Human Resource Management Practices and Competitive Advantage

This assignment delves into the world of Human Resource Management (HRM) practices and their impact on a firm's competitive advantage. By examining various HRM theories, such as Sirota's three-factor model of employee engagement and Atkinson's flexibility model, students can gain insights into how to improve recruitment and selection processes, enhance employee engagement, and ultimately drive business success. The assignment also touches upon employment protection legislation, capital investment, and access to credit, providing a comprehensive understanding of HRM in today's competitive landscape.

HUMAN RESOURCE
DEVELOPMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1. Purpose of hr functions and its roles and responsibility.....................................................3
2. Approaches of hr practices.................................................................................................4
3. Different methods of hr practice.........................................................................................6
4. Approaches of employees relation, engagement and flexibility........................................7
5. Key aspects of employment legislation............................................................................10
6. Employee relations with organisation and impact of employment legislation.................11
TASK 2..........................................................................................................................................12
7. Hrm practices applied in work related context.................................................................12
8. Technology help to improve recruitment and selection process of organisation.............15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Human resource management is an important process of planning, organising and
controlling the human resource in the organisation. It is a strategic approach to effective
management of people in an organisation (Albrecht and et.al., 2015). That help to design to
maximise employee performance in services for employees and organization objectives. The
Present study is based on the “Burberry” is a British luxury fashion house in London. The
Company is listed on London stock exchanges. In 2015, that gets 73rd ranked in the best global
brands report. It has 51 stores in countries. The Study lays emphasis on the purpose and
functions of HRM and its key roles and responsibility. It will show the approaches of Hr function
and its different methods of hr practices. Study will cover by approaches of employee relation,
engagement and flexibility and key aspects of legislation of employment laws. It is also
highlighted by the hr practices are applicable in work related context and technologies help to
improve recruitment and selection process of organisation.
LO 1
P1. Purpose of hr functions and its roles and responsibility.
Purpose of hr function is to maintain the needs of company employees. That help tom
maximizing the efficiency of an organisation. Functions of hr are as follows:
Training and development
Training and development is an important function of hrm. The main purpose of this
function has fulfilled the needs of staff which are related to its training and weak points. By that
Burberry is able to give proper training to their employees (Bailey, Mankin and Garavan, 2018).
Roles of this function is to evaluate the performance of employees. They are doing work right or
not and their skills and knowledge is efficient for job role. It is significance plays role in to meet
business objectives of Burberry. It is important and necessary for employees and its
development. Training and development help to develop employees skill and eligibility.
Recruitment and selection
It seconds important function of hr practices. The main purpose of this function is to
fulfil vacant posts at organisation by selecting eligible candidates for the job role. By this
Burberry is ready to hire the best candidate for vacant post and job role. Role of this function is
select candidate and give compensation to them. This help to analysis posts are full in

organisation (Berman and et.al., 2019). It plays a significant employee talent help to meet with
business objective and also improve productivity.
Rewards system
It is the most important function of hr practices. The main purpose of this function is
motivated and appreciate to employees. For that Burberry can give compensations, benefits and
feedbacks to their employees. By these employees are highly motivated and try to give hard
contribution to achieve business goals. It is significant for achieving business objectives of
Burberry. Rewards system is important for employees motivation by giving extra benefits to
them.
P2. Strength and weakness of different approaches of recruitment and selection process.
Approaches are help to hr practice to maintain disciple in organisation. It focuses on
establishing policies, procedure, contract and guidelines and achieving goals of organisation by
making employees motivation.
Recruitment and selection process
It is the process which is includes the hiring and selecting the eligible candidate for job
role of vacant post. There are having the approaches are Internal approach of recruitment
process. That includes promotion, transfer of employees for fill the vacant post in organisation.
External recruitment process is easiest and best way to select candidate for team. That includes
campus recruitment, employment agencies and direct interview (Noe and et.al., 2017).
Approaches of the internal recruitment process
The internal recruitment process is refers for fulfilling the vacant post with the help of
internal promotion of peoples and employees. Those are includes the promotion and transfers: Promotion is most common and perfect internal recruitment process. In this fill the
vacant post by promoting employees from place to another place. Burberry is use this
process as per skills and knowledge of peoples.
 Transfer is other method in which employees is transfer one place to another place for
handle the business.
Strengths and weakness of internal recruitment
Strength Weakness
 It increases morale of employees that  The main weakness in this type of

