Human Resource Management Analysis: A Burberry Case Study Report

This report provides a comprehensive overview of human resource management (HRM) at Burberry, a luxury fashion company. It delves into the nature and scope of HRM, focusing on resourcing the organization with talented and skilled employees. The report examines key HRM functions such as staffing, development, compensation, and employee relations, along with an analysis of internal and external factors affecting decision-making. It explores various recruitment methods, including internal and external approaches, and discusses the importance of job analysis, job descriptions, and competency frameworks. The report further highlights the significance of HRM practices like training, safety, and adequate hiring, as well as the benefits of employee compensation and favorable working conditions. It emphasizes the importance of employee relations for company growth and employee retention, and concludes with a discussion of employment legislation and HRM's role in the work-related context. The report also touches upon the role of trade unions and the working of an intern within the Burberry company.

HUMAN RESOURCE
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Human resource nature & scope for resourcing the organization with talented and skilled
employees....................................................................................................................................3
HRM practices and importance...................................................................................................6
Importance of employee's relation...............................................................................................8
Employment legislation...............................................................................................................9
HRM in work related context....................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Human resource management is the process of recruitment, managing and developing
employees of the organization. It is the practise of managing the people of the company.
Burberry is the British company deals in luxury fashion and its headquarter is in London and
distribute ready wear cloths, accessories and cosmetics (Aritonang, and Widhaningrat, 2019).
This report is based on Burberry’s human resource functions, workforce planning, strength and
weakness of different approaches of recruitment. It also shows the benefits of HRM practises for
employer and employee of the Burberry and analysis of internal and external factor that affect
the company in decision-making. Burberry HR’s function and key responsibilities of the HR
function and approaches of workforce like planning, recruitment and selection, development and
training performance and the reward system for the employees will also be discussed. Lastly, it
also shows the working of an intern in the Burberry company and shows the employment law
and key legal issue of the employee and role of trade unions for the employees.
MAIN BODY
Human resource nature & scope for resourcing the organization with talented and skilled
employees
Human resource management is the function of planning, organizing and controlling in
the organization. It involves the procurement and recruiting of the employees for the
organization and help to achieve the organization target and social objectives. It involves team
work and it is a continuous process in the company. The main functions of the Human resource
management and activities done by Burberry are:
 Staffing: Recruiting new full time and part-time talented employees need by the
company, maintaining ethical hiring for the company, creating contract with employees
regards salary and benefits.
 Development: Hiring new efficient employees by Burberry and providing resources for
the development of the company to achieve its target goal and maintain the development
in the company by providing training to employees and training opportunities like
educational program, internal training to keep the employee updated in the field.

 Compensation: Humans resource management also look out on the salary and benefits
part of the employee based on their roles performed by individual with ensuring legal
compliances followed by Burberry.
 Safety and health: Employees safety and security in the organization are also looked out
by the HRM like appropriate safety measure compliance by government and also with the
unions for the employees followed by Burberry.
 Employee and labour relations: One of the core function of the employees are
employees right, connection with unions disagree with the contract between employees
and company.
Further the approach of best fit and best practise in HRM are where the best practise is a
set of best HRM practise that are best in any situation and by adopting them will give the
positive impact in the organization performance. The best practise includes security of
employees, few hiring, high compensation for the performance, training to employees. Whereas,
best fit means right person for the right job in the organization for smooth flow of work
according to the business strategies management and HRM practise and polices. Achieving Best
competitive strategies are innovative employee, quality employee, and cost leadership. Best fit
approach is way better than the best practise for the Burberry performance with HRM strategies.
The hard and soft model of HRM states that hard HRM focus is to identify and recruit
the employees to manage them. This includes in high turnover of employees, no transparency in
the work, lower wage, appraisal on the performance only. Whereas, in the soft HRM approach,
employee is essential resource for the company, it focuses on the staff need. Company is
focusing on the long term planning for the company, transparency work in the company,
handsome amount of salary to the employees (Bondarouk, Ruël, Roeleveld, 2019).
It is the core business process to comply with changing Burberry needs with employee
strategies. It is the most effective strategies for the organization as it analyses the current
workforce, preparing for the future workforce and identify the gap to complete the organizational
mission and target goal according to the strategic plan. It all about the right person for the right
jobs who have the right skills to complete the short and long term objective and make the correct
decision for the organization (Ahammad, 2017).
Sources of recruitment:

