How
Strategic Approach to Recruitment and Selection Creates Competitive Advantage
Coca-Cola
Company was founded in Atlanta, Georgia in 1886 by John Pemberton who was
working as a pharmacist in the city. Coca-Cola is the world’s largest
manufacturer, distributor and marketer of non-alcoholic beverage concentrates
and syrups. The Company sells concentrated forms of its beverages to bottlers
who produce and sell the finished juices and beverages to the retailers. The
company was formed in 1886 with nine servings of the soft drink being sold each
day which generated annual revenue of about US $ 50. The company has operations in more than two
hundred countries. Currently, coca-cola has more than five hundred products in
its product portfolio and operates in all the continents. The operating groups
of the company include the North America market, the North Asia, Eurasia,
Middle East, the African group, the European Union group, the Southeast Asia
and the Pacific Rim group. The company offers fountain syrups, syrups and
concentrates for making carbonated drinks. The company also manufactures
carbonated water and other flavored waters together with energy and sports
drinks (Brigham & Ehrhardt, 2011, pp. 46-53). The middle level managers are
those people who have skills in some particular area and thus their hiring is
done so that the company can help advance their goals and strategies. This
paper seeks to establish how strategic approach to recruitment and selection of
middle level managers and how this helps the Coca-Cola Company to gain and
maintain its competitive advantage.
Human
resource management refers to what the managers in a company do so that they
can attract and be able to retain employees who will be able to advance the
companies objectives. The HRM contain such functions as selection and
recruitment, development of the employees, appraisal of employees, employee
remuneration, feedback systems and industrial relationship. Strategic Human
Resource Management refers to how the intricate relationship between the
various components of the HRM works together towards the realization of the
organizations goals (Nankervis,
Compton, Baird & Coffey 2011, pp. 32-45; Bernardin 2003, pp. 23-47)
All organizations have their own ways of how
they attract and retain employees so that they can achieve the objectives and
goals of the company. The Coca-Cola Company being an organization that is
conscious of the need for the right employees who are capable of advancing the
goals of the company has invested greatly in the Human Resource Department. The
department conducts such activities as recruitment and selection, the analysis
of the requirement of the different jobs, appraisals of how the employees perform
remuneration and other benefits which may include compensation for the
employees. The department is also involved in the training and personal and
professional development of the people whom they have hired. The industrial and
labor relations between the employees and the company are also looked into
seriously. Finally, there are other benefits which are also considered for the
company for instance medical and the welfare of the different employees
(Brigham & Ehrhardt, 2011, pp. 52-56).
To
begin with is the job analysis, this involves the determination of the skills
and duties that the employees are going to be involved in. after the skill requirement has been set, the kind of
person that is needed to fill the position becomes the next step. Coca-Cola
Company has often looked for people to fill positions before the vacancies
arise so that there can be seamless transitions in the company. Due to the
remuneration policy and good working environment, thee employees who have been
absorbed by the company are always very reluctant since they will find almost
no employer willing to go to the lengths achieved by Coke. The company carries
out job analysis which involves what the holder of the position will do in
specific terms for instance the tasks that the managers are going to do, their
responsibilities and duties when they finally land the job. It also considers
the level of skill and knowledge base of the individuals who are being
considered for the position. Finally, the personal abilities of the prospective
employees are also considered (Zurkuhlen & Meeker 1987, 13-34). At Coca-Cola Company the job description for the
account managers are responsible for all the customer complaints, selling of
new products, they also act as the face of the company in their area of
jurisdiction, signing of sales contracts, they write orders and also ensure
customer satisfaction. The job specifications are holders of a bachelor degree
with good managerial skills. The holders of the jobs are also required to be
those with strong personalities, in that they are able to withstand high stress
levels.
The
recruitment process at the company begins by the placement of adverts in
newspapers in the countries where the vacancy is expected to arise. Adverts are
also placed in the company’s website and in the notice boards of the company
offices in the region where the vacancy is about to arise or has arisen. The
prospective employees are told to submit their academic documents and
curriculum vitae for the recruitment process to begin. The candidates whose
profiles fit the job description and specifications are invited for an
interview whose aim is to reveal more about the employee’s personality and
experiences. The interviewees also have a chance at this stage so that the
roles can be explained to them further. After the interview, the employees are
exposed to group exercises so that the level of their group synergy can be
established. Thirdly are presentations by each of the interested parties to
determine their communication levels. Forth, are the exercises which are timed
and are meant to ascertain the abilities of the potential employees. The tests
may be used to test the personality of the employees but this they are told in
advance. Finally the prospective employees are taken through a simulated
process and they are gauged on how they can react to different situations in
the company (Institute of Personnel and Development 1995, pp. 12-13)
The
selection and recruitment process at Coca-Cola Company is a clear reflection of
the requirements that staffing theory requires. The job openings are advertised
in a transparent way so that all those who are interested and qualified can
apply for consideration. Since the company puts the adverts in the regions
where the vacancy arises, they can target that group of people without any
extra costs on the company. It should also be noted that the position, the
position of accounts manager, can be filled by the people who reside in the
areas where the people live thus this supports the rationale of the company to
put the adverts in the notice boards of the company and in the local media
(Cascio 2003, pp. 265-268).
