Introduction

According to Gerald R.Ferris, The utilization of people within an organization is a function of a

board range of dynamic factors. These include the leadership, culture and objectives of the
organization; the environment in which people are expected to perform; and the diversity and
self management of the people themselves”. Human Resource Management is the function
within an organization that focuses on recruitment of, management of, and providing direction
for the people who work in the organization.

In this particular assignment I m going to discuss about Human Resource Management that it
helps in achieving goals. In this assignment i am going to identify three key hrm activities to
justify that how the objectives of these activities are achieved through effective management of
hrm through hrm models. I will select 3 HR planning and development methods and their critical
evaluation and effectiveness to meet its objectives.

“LYCA” is my selected organization for the topic which I will discuss throughout the
assignment. Let me gives you the short introduction and objectives about this company “LYCA”
Lycamobile is a prepaid SIM card product that provides low-cost, high-quality. International
calls to over 1.2 million UK customers direct from mobile phones. Lycamobile is already
distributed through a UK network of more than 115,000 retail outlets. The brand was initially
introduced in the Netherlands in 2006 and is already Europe’s largest pre-pay MVNO with 4.5
million customers across Europe. Present in six markets, Lycamobile continues to grow rapidly
with further market launches planned throughout the remainder of
2009.

The objectives of the Lyca mobile

1 Full satisfaction of the customer

2 To find out the perception of the general people who are using mobile phones

3 How many people are using lyca mobile?

TASK-1

Contribution of HRM to achieve organizational goals of lyca mobile

Susan M. Heath field said about importance of HRM as we move into the present century, it is
becoming absolutely clear that the effective management of an lycamobile. This organization is
a major source of competitive advantage or it is becoming the most important objective to
achieve goals of the lycamobile in future for long term basis.
3 Key HRM activities of “LYCA”

 Organization
 The employment relationship
 Resourcing

Achievement of objectives by effective management of Human Resources at lycamobile.

Organization: Organizations are formal social units devoted to the attainment of specific goals.
Organizations use certain resources to produce output and thus meet their goals.Organization
Design Developing an organisation which caters for all the activities required grouping activities
together to encourage integration and co-operation.Organisational development stimulating,
planning and implementing programmes designed to improve the effectiveness with the
organisation functions, coping with change. Job and Role Design deciding on the content of jobs
- duties and responsibilities.

Achievement of above objective at Lyca mobile

Lyca HR recruitments works on global basis to find and bring the best talent to lyca mobile
.More than 200 staff working in HR teams to get the best talent. They are responsible to identify
and recruit the top quality communication and professional skills to secure long term competitive
advantage for company and same time promotion of the Lyca mobile company.

2) Employment relationship: Help in creating a climate of trust as well as developing a positive

psychological contract. With it we are easy to achieve a high commitment organisation.

Achievement of above objective at Lycamobile

Lyca mobile always try to improve the relationship with the employees and always try to
develop the employee’s faith for the company and develop the mutual trust between the
employees and the company.

Resourcing: The work of finding and providing the material, financial, or human resources
required for a task.Human Resource Planning helps in assessing future people requirements
(numbers / levels of skill and competence), and formulating and implementing plans to meet
requirements. Talent management helps in attracting, Retaining, Developing and Rewarding high
quality people. Recruitment and Selection helps in obtaining the number and type of people the
organisation needs.

Achievement of above objective at Lycamobile

Lycamobile always tries to recruit those people who are necessary for the job and if they are
capable of that post. They always try to meet the requirement of the and wherever they feel they
are going wrong they just try to formulate that so that they are able to achieve what they want.
Lyca also rewards the people who do the excellent work for the companies benefit.

Models of HRM

Harvard frame work model of Human Resources Management

The model depicts and characterizes as a real actor, capable of making at least some degree of
unique contribution which links as corporate objectives within environmental and organizational
parameters and of influencing those parameters itself over time (Beer et al 1984).

