Principles of Human Resources Management - Dyson Case Study

This report covers the principles of human resources management through a case study of Dyson. It includes job analysis, job description, job specification, human resource planning, and performance management. The report also discusses the importance of HRM in achieving organisational goals and enhancing employee performance.

Principles of Human
Resources
management

Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Company introduction.................................................................................................................4
Job Analysis.................................................................................................................................4
Job Description............................................................................................................................5
Job Specification..........................................................................................................................5
Human Resource Planning in Dyson...........................................................................................6
Performance Management for Dyson..........................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Human Resource Management may be referred as strategic approach that helps organisation in
achieving competitive advantage along with maximising performance of workforce (Tepebasi
and Kozanoglu, 2021). It also facilitates in accomplishment of organisational goals effectively
and efficiently. In addition to that, Human Resource Management helps in filling gaps between
organisation’s strategic objectives and employee’s performance. It is important for organisation
to recruit right candidate for filling vacant job position of company. This project report is based
on Dyson, a multinational technology based company founded in 1993 by James Dyson. This
project report will cover a brief intro of chosen company along with job description and job
specification. Along with this, it will cover HRM process which can be implemented in chosen
department. At last, it will cover benefits and key elements to Dyson.
TASK
Company introduction
Dyson, a multinational technology based company that manufactures household appliances such
as vacuum cleaners, hand dryers, hair dryers, air purifiers and bladeless fans. It has more than
12000 employees worldwide. Company operates in various countries and provides products
worldwide. Dyson announced that it wants to bring innovation in its operations by opting
sustainable technology. This will help in minimising negative impact of company’s operations
towards environment. It intends to manufacture its own electric vehicles. In 2021, it unveils a
prototype known as N526. In addition to that, company wants to setup solar panels so as to
minimise dependency on power grids. This will help company in elevating brand image as well
as in generating more profit. In upcoming years, company wants to opt sustainability in its
process so as to remain competitive in dynamic business market.
Job Analysis
Job analysis may be referred as a systematic process of collecting all required information about
a specific job which includes roles, skill requirements, process and responsibilities so as to create

a valid job description (Salim,, 2020). It also provides an overview of emotional and physical
related human qualities in order to execute job successfully. This approach is opted by Dyson so
as to ensure that right candidate is hired. By hiring right candidate, it becomes easier for
company to accomplish organisational goals. Following is the job description and job
specification for Dyson.
Job Description
Job Title: Sales Manager
Main Purpose and Scope of the Job
The core aim for hiring sales manager is to boost sales volume of company and can
handle a team effectively. Sales manager is responsible for sales target and put efforts in
achievement those targets.
Job Location: The company is established in Singapore and founded in 1993..
Position in Organisation: As a Sales Executive
Reports to: The regional manager of Dyson
Responsible for:
 To conduct market research and identify possible opportunities for maximisation of
profit.
 To analyse customer needs and formulates marketing strategy so as to attract potential
customers.
 To take feedbacks from customers and provide them with a feasible solution by taking
immediate feedback in order to retain them.
Job Specification
Key competencies Essentials
Experience Should have minimum experience of 3 years in
a reputed company in sales and marketing.
Skills and Abilities required  Should have good command over

communication skill and in maintain
inter-personal relations with customers
and team.
 Should have ability to derive peak
potential within individual.
 Motivational skills so as to motivate
team for achieving higher success.
 Needs to have IT skills and so as to
promote products online on digital
platforms.
Qualifications  Should have bachelor’s degree in sales
and marketing.
 Should have a diploma in sales from a
reputed university.
Personal Qualities  Should have quality of excellent
listener who can carefully understand
query of customers and team.
 Should have ability to influence
customer to opt product.
Human Resource Planning in Dyson
This HRM approach plays an important role in success of Dyson as it defines importance of job
position required to carry out functions. Human resource Planning is an ongoing process of

forward looking systematic planning in order to maximise the use of most prestigious assets.
This makes it easier for company to attain organisational goals effectively and efficiently. It is
imperative for company to fully utilise its employees so that company can save its cost and time.
It is important for Dyson as it allows to plan ahead and to maintain supply of skilled employees
which leads company towards fulfilment of objectives. It helps Dyson in opting right candidate
for filling vacant job position of Sales Manager in company. This HRM process requires
flexibility in order to address short term personnel challenges while responding to dynamic
circumstances. By this, company can take corrective action or alter its current strategies so as to
mitigate risk. Following is the process of HRM planning that Dyson can opt to hire Sales
Manager in company.

 Forecasting –It is the first step in human resource planning and company ahev to forecast
the demand of employees which are needed to –perform specific job. It is needed for
company to identify requirements of talents in company and formulate strategies for
recruiting same. Forecasting can be done by trend analysis and leading indicators. With
trend analysis, Dyson can apply statistical model which can predict demand of manpower
needed. By taking technological trends and economic trends into account, company can
forecast its need of employees in an organisation.
 Goal setting and Strategic Planning- In this stage, company have to setup goals and
formulates strategic planning which contributes in hiring of right candidate for vacant job
position of Sales Manager in Dyson. It is imperative for company to formulate effective
management strategies or wrong hiring can adversely effect on company’s performance
(Saks, 2022).
 Program Implementation and Evaluation- In this stage, HR manager of Dyson have to
implement strategies so as to shape outcomes. It is needed for a Human resource manager
to optimally implement strategies or it may diminish company’s productivity.
For Dyson, it is important to conduct Human Resource Planning so that it becomes easier
to attain organisational goals within time frame period (Dipboye, 2018). It is imperative
for company to forecast need of employees by using either trend analysis or analysing
trends. By this, company can get to know about which type of employee is needed to
perform a job. By opting this approach, company gets to know that there is shortage of
Sales manager and needs to be filled as soon as possible. There is no control over team
and they are directionless that negatively affects company’s performance. So this
approach can be implemented by company so as to forecast requirement of workforce.
Performance Management for Dyson
Performance management may be defined as the process by which manager can ensures that
employees outputs and activities contribute in fulfilment of organisational goals (Beggan and

