E-Portfolio: Talent Strategies Used by Aston Martin: Attract & Retain

This e-portfolio delves into the talent management strategies employed by Aston Martin, a prominent car manufacturer. The project begins with an introduction outlining the importance of attracting and retaining skilled employees for organizational success, followed by a detailed project plan encompassing research aims, objectives, and questions. The main body presents primary and secondary research findings, including a literature review exploring the concept and significance of talent management, alongside an analysis of Aston Martin's specific talent management practices, such as employee benefits and union support, and the obstacles it faces. A questionnaire was designed and used to gather primary data from Aston Martin employees. The report also covers project management aspects, including scope, milestones, budget, quality control, communication, and resources, along with Gantt charts and work breakdown structures. The findings section presents the results of the research, and the document concludes with a reflection on the project and its findings.

E- Portfolio: What
talent strategies do the
best companies use to
attract and retain
people?

Table of Contents
Title: E- Portfolio: What talent strategies do the best companies use to attract and retain people?
A case study of Aston Martin..........................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
SECTION 1 Project planning..........................................................................................................1
RESEARCH AIM:...........................................................................................................................1
RESEARCH OBJECTIVE:.............................................................................................................1
RESEARCH QUESTIONS:............................................................................................................1
Project management Plan.......................................................................................................2
SECTION 2 Conduct primary and secondary research...................................................................6
Primary and secondary research.............................................................................................6
LITRETURE REVIEW...................................................................................................................8
Concept and significance of talent management....................................................................8
Talent management strategies used by Aston Martin.............................................................8
Obstacles faced by Aston to create and sustain a talented workforce....................................9
Talent management initiatives adopted by other organisations to build and sustain effective
workforce..............................................................................................................................10
SECTION 3 Present Findings........................................................................................................11
SECTION 4....................................................................................................................................19
CONCLUSION..............................................................................................................................21
REFRENCES.................................................................................................................................22
APPENDIX....................................................................................................................................23
Reflective Practice.........................................................................................................................23
BUSINESS CASE PRESENTATION.................................................................................26

Title: E- Portfolio: What talent strategies do the best companies use to attract
and retain people? A case study of Aston Martin
INTRODUCTION
Business organisations focus on attracting and retaining talented employees with the aim
of increasing organisational performance. Presence of a highly skilled workforce helps the
company gain competitive advantage in their industry and ensure long term survival with stable
growth. Strategies used by business organisations to attract and retail talented workers is given in
this report. Aston Martin is the organisation selected for this research. Aston Martin is a UK
based car manufacturing company which employees 3000 employees on a global scale. Research
methods are used in this investigation along with data analysis to determine strategies used by
firms to attract and retail talent.
MAIN BODY
SECTION 1 Project planning
RESEARCH AIM:
To determine and understand effect talent management strategies used by Aston Martin
on employee retention and motivation.
RESEARCH OBJECTIVE:
 To understand the concept and value of talent management in context of Aston Martin
 To analyse talent management practices used by Aston Martin to build and sustain
talented workforce.
 To determine challenges related to talent management faced by Aston Martin.
 To determine talent management initiatives undertaken by other organisations for
constructing and maintaining talented workforce.
RESEARCH QUESTIONS:
 What is the concept and value of talent management in context of Aston Martin?
 What are challenges related to talent management faced by Aston Martin?
 What are the challenges faced by Aston Martin in in attracting and retaining skilled
workforce in the firm?
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 What are the talent management initiatives undertaken by other organisations for
constructing and maintaining talented workforce?
Project management Plan
A formal document which includes the scope, timeline, budget and other deliverables
associated with a project. Project management plan for the present research is provided below:
Scope
This research focuses on understanding strategies used by business firms to attract and
retain talented employees. The scope of this research is wide and this research helps the
investigator to remove obstacles in attaining research objectives effectively. This study assists
the investigator in completing future research more effectively and gain knowledge about
strategies adopted by business organisations to for attracting, managing and retaining skilled
employees for continuous progress of the organisation.
