Marks & Spencer Recruitment & Digital Marketing

The world is moving towards globalization, which has increased the competition bar of the organizations to perform better in the longer run. The increased competition is increasing the challenges for the organizations to maintain their positions in the global market. The significant and managerial tools and strategies are required to support an organization's recruitment processes (Jackson and Sparks, 2005). One of the critical areas for any organization is to hire talent that can scale operations and help the organization. Being one of the critical assets for any organization, the process of recruitment is critical and needs to be responsibly considered. Nowadays, the human resource of every other organization is facing several challenges associated with the recruitment process. These challenges are associated with the limitation of the qualified candidate and the restricted area for searching the preferred and qualified candidate. The limitation of the qualified candidate in the social network and local community makes the recruitment process of organizations less effective. It is one of the key challenging areas that need to be worked upon to increase its organizational value. As the right candidate provides add-on benefits to the operations by their knowledge and values (Ward, 2003).

For every organization, the recruitment process is among the key operational asset that adds value to the organization as the right candidate offers a variety of benefits and adds their experience to the table for the organization. This is crucial as a less qualified person can impact the operations and waste time and the value of the organization. The recruitment process needs to be effective and valuable as it is important for the organizations. Marks and Spencer plc (M&S) is among the British multinational retailers of home products, clothing, and luxury food products. It was founded in 1884 and is committed to serving their shareholder and upgrading customers' demands by providing higher quality services. The organizations follow a traditional recruitment method, which hampers the operations of the organization (Rashid, 2016). The challenges can be addressed effectively with the implementation of digital marketing tools in the recruitment process (Esoimeme, 2020). The significant use of digital marketing helps the organizations to implement the different approaches that significantly increase the target areas for recruitment of the candidates.

1.2 Rationale

One of the major challenges faced by organizations globally is the limitations and challenges associated with the recruitment processes (Voss et al., 2019). There are various identified knowledge gaps in association with the recruitment process that needs to be solved by an organization in order to maintain their positions in the global market. As employees are the core strengths of an organization, it is the necessity of the organization to upgrade the recruitment process for onboarding talents. Hiring the wrong candidate for the job position can affect the operations of the organization. The adoption of digital marketing tools and techniques in recruitment processes solves the problems associated with the recruitment processes (Schleper et al., 2021). There are various approaches and methods that can be effectively used for improving the recruitment process. The research established the significance of digital marketing tools and the effective use of the same in improving recruitment processes. The case study of Mark and Spenser's is discussed, and the effective steps to improve the recruitment process will be provided in work. It is necessary for every organization to hire the right and qualified candidate that fits best for the job role and provides maximum profit to the employer. The effective use of digital marketing tools and techniques helps in improving the recruitment process. Digital marketing established a direct connection between the employer and the targeted candidate pool. Implementing various digital marketing tools and techniques helps an organization create a value-oriented space to reach out to more candidates.

1.3 Problem Statement

In the increasingly competitive environment, organizations are facing challenges and struggling to hold their positions in the global market. One of the key challenges faced by organizations is onboarding talent. The insufficient knowledge about talent management and the recruitment process is making an impact on the workforce of the organization as the employees are the core strengths of any organization (Purvis, 2015). The increased level of pressure in maintaining the positions of the organization, organizations undertake traditional methods of recruitment process makes it difficult for the organization to hire the right talent and longer processes in hiring sometimes result in insignificant employee-employer interview experience and losing right applicants to the competitors (Mellahi et al., 2002). There are other challenges faced by organizations in talent acquisition, such as the pool of less-qualified or lack of knowledge area required for the job role are among the challenges as the limitation of the qualified employees makes it difficult for the organizations and some end up recruitment less qualified. The traditional recruitment process limits the candidate's reach for the organization as the employer to fill their open positions are restricted to look for their social networks and local communities for the preferred candidate, the current recruitment system limits the organizations to expand their reaches and for the same new approaches are needed. To effectively address these challenges, it is necessary to upscale the process and embed significant strategies for recruitment (al Habibi, 2019). For the same, digital marketing tools can be used effectively for addressing the challenges in the recruitment process.

