Yodel's HRM Strategy: Driving Sustainable Performance and Objectives

This report provides an analysis of Human Resource Management (HRM) practices at Yodel and their contribution to sustainable performance and the achievement of business objectives. It defines HRM and sustainable performance, explores key HRM areas such as job design, recruitment, training, compensation, health and safety, and performance management, detailing how each area contributes to Yodel's sustainability. The report also examines internal factors like strengths and weaknesses, and external PESTLE factors affecting HRM decisions and organizational development. It compares HRM areas for sustainable performance, discusses changes in HRM in modern business, and highlights critical HRM practices in recruitment and retention. Furthermore, the report identifies key factors affecting human resource decisions and provides recommendations for improvement, including effective HRM policies and a roadmap with milestones to enhance talent management strategy. The analysis draws upon various sources, including academic literature and organizational policies, to provide a comprehensive overview of HRM's strategic role at Yodel.

Working at Yodel and
Underlining HRM &
Link to Business
Objectives

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
A. Definitions of HRM and Sustainable Performance...........................................................1
B. Main Areas of HRM and their contribution Towards the Sustainable Performance.........2
C. Changes in organisation impacting HR skills, knowledge and sustainability...................5
D. Internal Factors affecting HRM decisions for Organisational Development....................5
E. External factors of PESTLE affecting the HRM decision making to support organisational
development for a sustainable future......................................................................................6
F. Comparison of the areas of HRM for creating sustainable performance of the organisation
................................................................................................................................................8
G. How HRM is changing in the Modern Business Organisation.........................................8
H. External and internal factors affecting HRM Decision making and Support to
Organisational Development..................................................................................................9
I. Critical HRM Practices in recruitment and retention activities of Workforce for achieving
business objectives and sustainability in performance.........................................................10
J. Key factors affecting the Human resource decision along with recommendations for
improvement.........................................................................................................................11
K. Effective HRM policies affecting the recruitment and retention to achieve business
objectives with ROADMAP with milestones.......................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Human resource management refers to the activities of an organisation to manage the people
working within the organisation by influencing their behaviour to advise organisational goals
effectively and efficiently. Human resource management is a very important function within an
organisation and it helps to create an effective work force to achieve the goals of the organisation
on time and without wastage of resources (Chadwick and Flinchbaugh, 2021). Human resource
management is the function of the human resource department which consists of management
professionals who deal with the employees within the organisation and the workforce as well as
their activities. The human resource managers influence the behaviour of individuals working
within the organisation to align their objectives towards the common goal. The report will
explain the impacts of the activities of human resource management or HRM in creating the
sustainable performance of an organisation to the city college success. It will also help in
assessing the contribution of HRM on the recruitment and retention of the suitable candidates
with required talent and skills to achieve the objectives of the business. It will also discuss the
internal and external factors that affect the HRM decision making for improving the
organisational performance of the company. It also provides a visual road map that includes an
action plan that is needed to be performed to develop the strength of the organisation towards
talent management strategy. This report will include research from various books and journals,
policies and procedures from the organisation's website for preparation of this report.
FINDINGS
A. Definitions of HRM and Sustainable Performance
HRM
HRM refers to the effective and efficient strategic approach for managing people within
an organization so that the business objectives and goals can be achieved successfully. HRM is
designed to maximize the performance of employees within the organization by influencing their
behavior and actions at the workplace. According to Edwin B. Filippo, HRM refers to planning,
organizing, directing, controlling, coordinating, procuring, developing, evaluating, integrating,
maintaining and compensating the human resource for achieving the goals of organization,
benefits to society and the employees (Chaudhary, 2019). According to the father of HRM,
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George Elton Mayo HRM refers to the practice of recruiting, hiring, deploying and managing the
activities of an employee within an organization.
Sustainable Performance
Sustainable performance of an organization refers to the ability of the organization to fulfill
the expectations and requirements of the customers and other stakeholders as maintaining an
effective positive image in the society and lowering down its negative impact on the environment
with the help of appropriate improvements and innovations within the organization.
Sustainability is defined in terms of lowering the negative impacts on the environment of the
activities of an organization by innovating their ideas and methods of working (Chelladurai and
Kerwin, 2018). Sustainable performance means the effort of an organization to coordinate the
work of employees with diverse backgrounds and cultures so that the employed turnover can be
reduced and clashes can be eliminated. Sustainable performance of an organization also defines
the strong financial performance, optimum utilization of the resources and improving social
welfare activities.