Milestones
Timely completion of this investigation requires completion of major phases and events
in a project. Construction of research objective research aim and research questions is the first
phase of this investigation which directs further activities of this research. Literature review of
talent management strategies adopted by other organisations is provided in this report which is
an important phase of this investigation. Primary research which involves construction of
questionnaire which will be filled by employees at Aston Martin is another important phase of
this report as it provides information about talent management practices used at Aston Martin.
Presentation of research findings is an important part of this report which is followed by
performance review to reflect upon project plan and process and outcomes in relation o to
personnel and professional development.
Budget
This is a significant part of the research as it provides information about the resources
needed for effective completion of the investigation (Al-Rawashdeh, 2021). Financial resources
required for effective completion of the resources is present in the budget. Cost structure foe this
talkenent management investigation is given below:
Items Amount
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Portable computer 350
Internet connection 180
Stationery 120
TOTAL 650
Quality
The quality of information gartered for completing this research is provided is the focus
of this aspect of the project management plan (Collings, Mellahi and Cascio, 2017)(Elegbe,
2016). It is essential to use relevant and reliable data for completing the research as it provides
accurate research findings. The present investigation is completed on the basis of high quality
evidence.
Communication
This part of the project management plan outlines communication methods used for
completing various tasks for completing the research and changing information gathered
collected for this research. The questionnaire which includes tailored questions for this research
which aims to understand talent management strategies used at Aston Martin for attracting and
sustaining employees is communicated with Email. This research utilises written communication
methods such as email along with spoken communication method for completing this research.
Resources
The resources required for completing the investigation is the main focus of this part of
the project management plan. The resources which are needed for completing this research are
mentioned below:
 Portable computer: 350
 Internet connection: 120
 Stationary: 180
Gantt chart and work break down structure
A gantt chart is a project management tool used to plan and schedule projects. Gnnt chart
is utilised to simplify complex project and ensure timely completion of the project. Tasks and
timeline of a protect are depicted with the help of horizontal bar chart. This chart depicts start
and end dates related to a project, deadlines and provides information about how much task is
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completed at every stage of the project (Gehrels, 2019). Gantt chart visually depicts the project
with timelines, deadlines, interrelation between various operations of the project along with
information about each phase of the project. Usage of Gantt chart helps in timely completion of
the research without compromising on the quality of the research.
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Work breakdown structure
This is a project management tool uses the technique of constructing tasks by dividing
work to make the project manageable and increase approachability. Usage of work breakdown
structure helps in integration of cost, scope, schedule and baseline of the project which ensures
that the project plans are aligned. This tool is used for completing this research as it helps in
organising the work required, ensures swift completion of schedule by allotting effort estimates
to particular sections of the work breakdown structure. This research uses the work breakdown
structure to simplify the scope of the research. This tool is uses in a hierarchical way which
ensures effective utilisation of this tool.
SECTION 2 Conduct primary and secondary research
Primary and secondary research
Questionnaire
Name
Age
Gender
Q 1) Do you aware the concept of Talent Management ?
a) Yes
b) No
Q2) Do you agree that talent management is necessary for the welfare of the organisation?
a) Yes
b) No
Q3) According to you, talent management can affect the performance and productivity of
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employees?
a) Positively
b) Negatively
Q4) In your point of view, what is the main benefit to use talent management practices ?
a) Retain Top Talent
b)Employees Development
c) Improve employees engagement
d) Increase Employee Experience
Q5) Do you agree that talent management strategies are helpful to increase the employees
participation in organisation for longer time ?
a) Yes
b) No
Q6) Which is the most useful practices of talent management which can help in overall
development of employees ?
a) Fix Clear Expectations
b) Constant Performance Appraisals
c) Professional Development Opportunities
d) Improve Talent with Analytics
Q7) Which one is the most useful talent management application that can be use by the
Aston Martin to attract the talented & potential employees?
a) Talent Identification
b) Talent acquisition
c) Talent Classification
d) Talent Development
Q8) What is the main issue faced by the Aston Martin due to lack of talent management
practices ?
