Human Resource Management Report: Burberry Group PLC Analysis

This report provides a detailed analysis of Human Resource Management (HRM) practices within Burberry Group PLC. It begins with an introduction to HRM, outlining its purpose and functions, and then focuses on the company's specific applications. The report examines recruitment and selection processes, including both internal and external approaches, highlighting their strengths and weaknesses. It also delves into the benefits of various HRM practices for both employers and employees, such as training and development, flexible working conditions, performance management, and compensation. The report further assesses the effectiveness of these practices in terms of job descriptions and their impact on organizational profit and productivity. Employee relations, including their importance and the impact of employment legislation on HRM decision-making, are also discussed. Finally, the report concludes with a summary of HRM practices within a work-related context, providing examples to illustrate the concepts discussed.

Human Resource
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 - Purpose and function of Human Resource Management....................................................1
P2 - Strength & weakness of recruitment and selection approaches..........................................2
LO2..................................................................................................................................................5
P3-Benefits of HRM practices....................................................................................................5
P4-Effectiveness of HRM practices............................................................................................7
LO3..................................................................................................................................................8
P5-Importance of employee relations.........................................................................................8
Importance:.................................................................................................................................9
P6-Legislation...........................................................................................................................10
LO4................................................................................................................................................11
P7-Application of HRM practices............................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Human Resource Management (HRM) is the process of hiring and developing employees
which helps them to become more valuable for the organisation. It includes job specification,
personal needs, training and development, recruiting the right person for the job, managing
salaries and wages, evaluating performances and communicating with employees at all levels.
The study of the project is based on the Burberry Group PLC , it was established in the
year 1856 by Thomas Burberry. Burberry is a British luxury fashion house headquartered in
London, England. Its mainly focuses on trench coats, fashion accessories, sunglasses, ready-to-
wear outwear, fragrances and cosmetics .This report will includes the purpose and functions of
HRM applicable to work force with the strength and weakness of different approaches of
recruitment and selection. Further it will focus on the benefits of different HRM practices for
both the employer and employee. Effectiveness different HRM practices in terms of raising
organisational profit and productivity. It also explains the importance of employee relations in
respect to HRM decision-making. Final report shows the key elements of employment legislation
and its impact on decision making in HRM. The report will end with brief of HRM practices
with the help of examples in a work related context.
LO1
P1 - Purpose and function of Human Resource Management
Training and Development :
It is the main function of HRM which helps organization to improve the skills and
knowledge of individual and group of people. They both are two different categories, as
training's are provided for some special purpose but development are for the long term goals.
Burberry provides proper training and development programs to their employees for the
upliftment of their designing skills. They company provide training's to upgrade their skills and
enhance their working skills. Development programs by Burberry helps employees to develop
new skills for innovative new designs.
 Purpose : Training and development program of Burberry helps its employees to
improve their skills and knowledge which helps them to upgrade their job task. This also
had a positive impact on the morale of the employees for effective working. It improves
retention of employees and helps them to upgrade their skills.
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Recruitment and selection :
Recruitment is the process where new candidates are invited for the specific job work.
Selection is the process where appropriate candidate is chosen for the specific job work. In
Burberry the process of recruitment and selection is performed by Management team. Individual
must abide with particular qualities to work with Burberry i.e., Good communication skills,
teamwork and should be qualified from any designing university, minimum one year experience
must be required from any designing organization. If individual fulfills the particular specific
above requirements will go through the selection process which is done by their panel BOD and
after the completion of selection process the training is provided.
 Purpose : Its major function is to select the right candidate for the right job. It is the
lawful process performed by the HR department with the final selection process by panel
of BOD.
Compensation Management :
In compensation management employees are provided with the both monetary and non-
monetary benefits. They are given to employees to motivate them for their job task. Human
Resource department of Burberry provides its employees the monetary benefits in the form of -
extra working hours, PF, ESIC on the individual performance in the company. They also
designed the schemes for non- monetary benefits which includes Insurance, medical facilities,
Free gift cards etc.
