Strategic Approach to Talent Management: Crown Plaza Case Study

This report delves into the critical concept of talent management, exploring its various facets and significance within the hospitality industry. It begins by defining talent management and its importance in attracting and retaining employees, emphasizing the benefits such as a positive work environment, competitive advantage, and higher productivity. The report outlines the aims, objectives, and research questions, followed by a comprehensive literature review on talent management strategies, including training and development, and performance appraisal. A project management plan, including cost, time, and quality considerations, is presented, alongside a work breakdown structure and a Gantt chart. The research methodology, employing both qualitative and quantitative methods, is detailed, including data sources, sampling techniques, data collection tools, and data analysis methods. The report then presents and interprets the research findings through questionnaire analysis. Finally, the report offers a conclusion, recommendations, and reflections on the value of the project, providing a thorough analysis of talent management strategies and their impact within the context of the Crown Plaza case study.

Strategic Approach to
Talent Management

Contents
Research Title..................................................................................................................................3
INTRODUCTION...........................................................................................................................3
P1 Clear aim and objectives...................................................................................................3
Literature review..............................................................................................................................4
P2 Production of project management plan............................................................................5
P3 Produce a work breakdown structure and a Gantt Chart to provide timeframes and stages
for completion........................................................................................................................6
WORK BREAKDOWN STRUCTURE (WBS)....................................................................6
GANTT CHART....................................................................................................................7
P4. Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives methodology.................................................8
RESEARCH METHODOLOGY.....................................................................................................8
P5. Analyse research and data using appropriate tools and techniques...........................................9
DATA ANALYSIS AND INTERPRETATION....................................................................9
RESEARCH OUTCOMES..................................................................................................17
P7 Reflect on the value of undertaking the project to meet stated objectives and own learning and
performance...................................................................................................................................18
Reflection.............................................................................................................................18
Alternative research methodology........................................................................................18
CONCLUSION..............................................................................................................................19
RECOMMENDATION.................................................................................................................20
REFERENCES................................................................................................................................1

Research Title
Talent strategies adopted by the best companies to attract and retain employees. A case study on
Crown Plaza.
INTRODUCTION
Talent management is the concept which includes application of different approaches for the
development of skills and knowledge of candidates. This is important for an organisation to
apply in relation to getting success in business. The main purpose of this report is to study about
talent management so able to gain insight over the working of large organisations in relation to
same concept.
The different points further covering in points includes aim and objectives, literature
review, data analysis and conclusion & recommendation.
P1 Clear aim and objectives
Talent management is the effective approach that includes performance of various
functions by the management for development of the skills and personality of employees. The
main purpose behind the application of talent management approaches is to retain the employees
for longer period of time and attract the new talented candidates (Tyagi and Parimoo 2017).
There are many other benefits which are associated with the approach of talent management
which gained by an organisation includes positive working environment, competitive edge, good
working team, higher productivity, less employee turnover, higher profitability, optimum
utilisation of resources and reduction of errors. This aspect not only beneficial from the point of
employees and workforce but aid in overall development of an organisation. The different
approaches covered under this concept includes training and development, performance appraisal
etc. It is the duty over management of an organisation that focus over these concepts and adopt
the best strategy which is beneficial from the point of an organisation that finally able to provide
the output. One of the best approaches of talent management within an organisation is training
and development. This help in providence of new skills and knowledge to employees from where
they able to perform different work comfortably. This also creates the trust among all employees
that the support organisational functioning because they getting similar level of benefit from
their side. This aid in improving the employer employee relation along with creation of good
teams. Good teams always present as the asset for an organisation from where easy to gain

sustainability in market. Another approach which works best in the exercise of talent
management is performance appraisal. This includes the appraisal of performance on the basis of
set standards. This not only help to remove the deviations but aid in improving the knowledge of
employees. Also, generates the capability to optimally utilise the existing resources so they able
to provide maximum level of output. Currently, the organisation selected to study is Crown
plaza. It is a hospitality organisation which having its business activities at global level. This
organisation provides diversified level of services to their consumers from accommodation to
corporate conferences (Hamzah and Shamsudin 2017). This is one of the best renowned hotels at
global level which provided royal services. Talent management is the approach that supports the
organisation to build the image at global level. This approach helped in development of the vast
team of diversified employees who able to perform in different in conditions effectively. This
depicts that aspect of talent management is effective for all organisation but in case of
multinationals this work as asset. This help in development of team that works continuously for
an organisation loyal manner.
Research Aim
To analyse the contribution of talent management strategy in attraction and retain of employees.
A case study on Crown Plaza.
Research Objectives
 To understand about the concept of talent management
 To determine the contribution of talent management in attracting and retaining employees
 To understand the relationship between talent management and employee retention
Research Questions
 What is talent management?
 What is the contribution of talent management in attracting and retaining employees?
 What is the relationship between talent management and employee retention?
Literature review
This is the point that covers general description about the topic covering in report.
Talent management is important aspect which covers about the application of various approaches
like training and development and performance appraisal for the development of employee’s