The framework of Harvard model has five of its basic components they are:

1) The situational factors influence management’s choice of HR strategy. This model includes
workforce characteristics management philosophy, labor market regulations, societal values and
patterns of unionizations and suggest a meshing of both of product market and socio cultural
logics (Evan and Lorange 1989) the HR department of Lycamobile knows the fact that the
factors which are being caused because of different situations due to which they see to the
employment relshionship entails a blending of business.

2) Stake holders interests is the most important part of the human resource management
policies according to Beer et al (1985).It is the responsibility of hrm to satisfy the stakeholders
if they are failed to do so then organization will surely face some problems. It includes
shareholders, management, government and community. Lycamobile had faced some problems
in their past.HRM of lycamobile had developed a policy with the government and also they
satisfied the stakeholders.

3) HRM policies choices it totally emphasizes upon the management decisions and actions in the
HR management that can be appreciated fully only if it is being recognized that they result from
an interaction between the constraints and choices.Lycamobile sees to that the polices that are
being implemented should be friendly to the employee and their purpose is also met. Regular
feedback is brought in the company through various channels.

4) Human resource outcomes

Highly employee commitment to organizational goals. High individual performance leading to

the cost effective product and the services. Commitment to employees. As being mentioned
above paragraph the hrm is in this lycamobile selected organization is participating in six major
areas. Optimizing the success of the lycamobile business through the effective management and
development of most valuable people is responsibility of HRM.

5) The long term consequences it gives the distingution between three levels: individual,
organization and societal. We are suggesting them that hrm has much broader consequences than
simply last quarter profits or last year’s return on equity. Thus HRM policy formulation must
incorporate this long term perspective.”(Alan Price, 2007)

The Harvard framework model helps in the good relation of HRM with other department of
management which includes decision making also. This model has some weakness as well as
strength.

The strength of this is that it is the classification of input and outcomes of both organizational
and societal level, creating the basics for a critique of comparative hrm (Boxall 1992)

The weakness of this model is the absence of coherent theoretical basics for measuring the
relationship between hrm inputs, outcomes, and performance (Guest 1997).

II) The guest model of Human Resource Management

David guest (1989) has developed a more rigid theoretical framework, which reflects the view
that a core set of incorporatedhrm practices can achieve superior individual and organizational
performance. The central theory of guest model is that if an integrated set of HRM practices is
applied in rational fashion, with a view to achieve the normative goals of high commitment, high
quality and task flexibilty,then a superior individual performance will result. This model has six
of its components:

HRM Strategy

HRM Policies

HRM Outcomes

Behavioral Outcomes

A number of performance Outcomes

Financial Outcomes

The Guest model (1989) is prescriptive in the sense that it is based on the assumption that HRM
it is distinctively different from traditional personnel management (rooted in strategic
management, etc.).It is idealistic, implicitly embodying the belief that fundamental elements of
the HRM approach such as commitment have a direct relationship with valued business
consequences.

However, Guest (1989) has acknowledged that the concept of commitment is 'messy' and that the
relationship between commitment and high performance is difficult to establish. It also employs
a 'flow' approach, seeing strategy underpinning practice, leading to a variety of desired
outcomes.Like its American predecessors, this UK model is unitary (tying employee behavior
and commitment into the goals of strategic management) and lukewarm on the value of trade
unions. The employee relationship is viewed as one between the individual and the organization.
However it is being argued that the guest model does not identify the key difference between
HRM and personnel management namely a shift from a hands on, fire fighting approach to a
planning function of a company as being a part of the overall corporate strategy.

Lycamobile continuously monitors its employees and sees that they are satisfied with the policies
and their feedback is taken into the account for every policy that changes it makes.Other critics
had observed that the guest model may simply be an ideal type towards which western
organizations can move (Kenova 1990)

HR Planning At Lycamobile

Human resource planning (HRP) is where the HRM professionals or management predict
the need for new work forced based on the vacancy that exits or which is predicted for the future.

