Analyzing Talent Management Impact on Burberry's Employee Performance

This dissertation explores the impact of talent management on employee performance within Burberry, a multinational company in the UK retail sector. The study aims to understand the concept and methods of talent management, analyze its association with employee performance, and recommend effective strategies for Burberry. It covers aspects like attracting, hiring, and retaining talent, workforce planning, learning and development, employee engagement, and succession planning. The research utilizes a literature review to establish the theoretical background, discussing various methods of talent management such as providing training, developing structured hiring processes, and properly onboarding employees. It emphasizes the importance of talent management in enhancing employee motivation, productivity, and overall organizational success. The dissertation concludes by offering recommendations for Burberry to improve its talent management practices to foster better employee performance and achieve sustainable growth.

Dissertation BMP6001

ABSTRACT
Talent management is a practice that involve managing the human resource requirement
of company. This is a process that involve managing the company's need in respect to the human
resources along with the requirement of employee of company as well. Talent management
support the company to support the future growth and development opportunities in favour of the
organisation.

Acknowledgement
In order to complete the research I would like to thank my tutors to provide this
opportunity. I am glad of getting this research project as I could get to know all different aspect
related to the talent management practice in organisation. This research project could wisely
support in improving my personal knowledge and understanding in respect to the practice of
talent management at organisation. This entire project has been a learning opportunity for me.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background..................................................................................................................................1
Research questions.......................................................................................................................1
Rationale......................................................................................................................................2
Significance.................................................................................................................................2
LITERATURE REVIEW................................................................................................................3
Concept of talent management....................................................................................................3
Methods of talent management....................................................................................................5
Association between talent management and employee performance........................................7
Chapter 3: Research Methodology..................................................................................................9
Chapter 4: Data Analysis...............................................................................................................14
Chapter 5: CONCLUSION AND RECOMMENDATION...........................................................25
Conclusion.................................................................................................................................25
Recommendation.......................................................................................................................26
REFERENCE................................................................................................................................27
Appendix........................................................................................................................................28

TOPIC: to identify the impact of talent management on employee performance in UK retail
sector. A study on Burberry.
INTRODUCTION
Background
Retail sector is one of the most growing sector and it also contributes in the economic
development of the United Kingdom. Government also support retail sector because they
provide employment to many people in the country (Claus, 2019). Retail sector includes
company like grocery stores, clothing, footwear, fashions related items etc. in retail sector
managing talent is the most important thing because it requires lot of employees for their daily
business activities. If company will take care of the requirements of their employees then
employee will also perform effectively so that company can attain their goals. Burberry is the
multinational company which has been established in UK.
Company is famous for their clothing, footwear, accessories etc. they are the winner of the
fashion industry as they never disappoint their customers. Company manufacture good quality of
products and never every sacrifice when it comes to the products quality. As they believe that if
customers wanted to retain then it is important to provide them good quality of products. This
report will discuss about the detail description of this topic with the help of literature review
(Taylor, 2018). This will shed light on the methodology which will be used in completing this
research. This report will also discuss analysis and discussion along with that recommendations
will also be given.
aim
the aim of this report is to identify the impact of talent management on employee performance.
A study on Burberry.
Objectives
 to develop understanding of the concept of talent management.
 To identify methods of talent management.
 To analyze association between talent management and employee performance.
 To recommend effectual strategies of talent management to Burberry.
Research questions
 what is the concept of talent management?
 What are the methods of talent management?
1

