Lorna Jane is the manufacturer of women’s active wears and the founder’s name is Lorna Jane Clarkson. It manufactures different garments in a wide range including tops shorts, jackets, pants and many more (Loudon, 2015; Nash, 2016). However, the company faced a criticism over the appointment of receptionists. The recruitment came with conditions that demand a perfect physique of a woman with the given sizes. The women who are looking forward for a receptionist jobs in Lorna Jane must have a Bust of 87 – 90 centimeter, Waist size must vary from 70 – 73 centimeters. The size of the hip should be from 97 – 100 centimeters and the height should be either 165 centimeter or taller than 165 centimeter (Dailymail.co.uk. 2017; Stephens, 2017). Due to this advertisement, the company faced huge criticisms as it is discriminating between the sizes of the women. To top it, the job demands faced social restrictions and the woman who does not fit the given sizes reacted furiously (Berkman, Kawadi & Glymour, 2014). Along with the troubles, Human resource also faced huge problems while recruiting the employees fitting the needs of the company. Thus, it is important to discuss the problems arising out of the situation and the ways should be devised to tackle the problems smoothly.
The company faced a recruitment problem by posting conditions on recruiting the employees for the receptionist post and different administrative works. They demanded a perfect physique to fit in the job roles. The demands along with the roles, was met with a huge cry by the dreamers who wanted to opt for the job on the basis of their skills. The job in Lorna Jane was considered to be quite lucrative in Brisbane, although such demands was a blow to the social unity in the society. The judgment through the advertisement was done on the basis of the skills of a the physique of the woman and this receives outrages from the woman community and the society as a whole. The main purpose of the job was to keep a directly good communication with the customers by helping them out on a regular basis. The workers must also receive feedbacks which would enable the company to deliver better goods to the customers. In the role of fit model duties, the company demanded the conditions to be fulfilled if anybody is interested to be the part of the company (Dailymail.co.uk. 2017, Stephens, 2017). The advertisement made the social media even divide on the ground that, some started supporting the advertisement on the need to acquire the right person to the company but on the other hand, the people who were not supporting the advertisement, claiming the advertisement provoked bullying through advertising.
However, it could be justifiable to state that Loran Jane on one hand tried to fulfill its needs and on the other hand, it has made majority population angry on the ground of discrimination. The woman who does not have a model like figure and the same ones who wanted to get a job in the company, became quite upset, as they believe that the company started bullying with this advertisement (Dailymail.co.uk. 2017). A tinge of anger and dissatisfaction prevailed over the population. Therefore, there were clashes between the two perspectives. Nevertheless, it fits true in the sense that, the plus- size population was not been considered here, the advertisement hurt the sentiment of that targeted population and felt, the small size requirements benefits the profit of the company. Skills and the mode of communication are to be the base of any professional field, instead at the majority times, small sizes were taken into the consideration. The comments in social media includes the perception of judging someone on the basis of skills and accordingly a person should be recruited. Skills plays a significant role while determining any task (Kastlle & Ore, 2013). However, the company overlooked the considerations.
The workings of the Human Resource manager in the company faced much problems out of the incidents happened in the company. The HR manager of the companies generally face problems in many fields and one of them is the recruitment troubles The HR needs to judge the productivity of the individuals who are seeking recruitments in the company (Bratton & Gold, 2012). It is the responsibility of the person, who is in charge of the HR, must look after the people who can provide benefits to the company as a whole. The Human resource manager has the responsibility to look after the problems if this involves disparities in terms of discrimination and hurting the diversity of the company. The cultural ethics have to be keep in mind while following the rules and regulations of the office. It is also the responsibility of the Human Resource to look whether the office is maintaining a particular decorum in terms of discipline (Parkes & Davis, 2013). The HR also must have ears to listen to the queries of the employees and accordingly must take steps (Bratton & Gold, 2012; Hendry, 2012). The decision of the Human resource is also dependent upon the obligations of the outsiders. In a store such as, if the customers are not happy with the services of the employers then it is upto the HR manager to manage the problems and must carry the responsibilities to forward the message to the head of the company (Keegam, Heuman & Turner, 2012). The Human Resource measurement of effectiveness has the capability to measure the impact on the business. It is a method to judge the positive impact upon the business through the work of Human Resource manager (Hendry, 2012). Therefore, by keeping these important issues in mind it is important to judge the working of the Human Resource manager in the Lorna Jane company and how the HR faces the issue arose out of the confusions took place in the same company.
