Human Resource Management Report: Burberry Company Overview

This report provides a comprehensive analysis of Human Resource Management (HRM) practices within the context of the Burberry company. It begins with an introduction to HRM, outlining its purpose and functions, and then delves into the specifics of Burberry's approach. The report examines the core functions of HRM, including workforce planning, recruitment, selection, performance management, learning and development, and career planning. It explores the strengths and weaknesses of different recruitment and selection methods, evaluating their effectiveness in the context of Burberry. Furthermore, the report discusses the benefits of various HRM practices for both employers and employees, analyzing how these practices impact organizational profit and productivity. The importance of employee relations in influencing HRM decision-making is also considered, along with key elements of employment legislation and their impact on HRM. Finally, the report applies HRM practices in a work-related context, offering a holistic view of HRM strategies within Burberry.

Human Resource
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 – HRM purpose and functions applicable to work force planning and resourcing an
organization .................................................................................................................................3
P2 - Strengths and Weaknesses of different approaches to recruitment and selection...............4
P3 – Benefits of different HRM practices within an organization for employer and employee. 5
P4. Evaluation of the effectiveness of different HRM practices in terms of raising
organizational profit and productivity. .......................................................................................6
P5. Importance of employee relations in respect to influence HRM decision-making. .............7
P6. Key elements of employment legislation and the impact it has upon HRM decision-
making..........................................................................................................................................7
P7. Application of HRM practices in a work-related context......................................................8
.......................................................................................................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Human Resource management is the process of the management which indulges various
functions such as planning, recruiting, selecting, training and developing the employees for
effective and efficient achievement of the organizational goals (Uysal, 2019). Burberry is a
British luxury fashion house which designs accessories, apparels, footwear, cosmetics etc. but it
mainly focuses on the clothing sector. The following report will examine the purpose and
functions of HRM, strengths and weaknesses to recruitment and selection processes, benefits of
different HRM practices, importance of employee relations, employment legislation and HRM
practices in the work – related context with reference to the company.
MAIN BODY
P1. HRM purpose and functions applicable to work force planning and resourcing an
organization
HRM is managing people in the organization according to their skills and knowledge for
achievement of organizational goals and forming structured concept of how an organization can
run smoothly with targets and tasks performed for the growth (Ahammad, 2017).
Purpose of HRM of Burberry Company -
Purpose of HRM of the company looks after the key roles and responsibilities of HR
which signifies the aspects that HR looks after the functions and invests in the right people at
right time and looks after the working process of the recruitment of employees at their desired
jobs. HRM falls under the responsibility of one or more HR manager and the company's HR is
the main root of outsourcing the key responsibilities and to looks after the organization working.
Functions of Human Resource Management are as follows -
Human Resource Planning – Human resource planning of the company Burberry includes all
the functions HR performs which consist of recruiting and selecting the employees for the
organization according to their performance and measuring it through which employees of the
company are able to learn and develop the work allotted.
Recruitment and Selection – In this process, the company attract the employees and are
selected on the basis of recruitment process which undergoes by measuring the performance of
the employee who are the best suitable for a position.

Performance Management – Performance management of the company depends on the factors
in which the employees are able to evaluate their performance by involving in good leadership,
clear goal setting for the achievement of the goals the company desires.
Learning and Development – Burberry's learning and development depends on the aspects the
employee of the organization enables the skills which is the essential responsibility of HR.
Budget is distributed among the employees as the company sets the budget for learning and
development in an organization.
Career Planning – Career planning and providing guidance to the employees of the company is
what the HR is assigned to. HR of Burberry helps in aligning the personal ambitions to future
goals of the employee and directs them towards achieving the goals.
P2. Strengths and Weaknesses of different approaches to recruitment and selection
Recruitment is the process of finding and hiring candidates that are the best suitable for
the job or position. Recruitment is classified into two parts -
Internal Recruitment - Internal recruitment of Burberry consist of the factors which define that
what all are the requirements for the position or job in the candidate recruiting process (Akpan,
and Elijah, 2017). Internal recruitment consist of internal job posting which initiates the want for
the right candidate to apply for the job consisting of knowledge, skills and abilities database
which includes employees knowledge, skills and abilities (KSA's).
External Recruitment – This process includes that the company recruits external talent in
reference to marketing structure along with employment opportunities rendered by Burberry.
The company indulges in targeting passive and active candidates in reference to job postings and
vacancy announcements.
Selection process is based on the recruitment process which is defined as the criteria in
the process of recruitment in which right candidate is posted on the right job. There are various
strengths and weaknesses in the process of selection which are described as -
Strengths of the company in selection process consist of -
Unbiased and Standardized – In selecting the candidate, this process is unbiased and
standardized which means that employees of the company face the selection process without any
partiality in the results which are released in the selecting the candidate because right talents are
promoted for the position to be filled.

