ASSIGNMENT 1 HTLV 5035

ASSIGNMENT 1 FRONT SHEET
Qualification
BTEC Level 4 HND Diploma in Business
Unit number and title
Unit 3 Human resource management
Submission date 15/02/2023 Dat e Received 1st submission 15/02/2023
Re-submission Datand
Date Recessved 2nd submission
Student Name HO THI LAN VY Student ID GBD210615
Class GBD1009A Assessor name TRAN THI HONG NHUNG
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand
that making a false declaration is a form of malpractice.
Student’s signature
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Contents
I. Introduction ................................................................................................................................. 6
1.1. The purpose and main contents of the report ............................................................. 6
1.2. Introduction about the company .................................................................................... 6
1.2.1. Company profile .......................................................................................................... 6
1.2.2. Company background................................................................................................ 6
Figure1: Target’s logo ................................................................................................................. 7
1.2.3. Vision and mission ...................................................................................................... 7
1.2.4. Business objectives..................................................................................................... 8
1.2.5. Strategy aims ............................................................................................................... 8
II. HRM strategy ......................................................................................................................... 8
2.1. Industrial characteristic of Target Company ................................................................. 8
2.2. Its public HRM strategy of Target .................................................................................... 8
2.3. Assess how industrial characteristics, business objectives and HEM strategy are
related ............................................................................................................................................. 12
III. Company’s Digital Transformation .................................................................................... 12
3.1. The concept of Digital Transformation ........................................................................ 12
3.2. DX of Target Company ..................................................................................................... 13
Figure3: Target shopping app .................................................................................................... 13
3.3. An explanation of how it leads to HRM direction ...................................................... 14
IV. HRM practices ........................................................................................................................... 15
4.1. Employer branding ........................................................................................................... 15
4.1.1. Definition .................................................................................................................... 15
4.1.2. Employer planning .................................................................................................... 15
Figure: DEIB .................................................................................................................................... 16
4.2. Recruitment ........................................................................................................................ 16
4.2.1. Definition .................................................................................................................... 16
4.2.2. Types of recruitment ................................................................................................ 16
4.2.3. Recruitment planning .............................................................................................. 17
4.3. Selection .......................................................................................................................... 18
4.3.1. Definition .................................................................................................................... 18
4.3.2. Selection planning .................................................................................................... 19
4.4. Onboarding ........................................................................................................................ 20
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4.4.1. Definition .................................................................................................................... 20
4.4.2. Onboarding planning ............................................................................................... 21
V. Conclusion .................................................................................................................................. 22
VI. Reference list ............................................................................................................................. 22
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I. Introduction
1.1. The purpose and main contents of the report
Target is planning to carry out digital business transformation, and the
company has always emphasized human resources as the most important
resource in the development of the company. The mission is to attract talented
candidates with an understanding of the company market and especially
digital transformation. As a human resources administrator of Target, we will
provide a detailed action plan to attract talent from branding, employer
information, recruitment and selection, train.
1.2. Introduction about the company
1.2.1. Company profile
Trading Name
Charter Capital
Address
Target Corporation
14.440$ billion US
1000 Nicollet Mall, Minneapolis,
Minnesota, USA
Telephone 1.800.440.0690
Industry
Website
Stock code
Stock Exchange
Catalog
Retail
https://www.target.com/
TGT
NYSE
Health, beauty products, bedroom
Figure 1: Target's information 1
Figure1 : Target’s information
1.2.2. Company background
sets, clothes, and accessories,
electronic, food, furniture, game,
jewelry, pet supplies, shoes,
household appliances, toy…
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Figure2: Target's logo 1
Figure2: Target’s logo
Target Corporation- Target is an American chain of Big-box stores, founded
by George Dayton, with headquarters in Minneapolis, Minnesota. It is the 8th
largest retailer in the United States and is part of the S&P 500 index. Target
was founded as a discount division of the Dayton's store in Minneapolis in
1962. The store began expanding across the United States in the 1990s. As
of 2021, Target operates 1,926 stores. Their retail formats include the Target
discount store, SuperTarget, and the "flexible format" stores commonly
known as CityTarget and TargetExpress before merging as Target. Their
product portfolio is very diverse from models to brands such as household
appliances, electronic devices, to health care and beauty products. The goal
is often realized "the needs of young shoppers, affecting the image.", in
contrast, competitors like Walmart rely on a strategy with “low prices”
1.2.3. Vision and mission
1.2.3.1. Vision
• Together create a fair and renewable future with our customers,
partners, and community.
• Make Target the preferred shopping destination for our customers.
