Challenges and Responses in Employee Retention: A Study on Morrisons

This report focuses on the challenges faced by Morrisons, a UK retail sector company, in employee retention. It discusses the issue of employees leaving the organization, primary data collection through a survey, analysis of the data, and the application of HRM theory and practices to improve retention. The report also provides recommendations and a reflection on the findings.

Business Focus Report &
Reflection

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Overview of the issue.............................................................................................................3
Primary data collection..........................................................................................................3
Analysis of primary data........................................................................................................5
Application of HRM theory and practices...........................................................................11
Conclusion and recommendations.......................................................................................12
Reflection.............................................................................................................................13
REFERENCES.........................................................................................................................14

Topic: To evaluate the challenges and the associated responses with respect to the
problems being faced by the UK retail sector in relation to the employee retention: A study
on Morrisons.
INTRODUCTION
In the current times, it has become essential to understand the each and every aspect
of the business along with the key requirements for effectively running the business. This
report presents about the HR issue or challenge that is being faced by the Morrison which is
the supermarket chain in UK. There huge competitors present in market which makes it
difficult for the business to retain their employees. This report puts light on the employee
preferences with regard to the workplace. Through this, organization will be able to take
important steps for improving its HR practices.
MAIN BODY
Overview of the issue
The employee retention issue is one the most critical aspect of HR practices as it
involves application of number of strategic actions for keeping the employees motivated and
focused towards work and the organization which makes them remain employed (Liu and
Xie, 2020). But the increasing issue of employees leaving the organization has affected the
performance and productivity of the company and increase in cost.
Primary data collection
In order to determine the employees needs and preferences with respect to the job the
primary data is collected by Morrisons through survey in the form of questionnaire. This
survey is conducted on 20 employees of the organization for the purpose of identifying their
requirements. This will help Morrison in formulating appropriate practice or strategy to for
meeting the employee requirements.
Questionnaire
1. What is your age group?
 18-25
 26-40
 41-55
 Over 55
2. For how long you have been working for the company?
 Less than 1 year
 1 year to 3 years
 3 years to 6 years
 6 years to 10 years
 Above 10 years
3. After how long you left the previous job?
 6 Month
 7-12 Month
 1-3 Years

 Over 3 Years
 It’s your first job
4. Which of the following factors most influence your decision to leave the job?
 Low Salary
 Supervisor’s Negative Behaviour
 Bad Work Condition
 Low Career Growth
 Other problem
5. Does HR department provide career counselling on your job progression?
 Extremely Disagree
 Disagree
 Neutral
 Agree
 Extremely Agree
6. How satisfied or dissatisfied are you with your ability to do interesting work in your role?
 Extremely Disagree
 Disagree
 Neutral
 Agree
 Extremely Agree
7. How satisfied or dissatisfied are you with your opportunities for career progression?
 Extremely Disagree
 Disagree
 Neutral
 Agree
 Extremely Agree
8. Overall, are you happy with organizational culture and work environment?
 Extremely Disagree
 Disagree
 Neutral
 Agree
 Extremely Agree
9. Does our executive team contribute to a positive work culture?
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
10. In comparison to reward or facilities, the work load is….

 Extremely Less
 Less
 Equal
 More
 Extremely More
Analysis of primary data
Theme 1:
Particulars Responses % of responses
18-25 years 3 15%
26-40 years 5 25%
41-55 years 5 25%
56 years and above 7 35%
Total 20 100%
18-25 years 26-40 years 41-55 years 56 years and
above
0%
5%
10%
15%
20%
25%
30%
35%
40%
15%
25% 25%
35%
% of responses
% of responses
From the above graphical representation. It can be seen that 35% of the employees are
in the age group of 56 and above and only 15% employees are from 18-25 years age group.
Theme 2:
Particulars Responses % of responses
Less than 1 year 1 5%
1 year to 3 years 4 20%
3 years to 6 years 5 25%
6 years to 10 years 4 20%
Above 10 years 6 30%
Total 20 100%

Less than 1
year 1 year to 3
years 3 years to 6
years 6 years to 10
years Above 10
years
0%
5%
10%
15%
20%
25%
30%
35%
5%
20%
25%
20%
30%
% of responses
% of responses
It can be illustrated from the above that 30% of the employees who are surveyed have
been working for the company for more than 10 years and 20% of the employees are within
the range of 1 to 3 years and 6 to 10 years respectively. Only 5% of the surveyed employees
are have been working for less than a year.
Theme 3:
Particulars Responses % of responses
6 months 2 10%
7-12 months 3 15%
1-3 years 4 20%
Over 3 years 10 50%
It's your first job 1 5%
Total 20 100%
6 months 7-12 months 1-3 years Over 3 years It's your first
job
0%
10%
20%
30%
40%
50%
60%
10%
15%
20%
50%
5%
% of responses
% of responses

