Human Resource Management Report: Burberry's HRM Practices

This report provides a comprehensive analysis of Human Resource Management (HRM) practices at Burberry. It begins with an introduction defining HRM and outlining the report's scope, followed by an examination of Burberry's mission, purpose, and objectives. The main body of the report delves into the purpose and functions of HRM within Burberry, including workforce planning, recruitment, performance management, and reward systems. It then explores the strengths and weaknesses of different recruitment and selection approaches, such as internal and external methods. The report further examines the benefits of HRM practices for both employers and employees, including organizational culture, training and development, and conflict management. It assesses the effectiveness of various HRM practices in raising organizational profit and productivity, highlighting employee retention, leadership development, and talent management. The importance of employee relations in influencing HRM decision-making is also discussed, emphasizing the impact on a healthy work environment and productivity. Additionally, the report covers key elements of employment legislation and their impact on HRM decisions. Finally, the report applies HRM practices in a work-related context and concludes with a summary of findings and references.

Human Resource
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1. Purpose and functions of HRM.............................................................................................3
P2. Strengths and weaknesses of different approaches to recruitment and selection..................4
P3. Benefits of HRM practices for employer and employee ......................................................5
P4. Effectiveness of different HRM practices raising organization profit and productivity.......7
P5. Importance of employee relations influencing HRM decision-making................................8
P6. Key elements of employment legislation and its impact upon HRM decision-making........9
P7. Application of HRM Practices in work related context ......................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Human Resource Management is defined as process of practising recruitment, selection
and management of employees along with organization (Michael, 2019). Burberry is British
luxury fashion brand which distributes outwear, fragrances, cosmetics and fashion accessories.
The report will analyse purpose and functions of HRM. Strength and weakness of
different approaches to recruitment and selection will be identified. Benefits of HRM practices
for employer and employee. Effectiveness of HRM practices will be explained. Importance of
employee relations influencing HRM decision-making will be identified. Key elements of
employment legislation will be assisted by its impact upon HRM decision-making. Application
of HRM, practices will be elaborated.
MAIN BODY
Mission Statement of Burberry — To maintain integrity and vitality and at the same time
continue to develop business which remains relevant to ever evolving markets and consumer
tastes (Sprovieri, 2017).
Purpose of Burberry — Purpose of Burberry is to design products and make operational
aspects of business efficient.
Business Objectives of Burberry — Objectives of Burberry Company is to make profits,
growth and survival.
P1. Purpose and functions of HRM
Human Resource Management is defined as the process of managing the overall activities
of organization. HRM activities include recruiting, hiring, selecting and training of employees.
Purpose of HRM in Burberry is to remove barriers and issues which arise at the
workplace or in organization (Zeebaree and et.al., 2019). These issues concern employee
retention, poor work — life balance, job security and lack of career development. HRM solves
these problems and ensures that organization faces no further issues regarding any of such topics
which cannot be solved. For this, HRM hires and select right people and place them at right jobs.
This not only generates efficient employees in organization but also helps in contributing to

maximize company's performance. The HR management fulfil all those needs and wants by
ensuring good working conditions and taking care of their employees so that there are less
number of retentions (Aust and et.al., 2020). HRM serves the purpose to the organization by -
 Internal and external recruitment
 Compensation to employees
 Selection of candidates
 Employee and worker relations
 Career and organization development
 Training and On-boarding employees
Functions of HRM in Burberry applicable to workforce planning and resourcing are as follows - Workforce Planning — HRM Plans about future needs of the organization. It is an
important aspect in which organization plans beforehand which shapes different
processes of company to become more effective and efficient. Recruitment and Selection — HRM ensures process of attracting and placing the right
candidates for right job role (Ahammad, 2017). For this, right strategies are applied for
efficient performance is desired from candidates. Performance Management — For employees to be productive and engaged, Human
Resource Management concentrates on the performance of employees in organization
and encourages employees to work more positively towards their goals and objectives. Training and Development — HR ensures that employees of organization enable skills
and abilities which helps in contributing to entity as whole. HRM bridges the gap
between workforce in current scenario and workforce needed for future. Reward management — HRM provides rewards and incentives to employees who
perform par excellence (Mehra, 2018). Rewards to employees include increase in salary,
recognition, status, promotion along with this, HRM also provides satisfying work —
life. Communication — HRM ensures that there is proper flow of communication between
the employees and management. This is a necessary aspect to know what changes can be
done for growth of the company.