skill (Adamsen 2016). This has the main related to development of team and retention of
employees for longer period of time.
Training and development are the strategy that always work in favour of the aspect of talent
management. This helps the employees to gain new skills and apply at workplace to get positive
results.
Performance appraisal is the approach that not always work in favour. The appraisal
sometimes demotivates the employees that resultant into lack of passion towards work.
The main research gap is to identify the approaches which always work in favour of an
organisation those that help to improve the position. All the exercises not having the same level
of impact so important to ascertain the impact first.
P2 Production of project management plan
This includes the development of plan that has functioning of various aspects regarding
performance of functionality. All the different elements of plan are explained below in detailed
manner;
Cost: This is about the overall cost. The cost of research in respect to research over talent
management strategies will be around 200 pounds. In respect to application of these strategies is
quite expensive (Fatah 2019). The estimated cost in respect to same will be around 3000 pound
per quarter.
Time: This is about the time that needed by the researcher for completion of the research
over topic. In this respect, almost 3 months needed to get effective nature of information. While,
the process of application is continuation which goes forever.
Quality: This is about the use of qualitative approaches by the researcher to get information.
The primary method will be used with the aid of questionnaire. Also, secondary method will be
used to get the information.
Communication: The approached that will be used to effectively maintain the
communication is e-mail and phones.
Risk: The different risks associated with the work of research includes lack of respondent’s
interest, lack of cost and lack of time.
Resources: The different resources which are needed to effectively complete research
includes manpower, capital, communication tools etc.

P3 Produce a work breakdown structure and a Gantt Chart to provide timeframes and stages for
completion.
WORK BREAKDOWN STRUCTURE (WBS)

GANTT CHART

P4. Carry out small-scale research by applying qualitative and quantitative research methods appropriate for meeting
project aims and objectives methodology
RESEARCH METHODOLOGY
Types of study: In this part of methodology there are two parts or two sections mainly
Qualitative section and Quantitative section. This report is based on Quantitative study as this
study gives more accurate answers as it gives data in a numerical way which can be more precise
(Tran and Dou 2019). The reason for not choosing Qualitative study is because of the fact they
are providing the data in a qualitative form, which will be very hard to analyse and they also take
a lot of time.
Data sources: Data sources are of two types which are secondary source of data and
primary source of data. In primary source of data, the information collected is original or first-
hand data whereas the secondary source of data is the analysing, combining and evaluating the
primary or the original data (Ngamsirijit 2019). For this report both the type of data sources is
used when and where required.
Sampling: The two most effective techniques of sampling are probability and non-
probability. Probability sampling is the most important one in regarding to this report as these
types of sampling will help them to target a larger audience (Todeschini et al 2016). From Crown
Plaza 50 employees are chosen at random. Non-probability sampling requires a lot of time and
efforts as compared to probability sampling.
Data collection tools: The collection of data is done through certain tools which are
observation, interview, questionnaire and focus study etc. These are the main tools for the
collection of data but the tools which is used the most for gathering information is questionnaire
(Grant 2020). This tool provides the valid and the most reliable source of gathering information.
As this tool uses minimum time and cost.
Data analysis: the different types of analytical technique are content analysis, trend
analysis and coding. These techniques are considered main method for data analysis. In this