The two HRP methods used at lycamobile:

1) Recruitment

2) Job evaluation

Lycamobile mainly uses three methods of recruitment. They are e-recruiting a term coined by
Hays and Greengard (1999&2000) by advertising upcoming vacancies on its website
(www.lycamobile.co.uk).Candidates can fill in an online application from the website. Those
who fulfill all the requirements at this stage are promoted to call telephone interview hotline for
further assessment.

The second method used by lycamobile is by an initial interview by stock manager for a walk-in
candidate who dropped the CV to ask if there is any vacancy. If the stock manager or manager is
satisfied with the initial informal interview the candidate is given the telephone interview
number to face the next stage of the e interview.

The third and most successful method used is Tyler (1996) method of recruiting where
lycamobile employs through referrals from current employees which they can find is more cost
effective and reliable. This could take place within a store where an employee recommends a
friend for a vacancy or across stores where that store has a vacancy makes other branches aware
of this so that employees from other branch can put forward names of people that they are
confident would fit with the vacancy requirements.

Lycamobile practices Job Evaluation for middle management to senior management postions.In
this usually the retail territory manager is consolation with HR department list out the main
duties which needs to be carried out, a person specification, a full job description and a detailed
job analysis along with the remunerations packages keeping in mind lycamobile’s equal
opportunity policy. This all is done with the specific closing date and then applications from
outside lycamobile are looked at and based on that merits of the particular candidates a
shortlisted group would face the initials interview.

HR Development at Lycamobile:

” William R. Tracey, in The Human Resources Glossary defines Human Resources as: “The
people that staff and operate an organization … as contrasted with the financial and material
resources of an organization. The organizational function that deals with the people ...” .Jackson
and Schuler (1990),notes that for the planning to be effective it should be integrated with the
long and short term business objectives and the plan of organization. This long-term approach
facilities as a proactive, Robert on the form and the reactive orientation which was seen in
personnel management.

“Human Resources Development is any process or activity that, either initially or over long term,
has the potential to develop adult’s work-based knowledge,expertise,productivity and
satisfaction, whether for personal or group/team gain, or for the benefit of an organization
,community,nation,or,ultimately,the whole of humanity”(Mc Lean&Mc Lean 2000).

On the job traning is being given by the lycamobile is done by the senior or more experienced
member of staff. In this on the job training new person is being given detailed about the product
and afterwards they are sending to the field to sell their product. This procedure goes for 3 days
and finally if the qualify all the needs of the company they are being selected and finally they can
start their work.

Critical evaluation and effectiveness of HR planning and development methods to meet

lycamobile objectives

The main objectives of Lycamobile is the Profit maximization which each and company thinks
about it. If they come to the market their motive is to earn the profit this profit can only be done
they do the good sales of their product by proper branding,advertisemnet and marketing.Their
motive is also to hold the market in their field and they want to have the market leadership in
their fields which is in network of mobiles. Their entire motive can only be achieved if they offer
their customers the high quality service and should provide the call rates very cheaper as well as
giving them good offers and try to satisfy them. This all objectives can take lycamobile to the top
if they follow up the proper sequence which they decide and this all things can lead to the growth
of the company.

Being one of the biggest and most successful retailer the objectives of lyca mobile as listed
above are only possible by quality work force and through good HR planning and development
methods. If we have a closer look at the methods, truly its world classes the Trainee management
scheme and the Graduate management scheme which is an award winning scheme are truly
world class and most sort after in the industry. Just the brand image that a lyca mobile posse is
enough to attract the brightest to it. The unique trainning methods the intractions the HR dept
have its employees as well as the reward system shows that these are perfect methods for the
optimization of the organization performance. The fact that they are one of the oldest and still the
most successful shows that their methods have indeed delivered results and they are looking to
make it better. But still there are some flaws mainly in the selection process of these
management schemes. These processes haven’t changed from the times they are: implemented,
changes needs to be done mainly to the ways to the ways people apply to the job, performance
also should be given to candidates outside the EU and UK.