 What is the association between talent management and employee performance?
Rationale
Talent management is the most important thing in every organization. As every company
is concern about their employees. So in order to retain employees for longer period in the
company has became issue for the company. Earlier also managing or retaining the talent was
very difficult but as the companies are increasing and also competitive companies are providing
attractive salaries to the employees so that they can attract high performer employees in the
company for long run. Talent management brings effective employee performance. It is very
important to perform employee nicely because they contribute in the growth of the company. If
they will not perform effectively then it will became difficult for the company to attain
objectives (van Zyl, Mathafena and Ras, 2017).
Employees are the important asset to every company so no company want to leave their talented
workforce. Talent management practice is undertaken by the human resource of the company.
As HR hires candidates so managing them properly is also their duty only. If company wanted to
retain their employees for longer time period then they should have provided some extra benefits
so that they can be motivated and also retain in the company for longer time period. When
employee will get extra then they will feel happy and due to this their level of productivity
increases. For better employee performance company has to invest on their employees. If
company will value their employees then employees will value company.
Significance
The current research will help complete retail industry to know about the importance of
talent management and how it is helping in increasing the performance of the employees. talent
management is nothing but to retain talent workforce in the company. As company invest in
every employee in terms of their training and development etc so that is why they never wanted
to loose them. This research will also be helpful for the scholar who will conduct research on the
same topic (Garg, Dar and Mishra, 2018). As by reviewing this research they will get broad idea
of talent management and what is the connection with employee performance. This research will
going to be detailed one so that is why scholar will get detailed knowledge of the topic.
2

LITERATURE REVIEW
Literature review means presenting the already published work on the particular topic in
own words. Literature review is done by referring to previous scholarly paper or already present
theory, books, articles etc.
Concept of talent management
According to the views of Wiradendi Wolor, (2020) Talent management means attracting,
hiring and retaining workforces in the company. It further involves workforce planning, learning
and development, recruiting, employee engagement, succession, on boarding, retention etc. with
the help of TM HR can attract top performer employees in the organisation. Every employee
wanted to join such company which take care of their employees and fulfils their needs.
Employees are the part of the organisation so that is why company should ensure that they make
their employees happy and satisfied. Along with attracting talent workforces retaining them in
the company is another important thing. It is quite challenging also because there are lot of
companies which attract talented employees. So by providing additional benefits to the
employees, company can retain them for longer time period. With the help of TM, employee
engagement can also be increased.
If employee will increase more and more with the organisation then it will became easy for the
company to attain their goals. Set goals can be achieved only if employee work with the good
level of dedication. Nowadays getting dedicated employees are not easy but will the help of TM
practices, company can increase the level of dedication within their employees. Rostam (2019)
said that HR can also do workforce planning by using Talent management. Planning for
employees helps them to shape them better. Preparing for employees for facing future challenges
are very important. With the help of TM practices HR can also manage performance of their
workers. Managing performance is important because then only manager will come to know that
employee is performance as per the expectations or not. If they lack in performing good then
they will be provided training so that they develop skills so that they perform effectively and
efficiently. On boarding employees properly is also comes under TM. At the time of on boarding
employee should have feel happy and good. HR should have explain about their job role and
also what is expected from them by the company should have properly explained to them. TM is
the ongoing process and will never end.
3

It will not end because company require talented employees regularly so that is why TM process
is the continuous process. Motivation also can be gain with the help of Talent management.
Productivity of the employees can only be increased when they are motivated. So it can be said
that productivity is directly dependent on motivation. The main objective of the TM is to
motivate and inspire employees so that they can retained for the longer time in the organisation.
Reis, Sousa and Dionísio, (2021) stated that Talent management helps in getting right employee
for the right position. Employees should be effective enough so that they can help company in
attaining their goals and objectives. This process includes identifying the empty position in the
organisation and also how to fill the talent gaps. Selecting and on boarding suitable candidates
are very important. HR make sure that they provide training to their employees so that they
develop skills and understanding to carry their tasks effectively. Goals of the employees should
be connected with organisational goals. Planning is the initial stage of TM. As it find out the gap
of human resources in the organisation and also develop the workforce planning.
Attracting employees is the second step, HR attract their employees by giving attractive
advertisement. Attractive advertisement helps in getting talented workforce within the
organisation. If company want to hire talent employees so for that they need to attract them.
Selecting right candidate is also important. If HR will select wrong candidate for the position
then it will waste money which is invested in providing training to them and will also waste time
of the employees. Developing employees skills and knowledge is the fourth step. Developing or
building their knowledge so that goals or objectives of the firm can be attained. Jooss, Burbach
and Ruël, (2019) described that Talent management is not new but very effective practice, as it
helps in retaining high performer employees in the organisation.
If company want to attain sustainability then they need higher performer workforce. It is
necessary to retain talent so that company can use the talent for attaining growth and success. As
it is not easy to get growth and for that talented workforces are must to have. Organisation try to
retain their top employees by providing them extra benefits which can be in terms of rewards
and recognition. Employees can be retained by providing both monetary and non monetary
things. There are some employees will get motivated when monetary rewards are provided to
them but there are those employees also which do not need monetary benefits but require
recognition by their managers. They need credit for the work which is done by them.
4

