Recruiting Talent Practice at Burger King: A Review and Recommendations

This article reviews the recruitment process of Burger King and its importance in the activity of human resource department. It also provides recommendations for an effective and dynamic hiring process.

Management 1
Resourcing, Talent and Reward Management

Contents
Introduction......................................................................................................................................3
A review of recruiting talent practice..............................................................................................4
Recruitment practice of Burger king...............................................................................................6
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................16

Introduction
According to Opatha (2010), the role of human resources is to attain the goals of the
organization which can be elaborated under the practices of them. Human resources have been
referred to as the “key ingredient to the success and failure of the organization”, entailing
achievement and breakdown in company performance. There are a plenty of activities and
functions of HR that keep significant value within the organization to accomplish the common
goals of the company. This assignment covers one of the HR activity i.e. Recruiting Talent by
taking consideration of Burger King. The procedure of HR in recruiting and appointing capable
and talented workforce for attaining competitive benefits globally in Burger King is elaborated
under this assignment. Recruitment talent is one of the unique practices that are followed by the
company to fulfill the demands and wants of the customers. In the opinion of Arulrajah, (2014),
the success and growth of the firm are highly dependent on the effective and unique recruitment
practice that is used by the firm. The report will include the action plan to enlist the employees
internationally that demonstrates the way of attaining the competitive advantages by developing
valuable and exclusive recruitment process.
Burger King is an American global chain of hamburger fast food restaurants which was
founded in 1953 as Insta burger king. It is the second largest hamburger fast food restaurants that
are famous for its good and hygienic quality of food. It manages 13000 restaurants across the
globe. There are approx 34,258 employees working in the organization (Burgerkingindia.2018).
The vision of the company is to be the most significant and profitable business through a strong
and effective franchise scheme and a great community, serving the excellent burgers across the
world. The other vision of the firm is to be a leader in the fast food industry (Burgerkingindia,

2018). The mission of burger king is to offer the best quality of fast food products and services to
the customers across the world (Rowland, 2017). It has been analyzed that approx 11 million
guests visit Burger king restaurants around the world. They do so because burger king
restaurants are well known and recognized for serving great tasting, excellent quality and
suitable food. The company offers various fast food products such as hamburger, chicken,
French, fries, milkshakes, desserts, salads, and hot dogs. The core values include integrity,
honesty, accountability, loyalty, success, creativity, inspiration and fulfillment (Burgerkingindia,
2018). Dynamic promotional and advertisement strategies are used by Burger King to endorse
the fast food products globally. Whopper is the favourite burger of America that boast a quarter
pound of flame-grilled beef, creamy mayo, crunchy pickles and onions that has become an iconic
burger for the fans globally.
Figure 1: Burger King Whopper
Source: (SHRM, 2010).
A review of recruiting talent practice
According to Armstrong & Taylor, (2014) the process of recruitment is major aspect of HR
which develops a huge influence on the income development and the profit margins of the

company in the comparison of other tasks like managing talent, leadership and retention. HR has
to focus on various steps while recruiting employees for the vacant position. Tooksoon (2011)
analyzed that HRM theories play an empirical role in maximizing profitability and outcomes
globally. It is noted that the recruitment process may be external and internal and it may be
exercised online. Recruitment is the process by which the company can determine the right
person at the right place on right time.
Figure 2: Recruitment Cycle
Source: (Arulrajah, 2014).
The above-posted image elaborates the different function of recruitment that needs to consider
by HR at the time of recruiting within the company. Dabić, Ortiz-De-Urbina-Criado & Romero-
Martínez (2011) depicted that recruitment includes those activities, policies and approaches
exercised by the company with the main purpose of attracting and measuring the potential
candidates. Tan & Nasurdin, (2011), stated that in case of exceeding the needs of the employees
within the organization can be the major cause of loss and cost of maintaining that is increased

by the department to its earnings. On contrary, the vacant key position causes losses too because
it gives an outcome in decreased the revenues of corporate. Recruitment is the procedure of
maintaining the perfect balance of employees and required work to make sure the most
competent people (Smith, 2018). The selection of the wrong candidate for the vacant position of
the company can be the major reason of misconception.
Qsrweb (2010), elaborated that there should be proper planning for recruitment because a right
candidate can help the company to grow significantly. It has been critically reviewed by taking
consideration of other companies that there is a different procedure of recruitment as there is an
example of Google Company that success credit goes to the human resource department.
Recruitment should be used by HR by entailing chosen methods, strategies and techniques for
retention of high quality (Leonard, 2018). Dynamic and excellent recruitment policy helps in
appointing talented, skilled and experience workers towards the attainment of goals, objectives
and mission. It has been analyzed that the recruitment method of the company makes sure an
adequate workforce. Nilsson & Ellström, (2012), stated that there are various advantages of
applying the right strategies for recruitment process as it helps the company to accumulate the
right skills to grow rapidly. An effective recruitment practice does not only fulfil the desires and
needs of a service but also make certain that a company would persist to preserve its
commitment and engagement to deliver equal opportunities to the workers (Tooksoon, 2011).
Recruitment practice of Burger King
Burger king implements human resource management practices to align objectives and goals of
the employees with the significant goals and objectives of managers. It has been analyzed that
the workers of the company elaborates the academic capital and develop worth for the mangers