report content analysis is used as these will help in analysing information with ease (Pearnpitak
2018). For using this tool various themes are required to be made by the researcher.
Ethics: These are some universal moral principles which the investigator needs to apply
in their report irrespective of the time and place in which they apply (Alhaidari 2016). These
principals are must to be applied in every research some of the most important ones in them are
giving the right to withdraw, risk of harm, protecting confidentiality and anonymity etc. Only
with the help of these the research activity can be ethical and systematic.
Reliability and validity: This type of research done with the help of questionnaire as this type of
method will useful and it also provides very relevant data and this type of method also consumes
less time and efforts (Collings et al 2018).
Cost, access and ethical issues: For conducting the research the researcher have to focus
on wider areas so that they can achieve the accurate and appropriate research outcomes. For
conducting the research in a systematic way, the investigator has invested sufficient amount of
capital, as these types of report require the collection of data from both primary and secondary
sources (Malmgren McGee and Hedström 2016). For conducting the research, the investigator
should start the analysis from the beginning the investigator should have access regarding few
resources in advance. These resources which are collected in advance will help in completion of
data in a systematic manner despite this the investigator also uses various ethical practices.
P5. Analyse research and data using appropriate tools and techniques
DATA ANALYSIS AND INTERPRETATION
Questionnaire
Q1) Have you heard about the term talent management in a hospitality industry?
a) Yes
b) No
Q2) What are the different techniques for talent management in hospitality industry?
a) Job description preparation
b) Assessing performance levels
c) Providing effective compensation

d) Recruitment process
Q3) Importance of talent management in boosting the business productivity and achieving
success in business?
a) Hire and retain top employees
b) Enhance performance of business
c) Higher level of satisfaction of clients
Q4) How talent management is beneficial for employees?
a) Motivate Employees
b) Boost up in their morale
c) Higher level of job satisfaction
Q5) Does productivity level of your organisation enhance by the help of talent management?
a) Agree
b) Disagree
Q6) How does Crown Plaza identify talent at workplace, in your opinion?
a) By competencies
b) By end results
c) By potential
Q7) While managing talent at work place what are the major challenges or issues faced by
Crown Plaza?
a) Excessive employee turnover
b) Lack of motivation in leadership
c) Higher demand of salaries
Q8) Give any suggestions to the Crown Plaza which will help them in retaining the talent in
hospitality industry.
Theme 1: Idea about the talent management within a hospitality industry
Q1) Have you heard about the term talent management in a hospitality
industry?
Frequency
a) Yes 40

b) No 10
40
10
CharDo you have idea about the talent
management within a hospitality industry?
a) Yes b) No
Interpretation: There is a good understanding among most of the employees regarding the role of
talent management within their organization and how it can help them in developing. They are
well aware of the fact that hospitality industry has talent management as a vital component. The
rest of 10 people are not aware of the idea.
Theme 2: Strategic approaches to talent management in context of hospitality organisation
Q2. What are the different techniques for talent management in hospitality
industry?
Frequency
a) Job description preparation 15
b) Assessing performance levels 10
c) Providing effective compensation 12
d) Recruitment process 13

What are the strategic approaches to talent
management in context of hospitality
organisation?
a) Developing job description b) Performance assessments
c) Effective compensation d) Selection process
Interpretation: The strategy for employing and retaining employees differs from organization to
organization and is chosen by considering various aspects of the working and management
within the working. There was an opinion of developing the job description for attracting people
and retaining them by 15 people in the survey. The participants that believed performance
assessments is effective approach that would be essential in measurement of employee's
performance were 10. Effective compensation was considered the best retaining and employing
strategy by 12 participants out of all. As it supports them to retain knowledgeable workers for
longer time. Remaining 13 participants have view as selection process is main strategic approach
that help an enterprise to select best talent.
Theme 3: Significance of talent management in enhancement of business success and
productivity
Q3) Importance of talent management in boosting the business productivity
and achieving success in business?
Frequency
a) Hire and retain top employees 20
b) Enhance performance of business 16
c) Higher level of satisfaction of clients 14

Q3) What are the significance of talent
management in enhancement of
business success and productivity?
a) Attract and retain top talent b) Improve business performance
c) Higher client satisfaction
Interpretation: Talent management with the specifications is an integral part of the hospitality
organizations to facilitate their productivity and success. Employees of crown plaza gave
distinctive opinion about the results of effective talent management. 20 said that they consider
talent management as an ideal way to attract and retain customers. 16 of the participants have
idea as it improves business performance by increasing motivation and job satisfaction among
workforce. 14 of the participants gave an opinion that effective talent management gives higher
client satisfaction.
Theme 4: Benefits of talent management for employees
Q4) How talent management is beneficial for employees? Frequency
a) Motivate Employees 16
b) Boost up in their morale 20
c) Higher level of job satisfaction 14

