Describe about the Personnel management at Starbucks for Human Capital Resource.
Human capital is the most important resource for any organization, it impact overall functioning, operational execution and customer management. It is crucial to hire correct type of employees to ensure proper ROI on investment (Bohlander & Snell, 2007). This paper has been written with the objective of understanding job analysis, description, and recruitment and selection plan for fulfilling future employee needs in Starbucks Singapore. Presently the company aims to recruit for the position of retail career that include in store staff who are in direct contact with customers, its corporate requirements are full, therefore this paper will present strategies for this position only.
Starbucks was started in the year 1971 with its first outlet in Pike Place Market in Seattle by three founders Jerry Baldwin, Zev Siegl and Gordon Bowker. Presently the company is present in 55 countries with more than 17000 coffee stores (Starbucks, 2012). The company is a specialty coffee chain that aims to provide finest of coffee in the world to its customers. The company is operating in Singapore since 2004 (starbucks.com.sg, 2015). The company approximately employs 149,000 people across the world. It offers wide range of offerings and it also change its product menu with changing customer needs and to remain aligned with the changing trends and fashion (Starbucks, 2012).
It can be defined as the process of detailed examination of the job that includes job content, requirement, knowledge, skills, requirements, expectations etc. It helps in understanding what the person needs to do to complete the job, training required and its relationship to other jobs. Two elements of analysis include job description and job specification (entrepreneur.com, 2015). According to Dale Yorder it can be defined as collection of duties, task and responsibilities assigned to individual for performing their task different from others. It helps in making recruitment and selection process easier by presenting insight of the task.
It can be defined as a statement that includes information in regards to duties and responsibilities of the assigned job role. It helps in proper grading of jobs, promotions and performance management decisions, outlining career path etc.
Title for the selected post as management trainee will be “Trainee Graduate Starbucks Manager”. Person at this post will report to “Store manager”.
It helps in understanding minimum qualification and technical, professional or experience required for performing the planned job effectively. These are physical and minimum qualities required among candidates to understand basic technical and theoretical knowledge.
Different key skills required within candidate to be eligible for this post are as follow;
It is the process of designing the task, content of the job, the way it should be completed or carried out. It aims to enhance overall efficiency of the employees, which also helps in motivating them and reducing job dissatisfaction (Bratton & Gold, 2012). This element aims to ensure that right person gets fit into right position to give maximum productivity and return on investment. According to Michael Armstrong it is the process that helps in deciding content of the job, employee duties, methods use to do the task such as techniques, equipment’s, system, procedure and relationship between employees and his supervisor and subordinates (Cascio & Boudreau, 2012). Different elements that impact job design is the scope of the job, full time challenge of the job, managerial skills, organizational requirements, organization structure, control system and technology.
There are three key strategies for job design, it includes scientific management that aims to reduce work complexity by establishing standardized procedures to reduce fatigue and enhance productivity. Second is job enlargement and rotation, helps employees in performing variety of tasks, there is mediocre level of task specialization, it aims at adding task variety by adding new task. Third is job enrichment that involves low specialization, higher responsibility and tough tasks (Aziri, Veseli, & Ibraimi, 2013).
High level of efficiency is practiced in Starbucks as it aims to ensure same level of taste at all stores. There is standardization in the way work is performed in the organization. It also includes the way work is structured, employee responsibilities, and the way employee take break from the job. Proper training is provided to all candidates to ensure similarity in job execution. Detail list of specific tasks and worker action is prepared. Different task that employee as a graduate trainee need to execute are as follow;
Need to work closely with store manager to identify business scenario, problems, opportunities or any other concern
Needs to evaluate trends in retail market
Develop relationship with internal and external customers, suppliers.
Need to plan, communicate and delegate responsibilities
Work as a team
Ensure that all operational policies are followed.
Motivational approaches to job design aims to motivate employees at work, enhance their job satisfaction by giving them feeling of accomplishment. Job characteristic model is the tool that can be used to plan effective motivational plan for employees, it is based on five job dimension that influence three psychological factors that impact internal motivational level among employees. Motivational level for designated job is discussed below;
Skill variety : it include degree of which different tasks in involved, in job profile in Starbucks different types of job varieties are include such as planning, coordination, thinking, routine task, that help in using variety of tasks.
Task identity: it aims to ensure that a complete task is involved for which credit is achieved; it also help in developing a sense of accomplishment.
Task significance: the impact of job on others life; in this job profile there is relationship building with customers, it aims to influence customer experience at the place.