• Committed to great value to the community, diversity, and the
environment.
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1.2.3.2. Mission
• Helping all families discover the joy of everyday life. (Target,2023)
1.2.4. Business objectives
According to Target Forward (2023), By 2030, the company aims to become a
market leader in creating and managing inclusive, sustainable brands and
experiences. In 2023, open more than 30 stores to more neighborhoods.
Constantly come up with new improvements to make the quality of service more
and more convenient. Besides, it is necessary to train and develop personnel.
1.2.5. Strategy aims
According to Target Forward(2023), the two major strategies Target is
implementing are the "new store" strategy and the "sustainable" strategy. In its
"new store" strategy, Target improves the store larger, expanding the space to
create an experience that is unique to Target but also an experience that makes
you feel welcome and inspired. In the "sustainability" strategy, the goal of the
strategy is to elevate sustainable, national and emerging brands that are both
affordable, inclusive and inspiring. Besides, creating a sustainable and
comprehensive supply chain.
II.
HRM strategy
2.1. Industrial characteristic of Target Company
Target is a brand that operates in many industries, most notably in the retail and
financial services industries. The retail industry is a model that is really not strange
in this economic time. The competitive battle in the retail industry is fierce as
countless brands have sprung up Since its inception, Target has chosen to
differentiate itself from other brands by offering what customers believe to be
higher-end, trendier goods at a lower cost. (Brademar,2022) Besides, about the
financial services industry. Target launches debit cards such as PIN-x, Target Debit
Card. Customers can withdraw money from a customer's current check and can
allow for a "refund" of up to $40. Debit cards allow customers to save 5% on every
purchase.
2.2. Its public HRM strategy of Target
The big discounts make people wonder – are employees getting paid for the
competitive quality of their employers?" Target's philosophy is an example of
the resource-based perspective of human resource management strategy
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(HRM), in which the collective of a human resources company is perceived to
be significant to a company's performance and provides a source of
competitive advantage that is difficult to achieve. The official mission of
Target's HR organization is to "drive corporate performance by building an
agile, fun, and friendly team committed to excellence." To accomplish this
mission, Target has launched a human resource management strategy in the
following 4 areas:
• Organizational culture
• Staffing
• Employee development
• Employee Retention
Figure3: HR strategy of Target
• Organizational culture
Target creates a fast, fun, and charitable organizational culture that sets the
shopping experience at Target stores apart from other retailers. (Target’s HR
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management,2006). In order to make Target a wonderful place to work and
entice high performers to join the company, stay, and contribute significantly, the
HR department tries to incorporate the experience of fast, fun, and friendly into
every facet of the workplace. Expectations of excellence are set during employee
probationary periods. The standards for assessments, compensation, and other
HR managers are.
Staffing
Developing and retaining a workforce creates value for the company and its
stakeholders in the process of recruiting candidates with skills that align with the
organization's culture, and the company understands their expectations. At the
same time, it is possible to create and maintain a working system with high
performance, good working quality. To achieve these, the strategy will drive two
processes: recruitment and selection with the elements:
Rent quality over quantity
Fill open positions in a short period of time
Use these options:
Recruitment tools: Because there are more than 5 million candidate profiles sent
to the company. Thanks to the application allows the applicant to quickly screen
many candidates and bring out the best candidates.
College recruiting: About 10% of new revenue each year, Target uses to recruit
college students to fill the talent pipeline for key positions within the company.
Active recruitment on the campuses of top universities in the Midwest and across
the country for early access to the best new talent and expertise. Often college
internship programs help students gain experience while helping the company
discover talent and foster students. From there, the students have better future
job orientation.
• Employee development
At the core of this development is to capture, model, and teach specific behaviors
that will lead to higher individual and systemic performance as well as
organizational excellence (Target's HR management,2006). This helps employees
increase their ability to promote the job promotion process; shown at the highest
level at their current position. To support for employees, Target has
implemented:
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✓ Linkage to performance: During management performance training
sessions, HR support gives employees a clear vision of what it takes to
perform at Target.
✓ Bench strength: A manager's core responsibility is to identify and develop
employees for future positions. Each position must have contingencies
filled in when mistakes occur. New replacements have shortened or
unlearned learning periods, the transition takes place simultaneously and
does not cause disruption to other customers and employees.
The success of the goal
On several occasions throughout the year, Target managers and executives will
jointly assess the potential of employees to perform larger tasks, determine
readiness, and come up with a development plan for promotion preparation.
