Digital Marketing Officer Job Description and HR Practices

The assignment explores the job description and personal specification of a digital marketing officer, including key responsibilities and required skills. It also touches on employment legislation and human resource best practices, such as recruitment and selection, training, and employee engagement models. The document aims to provide a comprehensive understanding of the role and its related HR practices.

HUMAN RESOURCE
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1. Define the purpose of HR function, roles and responsibilities of HR functions and it
significance.................................................................................................................................3
2. Define approach to workforce planning, recruitment and selection, training, performance
management and reward system. ...............................................................................................4
3. Explain the different methods used in HR practices...............................................................7
4. Determine the effectiveness of employee relation and employee engagement and flexible
work condition to identify 'Employer of choice'. .......................................................................7
5. Description on the key aspects of employment legislation within the enterprise. ...............10
6. Evaluate how employee relations and employment legislation inform decision making and
meets business objectives. ........................................................................................................11
TASK 2 .........................................................................................................................................12
7. Application of HRM practices in work related related context with use of examples.
Prepare job description and personal specification with framing interview questions.............12
8. Evaluation on the use of technology, online resources, digital platforms and social
networking for improving recruitment and selection. ..............................................................16
CONCLUSION .............................................................................................................................16

INTRODUCTION
Human resource management is a department of business that looks for hiring,
management and firing of staff. They mainly focuses on the function of people within the
business and ensures the better work practices at all times (Alfes and et.al., 2013 ). Thus,
responsibilities of human resource manager will fall into three major areas as staffing, employee
compensation and benefits or designing of work. The term HRM can be summarized as strategic
approach to the acquisition, motivation, development and management of entity human resource.
The present report is based on business activities of Aldi, it is global leading retail sector
engaged in grocery services and it has largest supermarket chains.
Furthermore, the assignment will focus over following topics as purposes of HR function,
key roles and responsibilities, approaches to work force planning, recruitment and selection, key
aspect of employment legislation. Lastly, application in relation to work related context with use
of specific example will be given.
TASK 1
1. Define the purpose of HR function, roles and responsibilities of HR functions and it
significance.
The purpose of human resource department is to manage the numerous needs and wants
of customers. This department aids in maximising the efficiency of the enterprise. They play
strategic role in order to managing people, workplace culture and environment.
Purposes of HR functions-
 Recruitment and selection- It is procedure that works as to captivating, screening and
selecting potential that based on objective for particular job. The main aim of this process
is to attract the qualified applicants so that proper action can be taken. It is crucial process
as it aids to have reduction in cost of mistakes, engaging incompetent, unmotivated and
under-qualified employees.
 Orientation- It is one of the fundamental step that aids to new employees and to adjust
himself with employer. Thus, employee orientation program must be inclusive of
objectives and goals of enterprise. This is crucial and it helps to define the job

description, job role and provide clarification to employees to take an active role within
enterprise.
 Maintaining good working conditions- To provide good working conditions to
employees aids to create the better working environment (Beloglazov, Abawajy and
Buyya, 2012). Thus, fundamental duty of HR is to motivate the employees because lack
of motivation affects the working of an enterprise. To cope up with it, HR organise
employee welfare that aids to promote job satisfaction.
 Managing employees relations- Employees to enterprise are main pillars to entity. It is
crucial function of human resource management and assist to foster better and effective
employee relation (Bloom and et.al., 2012). In addition to it, well planned employee
relation creates healthy and balanced relation within employer and employees.
 Training and development- It is one of the indispensable function of human resource
management. This aids to improve current and future performance of employee by
enhancement in ability of employee though educating and enhancing one another
knowledge.
Significance of HR
 The HRM of enterprise has powerful impact on individual and organisational
effectiveness. This aids to bring consistency in human resource management practices
and also works to improve human relations.
 Human resource must focus over enhancing employee commitment and to provide
selectively, provide employees the better training and offers high level of compensation.
 HR of Aldi mainly focussing over improving occupational safety. Thus, enterprise
facilities can have devastating consequences for employee morale and this all aids to
meet desired objectives (.Buller and McEvoy, 2012).
Roles and responsibilities of HR
 The role of HR is to identify the hiring needs, develops the position and recruit and select
the employee of the enterprise.