P2. Strengths and weaknesses of different approaches to recruitment and selection
Different approaches to recruitment and selection includes -
Internal Approach of Recruitment — The internal process of recruitment involves hiring
individuals from within organization (Abbasi and et.al., 2020). Some internal sources to
recruitment are - Transfer — Transfer of employees denote that they are placed at similar job role. This
becomes both strength and weakness for the organization. The strength it holds is that the
employees of Burberry work in a different set of workplace. While weakness, it holds is
that job role does not change and employee works within same job role as previously
placed on. Promotion — Promotion of employees is up-gradation of position which is held by
employees along with new responsibilities appointed to them. The strength which
promotion process holds is that less cost is incurred to hire person as compared from
external sources. The weakness it holds is that employees find difficulty in new
workplace environment. Employee Referrals — Employee referrals helps in recruitment process to be easier and
effective when employees of organization refer jobs to the other individuals to apply for.
The strength of employee referrals is that organizations get opportunity to hire new
employees. Weakness employee referrals denote concerns that during reference process
individual may turn out to be unproductive than expected.
External Approach of Recruitment — The external sources of recruitment mean hiring
individuals from outside the organization (Acikgoz, 2019). Some external sources of recruitment
are - Media Advertisement — The company recruits by generating ads in newspapers,
providing detail about company, informing about the job position, skills and
qualifications. This becomes the strength for company in hiring employees on detail
notes. The weakness it holds is that through this process individuals may not be able to
properly identify details the company mentions.
 Casual Callers — Casual callers become strength to organization in recruitment process
as they are able to attract interested candidates for company. Weakness which casual

caller factor holds is that recruiters may not find it easy to reach individuals willing to get
placed in company. Walk — ins — Walk — ins is strength to Burberry as it becomes easy for the company
to physically analyse the candidates' ability to work. The weakness this factor holds is
that it creates chaos in process of recruitment as individuals may gather not on a serious
front of actually taking job.
P3. Benefits of HRM practices for employer and employee
Benefits of HRM practices for employer and employee in Burberry are - Organizational Culture plays an important role in company. The HRM Practices benefits
company in its growth and welfare, brings together values, beliefs, company vision and
working procedures which organization has been following. Employers get benefit from
the organization culture through the business environment which the company follows.
HR team of the company generates flexible time management policy that benefits the
employees in their work. Training and Development practice by HR benefits the organization as it helps company
in attaining and maintaining best of employers and employees who work towards
achievement of goals and objectives to be accomplished effectively and efficiently (Noe
and et.al., 2018). Employers frame the training and development procedures to be
followed by the employees of organization which enables best of employees to make
contribution towards productivity in work. Developing Good Relations is the best HR practice followed by company. This practice
helps organization to maintain cordial relationships between employers and employee so
that productivity is reflected in work which they perform. Employers make sure that
efficient relations are maintained between them and the employees. This practice framed
by HR benefits organization and employees of Burberry as they enable good
communication with the firm on whole. Recruitment and Retention is one of the major HR practices which enables employers
and employees of organization to skilfully perform their work in recruitment and hiring
procedure (Ma and et.al., 2018). Employers process this function for selection of valuable
employees contributing to growth of organization. This pattern is practised in Burberry as

it attracts the right candidates and removes the employees who are not able to produce
productivity in their performance. Conflict Management is the main concern of company practising it. HR Management is
concerned about issues and problems which employees and organization faces on large
scale. Employers of organization manages conflicts and issues that may arise due to
misunderstandings with the employees. Thus, for this, conflict management practice is
framed by HRM which ensures that company and its employees work in cordial manner. Fair and Performance — Based Compensation is one of the main practices which is
entitled by HR management. This ensures that organization provides fair compensation to
employees according to their performance which is reflected in the work performed by
them. Thus, this practice benefits both employers and its employees effectively and
efficiently.
P4. Effectiveness of different HRM practices raising organization profit and productivity
There are different HRM practices which raises profits and productivity in performance
of employees of Burberry. The HRM practices which increases productivity of organization are
concerned with the balance sheets and financial profitability in overall year calculated. The
profitability continues with the company as it expands business with different diversifications
leading to variety of work processes involved in the company (Taamneh and et.al., 2018).
Financial value of the workforce contributes to company's employee productivity. HR
professional of Burberry understand and communicate the return on investment for helping in
raise productivity of firm. HRM practices along with profitability enhances the productivity that
employees of the company contribute to. More the engagement of employees for organization,
more productive results will be generated. These HRM practices which Burberry follows with
reference to profits and productivity are as follows —
 Retention of unskilled employees which concerns productivity factor. HR management
of Burberry provides the facilities which helps in employee turnover enhancing more
productivity of the employees (Hong and et.al., 2019).
 Development of effective leadership in company enabled effective teams for work to be
effectively and efficiently be accomplished.