(Target's annual report, 2022)
• Employee retention
This is the core HR strategy for building a team committed to excellence. The
company's reward system and channels for receiving feedback and employee
engagement are important mechanisms for demonstrating that the company
values employees. Target makes sure to conduct employee surveys every year.
This contributes to their satisfaction and retention. (Target's Strategy,2006). Plus,
the company pays for performance. Strongly reward outstanding performance,
allowing the company to retain high-performing employees and reinforce its
performance-based culture. Regular assessment of external levels in different
labor markets ensures that Target offers competitive remuneration equal to or
higher than those in related markets. (Target’s Strategy,2006)
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2.3. Assess how industrial characteristics, business objectives and HRM
strategy are related
Target is a company that operates across a wide range of industries that knows
how to adapt and leverage its strengths and more to build an HRM strategy that
aligns with their business goals and industry characteristics. From the above
objectives, the human resource management department has developed a
strategy and development policy of Target company. Human resources are core
to the company's growth, but it's also a challenge for the company. In order for
the company to grow, Target has to invest in a large staff.
Most Target Corporation strategies focus on training and developing people.
People play a huge role in the development of business. From personal growth,
Target can enhance the brand's appeal in the market and enhance the value of
the business. This is also one of the goals when developing the business.
Therefore, when proposing an HRM strategy, the HR department always creates
the necessary seminars, training sessions and skills development for employees.
Through such programs, the company trains highly qualified and potential
employees. With this training, employees can help the company achieve the set
goals.
Based on the specifics of the industry, Subaru offers an appropriate human
resource management strategy. Target's main businesses are retail and finance.
Therefore, the company's HRM strategy must be related to the company's
industry. Must recruit qualified employees with professional knowledge about
the industry that the company is developing.
III. Company’s Digital Transformation
3.1. The concept of Digital Transformation
The integration of new digital technology across all business domains, which
results in a fundamental shift in the way the organization operates, is known as
digital business transformation. (Schwertner,2017). Digital transformation often
goes hand in hand with organizational restructuring and business process
optimization accordingly. A strategy needs to have a clear vision for the
company's growth and then be supported by the unlimited possibilities of
technologies that are relevant to the chosen strategy. (Schwertner, 2017)
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3.2. DX of Target Company
• Transforming operational process
Target, the second-largest retailer in the U.S. Launching its digital transformation
initiatives in 2014. From 2003 to 2011, Target's website and delivery operations
were managed by Amazon. At the time, Target thought e-commerce was just an
ancillary service that wasn't worth investing a lot of resources. (Caphesach,2021)
Target aims for digital transformation, starting with the supply chain. Integrate
stores and technical warehouses, develop the ability to fulfill online orders from
local stores. As a result, customers can now order online and pick them up instore.
This helps Target reduce shipping costs and get to customers faster. In
addition, Target can fulfill orders online even if the item is out of stock. As of 2017,
up to 70% of the store's order volume has been completed.
Figure4: Target shopping app
• Transforming customer experience
Another approach, more convenient and more focused on customer benefits,
is in-car pickup. The item that the customer had placed on the network was
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taken out and loaded into the vehicle by Target staff within 30 minutes.
(Caphesach,2021)
In addition, the most important means of digitization is Beacon technology in
50 stores in the US. This device supports Bluetooth sending personalized
recommendations. Make it easy for shoppers to spot items from their
shopping books using in-store navigation. (Target,2015) Data and analytics are
considered one of the company's main priorities. With 27 million users, the
Target app is not only a powerful weapon in the company's digital arsenal, but
also a source of insights into consumers' preferences, trends, behaviors, and
shopping habits. Customer centricity is also one of the company's strategies,
helping the company to know the preferences of customer shopping behavior
and thereby give useful tips to customers when shopping experience.
Figure5: Beacon technology
An explanation of how it leads to HRM direction
In the 4.0 era, the digital transformation is now widely applied by companies, not
just technology companies. We cannot deny the usefulness that comes from
applying digital transformation to the work of the company. It helps the company
achieve its business goals faster. Digital helps work increase efficiency, operate
more agilely, support employees more, optimize tasks.
Firstly, according to Brian Cornell, ceo of this group to achieve these goals, Target
must : put e-commerce first." The group refurbishes e-commerce stores, supply
chains. This causes many disadvantages for the personnel of Targte company.
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Because when applying supply chain technology, the company has to redirect
employee training in many different directions. Target's managers and employees
need to know how to approach, analyze, evaluate, and use technology for work.
Employees need to meet existing skills – need to learn new skills in the digital
transformation process.