Allison, 2018). It is imperative for company to evaluate performance of Sales manager as it is
linked to profitability of company. Sales manager consist of team and by avoiding their
performance may lead to delay in attainment of objectives and adversely affects company’s
performance. Performance management is crucial for Dyson as it facilitates in contributing
towards company’s goals. In addition to that, it establishes a uniform standard for evaluating post
of sales manager as well as helps in identifying strengths and weaknesses. Along with this, it also
encourages communication between manger and employees (Elembilassery, 2021). Following
are some methods by which Dyson can review performance of Sales manager.
Performance Review Methods
 Comparative method – In this method, management of Dyson can evaluate performance
of sales manager by comparing actual performance by pre-set standards. This will help
company in identifying weakness and allows in taking corrective measures in order to
improve performance. If the outcomes indicate negative performance, Dyson needs to
take corrective actions so as to enhance performance. This helps in fixing those gaps
which are creating obstacles in success of company.
Attribute method- It is also most common method used by many companies to evaluate
performance. In this method, each attribute of sales manager is rated in form of graphical
representation. Discrete scale is used to measure attributes of sales manager in Dyson.
Behaviour method- In this method, all important duties are depicted for a specific job but
it exhibits sales manager in defining what type of behaviour is needed to carry out
functions. A report is prepared on the basis of provided data and based on that observed
behaviour can be totalled.

Results method- Performance management focus on managing objectives and in
evaluating performance of a specific job role or team. Management by Objectives may be
referred as a process in which people at each level of organisation which set goals and
collectively contributes in attainment of objectives. This HRM process can be
implemented in the position of Sales manager and it is imperative for Dyson to evaluate
performance of sales manager because its performance will also affect on team and on
company’s productivity.
 Appraise performance- It is important to appreciate performance of employees who
contributes their valuable efforts in accomplishment of objectives. This will help
company in elevating performance of company and it becomes easier to attain
organisational goals effectively and efficiently. It creates a sense of value among sales
manager of Dyson and can contribute in fulfilment of objectives.
Errors elimination methods
In order to eliminate errors in performance appraisal, there are two methods that company
can opt.
 360-degree feedback –In this method, management of Dyson can take feedback of Sales
manager from their team members and based on that formulates strategies for further
development. Management can take information from colleagues and other subordinates
so as to assess performance.
 Calibration meeting- In this method, senior manager can discuss performance of sales
manager along with evidences that supports their ratings and in redoing appraisal, if
required.

This will help company in identifying those areas of employees in which they are lacking
and formulating effective strategies which contributes in attainment of objectives. In
addition to that, it can lead to enhanced productivity of employees and company can
accomplish objectives effectively and efficiently. By taking feedback from peers and
subordinates, it can help company in identifying performance of sales manager and
facilitates in taking corrective action for further development. It is imperative for
company to evaluate performance of its workforce so that optimal strategies can be
framed for enhancing their performance. Along with this, improving performance of
employees is directly linked to company’s performance and it becomes easier to fulfil its
goals. Avoiding performance of employees can give negative impact on company’s
profitability and it becomes difficult to accomplish goals.

CONCLUSION
From the above project report it was concluded that Human Resource Management plays an
important role in elevating success of company. In context to Dyson, it opts this approach so as
to formulate strategy in order to hire right candidate for right job role. Company can follow
Human Resource Planning so as to forecast demand of manpower required to perform job role.
In addition to that, there are various forecasting methods by which Dyson can identify need of
employees. Job description demonstrates various elements of job such as roles and
responsibilities, skill set and other necessary information to fill vacant job position. It is needed
for company to evaluate performance of sales manager so that corrective actions can be taken so
as to attain organisational goals. All the HRM practices helps company in smoother functioning
as well as in fulfilment of goals.

REFERENCES
Books and Journals
de Azevedo, M.C., Schlosser, F. and McPhee, D., 2020. Building organizational innovation
through HRM, employee voice and engagement. Personnel Review.
Dipboye, R.L., 2018. Principles of Employee Selection. In The Emerald Review of Industrial
and Organizational Psychology. Emerald Publishing Limited.
Elembilassery, V., 2021. Emergence of HRM in organizations: an exploratory study. In
Academy of Management Proceedings (Vol. 2021, No. 1, p. 12531). Briarcliff Manor, NY
10510: Academy of Management.
Leisink, P. and Boxall, P., 2021. HRM and social legitimacy in the public sector. In Research
Handbook on HRM in the Public Sector. Edward Elgar Publishing.
Richards, J., 2020. Putting employees at the centre of sustainable HRM: a review, map and
research agenda. Employee Relations: The International Journal.
Saks, A.M., 2022. Caring human resources management and employee engagement. Human
Resource Management Review, 32(3), p.100835.
Salim, T.K., 2020. The effect of job analysis and description on job stability An exploratory
study in the Salaheddin Directorate of/Department of AlAlam Education. Tikrit Journal of
Administration and Economics Sciences, 16(51 part 1).
Tepebasi, S. and Kozanoglu, I., 2021. Personnel Requirements Including Job Descriptions.
In Quality Management and Accreditation in Hematopoietic Stem Cell Transplantation and
Cellular Therapy (pp. 53-60). Springer, Cham.