Performance of HR in LYCA MOBILE

Lyca mobile uses different Qualitative methods of indicating and monitoring the performance
of HR. As it is very time consuming to discuss all the methods and also because I have access to
information on the methods used at a store level rather than Lyca mobile as a whole I will
critically review how the performance of HR in my store is indicated and monitored.

 Retention of employee – low labour turover could indicate that employees are loyal to
lyca mobile and that the write calibres of workforce have been recruited for a particular
job.
 Performance appraisal results – this could indicate staff training needs, improvements
required and is also a good indicator if employees are promoted within an acceptable time
frame that the right people are hired for the right job. However this does not always not
always work and opinions are subjective and might be biased.
 Feedback forms – this is used effectively by lyca mobile to not only get staff feedback on
managers, supervisors , colleagues, but also on any store requirements, training
requirements, facilities etc needed and is a good way to see if the staff have job
satisfaction.

Suggestions to improve HR performance of lyca mobile:

For any organization no matter how big or small there is always room for improvement in HR.
following are my suggestions.

 Performance feedback - managers should meet individually with staff once is 3 months
and provide a feedback on the particular staff member’s performance and suggest
improvements that could be ,made before the next meeting.
  Clearly defined expectation from the staff – managers to make it clear to employees on
what is expected from them on a regular basis.

 Regular absenteeism – managers should do a counselling with staff and find out if the
employee has any grievances or job dissatisfaction which is causing the absenteeism.

 Defining career development goals – motivating staff by showing them what they are
working for and that they have a clear achievable career path with Lyca mobile.

 Performance appraisal – as an ongoing thing rather than an annual thing.

 Setting S.M.A.R.T objectives for staff – this should be set in direct alignment to lyca
mobile corporate objectives.

 Authorised leave – at the beginning on the year to provide staff leave forms that must be
handed back within a given deadline so that holidays won’t affect the business and
adequate staff to cover the shift.

 Constantly review HR procedures and policy – to make sure it is up-to-date with the law
and its suitability for HR.

 Training & development – managers to identify staff training and development needs and
to work with HR department to ensure these needs are met.

Conclusion

Human resource management play a vital role in achieving organizational goals through HR
planning and managing performance.In this assignment I have discuss different rolls of HRM in
selected organization (lycamobile).HRM not only responsible for HR planning and decision
making. Through recruitment, training and development HRM selects best employees for
organization which play its role to achieve strategic goals. Through HRM performance appraisal
which makes an organization more efficient.

It does not only focus on the overall strategic goal of an organisation,but also manage its human
capital also helps in keep track on globalization and the effects or benefits it could have and at
the same time have to monitor and updating the organizations HR policies and procedures.
The HR department must not only attract, recruit, selecting and train and develop the workforce
but also helps in monitoring through different methods.

References:

Alan price 2007, human resource management in a business context (3rd edition), Thomson
learning

Evan and Lorange (1989), human resource management: theory and practice, Lawrence Erlbaum
associates, news jersy.

Gerald R.Ferris, human resource management, integration of science and practice.

John bratton and Jeffrey gold, 1999, human resource management: theory and practice,
Lawrence earlbaum asociates, news jersy

Jackson and Schuler (1990), human resource management, human resource glossary.

John bratton and Jeffrey gold, 1999, human resource management: theory and practice,
Lawrence Erlbaum associates, news jersey.

Mc Lean&Mc Lean, 2000, human resource management: theory and practice, Lawrence Erlbaum
associates, New Jersey.

Susan M. Heath field, human resource management.

Tyler (1996), employees can recruit new talent,”HR magazine .september issue.Page 57 to 60

William R. Tracey, human resource management, human resource glossary.

Other references:

www.lycamobile.co.uk

lyca leaflet

lyca module
www.google.com