Secondly, digital transformation helps Target managers change the way
employees are managed. Technology has digitized employee information, finding
and accessing it easily and quickly.
Thirdly, since the outbreak of COVID and the digital transformation has changed
the way employees work. Target employees can work from home, work online
without going to work. The recruitment of employees also changes, it is also
possible to interview via video, Gmail. Target has to offer many options in the
hiring process.
IV. HRM practices
4.1. Employer branding
4.1.1. Definition
According to Armstrong & Taylor (2020), employer branding decisions are made
considering candidate and employee thoughts and ideas, as well as how the
public perceives the business. Each business will use its words and deeds to boost
the brand's recognition in the community. An employer will stand out as a great
place to work and attract candidates more, so the more candidates trust and want
to be associated with it.
4.1.2. Employer planning
At the core , when it comes to recruiting talent, the recruiter's image must be
really excellent for candidates to look at must be impressive and desirable to
try his hand at that company, so did Target. Many candidates now want to
choose a company with values that align with them and they look for a company
that values them with DEIB (Diversity, Equity, Inclusion, Belonging) and Target
pride themselves on "creating joy for customers and employees”. Therefore,
Target should continue to promote this bright spot in promoting the image of
employers: creating an environment fair and equitable always create conditions
for employees to develop; create a close relationship between employees
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and businesses. Besides, Target needs to improve the quality of the
management team and how they manage the organization. The staff needs to
have high expertise, high performance, care about employees , know how to
operate and management of a large number of employees.
4.2. Recruitment
Figure6: DEIB
4.2.1. Definition
According to Armstrong & Taylor (2020), The process of recruiting involves
identifying and luring the people the company needs to function, grow, and carry
out the established strategies. In order to satisfy the standards of the firm, the
recruiting department will screen and choose qualified candidates during the
hiring process.
4.2.2. Types of recruitment
4.2.2.1. Internal recruitment
According to Payco (2020), Internal recruitment is the process of using a
company's current staff to fill open positions. Contrary to external recruiting,
which is when a company seeks outside its organization to fill openings, Internal
recruiting can be a terrific method to fill vacancies quickly in a year where the
recruitment landscape has looked extremely different.
Advantages and Disadvantages of Internal recruitment
Advantages
Saving money
Saving time
Disadvantages
Limit talent pool
Instantly creating another vacancy
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The employee already knows the
ropes
It boots morale
Reduce job posting and screening
costs
Risky stagnating your company
culture
4.2.2.2. External recruitment
According to Freshteam(no date), External recruiting refers to the hiring of
candidates who are not already employees of the company. Creating and
engaging with a talent pool, enhancing company branding, posting job
descriptions on various job boards, and other activities are all part of the laborintensive
process known as external recruitment.
Advantages and Disadvantages of External recruitment
Advantages
Gain fresh new skills
Find more qualified candidates
Get insight into the competition
Disadvantages
Slower onboarding
Increased risk of turnover
Cost more expensive
There may be a notice period
4.2.3. Recruitment planning
In order to recruit talent, Target needs to combine the strength of internal and
external talent. To achieve the two goals mentioned above, Target needs to apply
two types of internal and external recruitment.
For internal recruitment, Target needs to closely monitor the employee's work
process, select and monitor to objectively evaluate as much as possible in the
employee's job promotion opportunity. The company is forced to consider these
factors: skills, expertise, performance and whether the employee is a good fit for
this new position. Each employee who wants to switch positions is forced to
undergo tests and interviews to consider working skills. Train and develop a young
team but also do not forget to take care of the retired team. Some companies
often overlook this, retired teams are experienced people in each position. This
team may be invited to advisory board positions to share previous experiences
that give employees a better view of the work.
As for external hiring, Target needs to invest in its hiring plan. The plan should
have: a description of the nature of the work; certificates and degrees; skills
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required; the desire of the business to the candidate; the benefits. The job
postings will be posted on the Linked job offer page and the company's official
website. Each stage of testing and interviewing needs to be strict and strict how
to choose the best candidate.
In order to recruit talent, Target needs to combine the strength of internal and
external talent. To achieve the two goals mentioned above, Target needs to apply
two types of internal and external recruitment.
For internal recruitment, Target needs to closely monitor the employee's work
process, select, and monitor to objectively evaluate as much as possible in the
employee's job promotion opportunity. The company is forced to consider these
factors: skills, expertise, performance and whether the employee is a good fit for
this new position. Each employee who wants to switch positions is forced to
undergo tests and interviews to consider working skills. Train and develop a young
team but also do not forget to take care of the retired team. Some companies
often overlook this, retired teams are experienced people in each position. This
team may be invited to advisory board positions to share previous experiences
that give employees a better view of the work.