1.4 Aim of the research

The aim of the research is to make improvements in the recruitment process and digital marketing tools effectively. The research focuses on understanding the importance of the recruitment process and the importance of digital marketing tools in recruitment processes. The research evaluates the recruitment process and digital marketing tools used in Marks and Spencer and provide recommendations for improving the recruitment process.

1.5 Objectives

The objectives of the research are as follows:

To determine the importance of the recruitment process in attaining success.
To identify the areas wherein improvements are needed for effective recruitment Marks and Spenser's.
To critically analyze the importance of digital marketing tools
To determine the effective implementation of the recruitment processes and digital marketing tools in the retail business.
To evaluate the factors affecting the recruitment processes in Marks and Spenser's.

1.6 Research Questions

The research questions for the work are as follows:

Why recruitment process is important for an organization in attaining success?
What are the factors that affect the recruitment processes in Marks and Spenser's?
What are the different areas that need improvement in the recruitment process in Marks and Spenser's?
How are digital marketing tools important?
What is the impact of effective implementation of the recruitment processes and digital marketing tools in the retail business?

CHAPTER 2: LITERATURE REVIEW

2.1 Importance of recruitment process in attaining success

Attracting and retaining talent is one of the critical aspects for an organization in talent management (Van Esch et al., 2019). Out of the two critical talent management processes, recruitment, and retention. Recruitment is one of the essential processes of talent management. Recruitment is the process of searching for potential talent and adjusting them in the organization (Koch et al., 2018). It is to be believed that recruitment of the wrong candidate can impact the operations in the organization and can be production and organizational loss. Recruitment is one of the critical processes. Even for lower-level positions, a wrong candidate in the job position can cost double the annual salary offered for that job role. These issues make recruitment a challenging task in the organization. In the views of Huang et al. (2018), every organization should stick to a framework that helps in effectively recruiting talent. A similar framework can be followed, as presented in figure 1. An effective recruitment strategic framework includes the protocols for the development of effective skills such as identification and engagement of the stakeholders, limiting the complexities for reducing the burden in the organization, and more. Another strategy should be focused on trial feasibility and site selection that refers to the hired candidate should be able to conduction of evidence-based feasibility and have realistic metrics and approaches for the work. Recruitment communication planning needs to be embedded that help the organization identify and engage all the stakeholders, develop creative materials, and have a realistic budget. Effective planning for the recruitment process can help the organization hire the right candidate for the job role (Chams and García-Blandón, 2019). A right and qualified employee can effectively add value to the organization that helps the organization in attaining success (Acikgoz, 2019).

Figure 1 Framework for recruitment planning

(Source: Huang et al., 2018)

Every organization focuses on benefiting the workforce by recruiting the right talent (De Weger et al., 2018). Organizations need a strategic human resource management framework that focuses on attaining the important outcome and elements that paves the way for success. Every organization focuses on embedding the right talent on board as it provides value to the organization and experience for driving work that helps the organizations maintain their positions in the global market (Zaheer et al., 2019). According to Mclver et al. (2018), every organization follows a dedicated path that identifies the right talent for their organization. These strategies follow a systematic process that helps the organizations; refer to figure 2, which provides the knowledge of the different areas considered before onboarding the person. The business strategy starts from considering cost and implementing the HR strategies, and the same process is continued for what employees have and what employees feel. These processes are carried forward, and the organization selects the employees (Eger et al., 2018). Every organization is confined within its limitations as human capital’s major process is recruitment. Recruitment is a critical function for the organizations as for the successful survival of the organization is essential, every organization looks for holding their positions and onboarding experiences that can help survive the pressure in the market. Employee recruitment is essential for a firm’s success as successful recruitment is not just limited to the job role requirements but ensures the organization's commitment to providing their best services with a commitment to the organization. Successful recruitment is vital for the organization and ensures that the workforce will have the required talent on the table and aims to fulfil the organization’s future goals. The right person hired provides the organization with the required value guidance, takes responsibilities, helps in growth, meets the legal obligations, helps in reducing the stress, enhance the reputation of the company from both the candidate perspective and market perspective, and helps in findings best talent for the organization in longer terms (Tajeddini et al., 2020). Successful recruitment leads to the firm's credibility, ensures transparency, and maintains an effective work culture within the workplace. Such employees are easy to handle and dedicated to their work. In the longer term, successful recruitment takes up leadership roles that bring credibility and creativity. Employees committed to their organization are ready for taking risks that can take the organization to new heights.

