Human Resource Management Practices

The assignment provides a detailed analysis of human resource management practices in Superdry Plc. It suggests implications for favorable work practices, examines the strength and weaknesses of the firm in selecting qualified employees, and considers various employment legislations. The importance of considering business requirements and employee qualifications is emphasized, with a focus on achieving targets efficiently.

HUMAN RESOURCE
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Purpose and functions of HRM for workforce planning and resourcing in Superdry plc.....1
P2. Strengths and weaknesses of different approaches to recruitment and selection..................3
TASK 2............................................................................................................................................4
P3. Benefits of different HRM practices within Superdry plc for both employer and employee4
P4. Effectiveness of HRM practices in raising organizational profit and productivity...............5
P5. Importance of employee relations influencing HRM decision making.................................7
P6. Key elements of employment legislation and impact on HRM decision making.................8
TASK 3............................................................................................................................................9
P7. Application of HRM practices...............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

LIST OF FIGURES
Figure 1: Employee Rights..............................................................................................................8

INTRODUCTION
Human resources practices in an organization helps in generating the potential, quality
and skilled workforce which are compatible in addressing all assigned tasks in a prominent way.
The main aim of a HR manager is for seeking for the best candidate who have talent and
innovative skills that will help organization in attaining targets. In the present report, there will
be analysis over the recruitment process of Superdry Plc on which evaluation of such methods in
organizational planning and development. Report will also reflect strength and weakness of
industry in selection of employees as well as their post development programs. It will emphasis
on analyzing the effectiveness of such approach in retaining adequate profitability and raising the
level of productivity. Moreover, professionals of this firm will be suggested suitable employment
legislations which will help them in decisions making and planning for the future perspective.
The implication of HRM practices in resolving the work-related conflicts will be demonstrated
with the help of effective examples. In addition, this report will help in enhancing recruitment
process and evaluate the role of HR manager in staffing of qualified workforce.
TASK 1
P1. Purpose and functions of HRM for workforce planning and resourcing in Superdry plc
Superdry Plc is headquartered in UK and engaged in clothing business. It combines vintage
Americana styling with graphics being inspired from Japanese culture.
Purpose of HR management in Superdry plc
Staffing is main purpose of HR so that adequate skilled employees are hired and retained and
organizational productivity can be maintained (Armstrong and Taylor, 2014).
 HR management is responsible for employee benefits management including leave of
absence, retirement plans and health insurance (What Purpose Does HR Management
Serve in an Organization).
 Its purpose is also to maintain good relations with employees. Employer and employee
relationships to maintain also lies within the role of HR management.
HRM is the essential formal system devised for managing people within the organization
and it includes mainly staffing, employee compensation and defining work to employees.
The main purpose of HRM is to maximize productivity of Superdry plc by optimizing
performance and effectiveness of employees. As Superdry plc is planning to introduce a new
organizational structure and processes within organization it is necessary for the firm to
1

strategically plan HRM activities for replenishing and flourishing its workforce. The basic
mission of Superdry plc’s HRM practices is to acquire, develop, retain and retain talented
individuals and align workforce in organization according to the organizational requirements
to benefit business. HRM practices of Superdry plc coordinates workforce to achieve
businesses’ specific goals and objectives by fulfilling staffing requirements and maintaining
a good employee relationship. It helps in preserving the healthy relation between managers
and employees, protects rights of workers and satisfy needs of business and management.
Functions of HR management in Superdry Plc
 Major function is to recruit well-deserved and skillful candidates so that efficient
employees are selected in a better way (Boxall and Purcell, 2011).
 Orientation provides easier way to make easily adjust new employee to organization by
welcoming them and making them comfortable in company.
HRM practices performs several functions like giving assistance and rendering services to all
departments of Superdry plc relating to internal and external issues. It performs duties and
responsibilities in the following manner:
Managerial functions: HRM of Superdry plc performs managerial functions like; planning is
done to forecast demand and supply of employees to each jab category, project excess or
shortage of personnel and developing actions to eliminate them. Organizing function is
performed to group personnel activities into logical positions and assigning various
responsibilities and duties to workforce, delegating authority and coordinating activities.
Directing function of HRM is aimed at assessing how planned activities or strategies are
implemented and followed. It involves encouraging people to work effectively and efficiently
towards goals of Superdry plc. Controlling is concerned with regulation of activities in
accordance to plans that are formulated on bass of Superdry’s targets and goals (Bratton and
Gold, 2017).
Operative functions: These are responsibilities of HRM of Superdry plc that are specifically
assigned for employment, development, compensation, integration and maintenance of
workforce of organization.
Advisory functions: HRM of Superdry plc also provides advices to top management in
formulation and evaluation of personnel policies, programs and procedures. It instructs
departmental heads of several functional units within Superdry plc regarding manpower
2

