Change Management and Strategic Leadership

This presentation discusses the importance of change management and strategic leadership in the modern era, with a focus on Shell. It explores the difference between human resource management and personnel management, and highlights the human resource management strategy and business objectives of Shell. The presentation also covers the measurement of employee performance, the design of a human resources plan, and the design of a customer fulfillment plan to maximize customer satisfaction.

CHANGE MANAGEMENT AND
STRATEGIC LEADERSHIP
Task 4

Introduction
In the modern era, management of changes and strategic
management has become very important for the growth and success of
business such as Shell.
Shell uses the aspects of strategic management to make changes in
its operations, activities and services at frequent intervals.
The aim of this presentation is to highlight the difference which
takes place between human resources management and personnel
management.
Along with this, personal skill development plan is created for the
enhancement of skills and competency level.
Besides this, it will also shed light on business factors that underpin
human resource planning at Shell' are identified.

Difference between Human resource
management and personnel management
Introduction-
It can be stated that Shell was earlier using the traditional
approach of staff management i.e. Personnel
management. At present the brand has adopted human
resource management approach to maintain and manage
workers in organization.
Human resource management – HRM refers to the
approach that is followed by the business firm to manage

Difference between Human
resource management and personnel
management
 Personnel management: Personnel management is the approach in
which is Shell carry out task such as organizing, planning, integration
and maintenance of people for the purpose of achieving organizational
goal.

Human resource management
Functions of HRM

Difference between Human resource
management and personnel management
 Comparing Human resource management and personnel
management
Basis of
comparison
Human resource
management
Personnel management
Approach It is a modern
approach which is
used by shell to
manage people
It is a traditional approach
which was used by shell
Definition HRM is the process of
selecting employees and
managing them in Shell in
a structured manner.
Personnel management is the
organizing, planning, integration
and maintenance of people for the
purpose of achieving
organizational goal.

Difference between Human
resource management and personnel
managementBasis of comparison Human resource
management
Personnel
management
Function Strategic functions
perform in HRM
It performs daily
routine functions.
Decision making All important decision
are taken at a fast
pace.
Decisions are taken
slowly in personnel
management.

CONTD…
Treatment of manpower
 Along with this, personnel management aspect
considers employees as a tool.
 On the other side, human resource management
recognized personnel as main assets of the organization.
Hence, by treating personnel in an effectual way Royal
Dutch can build and maintain highly talented workforce.
 On the basis of this aspect, by employing participative
style of leadership business unit can enhance the
motivational aspect of personnel.
4/1

CONTD..
Communication
 In addition to this, personnel management lays emphasis
on indirect communication between employees and
higher management team.
 Unlikely to this, HRM focuses on direct communication
which in turn helps in building effectual relationship
with the employees.
 Hence, by undertaking the approaches of HRM Royal
Dutch can retain personnel for long term and thereby
would become able to success.
4/1

Shell’s human resource management
strategy and its business objectives
Objectives
The main objective of the Shell corporation
is to enhance its business at rapid pace by
exploring new sources of crude oil.
Introduction –
It can be stated that effective human resource
strategy help company such as Shell to
acquire the best and most talented

CONTD…
• The another main objective of Royal Dutch is to build
highly talented and motivated workforce. Moreover,
motivated employees are highly productive and
encouraged to make their efforts as compared to others.
• By taking into account such objective HR manager has
framed strategy in relation to the performance
evaluation.
• Hence, by making evaluation of performance level of
personnel Royal Dutch can assess the training need of
personnel.
4/1

CONTD…
• On the basis of this aspect, by conducting training
session on periodical basis firm can enhance the
competency level of personnel.
• Besides this, personnel have idea about the manner in
which they need to carry out activities then it may result
into high employee motivation.
• This aspect shows that HRM strategy is highly
associated with the set goals and objectives.
4/1

Carrying out measurement of
employee performance
Measuring employee performances-
It can be expressed that in organization is a biggest
challenge for the shell company. It can be erasures
through 360 degree appraisal and rating scale
 360 degree appraisal:
 Rating scale:

2. Evaluate personal management and
leadership skills
Personnel management and leadership skills for achieving the strategic
goals of Shell company are as follows.
 Planning
 Decision making
In order to achieve the strategic goals of Shell effective personal
management and leadership skills are very important.
There are many sort of leadership skills that are required by the
leaders. One must have strong influencing power. If one will
have same he will be able to treat its followers in better way.

