International Human Resource Management Issues in Recruitment: A Case Study of Unilever

This report analyses the recruitment process of Unilever using AI tools and the IHRM challenges faced by the company. It recommends ways to deal with these challenges and align the recruitment process with the UN SDGs.

7International and Comparative
Human Resource Management

Executive Summary
The organization in focus in this report is Unilever. Unilever Plc is a multinational, British
company, known for their good-quality and sustainable consumer goods. The company owns
over 400 brands under its name. Its products are available in over 190 countries. The IHRM
(International Human Resource management) focus area chosen for this report is Recruitment.
Recruitment is the process of identifying, hiring and on-boarding skilled individuals. Unilever
receives over 1.8 million job applications in a year. Out of which, it recruits only 30,000. To
make this task easy, they use AI technology developed by Pymetrics (Marr, 2020). Secondary
sources has been used to analyse data. In the process of recruitment, Unilever faces IHRM issues
such as hiring and on-boarding a diverse workforce, technological challenges that arise from an
increased use of AI and other issues that arise from a lack of human interface. The report goes on
to recommend ways to deal with such IHRM challenges and aligning the recruitment process
with the UN SDGs of fairness, equity, efficiency and responsible government.

TABLE OF CONTENTS
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Methodology................................................................................................................................4
Findings........................................................................................................................................5
Recommendations to resolve the IHRM issues:..........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Unilever is a multinational British customer products organization that is situated in UK
and provides various products such as food, condiments etc. (Muisyo and et.al, 2021) The
mission of organization is to add vitality to live by satisfying needs and desires of consumers.
Organization values are diversified in several ways such as integrity, respect and duties. In this
determines IHRM practices and effectiveness involved by organization that is recruiting
exercises by hiring employees in business that helps in growing organization effectively. The
topic of this report that focuses on key issues and emergence is recruitment, in which signifies
issues for hiring people and also derives positive impact by findings that conducts positive
approach by hiring potential peoples in organization. Also, occurs negative approach on business
that develops issue for organization as determines due to different elements such as lack of trust,
reduce productivity etc. that influences operation of Unilever that impacts on organization
productivity.
MAIN BODY
Methodology
The process of collecting data so that it could be measured and analyzed to produce
useful information, is known as Data Collection. There mainly two ways of collecting data and
the data collected by these methods is known as Primary data and Secondary data. Primary Data
is the data that is collected at the source. This is the original data that has not been published
before. Being original data, this is more authentic and reliable. Primary data can be collected by
the means of conducting surveys, performing experiments or via a direct communication with
people. Through conducting both research on basis of data assessment conducts effective
approach by of organization function in systematic manner. Secondary data is the data that has
been in existence for a while. Using secondary data means using the data that was collected by
someone else. It can be either published data or unpublished data. Published data includes
government publication, technical journals, trade journals, historical documents, business
reports, etc. Unpublished data includes blogs, letters, diaries, etc. The data used for making this
report is strictly secondary data. No original data was conducted for the purpose of this report.

Before the data was used in the report, it was checked for characteristics such as
reliability of data, suitability of data and adequacy of data. During the verification process, the
following factors are considered:
The data collector: The data used in this report has been taken from Unilever's official website,
from an article by Bernard Marr that was published on his website, from authors such as
The data provider's purpose: The data that was used for this report is reliable because it was
published with intent of analyzing the recruitment process of Unilever using AI tools, in an
unbiased manner.
The method of collecting the data: The data was collected by Unilever after compiling the
reports from its several offices.
The time of data collection: The data is the latest data that is available, collected in and after
2019.
What type data was collected: The data relating to the recruitment process of Unilever and the
IHRM practices followed by Unilever has been presented here.
Whether the data is consistent: It has been checked that the data used in this report is consistent
with the data from other sources.
Data Analysis is the process of examining, evaluating, cutting short, analyzing and
illustrating the available data. Mainly, there are two methods of data analysis- qualitative and
quantitative analysis. Qualitative Analysis is concerned with the subjective characteristics. For
instance, the opinions of the people. Whereas, quantitative analysis is all about analyzing
numbers. For the purpose of this report, qualitative analysis was applied.
Those themes and areas of significance were selected for the global IHRM practices,
which had an overlap with recruitment practices followed by the HR and the 17 goals that are
included in the UN SDGs (Sustainable Development Goals). For this purpose, those processes of
Unilever that dealt with Goal 5- gender equality, Goal 8- decent work and economic growth,
Goal 10- reducing inequality and Goal 17- partnership for goals, were particularly important.
Findings
The positive and negative emergence of issues is determined by Unilever that signifies
role of HRM practices of recruitment that influence organization. In accordance to this, the
positive influence signifies by hiring of more potential employees in business that helps in
raising organization productivity (Voerman, Gribben and Glasby, 2021). It helps in systematic