 Purpose : It helps the company to motivate their employees to work effective and
efficiently for the company. This benefits helps the Burberry to enhance their employees
stability for long time. This benefits helps to boost up the morale of the employees.
Burberry also keeps in mind the needs and requirement of its employees so somehow its
also a beneficiary step for its employees needs fulfillment which somehow directly uplifts
the company's growth and profit.
P2 - Strength & weakness of recruitment and selection approaches
Internal Approaches :
STRENGTH WEAKNESS
1. Promotion
 It is the process where employees
1. Promotion
 The demerit of this method is that if
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promoted to the higher position
according to their working criteria.
Burberry raises the morale of its
employees through the promotions
which motivates its employees to
work with great enthusiasm.
 Increase in the employee retention
rate of Burberry as promotion tend to
remain them in the company and
work hard.
external candidates are promoted
then no new and innovative ideas
are introduced in the company.
 Besides, this it creates the inequality
among the employees and somehow
this directly affects the working
environment.
2. Job Posting
 Burberry posts advertisement for the
vacant jobs on notice boards,
company website, newspapers as
well as informs its employees.
 The strengths of this method is that
the new talent will be introduced to
the Burberry, which helps company
to work on innovative ideas.
2. Job Posting
 To secure the vacant jobs it creates
an unhealthy competition among the
employees.
 Somehow, it directly effects the old
employees and demotivate them as
new talents are preferred .
3. Transfer
 In Burberry transfer process is also
conducted to one branch to other
branch or from one department to
another this helps employees to gain
thorough knowledge and work
experience of handling and
performing the different jobs
3. Transfer
 In the process of transfer somehow
it seems to be difficult for Burberry
employees to adjust in the new
working environment and difficulty
in transportation etc.
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efficiently.
External Approaches :
STRENGTH WEAKNESS
1. Newspaper Advertisement
 Burberry's selection process
includes posting the job
requirements in the newspaper as it
covers the large geographical areas
and reach to the most people.
1. Newspaper Advertisement
 The weakness that Burberry faces is
that it limits the no. of people who
read a particular newspaper. For
example - If Burberry posted article
in Daily Express than the article will
be read by particular readers only.
2. Campus Placement
 Burberry visits designing
universities to hire a bunch of highly
skilled candidates who had
completed the education.
 It had a massive talent pool of
candidates from this wide pool they
could select the efficient candidate
for their company.
2. Campus Placement
 Burberry hires the fresh graduates
which encounters a problem to
provide training which cost huge
amount to them.
 They are also insecure about the
candidate whether the candidate will
continue to work with the company
for long term or not.
3. Employment Agencies
 To save time and cost of hiring
sometime Burberry outsources the
selection process through the
employment agencies who are
responsible for searching
3. Employment Agencies
 Sometimes Burberry pays a huge
amount of fees to agencies approx
30-40% of the annual earnings of an
employee therefore its quite
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appropriate candidate for the job
requirements.
expensive.
Selection Approaches :
Interview
STRENGTH WEAKNESS
 Interview helps the Burberry
interviewer and the employees to
develop the sound mutual
understanding among them while
conducting the interview process.
 In this selection process they can
easily select the most efficient
candidate for the specific job
requirement and can extract the
sufficient information.
 While selecting the candidates, their
may be bias where their preferred
person to be given the first
preference for the job whether the
job requirements are fulfilled by the
candidate or not.
LO2
P3-Benefits of HRM practices
Employer Employee
Training & Development In Burberry organization its
important the worker will be
skilled and enhanced in their work.
It help firm for generating revenue.
As Burberry deals in clothing
market. More or skilled workers
Training & development it is
very helpful for overall growth
of the company. It develop
social, cultural and moral work
ethics,which enhance job
satisfaction of the employees
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will helps in efficient working in
company. The time dependency
will be less if worker are skilled in
their work. A motivated employee
work in fair amount.
towards the work. It may also
increase work efficiency of
workers. As skilled and
efficient worker of Burberry
reduce the risk of failure in
job.