Employment opportunities – There is large number of employment opportunity for the
candidates who apply for a particular job or designation. This is the main strength of Burberry
that it hires more and more of employees and provides them opportunities to outcast their
performance with the help of abilities and knowledge they possess.
Weaknesses of the company in selection process consist of -
Degradation in performance – In selection process of the employee for Burberry, the test does
not make full prediction of the employee's on – job success. Therefore, the employee have to
ensure that they perform well in the selection criteria for employment in the company.
Non – Applicable for limited number of positions - The selection process for the company
lacks the criteria in posting large number of people at only few positions. Because the limited
number of positions does not fulfil what the candidates acquire for.
P3. Benefits of different HRM practices within an organization for employer and employee
There are different HRM practices which benefit the organization along with the
employer and employee as -
Recruitment and Training – Burberry company follows the recruitment ans selection process
which is based on selecting the right candidate and allot them on the job for which they are
suitable. This benefits the company in overall training the candidates for the designated work
(Likhitkar and Verma , 2017).
Performance Management Strategy - The company in this strategy benefits the employees in
their performance through managing the employees' performance by initiating, planning and
analysing the work strategy and provides them rewards.
Building Relationships – Practising building relationships benefits the employees and the
employers of the Burberry Company. As this maintains the cordial relations in the work
environment and the performance is improved in the status of work culture.
Conflict Management – The HRM department takes timely action if any of the conflict or
disconnect is created in the company and this is done by resolution in the conflict management
and this is good benefit for the employers and employees as this practice concerns them.
Improving Employee Turnover – This is one such benefit in the HRM practice of the company
which helps the employee and employer turnover if they are not satisfied with their work.

Practising this the HR Management concerns the improvement in the turnover of the employees
through different measures which the department is concerned of.
P4. Evaluation of the effectiveness of different HRM practices in terms of raising organizational
profit and productivity.
There are various HRM practices and measurement of their effectiveness is explained
below in terms of raising organizational profit and productivity:
Recruitment and Selection – Recruitment is a positive process and it is concerned with hiring
right people at right job and inviting applications for the vacant post. Selection is the negative
process as people who do not fit in the job profile are rejected (Abbasi. and et.al., 2020). This
practice helps in selecting the best person who can fulfil the job position and skills required
which helps in raising profits and productivity of Burberry.
Training and Development – Training and development is the process by which the
organization contributes in their human resource and which adds on to the skills of employees.
This practices helps in brushing up the knowledge and skills of the employees (Noe. and
Kodwani, 2018). As the employees have acquired more skills it will raise Burberry's productivity
and profit. As the employees will waste less resources the firm's productivity will be increased.
Providing fair Compensation and benefits – Providing fair compensation and benefits to the
employees helps in raising organizational profit and productivity as the employees will be
motivated to work and put extra efforts for the betterment of the organization. As compensation
and monetary benefits motivate employees therefore their effectiveness also increases.
Maintaining employee relations – Maintaining good relations with the employees build up their
morale and also increases their engagement with Burberry. As the employees get a feeling of
belongingness they will increase the effectiveness of Burberry in terms of raising its productivity
and profits.
Giving employees working hour flexibility – Giving employees a provision for flexible
working hours make them feel satisfied at the workplace and their morale is also enhanced
(Wheatley, 2017). The employees get a feeling of belongingness this results in increased
performance of the employees and ultimately leads to raised organizational profit and
productivity.

Motivating employees – Motivated employees are an asset to the organization as they contribute
in raising the profit and productivity of the organization. Employees in the organization are
motivated strive to performance and give their best to the organization.
P5. Importance of employee relations in respect to influence HRM decision-making.
There are some importance of employee relations which can influence HRM decision-making
such as :
Fewer chances of conflicts - Cordial relationship between employer and employees and also
among them helps in discouraging conflicts. If there are good relations between the employer
and employees then the employees try to resolve conflict on their own and try to create a heavy
and harmonious atmosphere at the workplace. HRM decision-making is influenced by this factor
as they take decision regarding conflict management.
Reduction in employee turnover – Good relation between employer and employee makes them
comfortable working at the workplace and the employees do not leave the organization
(MOZUMDER, 2017). This gives HRM of Burberry an advantage of cost reduction and on basis
of this they can decide on whether to hire more employees or existing are enough to do the work.
Cordial relations between employer and employee and also among employees make them feel
satisfied which ultimately reduces the employee turnover and reduces cost to HR for hiring.
Smooth flow of information and effective communication – Communication is the essence of
organization and this impacts the working of it. If there is good employee relations in Burberry
then the chain of command will be unambiguous and information will be transferred effectively
and smoothly. HRM of the company can take the decision regarding establishment of reporting
relationship.
Increased productivity – If in the organization there is good employee relations then employees
may feel to work at a greater rate and increase their performance (Muller,2020). This will
enhance the productivity of the organization and adds to the profit of it. The organization may
get the benefit of maintaining employee relations.
P6. Key elements of employment legislation and the impact it has upon HRM decision-making.
Health and safety act – The first employment legislation is health and safety act and it is
concerned with protecting and safeguarding the health of employees. This act is also concerned

