Analyzing Burberry's Talent Strategies for Employee Retention

This report delves into the talent management strategies employed by Burberry, a renowned British fashion brand, to attract and retain high-potential employees. The research explores the importance of talent management in organizational growth, highlighting its impact on employee performance, motivation, and engagement. The report examines the various talent management strategies utilized by Burberry, including recruitment, training, and compensation, and assesses the challenges the company faces in this area. Through a combination of literature review and small-scale research using primary and secondary methods, including a project management plan with scope, cost, quality, resources, time, communication and risk assessment, the report provides a comprehensive analysis of Burberry's talent management practices, offering recommendations for improvement and concluding with insights into the significance of these strategies for the company's success. The report also provides the project logbook in the appendix.

Unit 6 – Managing
Successful Business
Project

Table of Contents
Title.............................................................................................................................................................3
INTRODUCTION.......................................................................................................................................3
Aim..........................................................................................................................................................4
Objectives................................................................................................................................................4
Research Questions.................................................................................................................................4
LITERATURE REVIEW............................................................................................................................4
Project Management Plan........................................................................................................................6
Work breakdown structure & Gantt Chart..............................................................................................8
Small-scale research applying primary & secondary methods..................................................................11
Data Analysis and Interpretation...........................................................................................................16
RECOMMENDATION.............................................................................................................................25
REFLECTION..........................................................................................................................................26
CONCLUSION.........................................................................................................................................26
REFERENCES..........................................................................................................................................28
Appendix A - Project Logbook..................................................................................................................30

Title – What talent strategies do the best companies use to attract and retain
people?
INTRODUCTION
On the basis of current scenario, it is mandatory for every organization to focus on each and
every working activities of all employees because employees are contain as key of success and
growth for the company. In this modern era, every business are more focused about their
departmental operations, there are various of departments running in an organization like
marketing, finance, operational, production, human resource, research and development & IT
Department. Human resource Department is the one which is more concerned about employee’s
activities. HR manager of the firm is responsible to perform different functions such as job
analysis, job design, strategic planning, talent management, recruitment process, training and
development, compensation, performance evaluation and many more. All these functions are
essential to maintain the employee’s activities (Aşçı, 2017). In all these function, talent
management is the one which importance increasing continuously. There are numerous talent
management strategies followed by the company which can help full to attract and retain high
potential employees within an organization (Berliandaldo and Hidayat, 2017). These strategies
are useful to maintain the organizational growth. The main motive of this research project is to
discuss about talent management strategies of the Burberry which is famous British fashion
brand that established in 1856 and founded by Thomas Burberry. Company headquartered in
London, UK. This brand is providing accessories, cosmetic, cloths and other fashion products.
The main purpose of this project is to conduct small scale research and identify the significance
and benefits of talent management strategies for the Burberry. This project also uses primary and
secondary research to gain the most appropriate data and utilize in the research to frame the most
possible results. This report also provides specific recommendations which can helpful for the
company.

Aim
To recognize various talent management strategies used by the companies for attracting &
retaining the high potential employees. A case study on Burberry.
Objectives
 To study the basic concept & requirement of talent management for the growth of the
organization.
 To determine the different talent management strategies considered by the Burberry for
attract & retain the top talent within an organization.
 To examine the main challenges that occurs many issues in the working of Burberry due
to poor practices of talent management strategies.
Research Questions
 What is the basic concept & requirement of talent management for the growth of the
organization?
 Which are the different talent management strategies considered by the Burberry for
attract & retain the top talent within an organization?
 What are the main challenges that occur many issues in the working of Burberry due to
poor practices of talent management strategies?
LITERATURE REVIEW
The basic concept & requirement of talent management for the growth of the organization.
According to the Ashley Brooks, ( 2019), determined that talent management concept
adopting by most of the enterprises because it is providing most beneficial outcomes to the
business. Talent management is helpful in employee retention which is useful to keep top
talented employees in the organization for longer period of time. Talent management is influence
employees performance and helps them to improve it. With the help of talent management, HR
manager can analyze the best in the employees and utilize it in the growth of the organization.
Talent management it is consist as the integral part of the HR strategy and most of the managers
follow these strategies in an appropriate manner. Talent management strategies provide the best
result so that employees can make their career strong. Talent management useful in attract top