It can be draw from the graph that 50% of the employees have left their previous job
after working for over 3 years, 10% of the employees left after 6 months of joining and 5% of
the employees are freshers and it’s the first job.
Theme 4:
Particulars Responses % of responses
Low Salary 3 15%
Supervisor’s Negative
Behaviour 2 10%
Bad Work Condition 4 20%
Low Career Growth 8 40%
Other problem 3 15%
Total 20 100%
Low Salary Supervisor’s
Negative
Behaviour
Bad Work
Condition Low Career
Growth Other
problem
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
15%
10%
20%
40%
15%
% of responses
% of responses
The above chart depicts the reason for leaving the job and mostly employees leave
because of low career growth which is 40% and the 20% left because of bad working
conditions. And the remaining employees leaves the job for reasons like low salary,
behaviour issue of the supervisor and other problems.
Theme 5:
Particulars Responses % of responses
Extremely Disagree 1 5%
Disagree 3 15%
Neutral 6 30%
Agree 5 25%
Extremely Agree 5 25%
Total 20 100%

Extremely
Disagree Disagree Neutral Agree Extremely
Agree
0%
5%
10%
15%
20%
25%
30%
35%
5%
15%
30%
25% 25%
% of responses
% of responses
From the outcome derived above, 30% of the employees have a neutral response that
HR provides counselling for job progression and 25% of the employees agrees and extremely
agrees to the same and 5% extremely disagree for it.
Theme 6:
Particulars Responses % of responses
Extremely Disagree 2 10%
Disagree 2 10%
Neutral 7 35%
Agree 4 20%
Extremely Agree 5 25%
Total 20 100%
Extremely
Disagree Disagree Neutral Agree Extremely
Agree
0%
5%
10%
15%
20%
25%
30%
35%
40%
10% 10%
35%
20%
25%
% of responses
% of responses

It has been identified that 35% of the respondents feels neutral with respect to the
ability to do interested work and 25% extremely agrees that they get interested work while
10% disagrees to the fact.
Theme 7:
Particulars Responses % of responses
Extremely Disagree 4 20%
Disagree 5 25%
Neutral 6 30%
Agree 2 10%
Extremely Agree 3 15%
Total 20 100%
Extremely
Disagree Disagree Neutral Agree Extremely
Agree
0%
5%
10%
15%
20%
25%
30%
35%
20%
25%
30%
10%
15%
% of responses
% of responses
By doing primary research, it is identified that there is neutral opportunity for career
progression while 20% of the respondents extremely disagrees with the same and only 10%
agrees to the fact of getting career growth opportunities.
Theme 8:
Particulars Responses % of responses
Extremely Disagree 2 10%
Disagree 1 5%
Neutral 8 40%
Agree 4 20%
Extremely Agree 5 25%
Total 20 100%

Extremely
Disagree Disagree Neutral Agree Extremely
Agree
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
10%
5%
40%
20%
25%
% of responses
% of responses
The above chart states that 40% feels neutral about the organizational culture and the
working environment, 25% of employees extremely agrees that the organization is having
happy working environment and culture as well. But the 10% of the employee’s states that
the Morrison is not having an happy culture and work environment.
Theme 9:
Particulars Responses % of responses
Strongly Disagree 3 15%
Disagree 4 20%
Neutral 5 25%
Agree 3 15%
Strongly Agree 5 25%
Total 20 100%
Strongly
Disagree Disagree Neutral Agree Strongly
Agree
0%
5%
10%
15%
20%
25%
30%
15%
20%
25%
15%
25%
% of responses
% of responses

Under this, there is wide variation in the response of the employees as 25% considers
it to be neutral and strongly agree and the 15% feels strongly disagree and agree which very
contrasting to draw a meaningful conclusion while 20% respondent disagree that the
executive team contribute towards positive work culture.
Theme 10:
Particulars Responses % of responses
Extremely less 3 15%
Less 4 20%
Equal 5 25%
More 3 15%
Extremely more 5 25%
Total 20 100%
Extremely
less Less Equal More Extremely
more
0%
5%
10%
15%
20%
25%
30%
15%
20%
25%
15%
25%
% of responses
% of responses
The above graph represents, reward system with respect to workload of the employees
and according it, 25% considers workload to be neutral and 25% thinks it is extremely more.
While 20% employees think that workload is less in comparison to the rewards and other
facilities provided.
Application of HRM theory and practices
In context to the Morrisons, the company is dealing with the issue of staff retention.
The success of the organization is linked to its employees who are skilled and committed
towards work and the organization but this attachment can be gained by implementing
practices that motivates employees. The Vroom’s motivational theory can be applied in this
scenario.
Vroom’s theory of expectancy
This theory is considered to be the best for the purpose of motivating the employees
which will lead to increase in the productivity and the reduction in the employee turnover.
This theory ensures that the needs of the employees are understood and met by the
organization in an effective way. As per this theory, employee is motivated and effective

