Human Resource Management: Purpose, Functions, and Practices at Burberry

This document provides an overview of Human Resource Management (HRM) at Burberry, a fashion company. It discusses the purpose and functions of HRM, including staffing, performance appraisal, planning, and training. It also explores the recruitment and selection approaches used by Burberry. Additionally, the document examines the benefits of HRM practices for both employees and employers, such as employee relations, training and development, and open communication. Finally, it highlights the importance of effective HRM practices in improving profitability and productivity.

Human Resource
Management

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1............................................................................................................................................................3
P2............................................................................................................................................................4
TASK 2.......................................................................................................................................................6
P3............................................................................................................................................................6
P4............................................................................................................................................................7
TASK 3.......................................................................................................................................................8
P5............................................................................................................................................................8
P6..........................................................................................................................................................10
TASK 4.....................................................................................................................................................11
P7..........................................................................................................................................................11
CONCLUSION.........................................................................................................................................14
REFRENCES............................................................................................................................................16

INTRODUCTION
Human resource management is considered as process through which a company
management can effectively deal with their employees as well as that will also help aid in
conducting operations and functions in effective manner for attainment of desire goal. Proper
management of human resource help in enhancing the performance of staffs as well as it also
encourage the employees so that they conduct their allotted work in effective manner for
achieving target successfully (Ahammad, Glaister and Gomes, 2020). The human resource
planning is consisting of different practices such as organizing, planning, directing, managing,
and coordinating and so on. Organization selected for respective report is Burberry which is
operating in fashion industry and it is founded in 1856 by Thomas Burberry. The head office of
respective firm is located in Horse ferry Road, Westminster, London, United Kingdom. The
business of respective firm is nested at the world wide level. This report is going to provide
information related to purpose as well as function of HRM and it will also include its strengths
and weaknesses of selection and recruitment procedure. Moreover, project will also include
effectiveness of different HRM practices and how it help in increasing profit as well as it also
explain the benefits of the different documents as well as legislation of HRM in the specific
field.
TASK 1
P1
Human resource management is considered as one of the essential department which
plays main role in attaining growth and succession at competitive market. There are several
essential activities are include in the HRM practices such as planning, controlling, recruiting,
selection, motivate, monitor, encourage and many more (Armstrong and Taylor, 2020). There are
several purpose and function of human resource management which are mentioned below in
respect of Burberry:-
Purpose of HRM
 Staffing – It is considered as one of the main function of HRM as in which a company
management able to hire most appropriate candidate for the specific position. Before

hiring a person HR department conducts several activities in order to ensure effectiveness
of the candidates for a particular position.
 Performance appraisal – According to this, company HR manager conduct activities
related to the appraisal of the performance so that employees feel motivated as well as
encouraged to conduct work in effective manner. In respect of Burberry, they are may
conduct rewards system, provide rating, promotional activities and many others.
Function of HRM
 Planning – According to this function, HR manager of Burberry will conduct planning so
that they their employees conduct their work accordingly for the attainment of desire goal
and objectives successfully (Coccossis and Mexa, 2017).
 Training and development – In respect of this function human resource manager of
respective company provide training to their employees so that they able to enhance their
skills, abilities and performance in effective manner. It is also function of HRM to
determine best training activities according to the need to employees.
P2
In a company there are several human resource practices are conducted from which one
main practice is recruitment and selection because through it management able to determine the
most appropriate candidate for their workplace according to the vacant position. By recruiting
and selecting the appropriate candidate an organization able to attain their goal successfully the
new candidate come up with new ideas and entrusted nature. In respect of Burberry they adopt
different method methods of recruitment and selection, explanation of the approaches are
explained below:-
Recruitment Approach – It is considered method or approach through which a company can
recruit the best candidate for the vacant position from the crowd of numbers of applicants
(Donate and de Pablo, 2015). There are two kinds of recruitment approach:-
Internal recruitment
This is determining as method in which management of Burberry fill the vacant position
from the existing or current employees at the workplace. For this they may adopt promotion,
transfer, department changing and many more.