help in decreasing labour turnover.
 It does not requires paper work so it is
affordable and time consuming process.
 There is no requirement of providing
training to employees as all employees
are well known with the company's
policies and work.
recruitment is it has limited internal
sources as there is a limitation of
skilled manpower so it is not good at
all.
 It can dissatisfy other employees and
removing a member from an existing
team can disrupt the team's overall
performance.
External recruitment process
The external recruitment process refers and hire peoples form the outside the company
like pool campus. The main aim of this recruitment process is to make hire best and potential
employees for the team.
 Advertisement is the best way to hire new candidate for the team because in that manager
of company is advert at any side job seeker see and come for the interview.
 Campus drive is also best ways to guide and hire candidates for the team work. In that
manager hire candidate by the college.
Strength and weakness of external recruitment process
Strength Weakness
 It can make a wider pool of skilled and
potential employees within an
organisation.
 It brings up new and different ideas by
recruiting different employees from
outside which can motivate current
employees to produce more and work
productively.
 It decrease morale of existing
employees as do not get the chances of
promotion.
 Its longer process as compared to
internal recruitment that increase cost
and time of the company.
Selection process

Selection approaches are aptitude test, interview and questioner etc. for example:
Burberry is uses the external recruitment approach. By that company able to find best and
eligible candidate for job role. Company includes aptitude test, interview in their selection
process.
 Interview is the best method analysis and know about the skills of employees by face to
face asking questions with candidates.
 Personality selection method is then best and effective ways for analysing employees
personality. Like employees or candidate have ability to done work in effective manner.
Strength and weakness of selection personality method
it reduce the operational cost and find the best and right candidate for the team. Other
hand weakness of this is to they might become more costly in terms of administer.
LO 2
P3. Different methods of hr practice.
Hr practices having the different methods which are help to take proper decisions for
employees. That are as follows:
Recruitment and selection process
It is the best way of hiring and selecting the candidates for company (Stone and Deadrick,
2015). That help to select best candidate for vacant job role.
Recruitment methods Selection methods
Internal External
Internal methods is useful for
filling vacant post in
organisation. Methods of this
are as follows:
 Promotion
 Transfer
External methods is best and
easiest methods which help to
hire the best candidate for the
vacant post. Methods which
are includes in:
 Campus drives
 Direct recruitment
 Employment agencies
Selection methods is the
effective method. By this
employer is able to select
eligible candidate for vacant
post. Methods are includes in:
 Aptitude test
 Face to face interview
For example: Vodafone is uses the internal recruitment method to fulfil vacant post in

organisation. By that employer fill the vacant post but another post is also vacant by this.
Meanwhile, Burberry is uses the external recruitment process to hire a candidate from outside
from office. By that they able to hire effective and valuable candidate for team. Both are uses
the aptitude and face to face interview for selection process.
Reward system
Rewards system is helpful for motivate the employees by giving compensation, benefits,
cash prizes etc. (Wright, 2018). That has two methods which are as follows:
Monetary rewards Non-monetary rewards
Monetary rewards system help to motivate the
employees by giving effective cash prizes to
employees. That methods are includes:
 Cash prizes
 Incentivise
 Benefits
 Compensation
Non-monetary rewards are help to highly
motivate the employees. By that employees are
ready to give their hard contribution achieve
goal company. That methods are includes:
 Feedbacks
 Comments on social sides
 Appreciation
For example: Vodafone uses the monetary reward's system to motivate the employees. By these
employees motivated but only fulfil their basic needs. Meanwhile, Burberry is uses non-
monetary rewards system to give motivation to their employees. By these employees are highly
motivated and give hard contribution to meets with business objective of Burberry.
Training and development
Training and development is the best and important HRM practice. This help to improve
performance of trainee member and also growth factor. Training and development both are
different process. Training is the learning process for the new and existing employees. In this
they are get to know about key skills and abilities are required for the job and vacant process.
This help to improve best and effective for the profit and productivity of Burberry employees
and employers. With the help of training employees have proper knowledge of work then they
are able to done their work in effective manner. Other hand employer have benefits by this
because with the help of this they get best and correct employees for work.