Methods of talent management
Iscandarov (2018) evaluated that there are various methods of TM. Providing training to the
employees is also one of the method. Training is essential to be provided to the new employees
and nowadays training is also provided to the existing employees so that they can learn new
skills and also develop advanced knowledge which is require to attain objectives. It is always
require to learn new skill. As having more skills will make employee effective and efficient.
Despite of any field , training is must. If employer will provide training then employee will
come to know that how they have to carry their work. Lack of training brings confusion and also
waste time of employee and employer. Nowadays training can be also provided online through
online tools.
There are various video training software which can be used by the companies. Although
training is time consuming and expensive but it will help company in attaining long term goals.
Another method is developing well structured hiring process. Hiring right candidate for the right
position is very important. HR can hire right employee only if they will follow right hiring
process. Candidate should be given various tests which involves aptitude test, written test,
computer test and face to face test etc before HR actually hires them. If HR will hire wrong
candidate then it will be great loss to the company. On boarding employees properly is also
important. At the time of interview only HR should have explain the culture of the organization
to the employees. So that employee can decide tat they can work in such culture or not.
Damarasri and Ahman (2020) analyzed that another method of TM is measuring the
performance of employees. Manager can set key performance indicator so that success of the
employee performance can be measured. KPI is the measurement tool so with the help of this
tool manager can track their performance and also compare with the past performance. So by
using this tool manager can find out that employee is performing as per the expectations or not.
KPI will also helps manager to the know the strengths and weaknesses of the employees. In
order to check the knowledge and skills, HR can also organize quiz in the company. Through
this way they can check the efficiency and knowledge of an individual. If manager will not track
the performance on time than there are possibility that employee might be following wrong
direction.
King and Vaiman, (2019) said that giving feedback and reviews is the another method through
which talent management can be done. When managers will provide feedback to their employee
5

then they get chance for improvement. Feed backs can be negative or it can be positive also.
Negative feedback will enhance the learning practice and improvement in the work forces and
positive feed backs can motivate employees which will increases their productivity level. It is
also important that manager provides reviews of the work which is done by their subordinate. As
performance review can be used in developing the career, getting promotions, compensations
etc. performance review can be provided to the employees quarterly, annually and yearly. As
criticism is also good if it is healthy one.
Healthy criticism can also helpful in increasing the level of productivity of the employees. By
providing feedback managers can find out that employee require additional training or not. HR
should have align individual goal with the organizational goals. HR should have develop
teamwork spirit so that goals of the company can be achieved easily by putting teamwork
efforts. It is also necessary that smooth conversation should be there between manager and
employees. As objectives can be fulfilled only when transparency and trust is there.
According to Zhang (2021) career development plan is also one of the method of talent
management. Employee will work more happily and satisfied when they came to know that their
employer is interested in their career development. As employees always have tension related to
their career. If employee will not get enough career opportunities in the company then there are
chances that they can quit the job. There are many cases when employee has left job because
they are not finding growth opportunities in the company despite of that their managers were
paying them good. Manager should give chance to their employees so that they can use skills
and knowledge and can complete task effectively.
If employee will work effectively then their getting chances of promotion also gets increased.
Career growth strategies implementation is also good because it helps company in retaining
talent workforce long longer time and also bring better performance. Motivation is also the part
of talent management. It is possible that employee will get demotivated so it is the duty of the
manager to timely motivate their workforce. Motivation is the inner feeling but due to this
employee retain in the organization. Manager should have build such workplace environment
which can motivate their employees. Motivation brings well being of the employee. Manager
should give time to their employees so that they can take breaks. It is proved that when
employee takes break then there productivity increases. Employee should get proper relaxation
because if their mind will get relaxed then they can thing bigger.
6