The
requirement that the applications should have the documents of the respective
applicants for instance their academic certificates and curriculum vitae are
meant to ensure that the job specifications are met. This prevents the firm
from hiring based on prejudice or other biases which may hamper the firm’s
realization of its strategic goals. The ascertaining of the authenticity of the
documents is also done so that the organization is satisfied that it’s getting
people to advance eth organization. The short listing is only done after the
different applicants strengths and weaknesses have been considered so that only
people who fit the profile that was being looked for are given a chance to attend
the interviews. At this stage according to the theory of staffing, the firm
does not request for any personal information relating to the employee. If this
information was given at this stage, it would create some barriers towards the firm
employing the right person (Cascio 2003, pp. 265-268, Institute of Personnel
and Development 1995, pp. 12-13).
The
next process in the staffing theory is the invitation of the shortlisted
candidates for an interview. The firm also has this process and this is the first
stage where they interact with the prospective future employees. The
interviewers are given an opportunity to learn things about the traits about
the employees which they could not ascertain from the papers they had submitted
for instance attitude. The applicant can at this stage explain why they think
they are the right candidate. The candidates lobby for the position at this
stage and the recruiting agency has the chance to probe the employees to dig
out data that may be important for the final decision. The employees are also
given the personal liberties to ask the recruiters more about the firm and its
operations. The detailed explanation of the job details to the employees is
also done at this stage.
The
exposure to group exercises prepares the employees for the tasks that await
them when they finally are hired. Since the job of accounts manager at
Coca-Cola Company entails being in –charge
of other employees but at the micro level, the person to fill the
vacancy must have the requisite skills
of group synergy so that there can be no cases of communication breakdowns the subordinates. The
presentations that the employees are told to undergo are very necessary in
preparing them for the task of being the ‘face of the company’. Once employed,
they will have so many explanations to do as they will be dealing directly with
the complaints of the customers and also all the contracts that the firm enters
into will b done by them. As such the interview process is supposed to expose
them to be good negotiators early in the process (Cascio 2003, pp. 265-268)The
final part of the interview where the prospective employees simulate situations
is also very important in the hiring process. Since managers are faced with
changing environments in the work place, no one strategy can be the solution to
all the problems that may be faced. The interviews are supposed to be those
that think quickly so that they can react to the situations before they get out
of hand. After this, the firm will be sure to have had the best that there was
to choose from.
Coke
has been able to maintain its competitive advantage over its rival using a
number of key strategies. First, the remuneration and other reward systems
created by the company are those aimed at encouraging the employees to work
even harder in the realization of the goals of the company which are increased
profitability and efficiency. The salaries of employees are better than those
which are offered by the competitors so the employee commitment and retention
level is high. Those with skills can be retained so that the quality to the
customer is always at the best. The policy of promotion from within also
encourages the employees to work hard as they one day hope they will be given
the positions that they often desire to hold. The policy works well as it is
the greatest morale booster. There is clear reward system for achievers. These
promotions are based on appraisals of the employees work. Thirdly, the company
is also involved in massive training and indoctrination of the employees. Their
skills are continuously being improved by the addition of more knowledge to
what they already have. These trainings ensure that the employees are well
suited to the jobs that they do presently and in the future regardless of the
challenges brought about by technology and new work environments (Aswathappa
& Dash 2008, pp. 20-21)
The
company also has a near excellent way of dealing with industrial relations. The
firm concentrates its energy on the needs of the employees as they are
considered the most important factor of production in the firm. Finally the
employees of Coke are encouraged to act in their locality but to base their
thinking in the global sense and the global market. They should be aware of the
changes that take place in the wider business environment. However, they are
encouraged to base their actins in their surrounding for instance their
recognition that their business exists because of the customers and thus they
should be served well (Kaufman, Beaumont & Helfgott 2003, pp.66-69).
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