P4 Evaluate the effectiveness HRM practices in terms of rising organisational profit and
productivity.
The HRM practices are highly effective for increasing profit and productivity of burburry
company. The flexible organisation and performance/reward is help for achieving same. Those
HRM practices are as follows:
The flexible organisation
There are various types of flexible working like numerical, structural and functional
flexibility. Those are every important and effective for the growth of company. This help to
Burburry for increasing and rising profit and productivity of company. This is beneficial for the
employer and employees because by this employees are flexible for done work in every manner.
Other hand employer is sees effectiveness of employees. The flexible working hour is the
effective and valuable for the business and its growth factor. With the help of this employees are
freely done their work at workplace for achieving goals and objective. This HRM practice is
effective and valuable for the business goals.
Performance and rewards
Performance management is effective and valuable for the business and its growth. It is
very important practice for the further improvement of employees performance. With the help of
performance management, employer of Burburry is able to improve and increase their
performance in effective manner. There are two types of reward system financial and non-
financial rewards system. By this employees are motivated and effective for done work in proper
manner. With the help of rewards employee are ready to give hard contribution for achieving
goals and objectives of company. The performance and rewards both are the best and effective
HRM practices which are help to achieve goals and objectives of firm in order to increase profit
and productivity of organisation.
LO 3
P5. Approaches of employees relation, engagement and flexibility.
Approaches of employees relation and engagement help to make flexibility of work
environment. That are as follows:
Human relation approach of employee relations

This approach explains the behaviour of individual and groups. At time of work they help
to modifying and utilizing such behaviour for achieving the goal of Burberry. Worker wants
security of services, good pay, good working conditions, recognition etc. employer give their
employees work satisfaction, good payment according to their performance, not do partiality
with employees and doing help of every employees. By that employee are able to trust to
employer and give their hard contribution to achieve goal of Burberry. That all are help to make
effective and valuable relations between employer and employees.
Atkinson flexibility model
Atkinson flexibility model is a managerial and organisational technique used to optimize
the allocation of resources according to market and workforces flexibility. According this e
model employer can give clear directions to their employees (Oke, 2016). That have two
dimensions which help create flexible work environment in Burberry.
Flexibility in employment it is the concept which is help to create flexibility in employee.
Employees are found new and innovative ways for work force flexibility (Atkinson flexibility
Illustration 1: Atkinson flexibility model
(Source: Atkinson flexibility model, 2017)

model, 2017). For flexibility Burberry can uses the part-time and contract, sub-contracting and
many more. This help to create flexibility in employment.
Flexibility in work this refer the flexibility within the organisation. It can use in discussion or
work structure like group work, flexible working hours and days. For that Burberry can give
their employees flexible working hours and days and also can give flexibility to work by home.
This model help to give proper flexibility at working conditions. Management of
Burberry is able to create helpful and good working conditions within the organisation.
Sirota's three factor model
Human motivation is an important for every business success. This model say to
employer to give motivation to employees by these employees are able to give their hard
contribution to achieve goal of Burberry. This theory includes three factors and each's
description are as follows:
Equity/fairness
According to this factor treat their employees equal and give fair result according same
performance of work task (Sirota's three factor model of employee engagement, 2017). It is the
best way by this employee feel safe from work environment. For example: when employer of
Burberry treat their employees same and give work safety, then employee are motivated. It
important for growth of company.

