Human Resource Management Report: Audi Case Study and Analysis

This report provides a comprehensive analysis of Human Resource Management (HRM) practices at Audi, focusing on key aspects such as recruitment and selection processes, including internal and external approaches, and their respective strengths and weaknesses. It examines various HRM funct...Read More

HUMAN RESOURCE
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1- Purpose and functions of HRM.............................................................................................3
M1- Assessing various functions of HRM..................................................................................4
P2- Various approaches of Recruitment and Selection-..............................................................4
M2- Strengths and Weaknesses of selection approach................................................................5
D1- Critical analysis....................................................................................................................6
LO2..................................................................................................................................................6
P3 –Benefits of different HRM practices....................................................................................6
P4- Effectiveness of different HRM practices.............................................................................7
M3- Different methods used in HRM practices..........................................................................7
D2- Critical Analysis...................................................................................................................8
LO3..................................................................................................................................................8
P5- Importance of employment relationship...............................................................................8
P6- Employment legislation........................................................................................................9
M4- Key aspect of employment legislation.................................................................................9
D3- Critical evaluation..............................................................................................................10
LO4................................................................................................................................................10
P7- Application of HRM in work related context.....................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Human resource management refers to the practice of managing people in an organization to
achieve better performance. It is the strategic approach to effective management of employees at
the workplace which helps the business to gain competitive advantage. It is designed with the
purpose to maximise performance of individual employees to account to the achievement of
common desired goals of the employer or the company. Audi is German automobile
manufacturer that develops, design, engineers, produces and market various luxury vehicles. It is
member of Volkswagen group where it is being helping with its independent franchised
dealership which are known as its Audi centres with various host of issues related to its
employees. Present report will provide brief understanding of purpose, scope and functions of
HRM in terms of resourcing employees, will give key elements of HRM practices, and provide
understanding of various internal and external factors affecting HRM and lastly provide HRM in
work related context.
LO1
P1- Purpose and functions of HRM
Purposes of Human resource management is coordination of Audi employees or people to
achieve specific common goals of the business, fulfil its various needs of staffing and account
and maintain with the satisfaction level of employees by developing and creating fun loving and
favourable environment which helps in increasing efficiency and effectiveness of employees
performance that contribute in fostering growth of business all across the globe (Sharma, 2017).
Its main purpose is to manage variety of numerous needs of employees that helps the company in

retention of its talented and skilled employees which serves as foundation for success of Audi.
This needs could vary from legal to financial matters, where human resource helps in
maximising the efficiency and effectiveness at the workplace (Siam, Alhaderi, 2019). It main
purpose is effective co-ordination and communication within various departments in the Audi as
an organisation, define an organisational structure that drives with productivity in business
operations and various others which helps company in finding right candidates who support
smooth flow of day to day business operations at Audi.
There are various functions of HRM at Audi which is highly concerned with process to start with
formulating right policies and strategy for job requirements and which ends up with successful
business growth of the company as its serves as invisible agent that serves as that binds efforts of
whole organisation to support its smooth functioning where HRM functions at Audi includes job
design and job analysis where the design includes process of describing responsibilities, duties
and operation of job, Job analysis includes describing various job requirements such as
qualification, skills and experiences of individual that match up with the job role (Bamber,
Bartram, Stanton, 2017). It includes functions such as employee’s selection and hiring where
recruitment is the primary function where HRM at Audi aims to retain and obtain efficient and
qualified employees to achieve the goals and objectives of the company.
M1- Assessing various functions of HRM-It includes functions such as employee’s performance
management where effective management performance of employees helps in ensuring various
outputs of employees helps in meeting objectives and goals of Audi. It just not focuses on the
performance of individual employees but also focuses on the performance of teams, groups,
departments and organisation as a whole. It also accounts to other functions such as training and
development, compensation management and various others (Huang, Lin, 2017).
P2- Various approaches of Recruitment and Selection-
Recruitment refers to process of actively seeking out, finding and hiring for a specific position or
a job role. It includes entire hiring process, from the inception to individual’s integration into the
company. The process of recruitment at Audi is designed to select and attract those candidates
that best fits working for dynamic prestigious brand (Tessema, 2020).