planning, job analysis and design, recruitment, selection and training and development,
placement, appraisal etc.
P2. Strengths and weaknesses of different approaches to recruitment and selection
Recruitment and selection of employees into Superdry plc requires effective scrutiny of
applications and analyzing of candidate’s skills and abilities to identify potential deserving
candidate for the particular job position in organization. Superdry plc’s HRM follows the
following methods for recruiting and selecting employees which has several strengths and
weaknesses.
Internal recruiting: This is the method of recruiting and selecting deserving potential employees
within the organization by analyzing skills, abilities, attitudes and contributions of existing staff
(Alfes and et.al., 2013). Promotion or transfer to present employee is done by circulating and
advertising job postings on notice boards, mouth publicity and direct picking. Personal records of
employees are identified to evaluate knowledge and capabilities of employees who has the
potential to contribute towards organizational change and success. The strength of this method is
that it helps to recruit experienced and efficient employee with less cost. Weakness of this
approach is that it creates conflicts between employees which can cause a hindrance to
organizational activities.
External recruiting: Superdry plc focuses on external recruitment method to recruit
fresh, innovative and experienced individuals to organization by advertising in mass media,
internet, through employment agencies and job hoardings. The major strength of this approach is
that it renders firm with talented individuals who can benefit Superdry by contributing effective
performances. Weaknesses of this method is that it is highly expensive and time consuming
process and it does not render true morale and quality of candidates (Lengnick-Hall, Beck and
Lengnick-Hall, 2011).
Superdry plc adopts a systematic approach to recruitment and selection of employees that
are aimed at reducing personal bias in the staffing process by following certain laid down
procedures for a rational hiring of right individuals. It involves manpower planning, job analysis,
person specification, marketing, handling response, shortlisting, assessing, selecting,
interviewing, obtaining references and making an offer. Other than this method HRM of
Superdry also adopts a personal approach which is based on personal liking that might lead to
issues due to its disregard for legal, social, and ethical requirements. Superdry plc’s HRM plans
3

its recruitment and selection approaches by considering organization’s new structure and
processes with a strategic methodology. The vision of Superdry plc is to create and develop a
productive team which works with management in order to build hardworking, innovative and
well-structured business by deploying right talented employees.
TASK 2
P3. Benefits of different HRM practices within Superdry plc for both employer and employee
HRM practices of Superdry plc plays a major role in gaining competitive advantage to
organization with increased performance of employees and processes. Various capabilities and
behaviors of employees helps in executing strategies and organizational structure change of
Superdry (Chuang and Liao, 2010). HRM practices aligns the human resource plans to business
strategies and actions to bring innovation and growth of organization. HRM practices of
Superdry plc promotes a positive behavior of employees and renders a good working
environment. HRM practices provides various favorable benefits to employees which makes
staff satisfied and productive. It encourages employees of Superdry plc to contribute to
organization’s intellectual assets and resolves matters of poor attitude, disrespectful behaviors
and reduces conflicts in organization. Various health and insurance benefits are provided to
employees to eliminate risks and injuries that may happen in Superdry’s working environment.
HRM practices builds a flexible working environment to benefit employees which will
help firm in retaining of workforce. Good HRM practices will motivate employees who will
contribute increased level of performance towards the achievement of organizational
productivity and growth. HRM practices of Superdry plc motivates staff which improves
organizational and employee performances, Benefits rendered to workforce like flexible job
roles, training and development and incentives and rewards systems makes employees
committed towards their work and to bring high performance work that creates a competitive
advantage for Superdry plc. HRM practices builds employee and employer relations by
eliminating discrimination and treating all as equal which will generate feelings of care and trust
(Renwick, Redman and Maguire, 2013). Training and development provided to employees will
help to increase the knowledge, skills and abilities of an individual which will assist in
developing their career and attain a personal growth at the same time contributing to Superdry’s
success.
4