 Internal Recruitment: It is a recruitment from within the organization among the
employee who are already employed in the company. This includes Promotion, transfer,
retried employees of the organization etc. (Buny, 2020). It is cheaper than external
recruitment, employees already knows the company environment, opportunities for the
employees for the promotion but ignores the potential employees from outside.
 External Recruitment: it is the process of selecting the employees from outside the
organization. It is to find the best employees from the country outside organization. This
includes Campus recruitment, online jobs portals, employment exchange, direct walk in
interview, advertisement etc. It is costlier than internal recruitment but brings new ideas
for the organization.
Job analysis: It is primary tool for the HRM management. HRM analyse and gather the
information about the workforce that have to be fulfilled by the management and recruit right
man for the right job (Aritonang, and Widhaningrat, 2019).
Job description: It is the statement about the job content and describe the roles and
responsibilities for the specific job it tells the brief and nature of the job in the organization.
Job specification: It shows the eligibility and required qualities for the job in the organization to
perform the job.
Personal specification: personal specification are details about the job and skills, knowledge
and experience required to hold the post of the Burberry company in order to fulfil the roles and
responsibilities given in a job description.
Competency Framework: It is more flexible, precisely and comprehensive tactics which shows
the competencies for the particular job and qualities required. It includes communication skills,
decision-making, leadership and relationship with the others.
Methods of selection: It is different stages to select the particular employee:
 Group discussion: Group of employees debate on one particular topics. Strength of GD
round is confident employee reflect themselves in front whereas weakness of this round
is sometimes debate may go on the wrong path (Carbonell, and et.al., 2020).
 Interview: face to face interaction is done in the interview. The main strength is
management can deduct the person capability and confidence while weakness is person
sometimes portrait fake things in interview but is acceptable.

The issue affecting successful inductions and socialization of employee are the things
which is not provided by the company which was agreed during the agreements and have
unfavourable consequences which affect the behaviour of the employee towards the Burberry.
HRM practices and importance
As employees or human workforce is the asset of every organization and to ensure that the
human resource will give their maximum output, HRM always adopt different practices. As,
HRM perform various practices to motivate the employees or insisting the employees to give
their best so that, the organizational objective will be achieved. The HRM practice along with
importance are described below:
Training:
It is an essential HRM practice which is very important for the Burberry as well as
employees because by providing the adequate training the efficiency of employees will be
improved, and their work skills will also nourished which is very beneficial for employer and the
company because performing the work with efficiency and efficient workforce will be the aim of
every company (Noe and Kodwani, 2018). Efficient workforce benefits the Burberry in term of
increased productivity and leads to high sale and profits for the company.
Safety and security:
Safety and security is the main and most important concern for every employee which
means an employee always wants safety regarding his job or security regarding his family. Thus,
HRM always ensures that proper safety and security is provided to employees so that he can
fully utilize his efficiency and capabilities to contribute towards organizational objective
(Taamneh, Alsaad and Elrehail, 2018).
It is equally benefits for both the employer and employees because this practice enables the
employees to feel safe and secure and when employees will feel safe and secure in the workplace
then they will contribute to their maximum level while it is beneficial for employer also because
this practice will reduce employees turnover which means the employee's retention in the
company will increase, which is again very beneficial for the Burberry to achieve its objective
or goals.
Adequate Hiring:

Adopting this practice by HRM, the fair and adequate chance will be given to the desired
candidate which will not only increases his motivation level but it also increases the productivity
level. By doing the selective hiring as per the need and choosing the most appropriate and best
candidate, the Burberry as well as the employees will be benefited in terms of good success with
high profit (Veth, 2019).
Adopting this practice is very important for employer also because he will get the best workforce
which will results in the best output and this is very essential for every company that the
productivity and output of the company will increase and which will again leads to high sales
and high profit which is ultimately the main objective of the Burberry.
Apart from that it is also very important for Burberry because by adopting this practice the cost
of production is also lower down because if best and efficient employees will be hired then this
will increases the efficiency which results in high profits and sale for the company.
Employees benefits and compensation:
This is one of the best and successful HRM practice under which the monetary and non
monetary benefits are given apart from the compensation to the employees which leads to
motivation among the employees and which in return very important for Burberry. As timely and
good compensation is always important for every employee but under this practice the employer
will give additional rewards to the employees for their efficient and good moves towards the
company which will more motivate them to take more positive moves (Lazear, 2018).
Doing this is very beneficial for the employer as well as employees because as this practice
motivates the employees which is beneficial in terms of efficient and best work towards the
company, which finally leads to the achievement of company's objective in terms of employees
satisfaction, employees attraction or retention and high sales and high profits.
Favourable working condition:
The working environment is very essential for every employee to give his best efforts and
under this practice HRM always tries to provide favourable and flexible working environment to
the employees.
As no employee wants to work in such company where there is no flexibility in terms of working
hours, or freedom to share views or take initiative so considering this needs of employees, HRM
always tries to give flexibility to the employees so that employees will get motivated, and they
can put their maximum efforts.