Selection refers to the process of selecting a qualified person or candidate who can successfully
do and deliver valuable contribution in an organisation.
There are two approaches to recruitment namely as Internal and external recruitment. Internal
recruitment refers to the process of filing job vacancy from and within the existing employees.
It can be simply understood as Audi looking at existing employees to find a suitable candidate
that best fits the job role which can be means of promotions in company, transfer to other
departments, freelancers being converted into full time employees of the company and various
others, whereas External recruitment refers to the open pools of job candidates, which are other
than existing staff members who are being recruited for the job role in Audi. It is simply termed
as way of looking outside of employees existing to fill up vacancy with fresh talents that provide
valuable insights to company (Krylov, 2019).
Strengths and Weakness of
Internal recruitment -It helps in saving lot of cost and time as it is recruiting employees from
existing staff members as with this type of recruitment it helps Audi is saving lots of time and
cost on identifying, attracting and engaging employees. It has instant access to the candidates and
provide with their track records as they are already fit in the culture and not needs to explain how
the organisation function which also increase employees morale that gives them the sense of
understanding where the feel there efforts are being valued. Its disadvantage is it may leave
company with limited choices where it may be having several qualified employees for certain
positions, but there may not be perfect match for open position which may not provide with fresh
talents that can help in meeting goals more efficiently (Hunter, 2017).
External recruitment- it helps Audi to get more quality candidate which come with fresh and
valuable insights in company and accounts to better performance which foster growth of the
company which attracts new talents skills and helps in bringing inputs by also accounting to
bringing new business ideas and ideas to table. Its disadvantage is it includes huge cost and time
as it is very big process of recruiting an employee at Audi by posting job vacancy on various
platforms till on- boarding of employees (Farndale, Nikandrou, Panayotopoulou, 2018).

M2- Strengths and Weaknesses of selection approach
Selection involves selecting a candidate by the means of various process, one of which includes
interviews which is one on one interaction between employer and employees as its strength is
getting to know each other and helps in building relationship with each other but is of
disadvantage of that employees might be rejected if employer finds any fault which does not
leads to completion of various others process where individual earlier rejected can actually
showcase their skills which is being ignored by employers at earlier stage .
D1- Critical analysis
If company does not account to various approaches of recruitment and selection in proper way
than it may lead and have an adverse effect on business functioning of Audi which may lead to
getting employees who does not possess required skills and talents which may affect and hinders
growth of business and may affect profitability and sales revenue in unfavourable manner
LO2
P3 –Benefits of different HRM practices
There are various HRM practices which benefits both employer and employees some of which
are being mentioned as below
Training and development- It refers to the educational activities in Audi created to enhance the
skills and knowledge of employees while providing instructions and information on how to
perform specific task with laid down guidelines that helps in achieving goals of the company
more productively. It is the activity in the company aimed at improving performance of groups
and individuals in the organisational context. It may be viewed as related to immediate changes
in effectiveness of the company by its laid instructions and is also related to longer progress of
employees performance that contribute in achievement of organisational goals of Audi. It is the
process of enabling its employees to develop relevant knowledge and skills which allows them to
better contribute to achieve goals that are challenging and accounts to business dynamics
Benefits – this process helps employees in deriving job satisfaction which boost up there morale
and develop sense of understanding that efforts are being made on the side of the company to
promote and increase their performance level which leads to development of friendly and fun

loving culture which helps in deriving highest productivity of performing task of employees at
Audi which in turn helps employer at Audi to account to increased growth of the company and
helps in building relationships more effectively as they may analysis strength and weakness of
employees and make improvements to meet business goals (Dumont, Shen, Deng, 2017).
Working hour flexibility- It refers to the schedule and HRM practice which allows employees
to start and finish their workday according to their suitability and when they want it to get done
by them. It is flexible hour schedule that allows workers to alter workday finish and start time.
Benefits- it is of high benefit to employees as they can be more focused, committed and
dedicated to their work as this practice helps in flexible working where they are under no stress
to get the work done which helps them to derive productivity and achieve challenging task which
in turn helps company and employer to get there work done with efficiency and dose not lead to
any misunderstanding at workplace and helps to ensure employer for smooth functioning of
business (Zhou, Fey, Yildiz, 2020).
P4- Effectiveness of different HRM practices
There are various other HRM practices which has impact on raising profits of Audi and others
are
Providing security to employees- it ensures that life is unpredictable and work as being the
stable factor that is very important for employees in Audi. Having an employer who enables the
employees to provide for themselves and for their families is the reason why number of people
come to work at Audi. It serves as a contract between employer and employee where
employment security enables employees to get home after the work and look for their families
and for themselves. This is important and underpins security of employees taken on the part of
HR at Audi which increase sense of understanding in employees about their value in the
company which helps them to drive for better performance and which in turn helps the company
with increased productivity and raised productivity to achieve organisational goal and helps in
retention of employees at same time (Jørgensen, Becker, 2017)
M3- Different methods used in HRM practices
Fair and performance based compensation- this theory relates to paying employees fairly on
their performance basis where if company like Audi hires right candidates it is being required