Flexible working Burberry provide more of the
flexible environment to the
workers for the better performance
of them. They also had their
scheduled paid leave for any
emergency in their family. It also
reduce the collective bargaining
problem at work-place.
Flexible working conditions in
an organization will help in
better growth of the company
and the employees. Working in
shift will help employees to
rest physically and mentality.
If the employees are well
known with skills manager
will take less time for
explaining about things.
Performance
Management
In Burberry every employees
performance are tracked and
record, it will give idea to
employer about the change to be
required. Performance
management help in improvement
of skills of each employees. On the
performance bases they get reward,
wages, appreciations in firm. With
the help of performance
management employer can easily
identify where the employees is
lacking.
On the bases of the
performance they provided the
task in which they are best. It
helps in learning, growth in
career and develop many
opportunities for the
employees. In performance
management employees get
open feedback about their role
and task at work-place. It also
represent the relationship
between performance and
expectations of employer.
Payment and Reward In any company payment and For create a healthy and
6

management rewards are main functions,
because its provide motivation to
employees without any motivation
they don't like to work. Burberry
also provide the good amount of
payment and also follow reward
management for the increasing the
efficient work level of employees.
Reward can be anything which can
boost up employees morale. It can
be monitory or non-monitory.
harmonious working
environment in company
rewards are necessary factor.
It is boost up the working
strategy of individual and
team. Payment and reward are
require for their self growth
and development of their
skills. Its also important for
improvement in the living
standard of the employees and
build a good image in the
society. It is also provide job
satisfaction and fulfill the basic
needs of the employees.
P4-Effectiveness of HRM practices
Job description:
The description of the job must be entitled according to the need of the organization. As
the job is entitled in detail new joineries will come to know about the work description in detail.
The job description of Burberry must provide complete relevant information about the job
profile. For example if we need to hire a customer service consultant we need to describe the
roles one need to imply like a proper interaction with customer, a complete knowledge about
work ethics, products service management which company follows etc. by parting management
and employee relationship as employee is backbone of any organisation without proper number
of employees a firm cannot work efficiently for every role one must be enthusiastic and have a
complete knowledge about the work they do.
Recruitment:
Recruitment in Burberry must be according to the requirement of vacant post or the need
of such a post in an organization. Recruitment must be such that employee must be found and
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recruited according to the need of the organization. Candidates which seem desired for that post
must be recruited. Recruiting policies of Burberry are fixed according to which the workers must
be hired no immigrants must be selected found in doubt which will leads to downfall of
company's profile the working culture must suit the new joineries. As Burberry is one of the
most trusted clothing brand their focus is on the innovation and craftsmanship of their own
culture joineries must be aware of the culture(Hassan 2016).
Training and Development:
Training and Development refers to the innovation and appraisal in idea of innovation in
their working scheme. In a clothing industry now and then the trend starts changing and industry
needs a change in working culture to meet the demands of outer world. Burberry focuses on the
prominent clients and focuses to meet their demand as their motto is to meet the clients. It refers
to the planning efforts to meet the growth and development of the industry.
Training also refers to the explanation of work culture followed by industry, to achieve the
knowledge and to enhance the personal skills and expertise in the area of your work. Training
provides motivation and arouse the interest in area of your work.
Performance and appraisal :
Performance appraisal at Burberry is based on the work which a person does which focus
on his strengths and weakness in the firm. does a worker has a complete information and
knowledge about the work he/she performs, the appraisal is directly proportional to the profit
gained to the organization if the profit is more there will be more chances of appraisals(Hewett
and et.al., 2018).
Promotion and Rewards:
Promotion and Rewards are based on the individual performance which are tracked and
recorded. If you have better skills and learning capability your track record will be good which
will leads you to promotions. Reward may be increment in your salary or the bonuses like
incentives, extra leaves etc. rewards are given to the person who performs well under any
circumstance promotion enhances capability of achieving further(Banfield, Kay and Royles
2018).