a) Tightening Talent Market
b)Lack of the leadership
c) Increased Employee Turnover
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LITRETURE REVIEW
Concept and significance of talent management
According to Momtazian (2021), the concept of talent management was introduced in
order to gain the knowledge about the importance of right employee for right job. Aston martin
knows that it is very important for the company to manage their employee effectively and
efficiently in order to become a successful company. Nowadays it is the biggest issue for the
company to retain the employee that they actually want for their company. In the present the
company's are in the middle of the work revolution which gives a rise to artificial intelligence
and globalization. Workers with capabilities such as technological literacy, adaptability and
people management are highly in demand because employers wants these types of employee
who can handle the situations themselves proactively. In talent management it is very important
for the companies to motivate and retain their employees as it will reduce the cost of employee
turnover for the company and will also help the company to retain employees who are beneficial
for the company (What is Talent Management and Why is It Important?, 2021). Empathy and
understanding is very important for an organisation. When the company takes interest in the
insights of an employee, the employee get motivated as they feel valued and important. The
motivation in employees help them to effectively and efficiently do their work and be more
productive. A motivated employee will give higher and productive output as compared to
demotivated employee. A motivated employee is an asset for the company and a demotivated
employee is a liability. Retention is also a very important part for an organisation as each
employee when joins an organisation they require some training which involved cost that is paid
by the employer but if the employer fails to retain that employee then the cost of training will
become a loss for the company. Retention helps the company to get employee who are loyal to
the company and makes them more produ8ctive as they have full knowledge about the workings
of the company.
Talent management strategies used by Aston Martin
As per the view of Flynn (2020), Aston Martin is a globally renowned car manufacturer.
The main reason behind worldwide success of the British car manufacturer is that the company
has implemented various rules and regulations retain talented employees. These rules and
regulations are part of the talent management strategy of the firm which helps the company
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retain skills employees for a long time period and create an image of advantageous. This helps
the company attract and retain top talent (Here Are The Rules Every Aston Martin Employee
Must Follow, 2020). Aston Martin has enabled their employees to form associations and union to
ensure that interests of their workers is protected. This creates a positive work environment and
increases employee satisfaction. In addition to this Aston Martin has created a working
environment that either meets or surpasses standards related to occupational health and safety.
This plays an important role in retailing skilled technicians as the company deals with dangerous
equipment. Employees feel protected while working for the company and technicians of the
organisations dedicate themselves toward working for the company. In addition to this, the
company also provides their employees maternity leave and paid leaves to their employees. This
employee benefit makes Aston Martin an ideal workplace to work and attracts talented
employees to the company. Apart from this, the company provides their employee an additional
benefit which is rarely offered by other organisations, which is adoption leave. These employee
benefit encourage employees to stay in the company for a longer time and continuously enhance
their skill-set to grow along with the company. Apart from this another practice used by Aston
Martin to retain talented employees is to offer various retirement benefits to the every employee
who reach their retirement age while working with the company. A wide range of pension
arrangement is given to the employees of Aston Martin which includes UK defied benefit
pension scene also known as U.K.D.B. Plan. This practice plays an important role in increase
employee retention rate and encourage skilled employees to work with the company for a long
time period.
Obstacles faced by Aston to create and sustain a talented workforce
According to Kaur (2019) talent management faces lots of challenges in the process of
recruiting as well as retaining the employee. One of the reason is poor hiring strategies used by
the company. The process of talent management starts with the search of talented professional
who can fill the vacant position in an organisation. Lack of good hiring strategies can result in
difficulties in the future tasks of the organisations. Environment of an organisation must suit the
values, attitude and expectations of the employee. If an employee is not comfortable in the
environment of the company then it will affect the productivity of the employee and they might
not be able to put their best foot forward which is a loss for the company. It is important for the
company to be updated in the field of technology (Top challenges in hiring, 2019). The company
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must provide training related to the new technology to the employees as employee feel satisfied
when they are able to learn something new and that makes them feel that they are valuable for
the company. The talent management system is a new technology which helps the company to
keep a track of employee which helps the HR to post jobs, find suitable candidate, set a meeting
with those candidate and find the best match for the job. Ineffective leadership can also be one of
the major factor that can affects the employee and increase employee turnover of an
organisation. The foundation of talent management is good leadership and the manager is the
most essential person who plays a major role in hiring and retaining potential employee.