that they compensate above average. Compensation serves as a biggest source of motivation for
employees, if it is not present and regarded in fair way then it may lead to employee’s
dissatisfaction which will affect for their better performance at workplace and leads to high rate
of turnover of employees where company business operation will affect adversely as it would
affect continuity of business operation and would lead inclusion of high cost and time in terms of
recruiting employees from initial level (7 Human Resource Best Practices,2020 ).
D2- Critical Analysis
Company needs to account and abide by this practices in very important manner, if not
then it may lead to high rate of employees turnover which will affect business functioning and
loss of competitive advantage and market share of the company in terms of profits and acquiring
customer base.
LO3
P5- Importance of employment relationship
It refers to the relationship between employer and employee and can also be termed as
legal link between both of them at Audi. It exists when employees perform services or work
under various condition in regards with the compensation it get from its employer. Strong
employment relationship helps in developing of culture which is embedded in the roots of Audi,
that is fun loving, favorable and by which employees at the workplace derive high satisfaction
level which also account to employees productivity in its better performances as a result there is
not an environment which is being stressful and pressurized (Lopez-Cabrales, Valle-Cabrera,
2020.). It accounts to friendly environment where if any employee at Audi is facing any problem
can discuss it with its superior and which will be considered by the same in order to promote a
healthy workplace which is driven with facing challenges and risk of business in various
business dynamics. Strong relationship between employer and employee also accounts to non-
conflicts at the workplace and non- creation of any misunderstanding which supports day to day
business functioning and proper use of favorable power that is in support with full organization
and also leads with situation where favorable politics is being exercised as a result leads
company with efficiency and efficacy in its business operation and helps in influencing Human
resource management decision making at Audi.

By this Audi increases loyalty of its employees where they does not contribute to high rate of
employees turnover whereby company keeps and retain its talented, skilled and qualified
employees which helps company in achieving goals of the company more productively and does
not account to hindering growth of the company (Spurk, Straub, 2020). This helps in ensuring
greater work life balance and with high rate of increase in its employee’s engagement in various
business activities which helps employees to increase trust and confidence in Audi.
P6- Employment legislation
It refers to all rules and regulation applicable to employment at Audi. There are various
laws governing the same (guiding behavior of both employer and employee) some of which are
being mentioned as below
Equality Act 2010- This act helps in protecting employees and people of Audi from the
discrimination in the workplace. It has replaced with previous anti- discrimination law with a
single act, making the law simple to understand and strengthening protection in some situation. It
set out various ways in which it is unlawful to treat someone with discrimination and not with
equality. The basic framework of this act is protection against direct and indirect discrimination,
harassment and victimization in work related context. It includes providing protection for
employees being discriminated at Audi due to varied reasons and includes applying provision
and harmonizing the same to allow positive action at workplace with no means of discrimination
of any employee on any grounds in Audi (Liebregts, Stam, 2019)
Health and safety act – it ensures safety of health of employees at workplace where it lays
down and make assessment of risks to the health and safety of its workforce and to act upon the
same to minimize the risk such as fire at workplace. The main provision of this act is employer at
Audi needs to provide its employees adequate lighting, fresh drinking water, clean and hygienic
workstation, ventilation and various others. Also includes staff facilities such as clean toilets,
refreshment, safe passageways that helps in slipping on the floor and to prevent for hazardous
situation.
M4- Key aspect of employment legislation
Employment contract- it is a kind of contract used in employment to attribute various rights
and responsibilities. . An employment contract refers to the contract between employer and

employee of the company. It is defined as service contract between employer and employee in
regards with some compensation on part of employer to employees of company (Hinton, 2019). It
is contract in which employee places services at disposal of company or another person that is
employer in regards with the terms which are being discussed in advance when employee joins
the company
D3- Critical evaluation
Company needs to abide and monitor to its various HRM practices and employment
legislation laws which supports and account to its day to day business functioning, if not then it
may lead to harsh business scenarios where it will be hard for the company to regain its market
position which it desires to be at which will affect its sales and revenue and may be chances
where it may also accounts to conflict at workplace.
LO4
P7- Application of HRM in work related context
This could be understood better by taking into consideration for job description, person
specificon and by various other means
AUDI
POSITION/ VACANCY – Senior Marketing Manager
DESCRIPTION- Marketing manager appointed requires and need to control and manage its
marketing operation all across the regions of Germany where it needs to account to various
responsibilities such as making Audi brand image visible to various target audience, lead a
team of highly driven sales professional, account to various promotional activities and various
others which will be briefed on date of joining by top management.
EXPERIENCE REQUIRED- Minimium 10 years in the field of sales, client dealing,
customer acquisition and customer experience and suitable experience in areas of
expertise( Marketing/ sales)
EDUCATIONAL REQUIREMENT
1. Bachelor degree
2. Master’s degree or post-graduation in Marketing

