Strategic Human Resource Management

This assignment delves into the crucial field of Strategic Human Resource Management (SHRM). It examines core concepts, theories, and models that underpin effective SHRM practices. The readings explore the evolution of SHRM, its significance in aligning HR strategies with organizational goals, and the impact it has on employee performance and overall business success.

Strategic Resource
Management

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................................................3
TASK 1...........................................................................................................................................................................3
1.1 Consideration of the objectives and contribution of HRM in the achievement of organization-..................3
1.2 Critical evaluation of the role of Human Resource management-.................................................................4
1.3 The importance of of human resource requirement for the success of businesses-.......................................4
2.1 Evaluation of the recruitment and retention strategies-.................................................................................5
2.2 Critical assessment of the techniques used to develop employees in the organization-................................6
2.3 Contribution of employee development techniques in engaging employees................................................7
2.4 Analysis of effective strategies......................................................................................................................7
TASK 2...........................................................................................................................................................................7
3.1 Physical resources and their organisational objectives..................................................................................7
3.2 Role of Physical Resource Management in organisation..............................................................................8
3.3 Appraisals for planning physical resources of Marriott.................................................................................9
TASK 3...........................................................................................................................................................................9
4.1 Addition of marketing activities in achieving organisational objectives.......................................................9
4.2 Evaluation of marketing operations.............................................................................................................10
4.3 Processes used for development of markets................................................................................................10
TASK 4.........................................................................................................................................................................11
5.1 Contribution of ISM in achieving objectives...............................................................................................11
5.2 Evaluation of ISM' s role ............................................................................................................................11
5.3 Importance of IS in organisation’s success-................................................................................................11
CONCLUSION.............................................................................................................................................................11
REFERENCES..............................................................................................................................................................13
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INTRODUCTION
The strategic resource management plays an essential role in organisation. Resources are
considered as an asset for an organisation as it contribute in achieving goals and objectives.
Strategic resource management work as a partner with the management in organizational
success. They develop the strategies to utilize potential of individual and opportunity within the
human resource department to make other departments more efficient and effective (Cunneen,
2008).
Presently, the report is focusing on the hotel Marriott and The human resource
department of The Marriott hotel treat their employees as assets as they are the representative of
the hotels towards the guests. The present report is focuses on the contribution of strategic
resource management of the hotel and how they contribute in the success of the organisation.
The report also describe the different process activities, such as human resource management,
physical resource management and information system. (Torrington, and et.al., 2007).
TASK 1
1.1 Consideration of the objectives and contribution of HRM in the achievement of organization-
According to the well known author McGraw Hill “Human resource department is
responsible for employee relations, recruitment, staffing, training and development, rewards,
pensions, facilities and safety”. The objectives of hospitality business mainly focus on the guests
and the services. For that, the challenging aspect of human resource department is to identify that
strategy by which they can achieve the desired objectives. (Armstrong, Baron, 2007).
The main objectives of Marriott's human resource department is concerned with the clients and
guests, these are-1. Customer service- The main objective of a hospitality organization is customer
satisfaction. For this they rely on employee’s performance. Marriott hotel is already
established in the hotel industry and customers have faith in their services.
2. Service quality- Customers loves good services and want to utilize it as full as they can.
This includes the food services, room services and healthy and safe environment.
3. Volume- Customer volume is the one of primary objective of the industry. Sufficient
customers traffic and full occupancy of rooms is important for the business.
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The contribution of HRM department in Marriott' s success is really appreciable. They
train their employees very effectively to make an impression on the guests. Their services are
quick and impressive. They provide special training for those employees who directly interact
with the guest regarding solving issues as quick as possible(Smith, 2011).
1.2 Critical evaluation of the role of Human Resource management-
Employee is an important asset in the hospitality business, strong work force is always in
demand in hotel industry. Management of the Marriott hotel is always looking for good,
qualified and hard-working employees to maintain their reputation in the hotel world. Human
resource management is responsible to cover almost every aspect of the hotel. In the hotel
Marriott, HRM is an integral and significant part. The employees working individually or
collectively together gives their contribution to achieve the objectives..The role of Human
Resource Management in an organisation is one that has been evaluated by the times as the
expectations, values and needs of employees have been changing. The main HRM function in the
organisation is to fulfil its objectives in creating an environment for engaging employees and
challenging them to perform with the strategy(Doyle, Stern, 2006). The hotel industry has two
keys success factors which is relating to human capital are speed and efficiency. In the
hospitality business, employees are in direct contact with the guests in the role of waiters,
attendant, receptionists etc. and are seen as been involved in the achievement of objectives.
(Kotler, and et.al., 2009).
Functions of HRM in hospitality industry are as follows-
 They are responsible to hire effective and hard-working work force,
 Provide effective training to improve their performance.