functioning of business by increasing organization productivity and efficiency in respective
manner. By recruiting better and effective employees that works in productive manner by doing
work respectively. The different elements that arises in this are;
Raises profitability and performance- In accordance to organization, recruitment procedure helps
in raising organization performance by hiring more effective employee who work with full
determination. By recruiting high quality of candidates that works with using their innovative
and creative skills that helps in making product of Unilever in attractive form. This boost
organization profitability by attracting more consumer towards goods and services. It conducts
systematic functioning of organization by increasing performance of Unilever in respective
manner.
Attract higher quality peoples- In responds to Unilever, it attracts high quality candidate towards
business by providing them better rewards, facilities etc. This helps in attracting more qualified
employees towards business by raising organization sustainability growth (Qu and et.al, 2021).
As recruits high quality candidate that works with full determination in business that derives
success of Unilever by achieving long term goals in desired manner.
Decrease attrition and improvise efficiency- In terms of organization, the HR team of Unilever
invest more time in training and development of hired candidate. This derives positive influence
on business by raising productivity and improvise work efficiency of employees by providing
them proper training in their key area of function (Coe, Marlow and Mather, 2021). It results in
positive outcome for organization by running business as new hired employees work with
potentiality and determination. As this helps in reducing attrition by improvising productivity of
organization through training employees that enhanced their skills and knowledge by learning
through programme that conducts for them.
The negative influence on business takes place by due to various elements that impact on
organization productivity and efficiency (Wenceslau and et.al, 2021). This leads towards develop
issue for Unilever by influencing procedure of recruitment by emphasize negative approach on
business. This are;
Time and money- In terms of Unilever, the major issue derives by recruitment in human resource
practices is occurs lots of time and money. Due to spend more time on recruitment procedure
impact on organization productivity and profitability. The whole procedure conducts for
recruitment of employees takes money that invest in hiring process of Unilever. Such as for

advertisement of hiring procedure promotion on magazines, newspaper etc. In this lots of money
spend for advertising of recruitment procedure in order to find right candidate for right job
profile. This leads towards influencing organization performance as negative approach takes
place for Unilever.
Decreases productivity- The another factor also influences organization by developing negative
approach on business as recruitment occurs issue of losing productivity. When Unilever conducts
recruitment process the employees efficiency impact because of not working of organization
function in effective manner (Marintseva and et.al, 2021). This leads towards decline in
productivity and operation function of business as the functions of organization not properly
managed. It build negative influence on operation of organization as it reduces productivity of
Unilever. The organization operation function impact because lots of money and focus that
required for recruitment of candidate that hired by HR. So, this develops risks and issues for
business due to lose in productivity of organization as impact by operation of Unilever.
Reduce trust- In regards to Unilever, by hiring of bad employees leads towards develop negative
impact on organization. It develops lack of trust among workers of organization that influence
organization function by facilitating negative approach on operation of business. As employee
not work properly due to reducing trust among employees that emphasizes lack of inefficiency in
operation function of organization. It decreases organization sustainability growth by developing
issue due to trust issue emphasizes by recruitment procedure. This creates negative influence on
Unilever operation function due to recruiting of bad and ineffective employees that influence
negative approach on business. By this occurs negative approach on organization due to lack of
trust build among employees by recruitment procedure. The organization operation function
impacted as employees not work with enthusiasm as reduce in trust develops that created
negative influence on business.
Candidate screening challenge- In regards to organization, the recruitment occurs negative
approach by facing candidate screening challenge due to there is a shortage of talent skill. It
leads towards influencing organization as recruiting high skill employees is challenging job for
recruiters (Kluibenschedl and et.al, 2021). The Unilever operation function influences because of
emphasizing issue of screening challenge. This builds inefficiency and impact organization
performance as facing issue in recruitment of best candidate due to this occurs negative approach
on business. By this organization faced problems as proper functioning of business is not take