3. Any relevant certificate in the field of Marketing or sales
CTC – Depends on individual capabilities and level of skills and knowledge possessed in the
interview rounds
JOB LOCATION- Germany region
Person specification
Name- Jim Rachel
Mob no- 6377532162
Email id – [e-mail]
Professional profile
A marketing professional with proven records and good grounding in marketing concepts
and techniques. Strong interpersonal, communication and analytical skill with the ability to
follow through with a lead and close the deal.
Career objectives
Marketing professional looking for the best opportunity that can allow to showcase by
talents and skills at workplace and contribute the same in organisational growth.
Skills and Strengths
Interpersonal skills
Management skills
Networking
Customer rapport
Decision making
EDUCATION
Graduation in commerce and accounting
MBA in Marketing and Digital marketing
WORK EXPERIENCE
10 years of experience working as Sales and Marketing Head in Digi- colour ( Jan 2010- till
present)

INTERVIEW QUESTIONS
1. What are your strengths and weakness?
2. Why do you want be the part of this organization?
3. Where do you want to see yourself after 5 years in the company?
4. Tell me something about yourself?
5. Given a situation how will you respond to the queries?
JOB OFFER (AUDI)
20th November2020
Dear Jim Rachel
Heartiest Congratulation on being selected for the post of Senior Marketing Manager.
We have evaluated various skills and talents of yours and analyzed that amongst all
other candidate you are the best fit for the company. We would love to welcome you in
our dynamic workforce. Your date of joining will be on 1st December 2020. We hope
that this new journey will add potential to achieving career objectives. Waiting for your
response to lay down various future arrangements.
All the best
Regard ‘
Ellen Richard
HEAD ( Human resource Department )
CONCLUSION
From the above report it is being understood that for any company its human resource plays
major role in supporting business operation as it is being backed up with various responsibilities
which serves in meeting its purpose, scope and meeting various approaches. It laid to
understanding of various approaches of recruitment and selection and what are its strengths and
weaknesses of the same. It also laid to understanding of various HRM practices such as training
and development and various others and its benefits to employers and employees and how this

helps in raising organisational profits, also analysed with the importance of employees
relationship and various elements of employees legislations and lastly made to the understanding
of application of HRM in work related context by using various specified examples.
REFERENCES
Books and Journals
Bamber, G.J., Bartram, T. and Stanton, P., 2017. HRM and workplace innovations: formulating research
questions. Personnel Review.
Dumont, J., Shen, J. and Deng, X., 2017. Effects of green HRM practices on employee workplace green
behavior: The role of psychological green climate and employee green values. Human resource
management.56(4). pp.613-627.
Farndale, E., Nikandrou, I. and Panayotopoulou, L., 2018. Recruitment and selection in context.
In Handbook of Research on Comparative Human Resource Management. Edward Elgar
Publishing.
Hinton, S.,and et.al., 2019. Enterprise gamification systems and employment legislation: a systematic
literature review. Ajis: Australasian Journal of Information Systems .23. pp.1-24.
Huang, C.K. and Lin, C.Y., 2017. Flipping business education: Transformative use of team-based learning
in human resource management classrooms. Journal of Educational Technology &
Society. 20(1). pp.323-336.
Hunter, S.T.,and et.al., 2017. Recruitment and selection in violent extremist organizations: Exploring what
industrial and organizational psychology might contribute. American Psychologist 72(3). p.242.
Jørgensen, F. and Becker, K., 2017. The role of HRM in facilitating team ambidexterity. Human Resource
Management Journal.27(2). pp.264-280.
Krylov, V.E.,and et.al., 2019, April. Crowd Recruiting: Modern Approaches to Recruitment. In Institute of
Scientific Communications Conference (pp. 631-636). Springer, Cham.
Liebregts, W. and Stam, E., 2019. Employment protection legislation and entrepreneurial
activity. International Small Business Journal. 37(6). pp.581-603.
Lopez-Cabrales, A. and Valle-Cabrera, R., 2020. Sustainable HRM strategies and employment
relationships as drivers of the triple bottom line. Human resource management review.30(3).
p.100689.
Sharma, S.U.N.I.T.A., 2017. Effect of Human Resource Management Practices on Job Satisfaction: A
Study of Pharmaceutical Industry. International Journal For Research In Management And
Pharmacy, 6.
Siam, M.R. and Alhaderi, S.M., 2019. The scope of e-HRM and its effectiveness. Polish Journal of
Management Studies, 19
Spurk, D. and Straub, C., 2020. Flexible employment relationships and careers in times of the COVID-19
pandemic.

Tessema, M.T.,and et.al., 2020. Technology-Based Recruitment and Selection Approaches of an
American Multinational Company (AMNC): Practical Implications. International Journal of
Human Resource Studies 10(3). pp.117133-117133.
Zhou, A.J., Fey, C. and Yildiz, H.E., 2020. Fostering integration through HRM practices: An empirical
examination of absorptive capacity and knowledge transfer in cross-border M&As. Journal of
World Business.55(2). p.100947.
Online
7 Human Resource Best Practices.2020 [Online]. Available through<
https://www.digitalhrtech.com/human-resource-best-practices/>