Achievement
Achievement is way where employer give extra opportunities to employees. For
understanding the values of work. In that employer offer opportunities of work to employee. To
make sure team members feel like they have opportunity to achieve. This help to Burberry to
stop any conflicts between team members.
Camaraderie
According to this employer make friendly and safe working environment for the team
member. By these employees feel safe. Its help to management of Burberry to reduce
misunderstanding between employer and employee (Cingano, Leonardi, Messina and Pica,
2015). Culture and friendly environment of company that encourage the cooperation and team
work induces spirit among employees.
By applying this model management of Burberry promote motivate in employees and
drive within team. That giving employees comfortable, positive and supportive place to come for
work together.
Illustration 2: sirota's three factor model
(Source: Sirota's three factor model of employee engagement, 2017)

Employee relation with organisation
Success of organisation is depends on effective, strong and positive relations between
employer and employee. Employees relation with employer is matters in every decision making
in organisation. By this employer is able to take any good decision for growth of employee. For
making goods relations with employee, employer can give rewards (Kehoe and Collins, 2017).
This help to motivate the employees and help to boost their morale. By this they are highly
motivated and give their hard contribution to achieve work goal of Burberry. For achieving that
goal management of Burberry can organise training and development program to give training
for develop their employees skills. By this employer make effective and strong relations with
employees.
P5. Key aspects of employment legislation.
Employment legislation I the law that governs employment within the workplace. This
affect to employer, employee and union directly.
Equality act 2010
This act legally protect to employee from any discrimination at workplace. That includes
age, ability, gender, marriage, religion and sexual orientation. This act help to stop any
discrimination activity in Burberry (Freedland and et.al., 2016). Foe example: when in company
having any misbehaving with employee, then employee not feel good and decide leave office. In
that management of Burberry have to treat every employee equal and give equal opportunities to
every employee.
Health and safety at work act 1974
This act says provide healthy and safe work environment to employees. This act covers
safe work environment, insurance policies and healthy and safe work equipments. In that duty of
Burberry management have to protect their employees from every unsafe equipment, give
training about this equipment using (Employees legislation, 2017). Employee feels safe and
healthy at their work place. This is good for employee satisfaction.
Employment contract act
This act says provide remuneration to employee against of their work and hard
contribution. This help to create positive work environment at office (Bileviciene, Bileviciute,
and Parazinskaite, 2015). In this employee when join company for any post then signing a

contract which is included post, salary, compensation, benefits etc. this help to create work safety
of employee.
Impact of employment legislation
Employment legislation is the law which is governed by government. That is give impact
on organisation decision making process. Laws are necessary for follow by company and
includes in their policies. That includes equality act, healthy and safety at work act and
employment contract act. That affect to decision making process of Burberry. Employer have to
make their decisions according to laws. Like employee join organisation at any post, in that case
employer have to give proper information and full details about contract. In this contract they
have mentions full details of compensation, benefits etc. by this employer have make decision
regarding employee contract according to employment contract act. By these laws are affect to
decisions making process of Burberry.
LO 4
P7. Hrm practices applied in work related context.
Hrm practices is important to applied in the organisation this help to maintain disciple in
organisation.
Job description
Job title Human resource assistant
Report to Human resource department of Burberry
Role (main purpose) Payroll
Records of over attendance
Responsibility Making hiring documents
Managing human resource
Qualification Graduate in human resource management certified from CIPD
Person specification
Title of job Human resource assistant
Date: 25 February 2019

Qualification required Essential Desirable Met
Graduate in human resource
management
MSc leadership and human
resource management
(CIPD)
Yes
Yes
Need of experience
1.5 year experience in hr
assistant post
2 year experience in
administration and Hr
software
Yes
Yes
Personal characteristics &
conduct
Time-managing skills,
multitasking, team work and
collaboration.
Problem solving skills
Negotiation skills
Effective communication
skills
Yes
Yes
yes
yes

Interview questions
1. Tell me about your past organisation work experience?
2. Do you have any knowledge of hr software?
3. How you are managed over hr calendar?
4. As a hr assistant multitasking is important, are you sure you are able to multitask at same
time of work?
Offer letter
Job offer letter
Burberry limited company
(CEO)
London
Date 27 February 2019
Mrs John smith
London
Mrs smith,
We are pleased to inform you that you are selected for hr assistant at Burberry.
We are offering you a full-time position of hr assistant, reporting to hf manager starting on 1
march 2019 at London. Your expected working hour are 8 (9 am to 6 pm) and working days are
5 in week.
In this position we are offering you 30000 per year. As an employee of Burberry you will be
eligible for benefits insurance policies, stock plan etc.
If you accept this offer by signing this and revert back on official mail I'd of company.
Thanks and regards
Burberry public limited company
human resource department