HRM practices combines culture, values, beliefs, vision and mission of Superdry plc that
it has adopted over time. This association is shared to all employees of organization to develop a
united workforce by establishing standards of firm, procedures and guidelines that allows
workers learn and understand workplace behaviors and practices. It renders employees with
peace of mind experience to make them work in a productive manner and satisfy organization
and themselves at the same time.
P4. Effectiveness of HRM practices in raising organizational profit and productivity
HRM practices of Superdry plc helps organization in achieving organizational
effectiveness by raising productivity and profitability with a dedicated and talented workforce. It
recruits and hires talented workforce for Superdry plc who are knowledgeable and skilled to
assist organization in their organizational structure change and processes (Bloom and Van
Reenen, 2011). HRM practices acquires such talented workforce to behave in a fruitful manner
to support Superdry in its mission and achievement of goals and objectives.
Approaches to workforce planning, recruitment, selection, training and development,
performance management and reward systems
Innovative workforce planning enables Superdry plc to achieve strategic objectives with
potential employees having appropriate knowledge, skills and capabilities. Superdry plc adopts a
strategic workforce planning by involving employees to evaluate their current competencies and
developing strategies to create new ones. Superdry plc uses a segmentation method to subdivide
employees into groups with similar characteristics and a skill based approach is adopted by
organization to develop future oriented workforce planning strategy. By recruiting and
developing talented workforce and matching these talents with Superdry’s organizational goals
and processes is aimed to create a team of potential knowledgeable, skilled and innovative
workforce.
Superdry plc follows a systematic approach of recruitment and selection of individuals
with a proactive attitude responding quickly to new vacancies and builds a collection of qualified
applicants before new positions arising (Kehoe and Wright, 2013). This method assists Superdry
plc in hiring right individuals by identifying their skills and abilities that will meet the
requirements of organization’s goals and objectives. Superdry plc understands the need of
implementing systematic approach of recruitment and selection of employees to find right
candidates form open vacant positions within the organization that helps in hiring process more
5

desirable than rushing in the last minute. For its successful operations of business and attain
productivity HRM of Superdry plc follows a strategic staffing method to utilize its human
resources where the skills and abilities of candidate are considered to be recruited. It is done to
analyze the capability of each individual to match qualities of employees with the business
strategies and processes of organization.
Superdry plc adopts a systematic approach to render training and development programs
and sessions to its employees and newly recruited talented minds. It is a beneficial approach that
prioritizes Superdry’s objectives and goals before providing training which includes formal
teachings designed to ensure organization’s needs and demands (Kusluvan and et.al., 2010).
With a methodical tactic HRM of Superdry plc follows this approach to equip personnel with
knowledge and skills to pursue organization’s interests with a competitive performance to render
maximum productivity and profit. Analysis of employee performance, job role, organizational
needs, staff behavior etc are carried out to determine training and development needs. After
analyzing the needs design of training is done by using gathered needs to create learning
objectives, stipulate instruction methods, identify resources and specify location. HRM of
Superdry plc then develops a training and development program for each employee within the
organization and then implements it to meet firm’s needs and demands.
To achieve Superdry’s set goals HRM performs a holistic approach to performance
management and reward system of its employees. It involves attitude, communication skills,
leadership abilities, motivation levels of employees apart from meeting targets and completing
assigned duties. It is a strategic and integrated approach followed by HR of Superdry to deliver
sustained success to organization by improving performances of employees which can be
attained with developing capabilities of groups and individual contributions. It is a system to
measure employee’s skills, behaviors, and performance within organization to improve
contribution by setting and determining standards, assigning and evaluating employee’s work
and providing feedback to workforce and rendering training and development (Vörösmarty and
et.al., 2010).
Reward system for motivating employees for continuous improvement by HRM of
Superdry plc includes returns given to employees in form of benefits, pay rises or recognition or
appraisal programs. Superdry’s HRM practices follows a pay for performance strategy to initiate
a healthy payment to motivate employees administered under right conditions. This strategy
6