Improper manager will give improper guidelines to the employee which not only affect the
productivity of the employee but also will be a grate loss for the organisation. In context to Aston
Martin, they are a car manufacturing company which requires employees of both management
and technology. The company provide good pay as well as attractive incentives to the employees
so that the employee feel satisfied and motivated. The employees of Aston Martin are highly
satisfied with the environment as well as leadership of the company which helps them be be
more productive as well as them to deliver higher output.
Talent management initiatives adopted by other organisations to build and sustain effective
workforce
Talent management initiatives of Rolls Royce
According to Sundberg (2021), business organisations which are able to attract and retain
talented employees have the ability to persuade employees that the working environment and
growth opportunities at the company are comparatively better than other organisations is the
industry. Rolls Royce has been able to create an employer brand image which has successfully
attracted employees to work for the company with commitment for a long time period. The main
initiatives adopted by the company to create an attractive employer brand image is CSR. The
organisation conducts various CSR activities with high level of employee participation in order
to attract dedicated and skilled employees to the company (LESSONS FROM THE WORLD’S
LEADING EMPLOYER BRANDS, 2021). The main features of the employer brand of Rolls
Royce are excellence, pride, huge personal growth opportunities, global ethics, CSR, innovation,
effective training and development programmes. Creation of an attractive employer brand is an
effective employee attraction and retention initiative of Rolls Royce.
Talent management initiatives adopted by Jaguar
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According to Newbery Jaguar (2015), is an international luxury car brand which
employees more than 30,000 workers to conduct business operations across 178 international
markets. The respective company has employed a talent development initiative in order to retain
existing employees and create brand image which is able to attract the most talented applicants in
the company. The company offers A-level leavers a six year apprenticeship to students by
collaborating with Warrick university . These initiatives play an important role in recruiting
talented employees in the company from an early age (Jaguar Land Rover: talent development
isn’t a process – it’s a philosophy, 2015). Global talent development strategy of the company
enureses that every skilled employee of their company gains growth opportunity during their
employment which persuades them to stay in the firm for a longer time period.
SECTION 3 Present Findings
Production and presentation of business case with justification of recommendation
Q 1) Do you aware the concept of Talent
Management ?
Frequency
a) Yes 22
b) No 8
22
8
a) Yes
b) No
10

Interpretation – According to this study it can be analysed that over all 22 respondents out of
30, responded that they are aware about the concept of talent management. Only 8 employees of
the Aston Martin responded that they do not have any understanding about talent management.
Q2) Do you agree that talent management is
necessary for the welfare of the
organisation?
Frequency
a) Yes 23
b) No 7
23
7
a) Yes
b) No
Interpretation – It is found from this study that talent management is necessary of the welfare
and development of the organisation. Most of the employees responded that they agreed and also
support the talent management practices. Out of 30 respondents , only 7 employees disagreed
with this.
Q3) According to you, talent management
can affect the performance and productivity
of employees?
Frequency
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a) Positively 25
b) Negatively 5
25
5
a) Positively
b) Negatively
Interpretation – On the basis of this research, it is determined that talent management can give
positive impact on the performance and productivity of the employees so that they can easily
develop their performance level. 25 employees responded that talent management affect
positively and 5 respondents responded that talent management affect negatively.
Q4) In your point of view, what is the main
benefit to use talent management practices ?
Frequency
a) Retain Top Talent 11
b) Employees Development 8
c) Improve employees engagement 6
d) Increase Employee Experience 5
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11
8
6
5
a) Retain Top Talent
b) Employees
Development
c) Improve employees
engagement
d) Increase Employee
Experience
Interpretation – According to this research, it is identified that retain top employees is the main
benefit to use talent management practices. 11 employees are in favour of retain top employees
and 8 employees responded that employee development is the main benefit of the talent
management.