B. Main Areas of HRM and their contribution Towards the Sustainable Performance
Areas of HRM How they contribute to sustainable Performance at Yodel
Job designing and
Recruitment
These activities help to recruit talented staffs that have good work ethics,
adaptability, socially responsible, Knowledge in thinking, problem
solver, brings diversity together in the Yodel.
Job design and job analysis function of HRM involves the process of
describing the responsibilities, duties and tasks of the employees for a
given job position. It is the responsibility of HRM to imperatively
identify the traits of an ideal candidate that is most suitable for the vacant
position and can help to enhance overall sustainability within the
organisation.
Employee hiring and selection or recruitment is among the priorities of
Human resource management which aims towards returning qualified
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and efficient employees to achieve the goals/objectives effectively and
efficiently (Cregan, andet. al., 2021). The HRM designs a comprehensive
screening process so that the best suitable candidate is filtered from the
pooling activity for selecting the best candidate for the enhancement of
sustainability.
Human Resource
Development
Employee training in development is another function of HR within
Yodel, which ensures the requirements of skills and knowledge among
the employees for effective and efficient working can be fulfilled. HR
ensures the training and development activities within the organisation to
prepare employees for higher level tasks and responsibilities in the
rapidly changing world so that customer responsibility can be fulfilled
and sustainable development occur.
Rewarding and
Compensation
Compensation and benefits or remuneration is another activity that is
performed by HR by formulating clear policies and guidelines about
employee compensation so that their motivation to work can be
enhanced. It is the function of the HRD department to provide timely
wages to the employees with equality and transparency among the
employees so that they feel motivated to work effectively for ethical
practices. The Yodel focuses on providing attractive employment
opportunities and sustaining employees for improving organisation’s
sustainable growth.
Health and Safety Health and safety regulations are laid out by the authorities but the
human resource managers are mainly responsible for providing the
essential insight about the health and safety precautions to the employees
within the organisation. The safety department within the organisation is
responsible for maintaining safe and secure working conditions within
the organisation with the integration of HRD in those activities. Yodel
provide better working condition to employees, health commitment, first
aid, ambulance services to demonstrate and communicate their
commitment towards health and safety of the employees.
Employee and Maintaining employee relations is another function of the HR that is
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labour relations performed within an organisation because the relation between the work
force and the management is very important for performing the process
of organisation without any hindrance. Labour relations are essential to
maintain harmony between the employees at the workplace and they
employees work together in order to improve their sustainable
performance in overall functioning.
Maintaining good industrial relations is also the effective task of the
HRM because it helps to maintain the better relationships among the
stakeholders of the organisation and support the overall sustainable
growth with their mutual liaison and support.
Performance
management
Employee performance management is another activity of HR which
helps to improve the employees’ performance by performing various
performance appraisals and performance enhancement activities within
the organisation (Freitas, and et. al., 2020).
Employee feedback and support are the activities of HRM for assisting
employees when they run into personal problems which may interfere
with their performance at work. The human resource professionals during
the covid pandemic have helped its employees by providing personal care
and support so that the efficiency among the work of employees can be
improved.
Career development
and Succession
Succession planning is among the very important functions of HRM
because it has to plan, monitor and manage the growth of the employees
within the organisation. The high performing employees are mainly
selected for their growth and development so that they can be rewarded
for their efforts at the workplace. The employees who leave the
organisation can be a hindrance to the activities of the organisation so the
HR needs to pre plan to fulfil the requirements of vacant grounds within
the organisation.
Employee engagement and employee communication activity for career
growth that is formed by the HRM can bring wonders to the employee
performance and bring laurels to the organisation (Galli, 2018). Human
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resource managers perform activities to enhance and encourage the
employee engagement within Yodel so that the employees work
effectively and efficiently at the workplace.
C. Changes in organisation impacting HR skills, knowledge and sustainability
Skills
In an organisation the impacting HR skills plays a very important role because it helps to
enhance performance and influence the behaviour of the employees. The HR managers are
required to possess very dynamic skills so they can influence the actions and behaviours of the
employees so that best output in their works can be brought up for achieving organisational
goals. The HR within the Yodel is expected to have such personality to manage all situations
with the people within the organisation and handle daily tasks effectively and efficiently.