Figure 2 Strategic Human resource management process

(Source: Mclver et al., 2018)

2.2 Evaluating the factors affecting the recruitment processes in Marks and Spenser’s

Human resource management, for every business irrespective of its size, is the heart of the business, ineffective practices of this management can lead to disruptions in business that hinder the growth and development of the business (Szydlowska, 2020). This is the process that helps in acquiring, appraising, training the right talent in the business.

Figure 3 Mark and Spenser

(Source: Eley and Proven, 2020)

Mark and Spencer, generally known as M&S, is a British multinational retailer, the headquarter of M&S is situated in the City of Westminster, London (Priyanka Singh, 2022). M&S is known for its specialized domain of selling clothes, home products, and food products. Founded in 1884 by Michael Marks and Thomas Spencer, M&S has grown over the years as one of the renowned retailers (Eley and Proven, 2020). However, M&S faces multiple challenges due to the online shopping systems, e-commerce distribution, workforce diversity, and more. These issues are due to ineffective HR practices.

2.2.1 Challenges in Human Resource Management of M&S:

There are several factors that have affected the HR practices of M&S in modern times. These challenges such as:

Globalization and Business strategies: The change in the e-commerce sector at the global level requires M&S to work in the area of transforming their infrastructure to consolidate their position in the global market. The retail market is a highly competitive market and requires the business to operate in a pressured environment (Rana and Shankar, 2020). M&S requires an effective business strategy to aid the growth of the company.

Recruitment and HR strategy: The Company provides details of their job openings on their website, and recruits for both their headquarters and stores, as it requires the number of staff (Kotler et al., 2019). This creates a challenge for the company as there is a hectic six-level recruitment round that requires employees to go through different rounds (M&S, n.d.). The company provides job openings on their website and does not use any other independent job search platforms; this restricts the approach of the company to attract a wider pool of talent. This is challenging for the company.

Rewards and recognition: For every company, rewards and recognition are important as it encourages and motivates the employees to work for achieving the objectives and goals (Byrne, 2018). M&S has two kinds of rewards and benefits to offer to their employees and these depend upon performance-based and general rewards (M&S, n.d.). The performance-based awards are limited to the top management, which is provided to top management such as managers and team leads only. This can be an issue, as the other employees can feel dejected to be avoided. M&S should introduce performance-based awards for all the employees to embrace their contribution.

Training and Development: The development of employees is essential for businesses, M&S focuses on training and development programs. M&S includes senior management and mentoring schemes for the development of employees’ skills. M&S offers a wider variety of training programs for the employees (M&S, n.d.). However, M&S provides similar training to their employees. This can be a reason that affects the recruitment process as special training for sales and customer service should be provided that helps the employees.

2.3 Importance of Digital marketing tools

The quick expansion of information technology and the internet have been adopted by a number of people. This adoption has changed the way the business operates, as more and more people are adopting the digital environment (Rosokhata et al., 2020). In the views of Manucharyan (2021) the digital environment has greatly impacted the corporate world, this is due to the speed at which the consumers are accessing information has made the businesses and companies rethink their business strategies and approaches for marketing to target a wider range of consumer. The adoption of a digital environment provides organizations to effectively use the internet and information technology to make strategies so that they can increase their reachability and achieve their objectives, in association with increasing their sales and brand promotion. Since the adoption of the digital environment has been beneficial, digital marketing has paved its way for businesses.