Q5) Do you agree that talent management
strategies are helpful to increase the
employees participation in organisation for
longer time ?
Frequency
a) Yes 24
b) No 6
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24
6
a) Yes
b) No
Interpretation – This research found that talent management helpful not increase the
participation of employees in an organisation. Over all 24 employees responded that talent
management engage the employees so that they can give their more participation for the longer
period of time.
Q6) Which is the most useful practices of
talent management which can help in
overall development of employees ?
Frequency
a) Fix Clear Expectations 8
b) Constant Performance Appraisals 9
c) Professional Development Opportunities 10
d) Improve Talent with Analytics 3
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8
9
10
3
a) Fix Clear Expectations
b) Constant Performance
Appraisals
c) Professional
Development
Opportunities
d) Improve Talent with
Analytics
Interpretation – According to this research it is analysed that with the help of talent
management, employees can take more professional development opportunities. 10 employees
responded that they can receive more opportunities which will boost their career and 9
employees responded that regular performance appraisal is the best useful practice of talent
management.
Q7) Which one is the most useful talent
management application that can be use by
the Aston Martin to attract the talented &
potential employees?
Frequency
a) Talent Identification 11
b) Talent acquisition 7
c) Talent Classification 6
d) Talent Development 6
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11
7
6
6
a) Talent Identification
b) Talent acquisition
c) Talent Classification
d) Talent Development
Interpretation – on the basis of this survey it is identified that talent identification is considered
the most useful application that specially used by the Aston Martin so that the manager of the
hotel easily identify the right talent. 11 employees responded that they are agreed with the talent
identification] and 7 employees responded that talent acquisition is the main application of the
talent management.
Q8) What is the main issue faced by the
Aston Martin due to lack of talent
management practices ?
Frequency
a) Tightening Talent Market 8
b)Lack of the leadership 10
c) Increased Employee Turnover 12
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8
10
12 a) Tightening Talent
Market
b)Lack of the
leadership
c) Increased Employee
Turnover
Interpretation – According to this research it can be said that due to lack of talent management
practices, Aston Martin experienced the high turnover rate of employees. 12 respondent's
responded that lack of talent management practices lead the turnover of employees and 10
employees responded that lack of leadership is the main issues that Aston Martin can faced if
they will not perform talent management practices.
SECTION 4
Communication of recommendation on the basis of research findings to draw valid conclusions
Aston Martin has adopted various talent management strategies to attract and retain
highly skilled employees to their organisation. The company needs to make improvement in
various areas and recommendation for this is provided below:
 Aston Martin needs to create a global employee development programme which caters to
the needs of workers from every region in which the company operates. This will help the
company retain talented employees as they will see growth opportunities in working for
the company for a long time period. Global talent development is an effective talent
management strategy as Jaguar has utilised this talent management strategy to create and
sustain highly talented workforce.
 Aston martin needs to market their employer brand more effectively and highlight major
benefit of working with the company during communicating with talented applicants in a
way which depicts the company comparatively better in front of their rivals. This strategy
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to build employer brand is justified as it helps create the most talented workforce in their
industry and gain competitive advantage.
 Aston Martin needs to formulate their CSR activities in a way which increases employee
participation in such programmes. This talent management strategy is justifiable as it
increases employee motivation and creates strong bonds between the company and the
employees. This plays a crucial role in creating and sustaining talented workforce for the
organisation.
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CONCLUSION
From the above research it is determined that telnetable management is crucial to the
growth and progress of the company. Talent management helps business organisations attract
and retain talented employees . Talented employees lead the company towards perpetual success
by seeking continuous improvement in various business practices. Business organisations use
various strategies to retain skilled workers for a long time period which involves constructing
anti-discrimination policies, paid leave and maternity leave. Corporations face various challenges
in retaining skilled workers which includes lack of leadership and high employee turnover which
includes lack of leadership and low compensation. In order to gain perpetual success in various
business endeavours, corporations need to adopt effective talent management practices which
build and retail a skilled workforce.