Strength Weaknesses
 Through this method respective
company able to save their cost as well
as it also motivates staffs.
 By it Burberry also able to conduct
effective employee’s engagement
practices which encourage them.
 By adopting respective method
Burberry get very limited pool of the
candidates (Geisler and
Wickramasinghe, 2015).
External recruitment
According to this practice, Burberry conduct recruitment practice at the huge level so that
they chose the most excellent applicant for the vacant place. In the perspective of respective
company their management needs to implement different method such as interview through
Skype, face to face interview, pool interview and many others.
In respect of this, respective company management able to adopt methods likes face to face
interview, Skype interview and many more.
Strength Weaknesses
 By this Burberry able to offer
opportunities to the spanking new
candidates.
 This will also help respective company
to hire best candidate for the vacant or
particular position.
 Respective method will be cost as well
as time consuming for the respective
firm.
Selection Approach
It is considered as method that is implemented by a company in order to select the
candidate as well as at this stage them also finalized the best candidate along with the

documentation (Grizzetti and et.al., 2016). In respect of this Burberry may conduct methods like
last stage interview, group discussion, document check and so on.
Strength Weaknesses
 By this respective company able to get
ensure that they are selecting the best
candidate for the specific job.
 This will also help in determining the
effectiveness of candidates from past
record mentioned in document.
 In some cases candidates are not
always honest towards their past.
TASK 2
P3
Within a company there are several types of human resource practices are conducted
because that is beneficial for both employer and employees as they able to attain their desire goal
successfully. Implementation of effective HRM practices also helps a company in attaining their
wanted goal or aim in successfully manner (Inkinen, Kianto and Vanhala, 2015). According to
the perspective of Burberry, they are conducting their operations in fashion industry while
operating the business practices they conduct numbers of HRM practices which are explain
below:-
Benefits for employees
 Employees relation – Through this HRM practices employees able to develop proper
relation with their employees which help them in understanding their work in proper way
as well as it also encourage them to accomplish their allotted work in the proper way. In
the perspective Burberry when their management conduct employees relation practices
like open communication and interaction session they able to motivate their staffs which
encourage them to accomplish their work in proper as well as effective manner. This will
also satisfy employees which encourage them to retain at the same workplace for long
time.

 Training and development – It is essential for every firm to provide effective training and
development to the staffs as that will help in providing growth opportunities by
enhancing their skills, abilities, knowledge and capabilities successfully (Jabbour and
et.al., 2015). According to the case of respective company when their HR manager
provide training and develop to staffs they feel motivated as they able to grow
themselves by increase their skills and abilities successfully.
Benefits for employers
 Maintain employees relation – According to this HRM practice, when a firm maintain
employees relation then their employees able to attain some benefits such as increase
quality of work, motivate employees, increase productivity and sales as well as it also
help them in encoring employees to adopt change successfully (Kalysh, Kulik and Perera,
2016). In context of Burberry, by adopting respective HRM practice their employer able
to encourage employees to adopt new technology or change in effective manner
improving their operation. Moreover it also helps in motivating staffs.
 Training and development practice – The training and development practices are essential
for employees as well as employers because through it employers able to ensure that
there will be minimum wastage and work will accomplish on time. In respect of
respective company by providing training and development employers able to adopt
change more effectively as well as it also decrease their budget because the wastage and
time get reduce of every process.
P4
Within an organization there are numbers of human resource activities are conducted so
that they attain their desire goal as well as objective by increasing sales and profitability.
Through different HRM practices firm management able to do their business operations and
activities in proper way which helps them in attaining succession opportunities. in respect of
Burberry they are conducting business in fashion industry so by conducting impressive and
proper business activities they may attain numbers of opportunities (Koopman, Lanaj and Scott,
2016). Moreover, there are also several benefits of HRM practices attain by respective company
in respect to the increasing profit and productivity are given below:-

 Develop transparency – By developing transparency culture at the workplace a
company able to develop felling of belongingness in the employees which increase their
performance and productivity. According to the Burberry when their HR manager
conduct effective HRM practices like employee engagement they then staffs feel
motivated which enhance their performance as well as productivity and this will leads to
enhancement in the profitability of firm successfully.
 Provide training and development – It is necessary for a company to conduct effective
training as well as development programmes because through that employees feel
motivated as it leads to increase in performance. The training and development
programmes also help in minimizing the errors as well as improving performance and
productivity of employees impressively. In addition to this, it will directly leads to the
enhancement of the company’s profitability as well as shares at the competitive
marketplace.
 Create culture of open communication – By creating an effective open interactive
culture an organization able to develop an effective relation with their staffs as well as it
will also aid in motivating staffs. That will encourage them to improve their quality of
work for attaining the target successfully and effectively. This is directly or indirectly
helps a firm in enhancing their sales as well as profit ratio successfully. According to the
perspective of Burberry they are operating at the worldwide level so by developing
culture of open communication they able to develop proper relationship with the staffs
which enhance their retention period. In addition to this, respective culture will also help
firm in enhancing productivity of staffs which leads to increase in the profit ratio as well
as market value successfully.
TASK 3
P5
Employees relation is considered as efforts of a company for establishing as well as
maintains proper relationship among the employer and employees. Through effective employees
relation a company able to motivate their employees so that they conduct their work in proper
way as well as also encourage the staffs to give their best in the accomplishment of project
successfully (Marsden, 2017). It will also aid in ensuring that employees is satisfy with the