Q4) What are the benefits of talent
management for employees?
a) Employee Motivation b) Boost up confidence c) Achieve job satisfaction
Interpretation: The benefits of effective talent management to employees are many, this is also a
fact felt in the performance by employees itself. 14 respondents have knowledge as management
of talent within a workplace is essential for the workers as it support them by increasing job
satisfaction. 16 of the participants supported talent management as a motivation towards the
working. 20 of the participants have the idea of talent management as a booster of confidence
among workers.
Theme 5: Effectiveness of talent management
Q5) Does productivity level of your organisation enhance by the help of
talent management?
Frequency
a) Agree 41
b) Disagree 9

Does Talent management helps your
organisation in improvement of its productivity
level?
a) Agree b) Disagree
Interpretation: There is also an established link between organization’s performance and talent
management. Out of all the participants 41 believe that talent management has a great impact of
overall productivity level of the organization. Whereas, 9 of the participants disagreed to the
statement.
Theme 6: Identification of talent within a workplace
Q6) How does Crown Plaza identify talent at workplace, in your opinion? Frequency
a) By competencies 18
b) By end results 15
c) By potential 17

As per your view, how does Crown Plaza identify
talent at workplace?
a) By competencies b) By results c) By potential
Interpretation: The ways through which Crown Plaza identifies talents were distinguished as, by
competencies; by results and by potential. 18 of the employees supported the argument of talent
identification through competencies. 15 of the people have ideas of results being the key focus
for talent identification. The remaining 17 people presented their idea of potentiality being the
key area of analysis for the organization to identify talent.
Theme 7: Major challenges or issues faced by Crown Plaza while managing talent at workplace
Q7) While managing talent at work place what are the major challenges or
issues faced by Crown Plaza?
Frequency
a) Excessive employee turnover 20
b) Lack of motivation in leadership 16
c) Higher demand of salaries 14

What are the major challenges or issues faced by
Crown Plaza while managing talent at
workplace?
a) Increased employee turnover b) Lack of leadership
c) Higher total compensation demand
Interpretation: The number of issues faced by the Crown Plaza in managing talent were classified
into three major categories and the survey had those as options. Out of 50, 20 employees
identified cost as the basic issue while managing talent as it increases employee turnover which
is effective in productivity of the organization. 14 respondents have knowledge as higher total
compensation demand is biggest issue in management of talent at workplace. 16 of the people
believe that the major issue has to be the lack of leadership by the organization in managing the
talent.
RESEARCH OUTCOMES
Stakeholders: in order to complete this research effectively and efficiently, the number of
stakeholders are very important (Bagheri et al 2020). Examples of stakeholders are government,
investments, customers, etc. Although they all are considered to hold major importance, in order
to do study on talent management employees plays the main part. Out of the total number of
workers, 50 employees will be randomly selected in order to collect data and analyse the results.
Communicating research outcomes: An accumulation of different methodologies can be
used to communicate research outcomes with the concerned stakeholders (Akunda et al 2018).
They can be communicated verbally, or using reports, presentations and other visual tools. In
order to represent the data in front of internal stakeholders like managers and employees, the
technique of spoken word will be utilized as they come in internal stakeholders, a clear
communication of research outcomes can be done using presentations.

Convincing arguments: The result revolves around Crowne Plaza which is an all-
hospitality organization and focuses on identification of strategic approaches that can be used for
enhancement of talent management. it also focuses on the significance of talent management in
an organization in order to improve their overall productivity an achievement of organizational
objectives. Hospitality organization can used retention of top talent at workplace in order to
improve their overall productivity capabilities and success.
P7 Reflect on the value of undertaking the project to meet stated objectives
and own learning and performance.
Reflection
I feel grateful that I received this opportunity to conduct a research study over a topic this
broad, “To determine the strategic approach for application of talent management in enhancing
the productivity and success of a hospitality organization.” The research study revolves around
Crowne Plaza. With the help of this research, I enhanced my understanding about the efficiency
of talent management practices within the confines of a hospitality organization. The problems
that I faced during the study was inflexible time frames, along with respondents who had
unethical behaviour and didn’t cooperated with the study. In order to mitigate the risks of
unreliable results due to these obstacles I used Gantt Charts And the ethical code of conduct as a
tool. in addition to this in order to collect further information about this scenario I used
questionnaire which is more helpful in collection of reliable and valid data on which solid
conclusions can be drawn.
Alternative research methodology
An alternative research methodology with respect to this research can be interview, it is an
efficient part of data collection techniques which can be used by a researcher in order to collect
data in future. the methodology revolves around collection of primary data in order to draw
qualitative conclusions about this subject. This methodology is more appropriate for complex
situations. and therefore, it is only used as last resort because it consumes a lot of time and
investment.