It is very important for the HR to be very confidential and they maintain the knowledge
of various processes within the organisation to handle diversity of workforce at the workplace
(Gope, Elia and Passiante, 2018). The HR needs to have these unique impacting HR skills and
knowledges to maintain the sustainability operations within the organisation.
D. Internal Factors affecting HRM decisions for Organisational Development
Strengths Weaknesses
Organisational strengths are the features of the
business which allows it to work more
effectively and efficiently than its competitors.
The company has a specialist technology and
high efficient staff that makes its strength and
is among the most important aspects to the
customers and clients.
 Latest knowledge and skills
 High level of technological
The weaknesses of an organisation are the
areas where the company needs improvement.
 Product or service issues regarding the
supply chain
 Cultural diversity and different
backgrounds
 Lack of continuous Learning
 Low production capacity of employees
 Lack of flexibility in operations
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advancement
 Effective and efficient marketing
strategies
 High level of growth in the
international market
 Effective use of globalisation
 Reach in the international market
 Laws regarding proper work culture,
criminal records and controversies
 Brexit immigration drawbacks (Kim
and Hyun, 2021)
 Dynamic external environment such as
COVID restrictions regarding the
immigration activities
Opportunities Threats
 Opportunities for expansion into the
new market areas
 Chances to improve the Flexibility in
operations and work-life balance
 Improving Production Activities
 Remote work operations
 Globalisation
 Increasing level of Competition
(Kötter, and et. Al., 2020)
 The chances of health and safety risks
to employees due to COVID
E. External factors of PESTLE affecting the HRM decision making to support organisational
development for a sustainable future
External Factors Impacts on HRM decisions and Organisational development
supported by these factors
Political Factors It includes the policies of the government regarding the taxation,
immigration, unemployment and other factors (Mariappanadar, 2020). It
includes the political constituents of a territory such as their leaders,
terrorist activities, political interference in the business activities, tariff
and quotas, etc., which affects the functions of the organisation.
Economic Factors It includes the factors such as the trade laws, inflation/deflation,
immigration activities, foreign exchange, etc. that affects the business
activities. The use of electric vehicles can be very helpful in sustainable
activities of the organisation but there are certain challenges in using EV
for business activities. These may include the wastage of time for
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recharging the vehicles, finding recharging stations, etc.
Social Factors Social factors are those factors that help in improving Employee retention
by creating better social image, more employment opportunities,
sustainable growth, diversity at the workplace etc. (Rahmeta and Zewdie,
2018). The HR fulfils social factors by giving back to the society what
the institution takes from them such as cultural enhancement, better
environment, providing education, social interests and opinions of the
society etc.
Technological
Factors
It refers to those factors or aspects that affect the company on
technological level which is changing constantly with the changing time.
The company uses technology for various purposes like during the
pandemic, online booking, work from home, cloud computing and cloud
data etc. The company utilises various cloud technologies, internet data,
spectrum boosts, tracking constituents with the packages so that they stay
updated with the latest technology. The HR within the company utilises
system of networks that updates constantly to provide best experience to
the customers and smooth flow of the operational activities of the
business.
Legal Factors Legal factors constitutes of the laws, guidelines, rules and regulations
that are required for carrying out the activities of the organisation. It
includes the laws on the usage of technology like data privacy, theft
protection, product safety, etc. Moreover, it includes the rules and
legalities regarding other operational activities such as the labour laws,
contractual rights, health and safety, right to equality, just and fair
remuneration, etc. The HR focuses on providing timely training and
knowledge to the drivers for their safety and health laws so they handle
the things carefully without risking themselves or others. The Company
provides the necessary education of the legal papers of acceptance for
delivered goods and products, documentation for their deliveries etc.
Environmental
Factors
It refers to the factors that could be helpful to create minimum negative
impact on the environment with the activities of the business. This may
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include the habits and practices of organisation to create their
environmental friendly policies for sustainable growth of environment
(Ren, Jiang and Tang, 2022). They may produce eco-friendly
products/services, create less carbon emissions, using socially responsible
practices and electric vehicles for sustainability etc. The Yodel is trying
to utilise electric cars for parcel delivery and cartoon box packaging for
creating sustainable habits.