when the two condition are met, which are, when the employees feels the sense of trust that
their hard work will lead to success and second is that, employees will be promoted or will
get attractive rewards for their hard work (Gopalan, Bakar and Zulkifli, 2019). Morrison s
can implement various human resource practices for the purpose of meeting the needs and
preferences of its employees which will help in enhancing their productivity. Through this
theory, employees will be getting attractive incentives and rewards for the work done by
them. This theory will work in benefit of the Morrisons and will also satisfy the needs of the
employees as well as management by getting highly motivated and committed team in its
workforce who will be able to serve best at any situation.
This theory will best work on the self interest group of employees who wants to
actually reduce the dissatisfaction and maximize their satisfaction level (Tombs, 2018). With
this benefit, Morrisons management would be able to build a strong team in the market place
as they will be able to boost the morale and motivation of the employees using the incentive
and the reward system as per the work load. With the appropriate objective, this motivational
theory improves and enhance the performance of the staff. Also, management can employ the
concepts for assembling more effective workforce groups for accomplishing the set
objectives leading to increase in profitability. The practical application of this theory will be
very beneficial to the organization in dealing with its employee retention issue or challenge.
Conclusion and recommendations
It can be summarized from the above that employees of the Morrisons are leaving the
organization because of low career growth opportunities available and also because of
ineffective reward system for the amount of workload given. It can be inferred from the
primary investigation that the organization has put more emphasis on job progression and
providing work that interests the employees while performing it. Thus, Morrisons should
keep in mind these aspects while formulating the strategic business plans and activities.
Hence, it is advisable to Morrison to include and come up with new and attractive ways for
attracting, motivating and inspiring the employees towards works so that they feel a sense of
belongingness towards the organization.
There are few approaches that can be exercised by the organization for effectively
handling the situation. The company should on a continuous basis keep a tab on its
compensation standards and the way it is structured. The company can also offer flexible
work schedules which make employees feel that the organization takes care of its employees
and not just its profits. It should come up with the training and development plans which will
help the employees in gaining more career advancement opportunities and more exposure
which will help in retaining the employees who leaves job because of the growth of the
career. The company needs to revise its reward system with respect to work load given to the
employees as it is inferred from the primary research that rewards and incentives are less in
comparison to the work load assigned to the employees as this reduces the morale of the
employees and makes them feel dissatisfied.
Thus, for reducing the employee turnover along with increasing the productivity and
profitability, Morrisons should implement effective employee retention strategy with
attractive incentives and rewarding standards which will persuade them to perform better and
grab the rewards. This will be beneficial for both employees and the organization as a whole.

Reflection
I was highly excited to carry out the specific study. I have gained significant degree of
knowledge related with the challenges and the associated responses with respect to the
problems being faced by the UK retail sector in relation to the employee retention. It was
interesting for me to gain wider set of knowledge and perspective related with the increasing
issue of employees which in turn tends to highly result in high employee turnover within the
organization and also affect the performance and productivity of the company with increased
cost. I have developed time management skills while carrying out the study in a significant
manner. The most interesting part of the study for me was to collect primary set of data from
20 employees of the organization. It was very useful for me to acknowledge the viewpoints of
all the participants in order to attain conclusive set of results. I have systematically used
primary analysis of the data with the help of questionnaire. I have effectively developed
themes and bifurcated the data which has been collected. I have developed a systematic
charts and diagram to analyse the data significantly. This study has helped me analyse that,
bad working conditions is one of the most significant reason which in turn eventually results
in low degree of employee retention at the job. Moreover, I have also examined the fact that,
low salary, behaviour issue, negative behaviour of the supervisor, bad working conditions
and low career growth, supervisor and other problems in turn are considered to be as the key
significant issue which eventually leads to high degree of employee turnover within the
organization. The human resource management and positive work environment also tends to
play key significant role in increasing the employee retention rate within the organization. It
was interesting for me to completely analyse the fact that, highly satisfied employees in turn
eventually helps in retaining the progressive employees within the organization for a longer
period of time. This study has helped me in effectively improving my communication skills
in order to grasp wider set of data which leads to higher operational growth and
sustainability. I have also evaluated that, Vroom’s theory of expectancy ensures that the
needs of the employees are understood and met by the organization in an effective way. This
study is highly significant which in turn eventually helps me in providing effective set of
recommendation associated with offer flexible work schedules which make employees feel
that the organization takes care of its employees and not just its profits. Positive workplace
environment, rewards and incentives to the employees, high career growth path are
considered to be as the key significant measure which helps in improving the job of the
employees. It helps me in effectively managing the study and complete the project on a
timely and significant manner.

REFERENCES
Books and Journals
Gopalan, V., Bakar, J. A. A. and Zulkifli, A. N., 2019. A REVIEW OF MOTIVATION
THEORIES, MODELS AND INSTRUMENTS IN LEARNING
ENVIRONMENT. Journal of Critical Reviews. 7(6). p.2020.
Tombs, M., 2018. Expectancy based measures of trainees’ motivation to learn: an overview
and practical implications. Assessment and Development Matters. 10(3). pp.8-11.
Liu, M. and Xie, Z., 2020. The Impact of High-Performance Work System on New
Generation Employees’ Turnover Intention: Psychological Capital as Mediator and
Perceived Organizational Support as Moderator. American Journal of Industrial and
Business Management. 10(2). pp.360-373.