as well as employers in the company. The role of the human resource in such scenario keeps
important value to make innovative policies to motivate employee (Bkcareers, 2018). However,
the procedure is the same of recruitment in various organizations but the way of applying them is
entirely dependent on the size of the organization. The recruitment procedure of Burger King is
different from other organization as the main motive of HRM at Burger King is that of
maximizing the performance and employees’ productivity. Burger King is obsessed towards its
recruitment process because the well-known position of the Burger King is spreading due to
various approaches such as apply online, phone interview, face-to-face interview, pre-
employment checks and offer.
It has been analyzed that advertising is done by Burger king to hire majority of workforce for
performing roles and responsibilities efficiently. The advertisements are importantly formed and
printed in colour to draw and employ the employees. The main focus of the company is on the
various facts while hiring the candidates for attaining goals and objectives. The focus is on the
following:
 The fact and evidence that the employment is never dull
 The career development opportunities that are available to motivated people
 The comparatively attractive salary package on offer
The company is concerned about the procedure of the recruitment thus; the company applies
various approaches to reach a maximum number of employees for the aim of to overcome the
competitors and to develop a good image in the minds of the customers (Shen, Chanda, D'netto
& Monga, 2009). Burger king conducts face to face interview in which certain questions asked
by the recruiter to the applicants regarding their background, experience, the reason behind

choosing this company and expectations. The questions of the company are not typical and the
interview process of the company keeps good impact on the applicants as poor interview can
develop negative influence about the company. Arulrajah, (2014). portrayed that poor interview
can reduce the opportunities for the potential employees to apply for the position. The structure
of the questions and the behaviour of the interviewer should be polite and easy so that the
procedure of interview can be done in a significant manner. The recruitment process of Burger
King has been detailed below.

There is a number of positions in the Burger King which should be fulfilled by the HRM of the
company in case of any vacancy. The employees of the human resource have great experienced
with placing held devices in number of restaurants at the time of pilot test but it has been
analyzed that number of applicants choose private settings for the application of the restaurant
(Weller, Holtom, Matiaske & Mellewigt, 2009).
Phone interview
Face to face interview
On the job experience
Pre employment check
Offer
On boarding and induction
Apply online

Burger king rolled out an effective and unique online only hiring system in april 2010, attributing
an applicant tracking system (ATS) from kronos Inc. line and HR executives are quick to
embrace it. This new system of Burger king can apply from their cell phones and personal
computers in libraries. The biggest and excellent advantage of this new system is the minimized
time that busy appointing managers need to invest on the various activities such as front-end
screening of employment applicants. There is a online procedur of recruitment that includes 100
questions on behavioural assessment method that developed by Kronos industrial-organizational
psychologists. It has been portrayed that the Kronos ATS is completely aligned and integrated
with the company’s HRIS system, minimizing the handoffs once essential to track and input
paper applications. The organization wanted workers with strong aptitude and capability for
overseeing and managing the people while offering the products. Moreover, the system converts
applications in Spanish into English for those people who are unable to speak Spanish language,
so the employers no need to ask subordinates to take time to convert and translate for them.
Recommendations
However, Burger King is concerned about their staff and the image of the restaurant in
the view of the outsiders. It is recommended that Burger King should focus on the effective and
dynamic hiring process to make a good image and goodwill in the minds of the customers
effectively. The company can add more value in the process by taking consideration of the
recruitment model in which the HR department will work on the systematic process. Online and
digital media channels should be used by the firm to lead an effective recruitment process. An
audit committee should be appointed by the company to conduct the interview in a hassle free
manner. An effective and unique action plan has been recommended that is drawn below.

Action Plan
Source Costs Priorit
y level
Time
Scale
Resources Responsibl
e Person
Benefits Implication
s
Job
description
s to fill the
job
vacancy
400 £ High 1
mont
h
Human
resource
Managemen
t
HR
manager
The company
can get full
description
about vacant
position.
The
company
should focus
on various
strategies to
fill the job
vacancy
Conduct a
skill gap
analysis to
identify
and analyze
the skill
and talent
of the
workers
500£ Mediu
m
1
mont
h
Human
resource
management
HR
Manager
and team
To get
knowledge
regarding gap
in
recruitment
There
should be
proper graph
and charts to
show the
skill gap
Visualize
hiring
activity
1000
£
Mediu
m
1
mont
h
Human
resource
management
HR
Manager
and
recruiters
To know the
progress of
the
development
The
quantitative
method
should be