As for external recruitment, Target needs to invest in its hiring plan. The plan
should have: a description of the nature of the work; certificates and degrees;
skills required; the desire of the business to the candidate; the benefits. The job
postings will be posted on the Linked job offer page and the company's official
website https://jobs.target.com/ . Each stage of testing and interviewing needs to
be strict and strict how to choose the best candidate.
4.3. Selection
4.3.1. Definition
According to Armstrong & Taylor (2020), The phase of the hiring process known
as selection determines which applicants or candidates should be hired for
positions. The selection process of the organization depends on the different jobs and
their nature and requirements. A good selection process will be able to distinguish the
most suitable candidates from those who do not. The following are the steps in the
selection process: applicant job interest; preemployment screening, applicant
form; test and interview; background investigation; additional interview;
conditional job offer; medical exam; job placement.
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Companies can use structured interviews and unstructured interviews. Structured
interview is a method of collecting data based on questions prepared for
candidates. This method helps businesses collect complete information about
candidates. But it is not flexible, the scope is limited. The unstructured interview
has questions that are out of order and not predetermined. The interviewer asks
open-ended questions and relies on the candidate's answers to conduct the
interview. (Mydra,2008)
4.3.2. Selection planning
Target's candidate selection plan proposal is as follows:
Firstly, with a large number of applications every year, the company uses a system
to track and screen candidates. The application quickly screens applicants and
produces quality candidates.
Secondly, Target conducts interviews with candidates using two forms of general
interviews and private interviews. The interview will combine structured
interviews and unstructured interviews. Plus, Target uses the STAR model to ask
candidates. Following the above question sequence will help candidates answer
the interview questions in the most scientific and impressive way.
Figure7: STAR model
Thirdly, Target will test candidates' practice of applying knowledge and ability to
use science and technology. From there, the company will know which employees
are capable of using the technology.
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Lastly, Target will negotiate job opportunities and offer job offers to candidates.
From there we can move on to the next step.
4.4. Onboarding
4.4.1. Definition
Onboarding is the process of helping new employees feel more comfortable when
they first join a company or organization. Referral is a mandatory process to
create a professional and sustainable business. This is also the step between
recruitment and training. (Amstrong and Taylor, 2021)
According to Dr.Tayla Baeuer from SHRM Foundation, successful onboarding
consist of The Four C’s:
Compliance: basic level related to learning the basic rules and policies of the
business
Clarification: higher-level, ensuring that new employees understand their roles
and responsibilities. It could also be a description of their upcoming project.
Culture: this level is considered the norm of the organization. By having
employees tour the facilities, describe how things work.
Connection: At the highest level, new employees develop relationships with other
members of the team and feel part of the team.
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4.4.2. Onboarding planning
Figure : The 4C’s
In order for employees to connect with the company long-term, Target needs to
do well at this step.
Connection
HR needs to introduce new employees to departments. Will have to report via
email and say next. This work will be done 1 day before the new employee arrives
to take the job. This helps employees not feel lost and sad when starting in a new
environment.
There needs to be a connection between old and new employees. Directly
introduce to other personnel and departments. It's best if the head of the
department will do this. Although HR staff already know the new employee well,
the new person does not know everyone yet. Therefore, during the lunch break,
the head of the department will let everyone get acquainted and know each
other's names and positions. This can help later, to facilitate the exchange of work.
Compliance
Target guides employees about the company's rules and regulations. Following
this, the company facilitates employees to experience the company's culture.
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Besides, providing the right to seek information for new employees. Because new
employees gain respect and behave like a member of the business. Therefore,
documents and software related to work operations and new employees will be
granted access at a basic level.
Clarification
Target will organize the direction and orientation of new employees. This helps
new employees understand their roles and responsibilities. In addition, provide
them with opportunities to develop their skills and improve their professional
knowledge.
V. Conclusion
We have covered every essential aspect of HRM in this essay. The first result
broadly examines the purpose and vision of HRM in terms of talent and skills
management and presents specific cases of Target. In the second objective, we
evaluated the essential components of HRM for an organization's performance
and provided examples of its use within the selected Target company. In addition,
we also offer a talent acquisition strategy proposal to support this plan, mainly
related to specific activities on employer branding, recruitment, and selection.
select, and recommend. In short, businesses have a huge competitive advantage
to become stronger and more sustainable in the fast-changing, competitive world
by having a strategic HRM system and specialized tactical ways to manage them.
human resource management.
VI.
Reference list
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