LO3
P5-Importance of employee relations
Employee relation:
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The employee relation, which is manage good and healthy relationship between
employee and employer at work-place. An industry with good relationship programmes provide
their employees right and uniformity aid so they are committed toward the job and industry.
These programme also help for solving problems at the time of work(Meijerink, Bondarouk and
Lepak 2016).
Importance:
A good employee relationship at work-place is very essential tool for an organisation it
increase the employee relationship, productivity, retention, profitability, customer satisfaction
etc. Burberry also follow the strategy of employee relation which may improve the working
conditions of employees, it may also increase the profit and morale of company(Paauwe and
Boon. 2018).
Improving Profitability:
Employee engagement is help to employee for their commitment towards the
organization. They feel focused for their work as well as organization. They feel desire to stay in
company and wants to achieve goals and objectives. Through enhancing the ownership, client
relation, fruitfulness and lower cost may help in rising profitability of company(Olson and
et.al.,2018).
Improving Productivity:
High productivity is essential for every firm. Employees feels motivated and enthusiastic
for their work. It may only improved by the good planning of employee relationship programme.
Burberry policies for employee relationship is also good which focus upon the build a strong
relationship employee and employer and also employee and organization. Productivity is also
increase just because engaged employees are more innovative and also have new
opinion(Emerson and et.al.,2016).
Higher Retention:
It refers various policies and producers which retain employees for long time in
organization. It is also happen with the proper use of employee engagement. In Burberry they
invest lot of time and money for groom their new employees make them ready for their company
and for corporate culture. If an individual leave the company its a huge loss of firm. So manger
always consider engagement programme seriously for the better retention of the
employees(Guerci and et.al.,2015).
9

Customer Satisfaction:
It is WIN-WIN situation for both. If customer feel satisfied they also provide positive
feed back to organization which improve the motivation and productivity of employees.
Customer satisfaction and employees engagement is inter-related approach. A satisfied customer
give the positive feedback about the products about services of the company whereas dis-
satisfied employees are give terrible reply about company which may directly and indirectly
influence employees in an organization. Employee engagement help employees for the managing
good relationship with customers and also gives advice and suggestion to satisfy the need of
customers(Markoulli and et.al., 2017).
Decreasing in Absenteeism:
In an organization employee engagement programme help in reducing the rate of
absenteeism at workplace. Because employee engagement maintain healthy and friendly
environment, so every one wants to come and enjoy the company of employees and collogues
and also enjoy their job and duties. Burberry manage good employee relation at work-place,
every one enjoy the work and culture of company and reduce absenteeism(Saks and Gruman.
2017).
P6-Legislation
This includes the key account of all the privacy policy of the organization. This mainly
includes health and safety policy, anti-discrimination policy, data protection acts etc.
Health and safety policy:health and safety act-1974
This act focuses on the welfare, health and safety of the workers in an organization as
well as of the premises. They must ensure health and safety of their employees, clients which are
self-employed, visitors, trainees. Employees can argue if the safety measures are not justified
according to employees need(Leroy and et.al.,2018).
Burberry provides a healthy and safe environment for its employees. There exist Health
and safety policy of Burberry includes:
A safe and clean drinking water facility, toilet and sanitation facility, safety equipments
for machinery used, precaution must be given against hazardous equipments, fire safety
measures etc. for a healthy and a safe workplace. A healthy workplace must be provided, proper
ventilation, canteen facility must be provided.
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Organisation keeps a watch over all the safety procedures by appointing a health and
safety officer. Proper training must be provided to safeguard workers against machinery and to
minimise the risk of hazards and to safeguard employees(Tarique, Briscoe and Schuler. 2015).