place and operation of Unilever reduces productivity. As this influence by creating negative
impact on organization that impact Unilever operation as functions of management is not
properly managed by business due to screening challenge faced by business.
The negative issues may overcome by deriving productive strategies such as providing
better environment, culture, rewards and many other factors. This helps in boosting organization
productivity and efficiency by reducing negative impact by emphasizes corrective measure in
consideration of business (Ebener, Dunlop and Muir, 2021). By working of operation function of
organization through recruiting high skilled and talented employees that helps in raising
organization productivity. The positive and negative influence is addressed in business that
determines influences on operation function of Unilever. The corrective measures undertake by
Unilever recruitment function through providing better facilities and provides some offers to
candidate in order to highly skilled employees come for he recruiting procedure. Such as offers
them incentives, rewards etc. that conducts an effective approach of business by attracting skilled
employees towards business function that facilitates in desired manner.
Recommendations to resolve the IHRM issues:
The first and foremost IHRM challenge is to attract skilled and talented individuals, who
stays with the company for a good duration. Unilever can deal with this challenge by offering
employees appropriate salaries and benefits, positive work environment, good exposure and
numerous opportunities to excel at their job and acquire new skills while working for the
company. With the recruitment processes becoming fast and increased use of AI by Unilever to
recruit employees, the assessment of the candidate's profile and skills is getting limited to a few
rounds (Zeebaree, Shukur and Hussan, 2019). Unilever need to clearly demarcate what kind of
an employee it is looking for, in terms of skill and capabilities. By searching right candidate and
recruit better or more effective employee helps in raising organization productivity. As hiring of
right candidate for right profile of job that has potential and ability that conducts positive
approach on organization. The organization advertised of hiring procedure by provides some
rewards, recognition etc. To attract candidate towards organization for raising organization
productivity and efficiency that helps in recruiting talented employees. This derives
knowledgeable and skilled employees that hired for Unilever that conducts positive approach on
business. Then it needs to do some research to find out what site or forum such individuals
usually visit, and advertise there, to attract the right talent.

The process of recruitment does not end when an individual is hired, but it also involves
the crucial process of on-boarding the hired employee. When companies hire internationally, it
could be challenging for the new recruits to adjust to new work environment. It could lead to
awkwardness, self-doubt and issues in interacting with fellow workers. This could seriously
hamper their growth. With relevant training and development, Unilever can welcome new hires
by properly explaining what the company does, teaching them their roles and responsibilities in
the company and assigning a mentor (Chams, and García, 2019).
Another challenge faced with IHRM is ensuring diversity at the workplace. For a thriving
international business, Unilever must employ people from a diverse range of backgrounds. The
HR department need to keep in mind that they do not recruit a homogeneous workforce, for that
would cull innovation. By recruiting individuals of different age, gender, race, ethnicity,
nationality, educational background, marital status, etc., workplace diversity can be maintained.
With a diverse workforce, another IHRM issue that can arise is treatment of employees
(Brewster, 2017). The managers of Unilever should treat a group of workers from the same
background alike and recognize and appreciate the differences when treating two people with
two different backgrounds. This would enhance employee satisfaction and thus, encourage
productivity, creativity and innovation in the workforce.
As a brand, Unilever aims to make and sell products that are sustainable. According to their
website, their purpose is to make sustainable living commonplace. With their overall agenda
already in line with the UN SDGs, this report analyzed whether the IHRM practices followed by
Unilever are also aligned with the fairness, equity, responsible government goals of the UN as
enshrined in the UN SDGs. The main IHRM area of concern selected for this report was
Recruitment. It was found that Unilever treats all its employees equally while hiring, irrespective
of their background. The AI technology developed by Pymetrics and HireVue, expedites the
recruitment process, while ensuring equal treatment. The game-based assessment developed by
Pymetrics, measures the different traits of individuals through interactive games in which there
are no right or wrong answers. Video interviews can be evaluated effectively by software
developed by HireVue. Unilever actively tries to employ a diverse workforce, though with AI
replacing the human interface, it is facing some issues. These issues can be dealt with by
developing better AI software that also factor in the background of the candidates to treat people

from the same background alike, while recognising the differences between people from
dissimilar backgrounds.

REFERENCES
Books and Journals
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management for the adoption of sustainable development goals. Resources,
Conservation and Recycling. 141. pp.109-122.
Brewster, C., 2017. The integration of human resource management and corporate
strategy. Policy and practice in European human resource management, pp.22-35.
Muisyo, P.K. and et.al, 2021. The effect of green HRM practices on green competitive advantage
of manufacturing firms. Journal of Manufacturing Technology Management.
Voerman, S.E., Gribben, P.E. and Glasby, T.M., 2021. Positive and Negative Species
Interactions Shape Recruitment Patterns of a Range Expanding Native Alga. Frontiers
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Qu, Z.and et.al, 2021. Economic valuation of the snapper recruitment effect from a well-
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Coe, S., Marlow, A. and Mather, C., 2021. Whole of community facilitators: An exemplar for
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Marintseva, K. and et.al, 2021. Factors influencing low female representation in pilot training
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Wenceslau, J.F.C. and et.al, 2021. Recruitment and El Niño-Southern Oscillation long-term
effects on green turtle (Chelonia mydas) nest abundance. Marine Biology. 168(180).
p.180.
Kluibenschedl, A. and et.al, 2021. Low irradiance amplifies negative effects of ocean
acidification on recruitment of coralline algae communities. Marine Ecology Progress
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Ebener, M.P., Dunlop, E.S. and Muir, A.M., 2021. Declining recruitment of lake whitefish to
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