 The responsibility of HR is to make better coordination with employee working in the
enterprise. This will leads to get the high amount of profitability.
2. Define approach to workforce planning, recruitment and selection, training, performance
management and reward system.
The HRM system can be defined as the integrated uses of data, policies, practice to plan
for necessary staff. These ensures functions and practices for things as recruitment, hiring,
remuneration, deployment and effective support for health work must be applied. In addition to
it, Human resource management assessment approach will address the following functional areas
as-
Workforce planning- This is term that aids to defined that how Aldi uses to organize the
business functions. Thus, approaches to workforce planning as-
 Planning and organising- This is initial stage, at this the plan is need to be framed out so
that better strategy can be drawn. This will aids to conduct the organisational functions
appropriately (Campbell, Coff and Kryscynski 2012).
 Analyse current workplace profile- It is step that allows to put deeper look at the
current staff. By understanding large turnover rates on one department over another.
 Develop an action plan- There is need to identify the strategy that aids to develop action
plan and it will also be helpful in order to track out the employee productivity accurately.
The specific issue within Aldi must be analysed and the term as restructuring and
outsourcing can provide the prudent solutions.
 Implement the action plan- It is step that need to working with different department and
teams to bring workforce efficient to life. The communication must be done in proper
manner and discussion must be done with accounting teams.
Recruitment and selection- It is crucial process as it aids to bring the suitable candidates to the
enterprise. By the use of systematic plan in place to find out the suitable position for candidates
is more desirable than the hiring the person at last minute. Thus, approach as-
 Job description- The systematic planning starts with filling accurate job description.
Thus, detailed information as all aspect of job, pay ranges job tasks, reporting

requirement and supervisors responsibilities. It assists to candidates to fill the job position
accurately.
 Skills inventory- with help of identifying the minimum requirement noted in job
description and by providing the set of skills for an employee in each job (A Systematic
Approach to Recruitment & Selection, 2019). By having the list of ideal candidate traits
the entity can able to have the large pool of applicants.
 Job posting strategy- By developing the strategy for posting job job openings is also a
part of systematic recruitment and selection process. Thus, savvy recruiters break
interviews up-to several stages, relaying on collaboration with help of several current
employees to conduct the final decision.
 Multi-step recruitment- The systematic interview process will helps to provide the
deeper insight into the job candidates that helps to meet desired skills profile for specific
job.
Training and development- It is crucial and helpful to prioritize the business objectives and
goals of Aldi. With the use of systematic training process, employee with the resources and
knowledge aids to pursue the firm’s goals. Approaches as are-
 Analysing training needs- The training needs assessment determine the gap between the
desired level of competencies and existing competencies requires in terms to handle the
job (George, Haas and Pentland, 201). It aims to find out the discrepancy between what
employee should be doing and capable of performing.
 Aims and objectives for training and development program- It is crucial to determine
training at time of formulating training plan. It is essential to conduct the budgetary
assumption for conduct comprehensive training programme.
 Training strategy design- It is very crucial to draw systematic framework for training
and development process (Systematic Approach to Training. 2019). Under this, the
number of possible alternatives needs to be drawn in terms to select the one suitable one.
 Implementation of training strategy- At this level, the trainer uses to give maximum
importance to the selection of right training approach so that aids to maximize the
learning experience and imparting the value with help of training programme.

 Evaluate the quality and effectiveness of training- It is one of systematic approach of
training as it aids to determine the evaluation of effectiveness of training and if there is
any gap than corrective actions for overcoming them must be taken.
Performance management and award- For this, Aldi uses the simplified rating approach as it is
simply designated as on track and off track. If employees are on track get pay or bonus wards
based on following things as-
 Company performance
 Divisional performance
 Team performance
 Market rate
 changes in job responsibilities.
3. Explain the different methods used in HR practices.
Human resource management best practices helps to put consideration over needs of
enterprise and its employee. There are number of bundles in HR activities that aids to support
the firm in order to gain competitive advantage. Thus, differ methods used in this practices are-
Employment security- The best practice related with employment security. There must be
social contract between the firm and its employees. The enterprise as Aldi, ask employee to
work, commit to enterprise and offer up the ideas. It also aids to retain the employee for longer
period (4.Hong and et.al., 2013 ).
Selective hiring- The one of the best practice of HR is selective hiring. It is useful in terms to
bring employees who add value. Thus, bringing the right individual will help to building a
competitive advantage.
Contingent compensation- employee to the enterprise must provide the benefits so that they can
feel encouraged and perform their best within enterprise. Thus, benefits must be given to retain
the employees ( 7 Human Resource Best Practice,. 2018 ).
Extensive training- After hiring the suitable candidates, it is responsibility of the enterprise is to
invest heavily in training time and budget for its employees. By providing suitable learning
opportunities the employees can perform their role effectively.