links rewards with performance of workers, implements team rewards for interdependent works
which may include incentives, work from home, bonus etc. This effective performance
management and reward systems renders several benefits to employees and Superdry plc like
motivated workforce performing in a better manner who are aligned as per the organizational
goals, Involvement of employee in decision making, improved employee retention and less costs
etc.
P5. Importance of employee relations influencing HRM decision making
Employees relations includes the relationship shared among the staff within Superdry plc
which is the major success factor of an organization. Maintaining good employee relations is the
major concern of HRM of Superdry plc because strong relations with employees and
management renders higher productivity and healthy working environment (Blume and et.al.,
2010). Effective, cooperative and positive employee relations will help managers and leaders in
providing clear directions and processes regarding grievances, discipline etc. within Superdry
plc. Good employee relations will make workforce feel positive and motivated about identity,
job and being a part of organization. Healthy employee relations help in work distribution,
reduces absenteeism sand eliminated conflicts and fights between workforce. Strong employee
relations will assist HRM in decision making regarding Superdry’s productivity through
increased morale of staff which helps in creating a pleasant atmosphere in work environment that
will bring higher performance. This also assists in bringing employee engagement in
organization where each staff will be wholly engrossed in their respective duties and tasks and
will be emotionally attached to organization. Superdry’s employee engagement strategy helps in
creating a community at work environment than just a team where workers are engaged
positively and effectively. Superdry plc follows a collaborative approach to employee relations
and employee engagement within the organization to ensure satisfaction of workforce and
increase value of company. This approach is focused on empowering employees to make
decisions and develop duties and responsibilities and treat all staff fairly.
Superdry plc follows a flexible organization to develop good employee relations and
employee engagement to bring success to the organization and implement its new organizational
structure ad align work according to the processes. In this adoption Superdry’s workers adjusts to
needs of customers by efficiently completing tasks and duties assigned and encourages decision
making. Such quick adaptations to external environmental changes requires a geographical
7

organizational structure with decentralizing as needs and demands of customers are changing
which needs to be understood by Superdry plc to attain competency and sustainability in market
place. Along with aa decentralized organizational structure Superdry plc also adopts a flexible
work practice that renders employees a certain degree of freedom in deciding how work will be
performed and schedules would be coordinated with other employees. Superdry sets some limits
like minimum and maximum working hours, timings etc. which will increase feeling of personal
control over work schedule and environment that would benefit organization by reducing
workforce turnover. These benefits and allowances and considerations makes Superdry plc an
employer’s choice which will be benefitted with a talented workforce ad candidate with low skill
would not apply for job in the organization thereby increasing value of company. Increased
employee loyalty and goodwill of firm will render Superdry plc a chance to become employer’s
choice
P6. Key elements of employment legislation and impact on HRM decision making
Employment legislation involves all measures and safeguarding laws like labor laws, collective
bargaining, customary practices, equal wages act etc. that governs employment of individual in
Superdry plc and affects management, employers and workforce (Armstrong and Taylor, 2014).
Superdry’s HRM need to follow certain laws and policies laid down by government to safeguard
business and employees working with organization to avoid legal compliances and render
smooth operations of company. They should regularly practice and update changing rights and
activities protected by employment laws that confer employee rights and impose legal
responsibilities on employer.
8

Figure 1: Employee Rights
(Source: Rights of an employee, 2018)
Nondiscrimination and equal employment opportunity: Superdry plc follows this employment
law to protect their employees from discrimination based on racism, sex and age (Laws Affecting
Human Resource Management, 2018). It also provides an equal wage system for all employees
by rendering opportunities to all workforce.
Occupational health and safety act: It was enacted in 1970 which require Superdry plc
comply with laws that protects employees from unsafe work environments. Organization should
maintain and keep records of hazardous materials used in company and must provide proper
training to staff for dangerous jobs in company.
TASK 3
P7. Application of HRM practices
JOB DESCRIPTION FOR BUSINESS DEVELOPMENT EXECUTIVE
JOB TITLE: BUSINESS DEVELOPMENT EXECUTIVE
DEPARTMENT: SALES AND MARKETING
9