Association between talent management and employee performance
Maurya and Agarwal (2018) discussed that there is direct relation of Talent management with
employee performance. Employee will definitely perform well when company will start giving
them value. If manager will give value to their employees then they will get motivated and that
will increase their productivity. Under TM, training and development also comes when
employer will provide training to their employees then obviously they will tend to perform
better. If employee will perform better then it will also help company in growing and achieving
success. Employee performance means the work which is delivered by employee by providing
their skills and mindset. Employee will perform bad if company will not give importance to their
employees.
Managers should have also listen to the views and opinions of their employees if they wanted to
retain them for longer time period. Employees are everything to the company so that is why
retaining them is very important. In order to improve the performance of employees HR give
mentoring to their employees. At the initial stage of their career life cycle, employee require
proper mentoring. Mentoring will help company in retaining employees. If employee will
understand that what they need to do then they will retain in the company. It has been also seen
that employees leaves the company because they do not understand their job profile.
Sanjeev and Singh (2017) argued that costs is the biggest disadvantage of TM. As Talent
management require time and resources in starting TM program. TM causes extra burden on the
small business because they do not have enough funds with them. Those companies which have
less HR professionals do not carry TM process because while implementing TM process it
requires time and efforts. As proper planning is to be made in making strategies related to TM.
TM also uses software and purchasing software can be expensive. It also creates workplace
conflicts.
In Talent management HR focus on retaining their workers for longer time period and if worker
will not have mindset to retain in the company for longer time period then Talent management
practice will go waste. It is difficult for companies to come up with effective recruiting
strategies. Reward strategy which comes under TM can also demotivate those employees which
are not getting rewards. TM can also bring management and HR conflicts. There is possibility
that line manager and HR do not agree on same Talent management strategy then that can
increases conflicts between managers and HR.
7

Ahammad and et.al., (2018) said that nowadays TM is became essential as every company
wanted to retain their employees for longer tenure. There are many companies which cannot
work without TM strategies. Employee will not work in those companies which will not give
them growth and additional benefits. Organization cannot retain their employees forcefully so
that is why they has to develop strategies so that they can retain their employees or employees
will get retained in the company. In order to retain employees in the company managers should
have provide them proper feed backs. This is also TM strategy. If employee will come to know
that they are doing something wrong then they will improve and that will also increase their
efficiency. Employee performance will also get improved when employee will get better coach
in the company. Coaching is the best method to teach employees what they should do. It also
increase the effectiveness of the workforce.
Whysall, Owtram and Brittain (2019) told that challenges of TM is not limited to the application
or the technology but getting support from every department is not easy and is the challenging
task. The success of Talent management is completely dependent on the level of
communication. It is important that employees should have told from starting only that what
company is expecting from them so that they can work hard and their performance will get
improved. There are certain level when company cannot deal with the shortages of talent or
skilled employees and at that time having Talent management strategies can help company in
attaining their objectives. TM planning is done by top management because it is one of the most
important thing as it is related to employees. In the absence of Talent management practices it
has became difficult for companies to retain their talented employees. As talented employees
will easily get attracted by the competitors of the company. If your employee will be hired by
your competitor then there is also possibility that your company secrets will get leaked. So this
also the reason that companies doesn't want that their employees will leave their company in
short time period. If more employee will leave the company then it will also going to hurt the
reputation of the organization. Then no talented employee will join such company which have
high level of employee turnover.
8