 To get most appropriate employees for the particular task.
 To maintain personal administration.
 To manage manpower management.
 To maintain employee relation and behaviour.
1.3 The importance of of human resource requirement for the success of businesses-
Human resource work as a life blood in any business. They create a specific management
structure for the organisation to run their business. There are many areas which describe the
requirement of human resource in the organisation. some of these are -
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 Strategy making- HR plays important role in strategy making for all the departments.
They are always looking for make that strategies which enhance the capabilities of
human capital.
 Recruitment- this function of HR plays a deciding role in the success of organisation.
Hotel industry always in need for the recruitment of strong work force with the potential
power. Because there are many task which required physical potential in this industry.
 Training and development- the department provide training and development for the new
people and for the existing employees, to get familiar the new ones and to the
improvement of those who are already working.
 Liability- human resource is liable to the issues related with employees, related to
allegations of unfair employment practices. They identify , investigate and resolve
workplaces issues that left unattended.
 Compliance- this issue is really crucial for all organisations. HR ensure the management
that the organisation complies with employment laws. They always monitor compliance
with applicable laws through maintaining employee flow logs, written affirmative actions
plans etc.
2.1 Evaluation of the recruitment and retention strategies-
Like other organisation, recruitment and retention strategies are important for the hotel
Marriott as it has a big brand name in the hotel industry. These two functions of human resource
require strategic thoughts and planning. These factors are included in talent management, which
is highly important for the growth of business. There are some factors that consider in the
recruitment and retention, these are as follows- Recruiting qualified people- organisation’s goal of recruitment is to hire the right person
for their job. Hotel industry always in need of potential employees because there are
many tough tasks which is require for the daily basis. HR are the employment specialists
they devise creative ways to recruit the most qualified people to increase the chances of
success. (Guest, 2011). Retaining talented employees- Developing a retention strategy requires special skills in
determining which employees are likely to seek opportunities in other places and which
of them are most valuable to the business. Increments and bonus also work as a retention
strategy.
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 Tapping In-house talent- Establishing an employment referral program is a best way of
recruiting people. HR creat an employee referral program that rewards employee, this
procedure can be done by the help of recommendations of currently working
employees(Van Buren and et. al., 2011).
2.2 Critical assessment of the techniques used to develop employees in the organization-
There are many different types of techniques which are used by the hospitality industry
for developing their employees in the organisation. There are different types of program which
are used specially in hotel industry; in Marriott there are many upgrading programs of training
which are used to describe the relationship between employees and management. Marriott
promise there employee in consider of their development opportunities programmes. Hotel
spends money in the development and training of their employees. This process can be take as
investment because if the employees are smart in their services, than organisation gain more and
more success. Employee development activities help employees to enhance their skills and
upgrade their existing knowledge (Jackson and et.al., 2014). There are various methods of
techniques in training in hotel business, these are - On the Job Training- In this training, employee can learn by actually performing a
specific job. It is a process of learning by performing. The most important benefit of this
technique is immediate feedback on the performance. If the task is not performed well
than the manager could use these recommendations. Job rotation- Hotel industry need a system of job rotation and by this they can maintain
interest in employees towards their job. Hotel industry need hard work and dedication,
for this purpose they need strong work force. This process teaches employees how to do
various tasks over the time (Lengnick-Hall and et.al., 2009).
 Job monitoring- This provides employee an experienced mentor to oversee his or her
performance.. For example, hotel has many different departments like housekeeping,
kitchen, front office etc, if management hire a trainee for kitchen, especially in 'A la
Carte' than it is effective for his or her to learn practically with their mentor.
2.3 Contribution of employee development techniques in engaging employees
Employee development techniques supports in engaging employees and providing bettwe
working environment to the staff members. Job rotation programs supports in enhancing interset
of staff members towards their job. In addition to this job monitoring process aids in observing
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employees while they perform their work and their weak performing areas can be identified. It
supports in taking effective measures for making significant improvements in weak performing
areas and providing better skills and capabilities to staff members. All the techniques supports
for enhancing interest and motivational level of staff members and staff turn over rate can be
reduced by making use of employee development techniques (Collings, Mellahi, 2009).
2.4 Analysis of effective strategies
The strategies that have been described above are on job training, frequent employee
rotation and job monitoring. These are effective when employees are highly satisfied while
working for Marriott (Wright, McMahan, 2011). Every worker that gives its services has certain
perceptions for the company. Once these perceptions are fulfilled, people get more engaged with
organisation. Productivity level is the biggest parameter in understanding effectiveness of a
strategy. If these levels are high then the proposed plan has been successful else improvements
are required.