4. Determine the effectiveness of employee relation and employee engagement and flexible work
condition to identify 'Employer of choice'.
Employee engagement is the process that refers as to the situation in which employees
uses to get engaged to work and hardly get any time to spread rumours. The purpose of employee
relation is to strengthen the relationship and provide support in terms to improvise the
performance management system. The Aldi takes initiatives in order to better employee
relationship programmes and this all provides fair and consistent treatment to all employees. The
employee must have to put maximum concentration over his work rather than fighting with
others in the enterprise. Thus, manager of the Aldi, must work as to ensure the key responsibility
area of other members so it can be possible to undergo with better working in enterprise.
Relationship engagement model- The relationship of employee involves the practices that high
impact on management and regulations of relationship between the entity, individual, staff
members and group of member within enterprise. In the past few years, there are number of
enterprise that have experienced difficulties in terms to attracting and retaining qualified
employees. Thus, one of the most effective ways to understand the it is with depth interviews,
focus group of employees and surveys.

Illustration 1: Employee relation model
(Source:.E M P L O Y E E R E L A T I O N S , 2 0 1 9 )
Employee engagement model- The model of Zinger designed to fostering the relationship to
enhance employee engagement within enterprise. This model can be defined as model on
employee engagement. Thus, this model highlights as-

Illustration 2: Employee engagement model
(Source:Zinger Model of Employee Engagement, 2019)
 Achieve result- The ultimate aim of Zinger model is to achieve the desire result that
must be well supported by various steps.
 Enliven roles- Managers to the enterprise must work with redefining the task and
responsibilities in manner that aids to eliminates the element of boredom.
 Craft strategies- This model defined that it is crucial to draw better strategies in order to
get the higher level of employee engagement. It requires lot of planning and
consideration of employee as well enterprise requirements.
 Excel at work- There is need to motivate the employees with help of recognising and
rewarding the employees for their efforts to remain simulated to perform better.
 Get connected- Managers to the enterprise must remain connected to their subordinates
so that they can able to share the problems and ask for advice to perform better.

Flexible working condition- The flexible working conditions are very popular in developed
countries and it has major impact on the employee health and well-being. Thus, there are
following methods of flexible working to as work satisfaction, living conditions, motivation and
employee’s loyalty. This allows people to become more effectively integrate with job so that
better working can be conducted.
Hence, it can be concluded that better employee relation and engagement model helps to
conduct the organisation activities by following flexible working conditions. The enterprise
attracts many individual if they follows flexible working conditions. This is helpful in order to
gain the 'Employer of your choice'.
5. Description on the key aspects of employment legislation within the enterprise.
The employment legislation is the law that aids to govern the employment within the
workplace with everyone that perform within enterprise. It is term that affects the employers,
employees and unions directly.
 The sex discrimination act 1975- This is an act of parliament of the United Kingdom,
that aids to protect the men and women from discrimination on the basis of ground of sex
and marital status. It is an act that is concerned with employment, education, harassment
and the provision of good and services.
 The age discrimination act 2006- This law is applicable to all employment and
vocational training programmers. Thus, it is unlawful to discriminate, harass and
victimise the job applicants or trainees on the ground of age. This law protects the
employees of 40 years of age and older from discrimination on the basis of promotion,
discharge and privileges of employment.
 The Equality act 2010- It is act that is legally protect the employees on the basis of
discrimination in the workplace. This is replaced with the number of anti-discrimination
laws with single act. It is law that is easier to understand and strengthening protection
from some situation.
 The National minimum wages act 1998- This is act that creates minimum wages across
the United Kingdom. Thus, from the 1st April 2018 the per hour wages for workers was

