps in the engagement of proper talent. The organisational human resource theory focuses on the development of more effective job performance among the employees and the enhanced motivation for the performance among the employees. The process has helped the organisation to enhance the productivity level and develop a positive culture inside the organisation (Burberry Strategy, 2021). The company has developed new infrastructure and is focusing on the restructure of the recruitment and selection procedures. The management of Burberry has recruited and managed the employees to share the cultural values, simplify the operational activities and develop a different partnership perspective for Burberry. It is also planning to introduce some innovative employee engagement and wellbeing programs to enhance employee satisfaction and productivity (Burberry Overview, 2021). Burberry is providing continuous training to develop organisational culture among its employees and to build inclusiveness as well.
It is identified from the overall analysis that Human resource management is a strategic and comprehensive approach which involves the management of the employees in a positive manner and the maintenance of the organisational culture and environmental process. The department is crucial for the inclusion of optimum quality in the talent management process, training and development, compensation and benefits, compliance and workplace safety practises. The theory of recruitment and selection best aligns the hiring process for an organisation. The traditional outcome of the recruitment process can be divided into four major segments which are job pursuit intention, acceptance intention, organisational attraction, and job choice. Burberry implemented the process which helped in the engagement of the best talent and skills in the organisation. The management of the organisation further implemented the organisational human resource theory to promote the cultural values among the employees. The management is also planning to introduce some innovative employee engagement and wellbeing programs to enhance employee satisfaction and productivity.
It is identified that the KPI of the employee performance system is 72% which can be optimised with some small changes in their operational activities. The financial KPI of Burberry also faced a downturn of 3% in the last financial year due to lack of productivity from the employees. Therefore, the management of Burberry is recommended to restructure the HR policies and focus effectively on the employee retention practises. The management of the organisation further needs to embrace the market development strategy which can help them to resolve the problems of matrix structure. It also needs to develop training and development sessions for all the employees which can ensure optimum productivity from them. Finally, the management of the organisation needs to develop strategies per the changing regulations of the EU which can help them to sustain a proper employee base within the organisation.
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