workplace as well as they will retain with the workplace for the long time duration. In respect of
Burberry they are conducting work in fashion industry at the worldwide level so it is essential for
them to develop effective employee relation as that will help in engaging staffs in effective
manner which enhance their performance. some of the factors which show benefits of employees
relation as well as employees enjoyment in respect of HRM decision making are mentioned
below:-
 Resolve conflict - It is essential for the director of an organization to create just as keep
up the best possible condition at the working environment which prompts less clash
circumstances. For which they can embrace different techniques, for example, create
rules and guidelines, persuade representatives, comprehend workers' issues, and some
more (Ortiz‐de‐Mandojana and Bansal, 2016). Alongside this, it is likewise fundamental
for the HR director to determine struggle circumstances in a compelling way with the
goal that representatives didn't feel demotivated. This circumstance will, legitimately and
in a roundabout way, sway on dynamic of the HR chief at Burberry in such a case that
there is struggle circumstance at particular spot then they need to put their time on
separate issues so as to create choice in like manner.
 Improve working condition – According to this it is considered as responsibility of the
human resource manager to develop practices that improve the working transmission of
the workplace. This is so because it will motivate as well as encourage the staffs for
accomplishing the allotted task in effective ways as through that company as well as
employees able to attain their pre determined aim in successful manner. According to the
perspective of respective firm, it is necessary for them to do different employees
engagement activities because that will aid them in encouraging as well as motivating
employees effectively. Moreover if they not do so then staff fell demotivated which
impact on their working situation as well as quality.
 Motivate employees – It is considered as situation in which employer and management
conduct different activities in order to increase motivation level of employees so that
their performance as well as productivity gets increase (Potts and et.al., 2016). In these
activities are reward system, appraisal, workshops, training and development session,
facilities and so on. In respect of Burberry their human resource manager may also
provide some offers to the employees as well as they may also set target along with

awards which encourage employees to conduct work effectively for getting rewards. This
will help respective company in attaining their desire goal successfully.
P6
Government develops numbers of rules and regulation in order to provide guidelines to the
company so that they conduct their business operation and functions properly as well as in the
legal way. The rules, regulations and policies develop by government are related to the functions
conducting in a specific industry as that will help in providing proper guidance in order to ensure
that no illegal practices will take place (Shen and Benson, 2016). The implementation of
legislations also helps in ensuring the smooth functioning of the business. In respect of Burberry
they are conducting business in fashion industry at the worldwide level so that need to follow the
some main, essential and common legislations, from which some are mentioned below:-
 Minimum wage Act – This legislation is developed by government of United Kingdom
in 1998 in order to ensure that every individual working at workplace get proper wage for
their work. This is so salary or wage is essential factor which motivate employees to
conduct work effectively for the attainment of desire goal and objectives successfully. In
respect of Burberry to they need to follow minimum wage rage according to which they
need to set minimum wage according to government guidelines. That will include staffs
under 18 get £ 4.35, employees aged between 18 to 20 years will £ 6.15 and employees
between 21 to 24 years will get £ 7.70. Moreover employees more than 25 will get £
8.12 and it is essential for respective firm manager to set their salary according to the
minimum rate of wage.
 Equity Act – As indicated by enactment, it is fundamental for organization the
executives to guarantee that every single representative get equivalent treatment with the
goal that they feel roused just as supported. The individual enactment is presented by the
parliament of the United Kingdom in 2010 that the principle point is to give rules
identified with hostile to - separation law. In respect of this law at the workplace no
individual can do discrimination on the basis of age, color, race, gender, value and
believe religion, position, income and many other aspects (Singh and et.al., 2020). In
respect of this it is essential for Burberry management to develop proper rules,
regulations and policies according to which no employees or employer can do

