Human Resource Management Report: Labour Market, Trends, and Career

This report provides a comprehensive overview of Human Resource Management, focusing on current trends within the labour market, economic shifts, and educational developments. It examines the career development needs and choices within the digital marketing sector, specifically in the context of Woolworths, a major Australian company. The report analyzes key trends such as shifting demographics, the rise of individual choices, technological advancements, and the increasing importance of data. It also details recent changes in Australian employment legislation, including minimum wage updates and single-touch payroll. Furthermore, the report addresses common issues arising between employees and employers, such as low motivation, bullying, and performance concerns. The conclusion synthesizes these insights, highlighting the dynamic nature of HRM and the importance of adapting to evolving trends and challenges within the workplace.

Human Resource Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
CURRENT TRENDS......................................................................................................................1
Emerging trends within labour market & changes in economy..................................................1
Educational trends.......................................................................................................................2
Recent changes in employment legislation in Australia..............................................................3
CAREER DEVELOPMENT NEEDS AND CHOICES IN DIGITAL MARKETING..................3
Career development needs in Digital marketing.........................................................................4
COMMON ISSUES BETWEEN EMPLOYEES AND EMPLOYER............................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Trends are changed quickly overtime in each and every area, it is essential to identify and
analyse these trends in order to understand the changes and stay updated. This report is based on
career development and professional practices. The study will include analysis of current labour
market, economic and training, employment and other trends. In addition to this, the career
development needs and choices for individuals and groups will also be identified in a given
context. The report will be based on career in digital marketing within Woolworths, one of the
top largest companies in Australia.
CURRENT TRENDS
The labour market became stronger as compared to earlier conditions. The level of
employment enhanced by 225000 to 11939600 this year (Bloch & Bhattacharya, 2016). It is
greater than the annual average growth rate over the past 10 years. The biggest change which can
be noticed is the participation of females. Females were responsible for approximately 60% of
employment growth. The pace of trend in employment growth also softened decreasing from
31000 jobs per month to just 8300 jobs in 2016. Also, the level of unemployment in Australia
also declined by 23100 between the year 2015 and 2016. The rate of unemployment declined
from 6.1% to 5.8%. Analysing the overall development or change in labour market it can be
determined that conditions for young people improved in the recent years (King, 2015). The rate
of youth unemployment declined in Australia. The major reason for this was the rise in part jobs,
which has turned to be a big trend in the labour market. However, the level of full time
employment decreases due to the rise in participation of youth in full time education.
Emerging trends within labour market & changes in economy
There are four major trends in the labour market and employment as discussed below –
Shifting demographics, dynamic workforce - Trends such as decreasing birth rates and aging
indicate the situation of abundant labour are coming to closing stages in most of the countries.
More than 60% of the individuals nowadays reside in nations with shrinking workforces (Marks
& Fleming, 2016). Working age population in China rose in the year 2010, by 2050 more than a
quarter of its population will be over 65 more than 8% from now. In Germany the workforce will
minimize by 6 million workers over the coming 15 years. Due to labour shortages policy makers
and employers are being pressured to think effectively and in a unique way about talent sourcing.
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Rise of individual choices - In the present era, huge number of job postings are just a click
away. It is very easy to look for jobs, most of the youth look ahead to pursue numerous careers &
amend directions a sometimes over their working lives (Klemencic & Fried, 2015). The new
mindsets of people with respect to employment are completely changed. They are no longer
interested in getting job for life. Their goal is to get employed, to get experience, and develop
skills & expertise which is essential to grow. This helps in giving individuals greater flexibility
and choices to ride career waves or slow down at various stages of their longer working lives.
Even though as employers are adapting this trend there is another issue raised in the labour
market. Companies felt it’s their loss in developing or training employee's skills is they work for
their competitors after leaving their jobs for the sake of higher salaries. However, to retain
employees and avoid talent shortage employers seek to make higher investments in development
programmes for employees.
Technological revolution - Due to rapid change in technology, organisations nowadays face
shorter business cycles & higher international competition. Some of the industries are secure
from distraction. Automation accompanied with improved artificial intelligence is highly
influencing jobs. For example - More than 47% jobs in US were rated as highly expected to get
computerised within the coming 10 to 20 years (Hindman, 2018). It is very essential for both
employees and employers to be updated in terms of technology.
Customer complexity and the dawn of data – Human resource management has shifted from
art to science as companies start utilising and implementing supply chains and big data to recruit
& retain employees. The main goal is to increase productivity and efficiency. This is changing
the view of organisations towards talent (Richta, 2018). They are seeking to recruit the best
human resources to fulfil and satisfy customer demands.
Educational trends
The rapid development of global economy led to the growth of human & physical capital.
This growth and development is supported through the provision of highly skilled human
resources driving towards increasing social economic status of a nation. The students or
millennial are offered technical and vocational education (TVE) which is one of the branch in
education nowadays (Mukminin et.al., 2019). It is developed for providing opportunities to
students who have greater abilities in science & technology education in order meet manpower
requirements of an industry.