CONCLUSION
On the basis of Abovementioned findings, the conclusion can be drawn that the
methodology of talent management is very important when it comes to hospitality industry. An
accumulation of different approaches is used by several hospitality organizations in order to
acquire and retain the top talent for longer durations of time. Some of the examples of these
approaches are enhanced compensation policies, and assessment on basis of performance, etc. In
addition to that talent management methodologies establishes an outline for enhanced business
performance, along with higher client satisfaction. a series of complex challenges were faced by
the hospitality organisation while managing talent within the confines of their workplace. Some
of the major examples of these challenges are enhanced total compensation demand,
substantially high employee turnover and lack of proper leadership. The report concludes that
they are the main obstacles that the hospitality organisation had to face while acquisition and
retention of top talent.

RECOMMENDATION
On the basis of above-mentioned information, the recommendations that can be made
towards the talent management within the confines of a workplace is developing the
understanding that talent management is highly beneficial when it comes to achievement of
overall organisational objectives and enhancing the productivity capability of a hospitality
organisation. The recommendations that can be made to Crowne Plaza are encouragement of
flexibility, giving frequent and constructive phrases along with criticism, providing different
opportunities for continuation of education as well as professional development. These
recommendations are considered the best methodologies when it comes to attraction and
retention of top talent for a longer duration of time when it comes to hospitality organization. in
addition to that it also supports a hospitality organisation when it comes to the overall
improvement of their productivity capabilities and achievement of overall organisational goals
for Crowne Plaza.

REFERENCES
Adamsen, B., 2016. Demystifying talent management: A critical approach to the realities of
talent. Springer.
Akunda, D., Chen, Z. and Gikiri, S.N., 2018. Role of HRM in talent retention with evidence.
Journal of Management and Strategy. 9(2). pp.8-19.
Alhaidari, L.A., 2016. Exploring differentiated talent management from organisational and
employee Dang, N., Nguyen, Q. and Ha, V., 2020. The relationship between talent
management and talented employees’ performance: empirical investigation in the
Vietnamese banking sector. Management Science Letters. 10(10). pp.2183-2192.
Bagheri, M., Baum, T., Ebrahimi, A. and Abbasi, A., 2020. Talent Management in the Tourism
and Hospitality Industry: Evidence from Iran. Anatolia. 31(1). pp.88-98.
Collings, D.G., McDonnell, A. and McMackin, J., 2017. Talent management. In A Research
agenda for human resource management. Edward Elgar Publishing.
Fatah, S.J., 2019. Applying Talent Management Practices by Management Involvement. Cihan
University-Erbil Journal of Humanities and Social Sciences. 3(1). pp.1-6.
Grant, K., 2020. TALENT MANAGEMENT AND LEADERSHIP. Organizational Leadership.
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Hamzah, M.I.M. and Shamsudin, S., 2017. Talent Management and Teacher Leadership Talent
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Ngamsirijit, W., 2019. Talent Management through Integration of Talent Value Chain and
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1

Appendices
Questionnaire:
Q1) Have you heard about the term talent management in a hospitality industry?
a) Yes
b) No
Q2) What are the different techniques for talent management in hospitality industry?
a) Job description preparation
b) Assessing performance levels
c) Providing effective compensation
d) Recruitment process
Q3) Importance of talent management in boosting the business productivity and achieving
success in business?
a) Hire and retain top employees
b) Enhance performance of business
c) Higher level of satisfaction of clients
Q4) How talent management is beneficial for employees?
a) Motivate Employees
b) Boost up in their morale
c) Higher level of job satisfaction
Q5) Does productivity level of your organisation enhance by the help of talent management?
a) Agree
b) Disagree
Q6) How does Crown Plaza identify talent at workplace, in your opinion?
a) By competencies
b) By end results
c) By potential
Q7) While managing talent at work place what are the major challenges or issues faced by
Crown Plaza?
a) Excessive employee turnover
b) Lack of motivation in leadership
c) Higher demand of salaries
2

Q8) Give any suggestions to the Crown Plaza which will help them in retaining the talent in
hospitality industry.
3