talent, provide employee motivation, continuous coverage of critical roles and responsibilities,
improve the level of performance, enhance employee engagement etc. Talent management is
helpful in all these activities and apart from this, talent management also provide satisfaction to
their employees and also customers which can help full in create better business condition in
term of the whole market (Carpenter, 2017). Requirement of talent management is taking more
places in every business & enterprises because every company wants to achieve more profit and
success and with the help of this technique it can make more possible for the organization.
Different talent management strategies considered by the Burberry for attract & retain the
top talent within an organization.
According to the Marc Holliday, ( 2021), revealed that there are various benefits of the
talent management considered by the company. Talent management strategies are taking more
place in every firms and their managers are following all talent management strategies more
seriously. Talent management strategies can provide the positive effect on the working of the
employees and also improve their development it in an organization. With the help of talent
management strategies, employees can effectively improve their performance level, productivity
and effectiveness so that they can take various advantages like some kind of rewards and
promotions. There are various talent management strategies utilizing by HR manager such as
recruitment process, strategic hiring and selection, effective training sessions, succession
planning, compensatory benefits, rewards and appreciations, performance management and
many more (Chung and D’Annunzio-Green, 2018). All these strategies are beneficial and
provide various advantages to the employees so that they can improve their skills and core
competencies on the basis of current market demand. These strategies are also helpful to obtain
the each and every goals and objective of the company so that company can effectively improve
their market growth and maintain effective brand value in term of whole marketplace. These
strategies are useful for gain attention of the employees so that they can feel valuable in the
organization and also considered the job security which can help full to retain high talented
employees in an organization.
Challenges that occur many issues in the working of Burberry due to poor practices of
talent management strategies.

According to the Andre,(2015), explained that companies can be face various challenges
if manager is not seriously practicing talent management strategies. Challenges of the talent
management can create various issues in the working of the employees so that eventually their
performance level became low. There are various challenges analysed by the companies search
has lack of effective leadership, an appealing organizational culture, encouraging passion, low
salary and other compensatory benefits, attract talent at the first place. All these challenges affect
adversely the development and growth of the employees so that they can face difficulty to
perform their job effectively (Ford, 2017). These issues provide the adverse impact on the career
development so that employees can feel anxiety and stress which can declined the level of their
satisfaction and their motivation level also decrease. Such challenges also reduce the
productivity of the employees so there is a need to conduct effective training sessions which can
help to provide latest updating of skills and knowledge so that employees feel more confident
about their job role and participate in the development of the firm. These challenges eliminate
the top talent from the organization so that high turnover rate can increase and company suffer
most and their profitability also decrease (Khoreva, Vaiman and Van Zalk, 2017).
Project Management Plan
Basically project management plan contain as a formal approved document which generally
guide that project is carried out in a systematic way. Project management plan includes various
types of activities such as cost, scope, quality, communication, resources and risk. Without all
these activities, no one can complete the project effectively. This plan also helpful plays a
significant role in the completion of project (Mohammed, Gururajan and Hafeez-Baig, 2017).
Researcher considers all this activities so that it the entire project task can be accomplish
systematic and effective manner. Definition about all these project management plan activities
are discussed below-
 Scope - This project management activity is also essential because it can determine the
value of the research area. The scope can be a main factor which can demonstrate the
effectiveness of the project so that everyone can take the interest on this project. Scope
of the project can useful to obtain the research task effectively and researcher can
perform effectively to fulfill all the requirement of the research project. It can be

determined that the scope of the talent management is taking the wider place in each and
every organization. There are various challenges faced by the employees due to the lack
of talent management practices. The scope of talent management is more because it can
provide various benefits to the business so that their performance level can effectively
increase (Mohammed, Hafeez-Baig and Gururajan, 2018).
 Cost - To accomplish the project in an effective manner, it is necessary to set an effective
cost structure which can help full to achieve each and every tasks of the project
management plan. Researcher can prepare a effective budget and consider the cost each
and every activities so that all the project task can accomplish in an appropriate way. As
per this project, researcher can consider cost for various activities such as marketing,
plant and machinery, promotional expenses and print media. To complete the project
successfully, researcher can set the cost 3700 pounds.
Particulars Amount (£)
Marketing expenses 600
Promotional expenses 700
Plant & machinery 1500
Print media 900
Total 3700
 Quality - It is necessary activity of the project management plan because it can help to
maintain the quality of the research project. Researcher required to collect appropriate
and valid information and data which can help full to maintain the quality of the
research. Researcher can gather appropriate information from the targeted population
and consider all these information to complete the research (Mupepi, 2017). Researcher
can collect unique and original data with the help of primary research and use
questionnaire method. For the secondary data collection, researcher can use various
sources such as websites, journals, newspaper, books and magazines. Both primary and
secondary data play prominent part to maintain the quality of the research project which