£7.83 and aged over 25 and £7.38 per hour for workers aged 21 to 24, and £5.90 per
hour for workers aged 18 to 20.
 The health and safety act 1974- Under this, regulation are based on physical conditions
in the workplace and this all requires to meet the minimum standards in terms to wide
maintenance of building and equipment. This is act that aids to consider the health and
safety risk to employees and also carries out risk assessment to protect employees and to
provide better welfare (Health and Safety at Work etc Act 1974, 2016.).
6. Evaluate how employee relations and employment legislation inform decision making and
meets business objectives.
The government of the UK framed the number of rules and regulation and managers of
Aldi must be complied with it. Thus, effective employment legislation affects the employee
relation and this helps to attend the business objectives. It will be defined in following manner as
are-
 The health relation between the employee of the enterprise leads to improvise the
performance of work and this also leads to enhance motivation of employees. Thus,
feeling of encouragement aids to get higher level of involvement within enterprise.
 With the help of legally bind with sex discrimination act, the workers to the enterprise
can feel protected and better working environment can be avail to women. This leads to
enhance the working of the enterprise as it is crucial to meet the desired objectives.
 The Aldi follows the legislation as it aids to bring efficiency with help of creating the
good and healthy relation between employers and employee. This all leads to bring better
working conditions to employees and the whole focus can be given on set desired goals.
 The enterprise must provide fair wages to employees working at the same level. This
leads to enhance the working of enterprise and morale of workers can also gets
encouraged (A Systematic Approach to Recruitment & Selection. 2019.).
 The Human resource management to the enterprise works as to manage the function
appropriately so that it can be easy to solve the all kind of conflicts between workers of
the enterprise. This kind of activities leads to conduct the firm function in effective and
efficient manner.

 HRM must deal with number of activities like recruitment, selection, hiring and
providing training to other employees so that there can be possibility to maintain the
better working condition. This function leads to gain competitive advantage.
TASK 2
7. Application of HRM practices in work related related context with use of examples. Prepare
job description and personal specification with framing interview questions.
The human resource practices aids to understand and assist with the management of
employees. It is very helpful in order to provide rules, surrounding fairness, consistency and
clarity. Thus, there are differ methods of HR practices defined in following manner as-
 Recruitment and selection- By contracting the right person by giving appropriate
responsibility and authority the entity can able to perform business function effectively.
Thus, managers of Aldi must hire suitable candidate so that all working to the enterprise
can be done appropriately. The enterprise put part of time and cash in preparing projects
and offers the best money to people working with them. For example- The all worldwide
budgetary emergency Aldi offered employment to 150 graduates and offered them 50 %
compensation nearly to past years.
 Work life balance- By implementing the suitable work schedules, providing employees
with telecommuting options supports the employees in order to get work life balance.
With help of managing scheduling logistic, modifying technology and conducting
training session there can be ultimately create result oriented work environment.
 Learning and development- This is need to be performed at each stage after completion
of recruitment and selection. The main approach of HR is to provide better training
facilities to employees so that they can perform their business function in appropriate
mode (Systematic Approach to Training. 2019). With help of training, individuals are
able to feel encouraged and knowledgable. This aids to perform their work in expertise
mode. For example- The firm relationship will be based on trust, individual
empowerment, mutual support, accountability and cooperation.
 Performance management- The another aspect of human resource management is to
evaluate the performance of employees that support the mission and goals. The managers
of Aldi, works as to evaluate the performance of employees and provide reward to

employees for motivating them and to enhance the job retention rate. For example- Aldi
uses the 360degree feedback evaluation method to measure the performance of staff. This
is information that is made with the information collected through supervisors and
subordinates of workers.
 Remuneration and benefits- On the basis of performance, the employee to the
enterprise get awarded. The firm appreciate the hard work of employees as they are
valuable and core assets to the enterprise. It can be understood with help of example as-
Aldi uses to give maternity leavers and also offers the saving plans, compensation and
retirement plan so that individual feel valued and perform their best in organisation.
JOB DESCRIPTION
Post and job title-
Digital marketing manager
Location
Aldi, London, United kingdom
Reporting to
Managing director
Responsible for
Sales and marketing assistant
Objective of job-
 To manage the receipt, escalation of the all sale enquiries.
 Execution of suitable marketing and public relation strategy.
 Managing day to day work of sales and marketing assistant.
 To identify and co-ordinate market information.
Duties and responsibilities
 Monitoring sales performance of the enterprise.
 To take time follow up of the all sales activities with potential customer.
 Tracking the records of production activity.
 Create and update of digital marketing strategies that aids to support enterprise to
achieve the aims and objectives.
 To lead the development of social media presence.

PERSONAL SPECIFICATION
Job title-
 Digital Marketing officer
Department-
 Technological and marketing department
Technical skills/ Professional qualification-
 Technical expert person
 Good working knowledge of content management system
 excellent communication skill
 working knowledge of google analytics.
 Excellent working of main social networking sites and passion for social media.
 Effective communication and organisation skills.
Desirable-
 Appropriate professional qualification
 Better and effective working knowledge of X/HTML.
 Knowledge of other graphic design.
Experience required-
 Demonstrate commercial experience in web content management and online marketing.
 Working knowledge of X/HTML.
 Experience of E-commerce and E-marketing.
 Experience to maintain internet channels.
Competencies
 IT literacy- Microsoft word
 IT literacy- Microsoft Excel
General Attributes
 Highly organised
 Excellent communicator
 commitment to high quality service delivery
 Good interpersonal skills