Technologies are help to improve recruitment and selection process of the organisation.
Technology
Technologies are help to improve the recruitment and selection process of Burberry. Buy
this recruitment and selection process are very easy. This help to hire candidate for vacant post
with effective skills and best qualification (Kehoe, 2017). Technology take lass times in hiring
and selecting candidates and also less cost. In that employer use applicant tracking system. That
help to sort and manage candidates.
Digital platforms
Digital platform is the best way of hiring new candidate for vacant post. It is the easiest
methods of hiring. By this employer of Burberry is able to hire global level candidates for vacant
post. That includes web pages and blogs of company.
Social media
Now days social media plays an important role in organisation. That includes Facebook,
Instagram and twitter etc. at this employer post information about vacant position of
organisation. This see by job seekers and direct connect to company's official contact number
and official links. By this employer call for interview and select them according their skills. It is
less time consuming process (Noe and et.al., 2017). This help to improve recruitment and
selection process of organisation.
Online resources
Online resources help to improve their recruitment and selection process of organisation.
That includes web blogs and official websites of organisation. Employer can put details of vacant
post on online then job seeker and call for interview. This help to improve recruitment and
selection process of Burberry.
By these technologies, social media, online resources and digital platforms help to
improve recruitment and selection process of Burberry.
CONCLUSION
From the above study it had been concluded that the hrm practice has help to maintain the
discipline in the organisation. Report had been covers by purpose of hr function and its role and
responsibilities and its approaches. Different methods of hr practices that helped to analysis of

training and development process and recruitment and selection process. Approaches helped to
improve relations between employee and employer. Employment legislation affected to decision
making process of company. Report has highlighted by hr practices in work related context and
technology helped to improve recruitment and selection process of firm. Its less time consuming
process.

REFERENCES
Books and journals
Albrecht and et.al., 2015. Employee engagement, human resource management practices and
competitive advantage: An integrated approach. Journal of Organizational
Effectiveness: People and Performance. 2(1). pp.7-35.
Bailey, C., Mankin and Garavan, 2018. Strategic human resource management. Oxford
University Press.
Berman and et.al., 2019. Human resource management in public service: Paradoxes, processes,
and problems. CQ Press.
Bileviciene, T., Bileviciute, E. and Parazinskaite, G., 2015. Innovative trends in human resources
management. Economics & Sociology. 8(4). p.94.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Brewster, C., Chung, C. and Sparrow, P., 2016. Globalizing human resource management.
Routledge.
Cingano, F., Leonardi, M., Messina, J. and Pica, G., 2015. Employment protection legislation,
capital investment and access to credit: evidence from Italy. The Economic Journal.
126(595). pp.1798-1822.
Freedland and et.al., 2016. The contract of employment. Oxford University Press.
Guo, C. and Al Ariss, A., 2015. Human resource management of international migrants: Current
theories and future research.
Kehoe, R.R. and Collins, C.J., 2017. Human resource management and unit performance in
knowledge-intensive work. Journal of Applied Psychology. 102(8). p.1222.
Noe and et.al., 2017. Human resource management: Gaining a competitive advantage. New
York, NY: McGraw-Hill Education.
Oke, L., 2016. Human resources management. International Journal of Humanities and Cultural
Studies (IJHCS) ISSN 2356-5926. 1(4). pp.376-387.
Stone, D. L. and Deadrick, D. L., 2015. Challenges and opportunities affecting the future of
human resource management. Human Resource Management Review. 25(2). pp.139-
145.
Wright, P., 2018. Fundamentals of human resource management. Management. 5. p.27.
ONLINE

Atkinson flexibility model. 2017. [Online]. Available through.
<https://www.businessballs.com/organisational-culture/flexible-firm-model/>
Employees legislation. 2017. [Online]. Available through:
<https://www.hrinz.org.nz/Site/Resources/Knowledge_Base/A-H/Employment_Legislat
ion.aspx>
Sirota's three factor model of employee engagement. 2017. [Online]. Available through.
<http://www.free-management-ebooks.com/news/sirotas-three-factor-theory/>