with controlling and restricting the use of highly inflammable substances at the workplace. Also
proper training is given to handle complex machines. Their main focus is to provide their
employees a safe space for employment. The HR also make a written safety and health policy in
the organization. While making policies HRM should include this aspect as then make policies
for the company.
Data protection – Another legislation is data protection in which data of Burberry is protected
in terms of avoid exploitation of the company's personal data. It controls the way company uses
personal information and data. The HRM of Burberry takes the decision to include the data
protection principles in their rules and in case of non-compliance they should also levy some
penalty and punishment (Carey, 2018). The HRM should also ensure that the information of the
company should be used by the employees in a fair, transparent and lawful manner.
Minimum wage act – This is an important employment legislation as a minimum wage is
necessary for the employee if they are serving the organization. It is a minimum pay per hour for
which the employee are entitled to. Burberry takes this act into consideration and their HRM
takes the decision regarding the minimum and fair wages that the employee are entitled to. The
wages are sometimes decided and paid in accordance with the performance of the employees.
P7. Application of HRM practices in a work-related context
Job Specification
Job Specification
Job Position – Marketing Manager
Closing Date – 10-12-2020
Job Responsibilities – Conducting research, analysing data and market, undertaking
promotional activities, compiling and distributing financial information, developing marketing
campaign and many more.
Job Requirements – Bachelor's or master's degree in business administration or marketing or
any diploma in related field minimum 2 years of experience in sales and marketing,
understanding variety of marketing channels.
Additional Skills required – Strategic leadership abilities, negotiating skills, presentation skills,
IT skills, digital marketing, and content management skills.

CV
CV
Name – Lily Brown
Email ID – [e-mail]
Mobile No. - [phone]
Date of birth – 28 November, 1990
Career objective
To secure a challenging position in the organization where I can deploy my skills, knowledge
and experience for the growth of the organization and also of myself.
Qualification
BBA in marketing
MBA in marketing
Diploma in brand management.
Experience
1 year experience as product manager.
1 year experience as brand manager.
Skills
Teamwork skills
Communication skills
Planning and organization skills
Patience
Interpersonal skills
Creativity an writing skills
Declaration
I hereby declare that all the information provided above are correct at the best of my
knowledge.
Lily Brown.
Interview Questions
Introduce yourself?

Tell me how you got started in your career?
Skill set that you have grown over time?
What appeals to you about this position?
What do you know about our company?
What are your long-term career goals?
Job offer
Job Offer
Dear Lily,
Burberry is pleased to inform you that you have cleared all your interviews and you have been
selected for the role of marketing manager. Your date of joining will be from 21-12-2020.
Looking forward to seeing you at the office on 21-12-2020.
Miss Olivia Taylor
HR Manager
CONCLUSION
It can be concluded that HRM of Burberry has the purpose and scope in terms of
resourcing an organization with talent and skills which are suitable to fulfil organization
objective. Also the effectiveness of HRM key elements like recruitment an selection, training
and development, providing employee s flexible working hours etc were also evaluated and also
benefits of these practices to both the employer and employees were also taken into
consideration. There are various importance of employee relations that influence HRM decision-
making such as increased productivity, less employee turnover, less chance of conflicts. There
are some laws which the organization has to adopt such as health and safety law, data protection,
minimum wages act. There are various application of HRM practices in a work related context
like job specification, curriculum vitae, interview questions and job offer.

REFERENCES
Books and journals
Abbasi, S.G. And et.al., 2020. Examining the relationship between recruitment & selection
practices and business growth: An exploratory study. Journal of Public Affairs.
p.e2438.
Ahammad, T., 2017. Personnel Management to Human Resource Management (HRM): How
HRM Functions.Journal of Modern Accounting and Auditing.13(9).pp.412-420.
AKPAN, E.E. and ELIJAH, T.N.,2017. An Analysis of Encyclopedic Recruitment and Selection
Criteria for Organisational Efficiency.
Carey, P., 2018. Data protection: a practical guide to UK and EU law. Oxford University Press,
Inc..
Likhitkar, P. and Verma, P., 2017. Impact of green HRM practices on organization sustainability
and employee retention.International Journal for Innovative Research in
Multidisciplinary Field.3(5).pp.152-157.
MOZUMDER, S.A., 2017. Importance of Employee Discipline In Industrial Relations-A
Theoretical Approach.
Muller, D., 2020. HR is stepping up on employee relations. HR Future, 2020(Aug 2020). pp.20-
21.
Noe, R.A. and Kodwani, A.D., 2018. Employee training and development, 7e. McGraw-Hill
Education.
Uysal, G., 2019. 3rd definition of SHRM: HR systems approach.Uysal, G.(2019). 3rd Definition
of SHRM: HR Systems Approach. Management Studies.7(5).pp.496-501.
Wheatley, D., 2017. Employee satisfaction and use of flexible working arrangements. Work,
employment and society. 31(4). pp.567-585.
Online
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