can help full to create more value of this project.
 Resources - There are various resources are involved in the project which can help full
to to complete the research project effectively. The involvement of each and every
resources is important because without all these resources it's critical to accomplish the
research project. Some specific resources like employee, human resource, marketing
activities etc are essential for the project management.
 Time - This activity is very prominent because it can help full to complete the research
project on the giving deadline. It is a big task for the researcher to complete each and
every research activities on a specific time period which can help full to maintain the
value and effectiveness of the project. Researcher can consider flexible timeline to obtain
every activity.
 Communication - It is prominent to manage proper communication which can help full
to complete the research project in an effective manner. With the help of effective
communication channel, researcher can communicate easily to the targeted population so
that researcher can gather adequate and appropriate information from the respondents
and utilize all these information to complete the project. Researcher can communicate
with the target population through phone, telephonic interview, emails and face to face
conversation (Neri and Wilkins, 2019). .
 Risk - To complete the project management plan effectively, it is necessary to identify
and evaluate the risk factor. The requirement to analyze the risk is essential, which can
help to eliminate the uncertainty and reduce the impact of issues that can create problem
to complete the project effectively. Researcher analyze that to complete the project on
time is also a risk because sometime researcher can face some problem in time
management. Cost and budget also provide risk in the project because it is important for
the researcher to complete each and every task on the specific cost
Work breakdown structure & Gantt Chart
Work breakdown structure

This is structure is considered as it theoretical framework which can help full in Planning and
execution all the working task so that researcher can easily achieve the project aim and
objectives. Work breakdown structure helpful to maintain, implement , execute and take actions
towards all the assigning activities of the project. This is structure generally divided into to
various components which can help full to obtain the aim of the project in a strategic hierarchical
way (Pandita and Ray, 2018).
Gantt chart
Gantt chart is generally invented by the Henry Gantt around the year 1910 to 1915. The main
motive of this chat is to execute and schedule all the desired activities in an effective manner.
Gantt chart demonstrates the affective dependency & connection between each and every
diversified activities as for the current schedule which determine the status of the activities.

Small-scale research applying primary & secondary methods
Research methodology is systematic and statistical method which can help full to
complete the research process in a systematic manner (Tafti, Mahmoudsalehi, and Amiri, 2017).
It is necessary to consider research methodology because it can help full to provide the right
direction to the researcher so that the entire research task can be complete appropriately. It is
work like a road map which need to be follow to the researcher step by step so that researcher
can get appropriate outcome. There are various steps are involved in this method which are
explained below-
Research Method
Research method is containing as a blueprint which provide right direction to complete the
project. Research method is helpful to get the adequate information from the population. There
are two types of research method are utilized by the researcher which are discussed below -
 Qualitative Research - This kind of research method is helpful to maintain the quality of
a research. With the help of qualitative research, can collect the quality information.
Qualitative method considered as the inductive approach which can help full to provide
the most quality full information with the help of various resources such as observation,
interview, telephonic interview and many more. To carry out the current research,
researcher use qualitative research method which can help to maintain the quality of the
information.
 Quantitative Research - This method used numeric data and figures to obtain the
information from the target population. This method used deductive approach to obtain
the data from the population which can help to maintain the validity inadequacy of the
research. There are many sources to attain the qualitative information such as
questionnaire, survey and online survey. To carry out the present research, qualitative
research also consider because it can helpful to maintain the liability of the data.
Data Collection
Data collection is necessary research process which can help full to gain most appropriate

data from the selected population. Researcher can collect data from to type of methods
like primary data collection second secondary data collection methods. The explanation
of all all these data collection methods is as follows-
 Primary Data collection - This data collection method is helpful to provide the original
and first handed data which can maintain the relevancy of the information. Researcher
can collect the primary data with the help of observation, interview, questionnaire ,
survey. To carry out the current research, primary data collection method considered
which can help full to provide original and valid information that is is appropriate for the
researcher. The main benefit of this data collection method is that it can take less time and
provide valid information (TETIK, 2017).
 Secondary Data Collection - This method considered as the second hand data that is
already collected and utilized by someone else. Researcher can collect secondary
information with the help of books, websites, articles, newspapers and journals. This
method is helpful to provide in-depth knowledge and understanding about the research
topic so that it can easy for the researcher to receive appropriate knowledge and apply all
these knowledge and information to obtain appropriate outcomes. This is more time
consuming method which provide effective results.
Sampling Techniques
Sampling is considered as the statistical framework which can help full to determine the
various number of observation from the large population. Sampling techniques are two
types such as probability sampling method a non probability sampling method. To carry
out just current research, probability sampling method is used because it can help full to
target the population randomly and collect appropriate data. The sample size of this
research is containing 30. Researcher collected information from 30 employees of the
Burberry and randomly collects all the responses.
Questionnaire