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REFRENCES
Books and journals
Al-Rawashdeh, A.T., 2021. The Impact of Applying Talent Management Strategies on
Achieving Happiness in the Work Environment: An Applied Study on the Royal
Jordanian Airlines Company. International Review of Management and Marketing,
11(1), p.68.
Collings, D.G., Mellahi, K. and Cascio, W.F. eds., 2017. The Oxford handbook of talent
management. Oxford University Press.
Elegbe, J.A., 2016. Talent management in the developing world: Adopting a global perspective.
Routledge.
Gehrels, S., 2019. Employer Branding for the Hospitality and Tourism Industry: Finding and
Keeping Talent. Emerald Group Publishing.
Gottschalk, J., 2021. Writing Strategies for Talent Development: From Struggling to Gifted
Learners, Grades 3–8. Routledge.
Maben, A.S. and Uchil, R., 2019. Talent management strategies and customer delight: A
conceptual study. Indian Journal of Marketing, 49(3), pp.63-71.
McCracken, M., Currie, D. and Harrison, J., 2016. Understanding graduate recruitment,
development and retention for the enhancement of talent management: sharpening ‘the
edge’of graduate talent. The International Journal of Human Resource Management,
27(22), pp.2727-2752.
Mujtaba, M. and Mubarik, M.S., 2021. Talent management and organizational sustainability:
role of sustainable behaviour. International Journal of Organizational Analysis.
Online
Here Are The Rules Every Aston Martin Employee Must Follow, 2020. [Online] Available
through <https://www.hotcars.com/here-are-the-rules-every-aston-martin-employee-
must-follow/>
Jaguar Land Rover: talent development isn’t a process – it’s a philosophy, 2015. [Online]
Available through <https://www.peoplemanagement.co.uk/voices/case-studies/jaguar-
land-rover-talent#gref>
LESSONS FROM THE WORLD’S LEADING EMPLOYER BRANDS, 2021. [Online]
Available through <https://linkhumans.com/leading-employer-brands/>
Top challenges in hiring, 2019. [Online] Available through <https://jitalent.com/blog/61/top-
challenges-of-talent-management-system>
What is Talent Management and Why is It Important?, 2021. [Online] Available through
<https://expert360.com/resources/articles/talent-management-important>
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APPENDIX
Reflective Practice
Project Logbook
Name:
Project title:
Date:
Update on period of development
I have completed the research on the topic of best strategies used by business
organisations to attract and retain talent.
Yes, I am able to complete my project in a timely manner.
I don't need any changes in project management plan.
Risks and/or issues identified
The main issue I faced during the completion of this research is that I have to
understand the respondents
Problems encountered
The main personnel problem encountered is to communicate with respondents
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and gain relevant data.
New ideas and change of project direction
This research did not involve change in project direction.
What have you learned about yourself through your work?
I complete various tasks in a timely manner and plan research for next week.
Next steps for your work
I am able to complete my project in an effective manner.
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Project plan status to date
My project was on time.
Tutor Feedback
Performance Review
What did you aim to achieve through your work?
The main aim of the research project is to effect talent management strategies used by
Aston Martin on employee retention and motivation.
Did your work succeed in achieving your aims? How do you know? Specifically, please
outline any evaluation and assessment undertaken.
Yes ia am able to attain aims and objectives of the research.
What aspects of your development process do you think worked well and why? Evaluate
all aspects of the project (e.g. initial research, concept development, development
process, presentation, etc.) from a range of perspectives.
Initial research and concept development are valuable factors which give positive results.
What problems emerged during the project and how were they tackled? Was there
timely identification of issues and resolution during the project process?
Time management was the chief problem I faced during completion of this research.
What did you learn from undertaking the project?
I learned ways to understand and analyse data and gained information about best talent
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management strategies used by business firms to attract and retain talent.
What are the strengths and weaknesses of your process that you have identified?
My strength was to take unconventional approach to conduct research while my main
weakness is related to effective time management.
How could your process improve for the future?
I can improve my time management skills by utilising 4-D time management approach
and prioritise my tasks.
BUSINESS CASE PRESENTATION
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