TASK 2
3.1 Physical resources and their organisational objectives
The physical resources are those which play vital role in contributing to organisation goal
and objectives. Marriott is known for its efficient use of physical resources. These include
buildings, plant, machinery, supplies, etc. Resource manager ensures correct utilisation by
keeping an inventory check. There are different type of objectives which hotel industry have to
deal with respect to physical resources (Huselid, Becker, 2010).
Objectives Physical resources
 The main objective of hotel industry is
rendering proper customer services.
 For better customer service they need
attractive and well structured building
with efficient staff to provide perfect
services.
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 New techniques and their adoption
involve static growth. Like updating
guests data services, easy check in
check out facilities, new monitoring
system and etc.
 Latest technology and efficient
operators are physical resources
required for achieving this objective.
Moreover, proper technicians are also
needed for the same.
 To provide personalised services to
purchasers is an objective which is
trending in today's world.
 Equipments are physical resource of
this objective. For example, spa and
pool services are common in these
days. For Marriott, trained staff to help
acquire this objective is a must.
3.2 Role of Physical Resource Management in organisation
Physical resources can be used as powerful tools which can change the whole strategic
plan in organisation. For example, hotel industry adopted many changes, which instantaneously
transformed building structure and facilities (Crook and et.la., 2008). Marriott has many
branches in world and they maintain each with same humanities and service quality. This
strategies automatically boosts the success rate of Marriott.
Physical resources Role
 Information technology is an important
physical resource for a hotel.
 In present time, service system has
upgraded. There is personalised data
system in hotels for convenience of
guests. The role of manager and his
subordinate staff is important because
they are efficient in their work. This
efficacy helps in giving good quality
services to consumers.
 Equipments  No activity can be executed without
equipments. From computers to
customised and private communication
network of the company; all are
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included in this category of physical
resource.
3.3 Appraisals for planning physical resources of Marriott
The analysis of data management in the physical resource planning of hotel industry is
important. Marriott has well updated data management centre and newly developed information
technology department for enhancing their services. There are many physical resources at
present in hotel industry like structure with best amenities,well skilled working force, integrated
systems. When the world goes globalised, competition increases and opportunities are created.
More techniques are engrossed in working style and management system. Thus, hotel industry is
recommended to get updated. For example, there are new techniques for guest data management,
employee management etc. To overcome work load and for providing better services these
techniques can be adopted. Though Marriott has many branches in world, but they have to adopt
their work culture to make employees and guests comfortable. They create a personalised data
system in hotels for the convenience of their guests. In this the role of manager and their staff is
important because they work with related software and system to save the time of guests and the
organisation as well (Ngo, Foley, 2008).
TASK 3
4.1 Addition of marketing activities in achieving organisational objectives
Good marketing strategies in business could ensure better success and recognition.
Marketing plays a vital role in hotel industry. Services and prices mostly contribute in possible
and promotional areas of marketing process. Marketing is one of the most favourable and the
efficient element for the business with the customers and their relative goals. The marketing
strategy of hotel Marriott is really impressive. They have adopted introduction of publicised
tours in their hotels through television programmes. Various celebrity icons have also conducted
promotional campaigns for the hotel.
Marketing adds life to the organisational project (Guest, 2011). When a project is
marketed well, then consumers get proper information regarding company and its services.
Organisation's objectives are easily achievable in this situation. Marketing creates better brand
image and reputation amongst clients and consumers.
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4.2 Evaluation of marketing operations
A company's image is perceived through its marketing operations. Marketing managers
look after complete marketing operations that are planned and developed for the organisation.
Marriott has professional staffs that are responsible for effectively using resources in marketing
processes. Marketing operations include creative staff that can blend with technology to produce
innovative strategies (Lengnick-Hall, Beck, 2011). This process is an important part of every
business strategy. The evaluation of marketing operations is based on three important factors
which are mentioned below: Return of Investment: After implementation of marketing plans, if Marriott is able to
gain more profits and recovers all of its investments then the operation is successful. The
executed plan is considered to be effective with this result. Sales numbers: Objective of every market plan is to gain more and more customers in
the targeted markets. Increasing sales is the most significant indication of a successful
marketing operation.
 Customer response: Customer feedbacks and responses to applied strategy is a parameter
for evaluation. The Hotel when conducts surveys either online or through polls then the
type of reaction gathered helps in concluding success or failure of operations.
4.3 Processes used for development of markets
Marriott follows the following processes in developing its markets:
 Establishing aims and objectives gives a path of working for the company (Chartered
Institute of Personnel and Development, 2017).
 The Hotel targets its customers and markets with use of STP tool (Segmentation,
targeting and positioning). This helps in gaining a clear sight about where the work is to
be performed.
 Strategic use of resources is initiated in such a manner that customer expectations are
met regularly.