SWOT analysis
Strengths and weaknesses
Strengths Weaknesses
• I can take decisions effectively in any
kind of circumstances. This benefit
organization to great extent. This is
because I easily solve complicated
problems in reasonable time period.
• I take responsibility of fulfilling my
own objectives. My commitment
power is strong and due to this reason
even conditions are not favourable I
managed to achieve my objectives.
• I don't have strong communication
skills. This create problem for my
organization as I face problem in
working with subordinates with
full coordination.
• I cannot manage my work on time.

SWOT analysis
Opportunities and Threats
Opportunities Threats
• I have an opportunity of
learning advanced technology.
• I can improve my weakness
through attending training and
development sessions.
• Lack of time in attaining
training program.
• I don't have enough money to
spend on the training

a personal skills development plan
The key effectiveness of personal development plan:
 Proper eye contact
 Effective combination skill
 Time management improved
SMART objectives
 S- Main target is to improve coordination
skills.
 M- I will be able to work in proper with
subordinates due to elevation in
coordination.

3. Impact of operational structure and culture
Introduction –
It can be expressed that the operational
structure used and culture adopted by Shell
has direct impact on its overall performance.
Furthermore, structure and culture of Shell
also plays a very important role in success
and growth of entire organization.
Culture –
A culture can be defined as the values and
belief of an organization which assists
workers in identification of the way that how
task should be carried out.

3. Impact of operational structure and
culture
Currently organization have normative culture
in which rule and regulation of Dutch shell
company is predefined. Under this culture
employee need to follow all rules and
regulation strictly.
Structure-
Structure can be defined as the way in which
level of hierarchy exist within Shell. If
structure of the organization is not according
to its size then such kind of things make
operations more complex.
Culture and structure of Shell –

Rules and regulation regarding
employment
At the time of carrying out its operations Shell is required
to take care of different regulations and laws which are
mentioned below as:
Rules and legislation
 Employment right act 1996: If on the basis of
disability unfair treatment is given to the individual
then strict action can be taken against the firm.
 Equality act 2010: In case it is identified that firm is

Impact of UK legislation on HR
practices of Dutch shell organization
The great impact is that if the organization implement
health and safety policy for its employee then it can
easily provide safe working environment to its
employees.
Along with this, it help organization in retaining
employee for longer period of time.
Further employee need to treat eqully within an
organization as per equality act which help in retaining
employee and increasing productivity of an
organization

4. Design a human resources plan
There are different type of objective of company such as
increasing productivity, profitability etc. Employees
and job to meet the business objectives of Shell
company through different human resources plan are
as follow
 Recruitment
 Development
 Retention

Performance indicators
Shell corporation use elevation in
productivity as performance indicator. Apart
from this, comments given by the colleagues
is also used as performance indicator in 360
degree feedback system.
Performance measure indicator for measuring
HR performance
Performance of human resources can be
measure with the help of taking feedback
from senior department.

Design a human resources plan
 Reward:
 Performance management:
 Communication:

5.Designing customer fulfilment plan
The key strategies to satisfy customers
Shell company need to maximize customer demand and
fulfil by focusing on three major areas which are as
follow:
Pay attention to market research
Produce stellar content
Giving a new customers a deal

5.Designing customer fulfilment plan
Shell company can gain competitive
advantage through customer relationship
management or EPOS system.
 Customer relationship management (CRM)
 EPOS

Summarizing
From the above presentation it can be concluded that
Human resources management strategy are very helpful
in achieving the organizational objective of shell.
Through SWOT analysis I get know my strength and
weakness, for improving my weaknesses I prepare
personal skill development plan. Further it can be
concluded that employee performance can be measure by
360 degree feedback and rating scale. Design a human
resources plan for for meeting the organizational
objectives of the shell company. There are many modern
based information system such as CRM, EPOS etc are
helpful in attaining the competitive advantage

References
Human resources management. 2015 [Online].<Available
through:http://www.whatishumanresource.com/human-
resource-management>. [Accessed on 5th October,
2015].
what is personnel management 2015 [Online].<Available
through:http://www.yourarticlelibrary.com/personnel-
management/personnel-management-its-definitions-
objectives-and-functions/27910/>. [Accessed on 5th
October, 2015].