 On-boarding new employees in company enhanced company's work culture which
consisted of skilled employees resulting to produce productivity in their work.
 The company also follows one attractive practice known as talent management which
retains talented employees in company by placing them according to their skills and
ability.
 Rewards are given to employees for achieving the heights and delivering productive
performance in work. This practice concerns the performance management which helps
Burberry to analyse the employees' contribution towards growth and development overall
(Likhitkar and et.al., 2017).
 Providing incentives to employees of Burberry is also an important HR practice which
leads to effectiveness as it helps in raising profits which is valuable factor for both
organization and employees.
Thus, by following different HRM practices, company retains employees and reduces turnover.
This helps Burberry analyse its position in external business environment and accordingly
changes the practices which are revenant to trends followed in market structure. The productivity
and profitability are increased on terms of how Burberry outperforms (Mira and et.al., 2019). In
growth and development of the company, it becomes very important to note past and present
performance which will then add up to future expectations and believability. Therefore, HR
practices followed by Burberry contributes to organization and employees productivity and
profitability to be effectively achieved for growth and development.
P5. Importance of employee relations influencing HRM decision-making
Employee relations are one of the important forms of maintaining cordial relationship in
which employees of company work towards achieving common goals and objectives (Arimie
and et.al., 2017). Burberry is concerned about its employees and relation between them reflects
in a way that organization works in a healthy and positive environment both internally and
externally. It is very beneficial for company to enhance its relation more on grounds of achieving
efficiency and productivity. This will not only enable employees performance but will also raise
the profitability standards of company in its stages of growth and development.
Employee relations on the hand influences the HRM decision-making as the HR
management is totally and fully concerned about how well employees in Burberry are treated. If

there are disputes or conflicts which arises among employees it will directly affect the decision-
making processes of whole organization. Because the decision are directly or indirectly framed
for betterment of company's working procedures, therefore employee relations become an
important aspect (Sahoo and et.al., 2019).
Employee relations become influential aspect on HRM decision-making process as it
involves employee engagement which drives them by including points like -
 Sharing and reviewing employee expectations.
 Encouraging effective communications so that problems and issues are easily solved.
 Encouragement of discussions and thoughts of employees is enabled in company.
Employee productivity is increased by employee satisfaction. This is related to HRM
decision-making process in which it defines that if employees are satisfied by workplace
environment then it will eventually result in increase of their productivity. And employee
productivity directly is the linkage with employee engagement which concerns number of
employees working in Burberry business to make it flourish effectively.
The decision-making process largely is influenced by the employee relations which is
explained by considering employee engagement, employee productivity and employee
satisfaction factors (Matthews, 2018).
Thus, employee relations influences HRM decision-making both on positive and negative
aspects as negative aspects include employee retention or employee turnover which largely
affects company as whole. HRM focuses on framing such practices which enables more
employee engagement and less number of turnover ratio in the company. Therefore, Burberry's
focus is on attracting more individuals by framing such work culture which makes them
comfortable and delivers productivity in their work. This encourages organization to grow and
develop on the forefront and excel on the scales of profitability and productivity to be effectively
and smoothly run.
P6. Key elements of employment legislation and its impact upon HRM decision-making
There are some employment legislation acts which impacts HRM decision-making processes -
Health and Safety at Work, etc Act, 1974 — The basis of health and safety legislation relating
to workplace is Health and Safety at work, etc Act, 1974 (Mohammadfam and et.al., 2017). This
sets the standard for health and safety at UK workplace. This act is also known as HASAWA and