 Feedback and suggestions are crucial for developing markets. These help in including
improvements for existing services as well as gives innovative clues for generation of
new service.
 Evaluation and monitoring is also an important part of market development. It helps in
getting a view of existing situations after implementation of new strategies.
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TASK 4
5.1 Contribution of ISM in achieving objectives
Information system management is the greatest boon of today's technological
advancements. Company objectives are easily achievable when the records and data are well
managed. The data related to transactions and customer relations have to be managed well. These
depict history and future strategies. Hence, it is important to manage information systems so that
at the time of application of new strategies, past flaws can be overcommitted.
5.2 Evaluation of ISM' s role
Due to extensive operating channels, the organisation Marriott has to effectively utilise
its information systems. Lodging, inventory, employee records and customer details; all are
managed by this system. Any sort of change in operations of the company will be difficult to
handle without ISM. Hence, it plays a vital role in developing an organisation and meeting its
objectives easily.
5.3 Importance of IS in organisation’s success-
Analyse the processes of the organisation there are different types of the plans has been
made which are the part of the information system of the organisation. the following example
explains. For example Marriott decided to renovate their branch of UK . For that they planned to
integrate the information management system (Crook and et.la., 2008). The Information
management system projects are look like similar in which the main requirements of that plan
should be identified first. There are technically qualified team also involved with the whole
requirements. The whole data system should be specify their main requirements for their all
types of the things like their main production support, system and the data maintenance, and their
service level of the whole requirements and their performance expectations systems are also
acceptance for the best criteria requirements should in order to specify the data (Strategic
Resource Management, 2013).
CONCLUSION
It has been concluded from the above project that without strategic management effective
use of resource is not possible. Resources utilised by Marriott are human, financial, marketing,
and physical. It has been further explained in the project that there are several kinds of strategies
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used by the Hotel to maintain its quality standards are proper planning, elevation of retention
regarding selection program, several kinds of assessment techniques that are used for employee
development. Human resource is the most important part of any organisation. Through this
report, it is clearly depicted that without proper administration of resources, the aims and
objectives of a company cannot be attained. By adopting best strategies human resources
management system in Marriott can be improved. The role of the human resources management
will lead Marriott to expand their business not in their country but also globally.
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REFERENCES
Books and Journals
Armstrong, M., and Baron, A., 2007. Handbook of Strategic HRM, Jaico Publishing House.
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.
Collings, D. G. and Mellahi, K., 2009. Strategic talent management: A review and research
agenda. Human Resource Management Review. 19(4). pp.304-313.
Crook, T. R. and et. al., 2008. Strategic resources and performance: a meta‐analysis. Strategic
management journal. 29(11). pp.1141-1154.
Cunneen, P., 2008. Organisational Structure - An Essential Lever in Managing Change:
Essential Lever in Managing Chance, Blackhall Publishing.
Doyle, P., and Stern, P., 2006. Marketing Management and Strategy, 4th Edition, Financial
Times / Prentice Hall.
Guest, D. E., 2011. Human resource management and performance: still searching for some
answers. Human Resource Management Journal. 21(1). pp.3-13.
Huselid, M. A. and Becker, B. E., 2010. Bridging micro and macro domains: Workforce
differentiation and strategic human resource management. Journal of management.
Jackson, S. E., Schuler, R. S. and Jiang, K., 2014. An aspirational framework for strategic human
resource management. The Academy of Management Annals. 8(1). pp.1-56.
Kotler, P. and et. al., 2009. Marketing Management, Prentice Hall.
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.
Lengnick-Hall, M. L. and et. al., 2009. Strategic human resource management: The evolution of
the field. Human Resource Management Review. 19(2). pp.64-85.
Ngo, H. Y., Lau, C. M. and Foley, S., 2008. Strategic human resource management, firm
performance, and employee relations climate in China. Human Resource Management.
47(1). pp.73-90.
Smith, J., 2011. Planning the Recruitment Process - What You Need to Know: Definitions, Best
Practices, Benefits and Practical Solutions. Emereo Pty Limited.
Torrington, T., Taylor, S., and Hall, L., 2007. Human Resource Management, 7th Edition,
Financial Times / Prentice Hall.
Van Buren, H. J., Greenwood, M. and Sheehan, C., 2011. Strategic human resource management
and the decline of employee focus. Human Resource Management Review. 21(3). pp.209-
219.
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 Chartered Institute of Personnel and Development. 2017. [Online]. Available through: <
https://www.cipd.co.uk/knowledge/strategy/hr/strategic-hrm-factsheet>. [Accessed on 10th
January 2017].
Strategic Resource Management, Inc. 2013. [Online]. Available through: <
http://www.srmcorp.com/>. [Accessed on 10th January 2017].
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