INTERVIEW QUESTION
1. Can You tell me the about Yourself?
2. What are Your greatest professional standards?
3. Why do you see Your self at this position?
4. What are your weakness?
JOB OFFER LETTER
SUBJECT- Aldi, JOB OFFER
Dear John,
Aldi is pleased to select you for the job position of Digital marketing officer. Your experience
and skill will be an ideal fit for our organisation working. As we discussed, Your job will be
start fro 20th February, 2019. The starting salary will be 34,000 £. Full final package and
medical coverage will be avail through our company employee benefit plan.
In the meantime, please feel free to contact me at any problem related with job.
We're excited to welcome you to the Team.
8. Evaluation on the use of technology, online resources, digital platforms and social networking
for improving recruitment and selection.
The technical advancement and number of resources will be assistive in terms to
improvise the Recruitment and section process and it is defined in following manner as-
1. Use of technology- The software application as Applicant Tracking system that aids to
organise recruiting data. It allows to import spreadsheets and organise E-mail list. Thus,
technical advancement aids to improve interviewing candidates with the automated
interview scheduling.

2. Digital platform- The Aldi HR team starts to uses the internal processes to improvise the
low level and day to day task. This aids to improve the recruitment and HR process to
screen the prospective candidates more efficiently.
3. Social media- This platform is also beneficial to improve candidates screening process.
With help of it, it can be seen said that there can be regular posting about industry related
topics.
CONCLUSION
Based on the above report it can be concluded that human resource management can be
derived as to maintain and building trust, involvement, sense of purpose and identity and this all
are essentials to perform the business function in appropriate mode.
The present report has covered the business activities of Aldi. Furthermore, key roles and
responsibilities of HR manager has been defined and with help of it things can be done
appropriately, approaches to work force plannin has been covered to create safe and healthy
working environment. Lastly, key aspect of employment legislation has been also stated so that
enterprise can able to perform their activities effectively. Thus, Job description, personal
specification has been framed in context of post as Digital marketing officer.

REFERENCES
Book & Journal
Alfes, K. and et.al., 2013. The link between perceived human resource management practices,
engagement and employee behaviour: a moderated mediation model. The international
journal of human resource management. 24(2). pp.330-351.
Beloglazov, A., Abawajy, J. and Buyya, R., 2012. Energy-aware resource allocation heuristics
for efficient management of data centers for cloud computing. Future generation computer
systems. 28(5). pp.755-768.
Bloom, N. and et.al., 2012. Management practices across firms and countries. The Academy of
Management Perspectives. 26(1). pp.12-33.
Buller, P. F. and McEvoy, G. M., 2012. Strategy, human resource management and performance:
Sharpening line of sight. Human resource management review. 22(1). pp.43-56.
Campbell, B. A., Coff, R. and Kryscynski, D., 2012. Rethinking sustained competitive advantage
from human capital. Academy of Management Review. 37(3). pp.376-395.
George, G., Haas, M. R. and Pentland, A., 2014. Big data and management. Academy of
Management Journal. 57(2). pp.321-326.
Hong, Y. and et.al., 2013. Missing link in the service profit chain: A meta-analytic review of the
antecedents, consequences, and moderators of service climate. Journal of Applied
Psychology. 98(2). p.237.
Online
7 Human Resource Best Practices. 2018.[Online] Available
through:<https://www.digitalhrtech.com/human-resource-best-practices/>.
A Systematic Approach to Recruitment & Selection. 2019. [Online] Available
through:<https://smallbusiness.chron.com/systematic-approach-recruitment-selection-
10941.html>.
Systematic Approach to Training. 2019. [Online] Available
through:<https://www.managementstudyguide.com/systematic-approach-to-training.htm>.
Zinger Model of Employee Engagement. 2019. [Online] Available
through:<https://www.managementstudyguide.com/zinger-model-employee-
engagement.htm>.
E M P L O Y E E R E L A T I O N S . 2 0 1 9 . [ O n l i n e ] A v a i l a b l e
t h r o u g h : < https://relationshipcenteredmodel.com/the-6-relationships/employee-
relations/>.

Health and Safety at Work etc Act 1974. 2016. [ O n l i n e ] A v a i l a b l e
t h r o u g h : < h t t p : / / w w w . h s e . g o v . u k / l e g i s l a t i o n / h s w a . h t m > .