This practice is very beneficial for the employer also because due to favourable and flexible
environment the employer and the company will get to chance to know and understand the needs
and actual requirement of the employees and accordingly they try to fulfil them so that not only
employees get motivated but the company will also be benefited in terms of the best work, the
best output which finally leads to the success of Burberry.
Importance of employee's relation
Employee's relation:
It includes all the efforts and actions which are taken by the company to maintain the good and
positive relation among the employees. This is very essential to maintain good employee's
relation for every company because employee's positive relation ensures the company's growth,
success, loyalty of employees towards company and employees long retention in the company.
Importance of employee's relation:
Easiness:
It becomes very easy for the employees to work in such company where there is good and
positive employee's relation. Good employee's relation increases the productivity of work
because good relation decreases the complexity of the work which make it very easy for the
employees to give best results. Because of the good employees relation it becomes very easy for
the management of Burberry to take decision regarding the distribution of work or any
managerial decision.
Decision making:
Decisions are not taken only at the managerial level, they are also taken at the employees
level regarding the way of performing the work, allotment of work and many more. Since, it
becomes very difficult for an individual alone to take decision in comparison of group. Thus,
employee's relation also leads to decision-making along with its proper application, due to the
existence of good and positive relation among the employees in the company (Muller, 2020).
Teamwork:
Good employee's relation always promote teamwork in the company which is very
beneficial for the Burberry to take or implement any kind of decision. Because of teamwork the
most difficult task can also be done with easiness and fewer efforts. Teamwork also promote the
Burberry's success in the market in terms of good sales or profits.

In order to take the above advantages of good employee's relation, Burberry always have to
ensure that employee's relation should always be maintained in the company. For doing this
Burberry adopt some strategies like:
Effective communication:
Lack of proper and effective communication creates problems and misunderstanding
among employees which results in adverse output. Thus, companies always have to adopt good
and effective communication practices so that the employee's relation will be improved and
company will be benefited in terms of good results and outputs from the employees.
Performance management:
It is one of the best strategy usually adopted by Burberry to improve employee's relation.
Under this the employees will be given daily or weekly team goal which is measurable so that
the company can easily motivate them or measure their performance which leads to the
achievement of company's goal on one hand while it leads to the creation of good employee's
relation or team-spirit among the employees on the other hand.
Employment legislation
The main purpose of the employment laws is to ensure healthy work environment in the
Burberry with zero grievances. The employment law protects the employees and the employer
from the negative impact of legal business environment and helps the company to work under
legal framework along with protecting the interest of employer and employees (Sahoo and
Sahoo, 2019).
Like the employment laws, Trade union of Burberry also plays an important role in protecting
the interest of its members in terms of safeguarding them from harm, ensures the adequate
payment, avoiding discrimination and many more issues.
Equality Act,2010:
This act ensures the equality among the employees in the Burberry and protect them from
the discrimination. It is ever seen that the employees are usually differentiated and treated
unequally on the base of race, sex and many other factor which leads to demotivation among the
employees towards the work. To protect their interest and ensure equality in term of fair

treatment, the HRM always have to consider equality act during making of his policies (Rudolf,
2020).
Health and safety act 1974:
As per the name suggest this act is mainly concerned about the health and safety
measures towards the employees taken by company. Burberry always ensures that proper safety
measures should be taken to protect the employees from any harm during the work. This act also
covers the health and related issues of the employees which means that while making the policies
HRM always have to consider the health and safety methods or measures which should be
adopted to protect the employees from any harm.
Data protection act 2018:
As, the data of every employee remains with the company in which he works. The data
protection act ensures that it is the responsibility and obligation of Burberry to ensure that the
data in the form of personal information of its employees should be kept safely and should be
used only for specific legal purpose with full transparency (Carey, 2018). Thus, HRM always
have to consider this act and make the policies so that, no one in the company can misuse the
data of its employees for any illegal purpose.
HRM in work related context
Job specification:
Job Specification
Job Position: Sales executive
Closing Date: 19/12/2020
Job Responsibilities: Conduct market research, understanding about promotional methods,
efficient service with zero complain, reviewing sales performance and many more
Job Requirement: Bachelor degree in sales and marketing with minimum two year experience
in related field.
Additional skills: conveyancing skills, communication skills, IT.
Person specification:

Must have Desirable
Skills Conveyancing skill
Communication skill
Promotional skill
Presentation
IT skills
digital marketing
Education Bachelor degree Diploma in sales
Master's Degree
Experience Minimum 2 year experience No limit
CV:
CV
Name: Michael Williams
Mail id: [e-mail]
Mobile Number: [phone]
Date of Birth: 03, December 1995
Objective:
Efficient to work in changing environment, task achiever with multitasking adaptability along
with digital and e-marketing specialization.
Qualification:
Master's in sales and marketing
Diploma in digital marketing
Experience:
1 year experience in digital marketing
2 year work experience as assistant sales executive
Skills
Communication skill
Perfection in digital marketing
Confidence
Patience
Creative and innovative skill

Declaration:
I hear by declare that the above information provided by me are true and according to my best
knowledge.
Michael Williams
Interview questions:
Tell me something about yourself
Why you want to choose this company?
Tell me something about the latest sales techniques?
What is your career plan?
How you will digitally promote our products?
Job offer
Job Offer
Dear Michael,
It is a great pleasure to inform you that our company Burberry has selected you for the post of
sales executive. Your date of joining will be 04/01/2021. We expect you to be present at your
board on 04/01/2021
James Brown
HR Assistant
Recruitment process:
The recruitment process followed under this company starts with advertising about the job
specification. After that, the determination of person specification is done followed by CV. Then,
interview is conducted and after selecting in the interview, offer letter is given to the employee.