HSW and most health and safety legislation is contained in it. In HASAWA, employers are
responsible for the health and safety of employees at the workplace. The act contains the
responsibilities of the organization towards its employees are -
 To provide and maintain safe systems at work.
 To provide health and safety training to employees.
 To have safe equipments in company.
 To ensure safe operations of the equipments.
 To provide PPE and other safety equipments to employees when necessary.
National Minimum Wage Act, 1998 — The National Minimum Wage Act, 1998 creates
minimum wage across UK. This act is applied to employees and employers. The hours define the
work which is done by employee or worker in the company. Minimum wage calculation is
dependent on work done. The principle of this act is that rate of pay for hours worked should not
fall below minimum. Section 10 permits employer, to issue production notice if the pay is below
National Minimum Wage.
Discrimination Act, 1975 — The discrimination act prohibits discrimination on grounds of sex,
race and disability of employees at the workplace (Corvino and et.al., 2017). This law protects
against discrimination done to employees in organization which includes dismissal, pay and
benefits, recruitment and training, employment terms and conditions, other than this, employers
and employees face major discrimination due to any disability they have. Thus, under this
discrimination act they can reach out to the legislation which will help them to not lose their jobs
in company.
Equality Act, 2010 — The Equality Act, 2010 legally protects employees and employers from
discrimination in organization or at workplace. The equality act at workplace consist of age
discrimination, race discrimination, religion discrimination, sexual orientation etc. The Equality
Act provides protection to employees for any discrimination done to them at the workplace. The
act helps in not facing any issue and problem to employees at workplace. This act also verifies
the employment legislation at the workplace which ensures safe working environment in
company (Deats, 2018).
Thus, these acts impact HRM decision-making process of company in which HR
management ensures that these acts and regulations are properly followed under the employment

legislation so that Burberry provides safe working environment and employees do not face issues
regarding health and safety, discrimination being done to them or inequality.
P7. Application of HRM Practices in work related context
HRM practices in work context includes -
Job Description — Job description is denoted by what job holder is responsible for and what
individual is required to perform in job role.
Job Description for a Marketing Manager -
Job Title — Marketing Manager
Responsibilities and Activities -
 Works with marketing director and executive team to set marketing strategies for
business.
 Hires and manages public relations and creative staff.
 Analyses and researches marketing trends and competitors.
 Identifies marketing campaigns.
 Observes social media trends and techniques. Manages designing and production of promotional materials such as brochures and
websites (Officer, 2020).
Person Specification for the position of Marketing Manager -
Essential Skills and Experience -
 Minimum 1 year of experience in field of marketing.
 Excellent technical and numerical skills.
 Knowledge of segmentation and targeting in market field.
 Strong written and verbal communication skills.
 Effective problem — solving and analytical skills.
 Knowledge of computer Ability to analyse, execute and monitor campaigns.
Job Offer Letter -
Name — Mr. Sam Merchant
Address — 13, Valley Street, England
Date — 11/02/21

Dear Sir,
We are pleased to inform you that you have been selected on Amazon at a position of
Marketing Manager. We would appreciate if you put in your full efforts and contribute towards
growth and development of organization. Important details mentioned concerns the key
responsibilities and duties to be fulfilled successfully and salary status which will be 1 Lac per
month along with compensation and benefits offered. Working time will be from 9AM to 6PM.
We are delighted by offering you this letter to be approved and signed in order to start the job
from 1st May 2021.
Sincerely,
HR Team, Amazon
Evaluation of process for conducting HR practices -
The evaluation process for conducting HR practices consists of stages -
 Application for which candidates apply.
 The next step is screening and pre — selection which consist of phone screening and
selecting candidates.
 An interview session is held with candidate (Rana and et.al., 2017).
 After this, assessment is done on basis of candidate's interview to reject out least
preferred candidate.
 Reference and background check of candidate is done.
 Decision is taken on basis of wholesome analysis.
 Job Offer and Contract is sent to eligible candidate.
This process is effective on terms that by fulfilling all these steps and stages of selection, it
reflects the effectiveness and efficiency of organization which contributes towards growth and
development. This process becomes effective in selecting the best candidates for the right job
role to be appointed at. Also, this ensures the candidates abilities and skills of passing this
process smoothly.

CONCLUSION
Thus, it is concluded from report that purpose and functions of HRM helped in knowing
Burberry's mission, purpose and business objectives. Strength and Weakness of different
approaches to recruitment and selection was analysed. Benefits of HRM practices for employer
and employee was explained. Effectiveness of HRM practices helped in raising organization's
profit and productivity. How importance of employee relations influenced HRM decision-
making was assisted. Key elements of employment legislation were explained along with its
impact on HRM decision-making. Application of HRM practices included Job Description,
Person Specification, Job Offer Letter and evaluation of process for conducting HR practices was
elaborated.

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