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Recent changes in employment legislation in Australia
There are both minor and major changes done every year in Australia's employment
legislation. Some changes influence only few industries and businesses whereas other changes
have an impact on every workplace in entire country (Ferguson, 2008). In the past decades,
employer have seen regulations such as Work choice in 2005, the Fair work act in 2009 &
Modern Awards in the year 2010. In the year 2014 new anti-bullying provisions provided
increased powers for the Fair work commission for dealing with bullying at workplace. There
are recent changes in employment laws such as Minimum wages rates, the Fair work
commission reviews and update the national minimum wage every year (Markey & McIvor,
2018). These changes impact upon both Award free minimum wages and Award covered
employees. Other provision such as the national privacy act 1988 was also updated in 2018
which states that while assessing authorised personal data or information the company is needed
to notify all individuals involved along with informing Office of Australian Information
commissioner (OAIC). Single touch payroll is another law imposed in the year 2018. Under this
scheme, if a company employs 20 or more employees it is essential to report to the Australian
Taxation Office every time the company pays the employees (Rawling & Schofield-Georgeson,
2019).
CAREER DEVELOPMENT NEEDS AND CHOICES IN DIGITAL
MARKETING
Digital marketing is the utilisation of digital mediums and tactics for connecting with actual
and potential customers at the place where they spend maximum time on internet. With the
increase in pace of technological up gradation businesses are getting more and more dynamic
(Hanlon, 2019). Every organisation seeks for a professional digital marketer for involving in the
marketing aspects of the business. The following are the choices or areas in which a digital
marketing professional would get involved in him or her career within digital marketing –
1. Marketing Automation
2. Blogging
3. Brand management
4. Web designing and web development
5. Social media marketing
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6. Content management
7. Marketing strategy
8. Email marketing
9. Mobile marketing etc.
Analysing the responses of the subordinates and colleagues, it is identified that most of the
employees in Woolworths needs to pursue their career in digital marketing by becoming a brand
manager or professional blogger (Chaffey & Ellis-Chadwick, 2019). This is due to the emerging
trend and high demand of blog post which is greatly influencing customers in the market.
Career development needs in Digital marketing
Due to high competition in the digital marketing profession an individual requires some
essential skills for developing their career in digital marketing. The universities also develop and
implement Integrated Curriculum to develop skills related to digital marketing. These skills are
discussed as below-
Advertising and analytics - in the present world brands and businesses have individual data at
their fingertips which is invaluable wealth for the companies (Rosenkrans & Myers, 2018). They
rely upon the digital marketer to collect and analyse this data for effective decision making and
develop successful campaigns. Therefore, its necessary to gain a fundamental grasp of Google
analytics and the method of using platforms for making data driven decisions.
Search engine optimisation (SEO) - SEO is known to be one of the most important element
in the skills of any digital marketer (Iddris, 2018). It is related to the practices of helping brands
to expand its online reach and upgrading its ranking in results of search engine.
Content writing - Another essential skill required to develop career in digital marketing is
effective content writing skills. In order to write blogs and posts for online promotion of a brand
a digital marketer should have strong writing skills for attracting customers and communicating
information regarding products and services offered by the company.
COMMON ISSUES BETWEEN EMPLOYEES AND EMPLOYER
Every workplace or organisation faces issues due to various conflicts between employees
and employers. These problems are discussed below –
 Low motivation and job satisfaction - Most of the employees get stressed due to lack of
job satisfaction and motivation. It might be low pay scale, unsatisfactory incentive
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schemes, workload etc (Breaugh, Ritz & Alfes, 2018). These problems create negative
impact on employee's performance and can lead to workplace conflicts.
 Bullying and harassment - Another common workplace problem includes bullying and
harassment. The working culture plays a major role in organisation's performance. Rude
and bad behaviour by seniors de-motivate employees and due to this it’s not possible for
the organisation to retain the talent.
 Performance issues - Low performance is also a major element that gives rise to
workplace conflicts (Stamolampros et.al., 2019). However, it arises from both sides,
employees and employers. If an employee is unfit for a job role it’s the duty of employer
to train him or her by providing effective training and conduct develop programs to
enhance their performance
Solution for legitimate digital marketing
Competency standards for meeting requirements in career development that will be focused
on learning of digital marketing content will be plagiarised free. As it drive reliability and
visibility of information which a frim and individual promoting. The content developed for
digital marketing will be secured by copyright of relative organisation and the information
will be supported by evidence. Competency for licensing competency standards for digital
marketing will be licensing the services & products which will be promoted its need to be
must licences.
CONCLUSION
The above report concluded that there are many changes and trends in labour market,
educational and training needs, economy etc which is influencing employees and employers in
every workplace. There are major trends analysed in the report which are influencing
organisations such as Shifting demographics, dynamic workforce, Rise of individual choices
Technological revolution etc. Furthermore, the study determines recent laws imposed related to
employment. In addition to this various workplace problems are discussed in this report such as
performance issues, Bullying and harassment, Lack of motivation & job satisfaction.
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REFERENCES
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undermines democracy. Princeton University Press.
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Richta, R. (2018). Civilization at the Crossroads: Social and Human Implications of the
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Stamolampros, P., Korfiatis, N., Chalvatzis, K., & Buhalis, D. (2019). Harnessing the “wisdom
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