F. Comparison of the areas of HRM for creating sustainable performance of the organisation
Areas of HRM Similarities in use Differences in use
Electric Cars The number or amounts of
resources parcelled are always of
limited or same quantity as
compared to the traditional
vehicles.
The expenses on the fuels that were
required in the traditional vehicles
are not need because of E-charging
vehicles (Stahl, and et. al., 2020).
Cartoon Boxes The products are less likely to get
any damages in plastic packaging
as compared to cartoon boxes.
The use of cartoon boxes is much
more environment friendly as
compared to the plastic boxes.
G. How HRM is changing in the Modern Business Organisation
Business environment is a highly dynamic environment and the human resource
management activities are also responsible for the changes in the modern business organisations
throughout the world. It is because of the rapidly changing workforce diversity, globalisation,
socio-cultural changes, changing technological environment, changes in the work culture,
economic changes, organisational restructuring etc.
 Workforce diversity is affected by the HRM activities which consist of different people
with diverse race, religion, culture, demographics, values, ethics etc. These are affected
by the HRM activities within the Yodel organisation.
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 Economic and technology changes have occurred due to the alternation of HRM
activities and patterns of employment and occupation within the organisation
(Stankevičiūtė and Savanevičienė, 2019).
 Globalisation activities due to the New Economic Policy, 1921 has affected the activities
of HR within the organisations such as Yodel and it has affected the movement of
organisation towards the international world.
 Organisational restructure has occurred due to the elimination of layers of management
and creation of flattered organisations by HRM.
 Changing nature of work and activities of HRM, due to the rapid changing technology,
globalisation and industrial growth the overall business has to relocate their operations
towards the places where the employees require fewer wage for their work.
H. External and internal factors affecting HRM Decision making and Support to Organisational
Development
The human resource needs to perform many activities in order to coexist with the internal
and external environment of the organisation. It has to take care of the various external and
internal factors that affect their decision making for the development and growth of the
organisation. The various activities of HR for maintaining good relationships with the external
and internal environment of the Yodel are elaborated.
Mainly the business activities including the supply chain and delivery along with the
production the human resource activities are very familiar. All the organisational activities are
performed by mutual understanding and coordination among the departments within the
organisational level towards the employees and workers. It is an important function of HR to
maintain good relationships with the workers and organisation so that maximum benefits can be
obtained in the organisation performance of Yodel.
It is important for Yodel to focus on maintaining a good relationship with the internal
environment by providing adequate wage and service to the employees and reducing their
hazardous conditions by improving work safety so that the employees performance can be
improved and optimization of work can be developed. The relationship of HR with their
employees can determine the better and effective internal working conditions of the organisation
and can improve the output of the activities to achieve organisational goals.
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The other activities regarding maintaining good and healthy external relationships the
organisation (Stone, Cox and Gavin, 2020), HR should maintain good relationship with the
external stakeholders of the organisation such as the society, economy and environment so that
sustainable operations can be enhanced within the organisation. Moreover the relationship of
organisation with trade unions, society and government can determine the external relationship
with its stakeholders and can create smooth functioning of the organisation.
I. Critical HRM Practices in recruitment and retention activities of Workforce for achieving
business objectives and sustainability in performance
Business objectives Strengths Weaknesses Evaluation
Recruiting the staff
members with right
skills to expand
organisation
Helps to bring the best
knowledge skills to
the organisation for
filling the skill gaps.
Requires a lengthy
procedure and
investment to do so.
The sustainability can
be achieved by
recruiting the
employees who have
skills and knowledge
to implement better
sustainability practices
in the business.
Retaining Talent and
skills to achieve
Profits
It reduces the cost and
time wastage for
employing new people
and hiring new
candidates.
For doing so the
employees require
financial and monetary
benefits sometimes.
The containment of the
employees can reduce
the financial expenses
and efforts for training,
developing and
recruiting new
employees.
To incorporate
remote working for
virtual meetings
Can improve the level
of knowledge and
skills to work from
home creating better
work-life relation of
the employees.
Reduces the efficiency
of the business
operations due to the
lack of physical
presence.
The work from home
can provide the
organisation to survive
in the conditions like
that of COVID
pandemic and carry
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