Data protection act: act 1998
Data protection act states that it allows us to protect the personal information stored on
computer no one can misuse the information as is a criminal offence. Keeping someone personal
data for use is quiet appropriate but misleading that personal information can be treated as
offence(Saeed and et.al., 2019).
This act was introduced for the safety of the company as data can be misused by many
newcomers in the organization. There exist many laws offered by the industry to their employees
to safeguard their data by resisting the use of electronic gadgets at the workplace. This act
ensures safety and data theft(Noe and et.al.,2017.).
Anti-discrimination act: act 2010
Anti-discrimination act states the basis of religions or beliefs, sexual discrimination and
age, marriage, disability, civil partnership, race etc.
Anti-discrimination act was forced into practice when there existed a discrimination
against male and female workers on the basis of their wages as women were given lesser wages
than men. there arose much discrimination against co-workers so to overcome these laws were
passed(Reiche and et.al., 2016).
Burberry enlisted many such rules and regulations under their firm so that no
discrimination occurs and it gives equal right to sustain everyone's identity. There were extra
provisions given to women to establish their identity. Burberry uses some protective code of
conduct for their workers for their salient working. Burberry ensures providing a safe working
environment to the employee which act as great asset to the firm they aim for well-being and
safeguarding their identity. They also keep a watch on the direct and indirect activities between
co-workers and safeguarding the employees from discrimination(Al Ariss and Sidani 2016).
LO4
P7-Application of HRM practices
Company BURBERRY
Post HR Manager
Location United Kingdom
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Report to CEO of Burberry
Qualification MBA in HR, Specialization in HR
Responsibilities Managing people at work place,
Recruitment&Selection,Training&Developm
ent,Employee acquisition.
Title of the job HR Manager
Date: 05, August2019
Qualification required Essential Desirable Met
MBA in HR,
Specialization in HR
YES YES
Need of Experience
2-4Years( in same
field)
YES YES
Personal characteristics
& conduct
Good
communication
skills,
Technique of
handling day to
day work,
Problem solving
skills,
decision -making,
Basic knowledge
of MS-Excel,
word, Internet,
YES
YES
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MAIL etc.
Roles and
Responsibilities
Payroll management,
screening of documents ,
maintain relation with
customers,
handling day to day work,
head-hunting,
cold meeting with
companies,
Attendance management,
Conducting Interviews,
YES YES
Interview Questions:
1. What is your next five-year plan?
2. How can you solve collective bargaining problem in workplace?
3. How can you motivate your employee and sub-employees?
4. What is your salary expectations?
Offer letter
Name: Burberry Date: 10/08/2019
Address: Model town 557/5
Church cross,UK
Dear: John Lee
This the statement of your interview with our company Burberry on 5/08/2019.
It is our joy to inform you about the interview analysis that your skills, ability and knowledge
are matched our job obligation.
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Therefore, We offering an opportunity to work with us. You will be selected as a HR Manger in
our company. You will be paid 6500$ per month and also receive incentives and appraisals.
You should also responsible for the data protection of the company which is very sensitive
issue.
Please inform us about the acceptance of term & conditions of the company.
Best Regards
CEO
Burberry, UK
CONCLUSION
From the above study it has been concluded that the functions, approaches, practices and
legal laws of HRM will directly affect Burberry's effective growth. Through the recruitment and
selection process the effective skills of the organizations will enhance. With a active
participation of employee it will leads to increase in productivity, profitability of the firm,
employ retention etc. with the laws abide by the government the organization will grow and
achieve a stability in the market.
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REFERENCES
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Leroy, H. and et.al., 2018. Managing people in organizations: Integrating the study of HRM and
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Paauwe, J. and Boon, C., 2018. Strategic HRM: A critical review. In Human Resource
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Reiche, B.S. and et.al., 2016. Readings and cases in international human resource management.
Taylor & Francis.
Saeed, B.B. And et.al., 2019. Promoting employee's proenvironmental behavior through green
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Saks, A.M. and Gruman, J.A.. 2017. Human resource management and employee engagement.
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