ROLES AND RESPONSIBILITIES:
 Build and develop new business relationships and clients
 Maintain existing clients and render unique services to customers
 Create brand awareness and promote goods and services to increase revenue
 Make cold calls, chat, email, webinar and in person meetings with clients to pitch new
sales
 Support in making new business proposals
 Arrange meetings for senior management with potential customers
REPORTING TO: SALES MANAGER
RESPONSIBLE FOR: Achieving target revenue, maximizing business opportunities and
ongoing development and growth of sales and marketing activities across the company.
APPROVED BY: GENERAL MANAGER
DATE: 28.10.2018
PERSON SPECIFICATION FOR BUSINESS DEVELOPMENT EXECUTIVE
EDUCATIONAL QUALIFICATIONS
 Bachelor degree in sales, marketing, business management or any related field
 Post-graduation in Business management, marketing, HR, IB will be given preference
WORK EXPERIENCE REQUIRED
 Minimum 2-year experience in sales, marketing or customer service
 1-year experience in telesales and customer handling is preferable
PERSONAL SKILLS AND BEHAVIOUR QUALITIES
 Strong customer service skills
 Good communication skills both written and verbal
 Self-motivated, creative and outgoing personality
 Good negotiation and interpersonal skills
 Ability to work under pressure
 Willingness to travel
10

JOB OFFER LETTER FOR BUSINESS DEVLEOPMENT EXECUTIVE
Dear Mr. / Mrs. (name of the candidate)
Congratulations! You have been selected for the role of Business Development Executive in
Westfield Stratford City, London, UK. On behalf of Superdry plc, we are pleased to extend
you this offer to be a part of Superdry’s innovative workforce. This is a formal offer letter to
you to join Superdry plc and do read the details given carefully. You will be reporting to Sales
manager of Superdry plc. In this role your working hours will be of 8 hours per day with aa
compensation of £2450 per month and you will be entitled with other benefits like health
security, PF, bonus and incentives. We anxiously hope that you will join Superdry plc
immediately I this role and we look forward to your contribution to the organization. For any
queries you may feel free to contact us on mail; [e-mail], phone: [phone].
Sincerely,
HRM
Superdry plc
United Kingdom
CONCLUSION
On the basis of above report, it can be concluded that Human resource
management practices have benefits in selecting the qualified and skilled employee for various
operational tasks. Professionals at Superdry Plc were suggested to make implication of favorable
work practices. There was analysis over the strength and weaknesses of the firm in selection and
recruitment process. Along with this, ascertainment of various employment legislations has
brought the appropriate determination of all the laws and legislation to be implied in business
activities. Further, it can be said that, recruitment processes in a n organization needed to be done
with considering business requirements and the qualification obtained by a person. Therefore, a
qualified team will help a firm in attaining targets in a convenient period.
11

REFERENCES
Books and journals
Alfes 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.
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Bloom, N. and Van Reenen, J., 2011. Human resource management and productivity.
In Handbook of labor economics (Vol. 4, pp. 1697-1767). Elsevier.
Blume and et.al., 2010. Transfer of training: A meta-analytic review. Journal of
management. 36(4). pp.1065-1105.
Boxall, P. and Purcell, J., 2011. Strategy and human resource management. Macmillan
International Higher Education.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Chuang, C.H. and Liao, H.U.I., 2010. Strategic human resource management in service context:
Taking care of business by taking care of employees and customers. Personnel
psychology. 63(1). pp.153-196.
Kehoe, R.R. and Wright, P.M., 2013. The impact of high-performance human resource practices
on employees’ attitudes and behaviors. Journal of management. 39(2). pp.366-391.
Kusluvan and et.al., 2010. The human dimension: A review of human resources management
issues in the tourism and hospitality industry. Cornell Hospitality Quarterly. 51(2).
pp.171-214.
Lengnick-Hall, C.A., Beck, T.E. and Lengnick-Hall, M.L., 2011. Developing a capacity for
organizational resilience through strategic human resource management. Human
Resource Management Review. 21(3). pp.243-255.
12

Renwick, D.W., Redman, T. and Maguire, S., 2013. Green human resource management: A
review and research agenda. International Journal of Management Reviews. 15(1). pp.1-
14.
Vörösmarty and et.al., 2010. Global threats to human water security and river
biodiversity. Nature. 467(7315). p.555.
Wright, P.M. and McMahan, G.C., 2011. Exploring human capital: putting ‘human’back into
strategic human resource management. Human Resource Management Journal. 21(2).
pp.93-104.
Online
Laws Affecting Human Resource Management. 2018. [Online]. Available through:
<https://yourbusiness.azcentral.com/laws-affecting-human-resource-management-
14263.html>
Rights of an employee. 2018.[Online]. Available through:
<http://www.whatishumanresource.com/human-resource-management>
What Purpose Does HR Management Serve in an Organization? 2017. Available Through:
<https://bizfluent.com/info-7751698-purpose-hr-management-serve-organization.html>
13