The Human Resource Manager of the Lorna Jane Company faced problems with the recruitments in the company. The advertisement for receptionist/ fit model duties has been contradicted by the majority public. The paradox lies here in the fact that the person who will be recruited but on the basis of the perfect physique. The recruitment process suffered negative feedbacks by the people of the country. This policy of “discrimination” suffered a tremendous blow on the face of the company. It is already said that the ethical principle of the HR manager lies in the fact that the recruitment policy should be based on the principle of productivity or skills. However, going by the guidelines of the principles, Human Resource manager did not follow such guidelines and hence the company’s reputation suffered a huge loss in terms of negative feedbacks (Hendry, 2012). Therefore, in this case, HR manager needs to be cautious enough to face the problems and also the responsibilities to make the company’s name better. The manager must listen to the queries and act accordingly to console the demands and wants of the people (Keegam, Heuman & Turner, 2012). In Loran Jane Company, many a times, the employees suffered discrimination in terms of bullying. The Human Resource manager did not look into the matter seriously and hence, the company also suffered setbacks in these cases. The HR manager out of this problem also faced some legal issues while handling the advertisements and recruitments (Slovensky & Ross, 2012) The legal issues ,including the harassment and dividing the society on a line. It also includes hurting the sentiments of the people who wants to get job in their dream company. The HR manager in general as well, usually do not support the other stores of the company. Even the employees working in the company, on hearing this advertisement issue, launched a complain against him but in return them employees got the disciplinary actions through a letter. Even the HR do not take care of the pay rolls of the company. Therefore, there are many disadvantages in the position of HR. By taking these issues seriously, It is important to justify them on the ground that Human Resource manager need to be serious enough to fulfill the deeds of the company. However, also going through the perceptions of the advertisement, The HR manager must carry the responsibilities to go on the line of ethics (Truss, Mankin & Kelliher, 2012). Such ethical dilemmas might cost the company a huge setback and it has already done. The advertisement also let to the resignation of the HR manager and after the problems got solved to a major extent, another HR manager was recruited in the place of the previous manager. The HR failed to properly handle the issue and more ethically. The person could have that time cooperated with the employees, face the legal actions with proper judgment and most importantly, while giving the advertisement; the person must discuss it methodically with the manager by keeping in mind, the problems or the side effects as a result.
Already mentioned before that by keeping in mind, the diverse cultural society and the sentiments of the people who all are looking forward to meet their expectations from any particular job, the company people should not take advantage out of this and must judge the skills of the person instead of the physique. The productivity of the person depends on how that person is being engaged to the work and whether the person can fulfill the demands of the company. Therefore, the company accordingly must take steps in order to meet their demands and must keep in mind that the reputation of the company do not suffer badly.
Conclusion:
Therefore it could be concluded that Loran Jane company being a famous company suffered a blow due to the level of advertisement to recruit receptionist/ fit models for the company. It has upset the majority people and it in turn also affected the position of the HR manager. HR manager was not successful enough to handle the entire thing the company was running through and it results to the discrimination on the ground of rejection of the company’s proposals to work there. Therefore, by keeping the issues in mind, it is important to take steps and the company must be careful about the recruitment process from the next time onwards.
References:
Berkman, L. F., Kawachi, I., & Glymour, M. M. (Eds.), (2014). Social epidemiology. Oxford University Press.
Bratton, J., & Gold, J, (2012). Human resource management: theory and practice. Palgrave Macmillan.
Dailymail.co.uk. (2017). Lorna Jane founder cries as she denies bullying claims and defends ad. Mail Online. Retrieved 29 June 2017, from https://www.dailymail.co.uk/femail/article-3298954/Lorna-Jane-founder-breaks-denies-bullying-allegations-defends-company-s-controversial-ad.html
Hendry, C, (2012). Human resource management. Routledge.
Kastelle, T., & Ohr, R. (2013). The role of social media for innovation. In Strategy and Communication for Innovation (pp. 427-436). Springer Berlin Heidelberg.
Keegan, A., Huemann, M., & Turner, J. R. (2012). Beyond the line: exploring the HRM responsibilities of line managers, project managers and the HRM department in four project-oriented companies in the Netherlands, Austria, the UK and the USA. The International Journal of Human Resource Management, 23(15), 3085-3104.
Loudon, B, (2015). Top ten workplace trends for 2015. Governance Directions, 67(2), 103.
Nash, M, (2016). Selling Health and Fitness to Sporty Sisters: A Critical Feminist Multi-Modal Discourse Analysis of the Lorna Jane Retail Website. Sociology of Sport Journal, 33(3), 219-229.
Parkes, C., & Davis, A. J. (2013). Ethics and social responsibility–do HR professionals have the ‘courage to challenge’or are they set to be permanent ‘bystanders?’. The International Journal of Human Resource Management, 24(12), 2411-2434.
Slovensky, R., & Ross, W. H. (2012). Should human resource managers use social media to screen job applicants? Managerial and legal issues in the USA. info, 14(1), 55-69.
Stephens, K. (2017). Lorna Jane under fire over receptionist ad. Brisbane Times. Retrieved 29 June 2017, from https://www.brisbanetimes.com.au/queensland/lorna-jane-under-fire-over-receptionist-ad-20150706-gi65fb.html
Truss, C., Mankin, D., & Kelliher, C. (2012). Strategic human resource management. Oxford University Press.
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