(Qualitativ
e methods
can be
used)
focused in
this scenario
by the
company
Creating an
effective
and
adequate
hiring
budget
- High 1
mont
h
Finance and
account
department
Finance
Manager
To get a
statement
about
expenditure
and actual
incurred cost
The budget
should be
made after
making a
comparison
with other
companies
Identifying
sourcing
channels
such as
referral
programs
and
campaigns
500£ Mediu
m
1
mont
h
Marketing
department
Marketing
Manager
To get
promotion
technique in
order to
increase
hiring in the
system.
Look
forward in
social
activities
Review and
evaluation
of the
hiring
process
200£ High 1
mont
h
Human
resource
department
HR
Manager
It would help
to get
understandin
g about the
right track of
The
involvement
of all
department
should be

hiring
procedure in
Burger King.
considered
under this
process
Gantt Chart showing Action Plan
Dec-
18
Jan-
18
Feb-
18
Mar-
18
Apr-
18
May-
18
Job descriptions to fill the job vacancy
Conduct a skill gap analysis to identify and
analyze the skill and talent of the workers
Visualize hiring activity
(Qualitative methods can be used)

Creating an effective and adequate hiring
budget
Identifying sourcing channels such as referral
programs and campaigns
Review and evaluation of the hiring process
Conclusion
It is concluded that the role of the HRM has significant vale in the organization to attract
and retain potential and capable employees. Burger King has been considered under this
assignment to highlight the recruitment process and its importance in the activity of human
resource department. Recruitment is one of the biggest and unique practices that help to run the
business operations effectively and efficiently. It is investigated from the above discussion that
Burger king maintains a sustainable HRM to recruit excellent and talented candidates for serving
fast food products to a key target audience across the globe. An action plan has been made by
considering number of factors such as cost, priority, resource, resposnble person and
implications.

References
Armstrong, M., & Taylor, S. (2014). Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Arulrajah, A., (2014). Human resource management practices and innovation: a review of
literature. International Conference on Business Management. pp. 55-62.
Bkcareers.(2018). Our recruitment process. Retrieved from:
https://www.bkcareers.co.nz/recruitmentprocess;jsessionid=68CA98DB57B4B87740474
809CCF4B825.
Burgerkingindia.(2018). About BK[Online]. Retrieved from:
http://www.burgerkingindia.in/about-bk.
Dabić, M., Ortiz-De-Urbina-Criado, M., & Romero-Martínez, A. M. (2011). Human resource
management in entrepreneurial firms: a literature review. International journal of
manpower, 32(1), 14-33.
Dhanabhakyam, M., & Kokilambal, K.(2014). A study on existing talent management practice
and its benefits across industries. International Journal of Research in Business
Management, 2(7), 23-36.
Leonard.K.(2018). Importance of effective recruitment and selection [Online], Retrieved from:
https://smallbusiness.chron.com/importance-effective-recruitment-selection-55782.html
Nilsson, S., & Ellström, P. E. (2012). Employability and talent management: challenges for
HRD practices. European Journal of Training and Development, 36(1), 26-45.

Opatha, H.H.D.N.P. (2010), Human Resource Management, Colombo, Sri Lanka.
Qsrweb.(2010). Burger king Corp. recognized for HR practices [Online], Available from
https://www.qsrweb.com/news/burger-king-corp-recognized-for-hr-practices/ [Accessed
as on 26th October 2018].
Shen, J., Chanda, A., D'netto, B., & Monga, M. (2009). Managing diversity through human
resource management: An international perspective and conceptual framework. The
International Journal of Human Resource Management, 20(2), 235-251.
SHRM.(2010). Burger king reaps whopping benefits from new online recruiting system
[Online], Retrieved from:
https://www.shrm.org/resourcesandtools/hr-topics/technology/pages/
bkonlinerecruiting.aspx [Accessed as on 26th October 2018].
Smith, T. (2018). Innovative Recruiting For Innovative Talent. Retrieved from:
https://www.forbes.com/sites/forbestechcouncil/2018/05/29/innovative-recruiting-for-
innovative-talent/#72f531781b5d
Tan, C. L., & Nasurdin, A. M. (2011). Human resource management practices and
organizational innovation: assessing the mediating role of knowledge management
effectiveness. Electronic journal of knowledge management, 9(2), 155.
Tooksoon, H. M. P.(2011). Conceptual framework on the relationship between human resource
management practices, job satisfaction, and turnover. Journal of Economics and
Behavioral Studies, 2(2), 41-49.

Weller, I., Holtom, B. C., Matiaske, W., & Mellewigt, T. (2009). Level and time effects of
recruitment sources on early voluntary turnover. Journal of Applied Psychology, 94(5),
1146.

Appendices