discrimination to any other. According to this, each and every staffs must get equal
chance to conduct their work in effective manner.
TASK 4
P7
Inside an association there are a few practices directed by human asset the executives as
that will help them in leading their work in powerful just as appropriate way with the goal that
they achieve their longing objective also target effectively at the likely commercial center (Yong
and et.al., 2020). Some of the main human resource practices may include hiring or recruiting,
selecting, provide training, interviewing and so on. In context of Burberry is they want to
enhance their business performance for which they are planning to recruit the Business manager.
In respect of this they are conducting different HRM practices, from which some are mentioned
below:-
Advert for the role
WW ARE NOW HIRING
Business Manager
Location – London, United Kingdom
Salary – Negotiable
Skills which are required:
 Excellent communication or interaction skills in equally written as well as oral form.
 Skill to work under pressure and in team of many members more than 60.
 Skills to parade high stage buoyancy as well as confidentiality throughout
communication with others.
 Aptitude to conduct research to determine risk and challenges at initial stage of specific
project.
Job responsibilities:
 To develop a successful business plan and strategies according to allotted budget and
time by firm.
 Hire most appropriate candidates according to the requirement of vacant job profile.

 Conduct market research or analysis to understand recent trends and aspects for the
business growth.
Interested candidates kindly send their CV on [e-mail] or they may also
contact to [phone].
Thanks and Regard,
Human Resource Manager
Burberry
Job description – It is considered as document that is developed by human resource manager of
an organization as that will help in providing all essential information in respect to the particular
job position or role. It is essential to develop because through it a company HRM able to define
that their specific job role required which particular skills as well as abilities so that the
candidates will conduct their work in effective as well as efficient manner. In respect of Burberry
they are looking for the business manager whose job description is mentioned below:-
Job description
Company – Burberry
Position – Business Manager
Job type – Full time
Salary – Open to discussion
Location – London, United Kingdom
Qualification - Graduate done in management
Masters in Business management
Experience - At least 3 years in fashion field
Skills required:
 Excellent communication or interaction skills in equally written as well as oral form.
 Skill to work under pressure and in team of many members more than 60.
 Skills to parade high stage buoyancy as well as confidentiality throughout
communication with others.
 Aptitude to conduct research to determine risk and challenges at initial stage of specific
project.

 Ability to adopt innovation and creative change in the business for the effective growth
successfully.
 Ability to build and maintain proper environment at working place so that everyone
encourage adopting change.
Job responsibilities:
 To develop a successful business plan and strategies according to allotted budget and
time by firm.
 Hire most appropriate candidates according to the requirement of vacant job profile.
 Conduct market research or analysis to understand recent trends and aspects for the
business growth.
 Motivate and encourage staffs so they accomplish their allotted work in most effective
manner for achieving company desire goal.
 Develop strategies through which company able to enhance their customer’s base, profit
and market shares.
 Manage all the daily allotted work in proper manner so that it must be accomplish on
given time properly.
Thanks and regards,
Human Resource Manager
Burberry
Offer letter
Date – August 13th 2020
To,
XYZ
BHF street,
London,
United Kingdom
Subject – Job offer letter

Dear Mr./ Mrs.,
We are please to inform you that according to your performance in all elimination round you
get selected for the post of Business Manager.
You may accumulate your selection letter from the Human Resource Department of Burberry
before 20th August, 2020. We are looking forward to have a long as well as fruitful association
with you.
If you have any inquiry or issues then kind make a contact to our HR manager through below
mentioned contact details.
Thanks and Regard,
YGF,
Human Resource Manager,
[e-mail]
[phone]
CONCLUSION
By conducting analysis of above discussed points it can be determined as well as
summarized that every organization need to do proper management of human resources as it will
help in operating business operations as well as functions in proper way for the attainment of
desire goal. There are some other benefits of adopting human resource management properly
such as it motivate employees which leads to improvement in their quality of work as well as it
also increase their retention ratio. There are also several purpose as well as function of HRM
which need to be considered by their management as that will help them in taking proper
decision accordingly through that they can attain the competitive advantages. In addition to this
the main function of the HRM is to conduct recruitment as well as selects so that company get
most appropriate candidate for the specific job profile. Moreover, in this human resource
management need to determine several legislations as that help in developing decision according

to situation and ethical manner. It also aid in developing positive as well as proper environment
of working in successfully manner.

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