Autonomy: degree of freedom at the job; trainee needs to report to store manager.
Feedback : clarity about effectiveness of job
There is flexibility, job rotation and enrichment in the job description which help in enhancing job satisfaction among employees
Three major safety policies included by Starbucks Singapore include its commitment towards basic healthcare care through global human right policy, non-discriminatory policy and providing health insurance to all employees (www.starbucks.com, 2015). Starbucks offers flexible working hours, work safety, training and implementation of occupational health and safety rules in stores and at work.
Developing mental capacity in the job require filtering information so that clear information is given to employees, clear display and instructions are given. Starbucks stores are full of mental aids and displays that help employees in remembering their job requirements. Written handouts, booklets are also given. Online support and training helps in clear filtration and information supply to employees.
Recruitment is no more a mere HR function rather it is a strategic tool used for employee management and organizational success. Recruitment can be defined as process of evaluating staffing needs within organization and initiating the process of attracting potential candidates from various sources by informing them about vacancy (Brown, 2011). It facilitates in understanding future labor demand, managing demand supply. Recruitment process involves establishing clear idea about the vacancy, establishing proper job description and specification for the post. Therefore different stages in recruitment process include recruitment requisition, position analysis, position description, evaluation, budget check, sourcing and pool of applicant (Aziri, Veseli, & Ibraimi, 2013).
Different method of recruitment includes external and internal methods. Internal development is adopted for career development, providing opportunity to present employee for growth. It includes direct promotion, lateral transfer, internal advertising etc. External recruitment involve hiring from outside using strategies such as advertisement on newspapers, hiring agencies, using internet, company website, B-schools etc.
This section includes three different strategies used by Starbucks for employee recruitment for the given post.
Corporate website: this is a direct method of recruitment at minimum cost; selected position is a lower level position therefore huge investment cannot be planned. Long and continuous advertisement can be given on company website at low cost and candidates interested in the company will also look through websites mandatorily.
Second strategy is use of internet, graduate trainees are fresh college pass out, young candidates looking for job, they have low work experiences; therefore it is expected that they are tech savvy and internet users. Different job portals, social networking sites and professional sites can be used to promote the vacancy in the market.
Third is direct on-campus recruitment, it help in attracting large pool of candidates at a time, students from best colleges can be hired through on campus strategy.
In simple terms selection is the process that helps in selecting one or more candidates over others for particular job roles. Prerequisite of selection process is criteria development that helps in clarifying the prerequisite requirements in the selected candidate by the supervisor or managers. First stage is resume review that is a scanning process which helps in selecting few candidates from huge number of application received. It can be done manually or using computerized software. Starbucks conducts this process using Taleo software that segregate candidates on the basis of few mandatory criteria’s such as a full time trainee must be willing to work minimum of 44 hours, have a complete graduate degree etc. Second stage is initial screening, which is conducted over phone or using electronic device, it include information about company history, department, job process and selection procedure (Armstrong, 2008). It also involve basic interview regarding academic and working experience of the candidate etc.
From the third stage selection process begins, different type of tests are organized to evaluate candidate personality and fit with the job. Tests include personality and interest evaluation, aptitude lest to evaluate logical and intellectual capacity of the candidate and psychometric tests to measure different attributes and candidate ability manage work stress and job requirements. After passing the written test candidates are called for an interview. There are different types of interview that can take place according to degree of responsibility and job requirements. Interviews can be structured, unstructured, situational, and behavioral and panel. For selected post there will be set of few structured, unstructured and situational questions. Structured questions will help in understanding candidate technical knowledge. Unstructured and situational questions will help in evaluating candidate personality, interpersonal skills and process to deal some unforeseen or unusual scenarios at store.
Key element required in the potential candidate for this post is personality, qualities and customer service skills. Therefore aim is to hire actual person and not mere based on qualification. Majority of interview questions will be situation based such as process to deal with angry customers, strategies to deal with conflict with co-worker, etc. Recruitment and selection process of the company go along with its mission to have fun and serve customers. After selections of candidate health checkup, drugs check, referral check is conducted and agreement is signed.
Conclusions
It is crucial to align HR strategies with organizational mission and business strategies. Analysis helped in understanding HR process and its strategic actions that can help in hiring right candidate for the right position in the right time to ensure maximum output in terms of productivity and profitability. Above mention strategies help in establishing clarity in job requirements, recruitment process, opting appropriate strategies that help in selecting best talent from pool of applicants. Stated strategies will help company in hiring quality employees whose personality is in alignment with organizational vision and image, in a cost effective manner.
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