Marketing is set to a process that is restless, constantly changes, and includes dynamic business activities. The role of marketing has changed over the decades due to various reasons such as energy and material shortage, dying industries, high unemployment, economic recessions, inflation, and certain effects due to rapid technological changes at the global level (Bhardwaj and Singh, 2021). The adoption of the internet at the global level has paved its way to digital marketing. As explained by Bala and Verma (2018) internet is a considerable power tool in the world, the effective use of marketing through digital platforms has helped many businesses, refer to figure 4. Digital marketing has helped the business to define e-marketing specific objectives with the purpose to attract people. Digital marketing is focused on how a business should create its market presence and interact with its targeted audience.

Figure 4 power of Digital Marketing

(Source: Bala and Verma, 2018)

2.3.1 Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Digital marketing focuses on connecting the business with its targeted audience through digital platforms (Victorino et al., 2020). There are various digital marketing tools and techniques that help businesses to connect with their ideal customers. As per Ravi (2021), there are various digital marketing tools and techniques such as Search Engine Optimization (SEO), this is a tool that is used for optimizing the business to get traffic to come organically and naturally in the search results of the search engine. Search Engine Marketing (SEM) is another digital marketing tool that helps in driving traffic to the business, however, the only difference between SEO and SME is the traffic is through paid efforts. Based on the business structure, the business can select the approaches such as the pay-per-click model or cost-per-thousand-impressions, and more.

2.3.2 Content Creation and Social Media Marketing (SMM)

The content presents the offering of the business and explains the objectives to the customers. Content is important as the consumers interact with the brand through online platforms, so it is important to present effectively in front of customers (López García et al., 2019). Content creations include blogs, e-books, guidelines lines, news, banners, infographics, and more. The content needs to be crisp and attractive so that people get attracted. According to Krishnaprabha and Tarunika (2020), another effective digital marketing tool is social media marketing (SMM). In the present times, there are various social media channels, refer to figure 5. These channels help the business to drive their sales and market their products.

Shape1

Figure 5 Social media channels

(Source: Author, 2022)

2.3.3 Marketing approaches

Other than SEO, SEM, SMM, and content creating, there is a number of marketing approaches that helps business to reach their potential customers. These channels offer two-way marketing communication to the business (Nabieva, 2021). In the views of Malik et al. (2022), there is a number of marketing approaches such as mobile marketing, viral marketing, email marketing, affiliate marketing, and more. These digital marketing approaches help in targeting the customers effectively through these channels.

2.4 Recruitment processes and digital marketing tools in the retail business

The wider adoption of digital marketing in the business has helped the business to grow and create its brands. The effective use of SEO and SEMs have helped many businesses to make their brand and effectively target customers (Dumitriu et al., 2019). Sustainability, brand equity, and growth are the terms that are undoubtedly become the primary goal of businesses, especially for the brands that operate in digital environments (Koch et al., 2018). Sustainability in the business helps the business to grow and have a relationship with the environment, corporate and social areas. As per Suciu et al. (2019), digitalization along with digital marketing has helped the business to operate in a secure and effective environment, not just limited to targeting audiences but to managing their inner aspects as well. Every business aims at adding talent to their company to manage the operations and adds value to the business, for the same effective recruitment process is required. However, there are challenges faced by businesses in searching for the right talent. As explained by Behera et al. (2020) digital marketing has made it easier for the business to effectively manage the talent management process of the business. In modern times, digital marketing helps to communicate about the products to customers, furthermore, the platform now can be used to potentially target the right talent with personalised content (Bautista et al., 2019). The effective use of recommender systems (RE) is the system used for targeting potential customers through social media channels, email, and other platforms. Through the use of digital marketing, the person looking for a job with certain skills gets personalised offers from the business. This helps in the recruitment of the right talent.

Digital marketing effectively helps businesses in targeting their targeted audience. The digital transformation of the processes in businesses such as marketing, operations, and more has automated the processes of the business (Bondarenko et al., 2020). This transformation has increased the efficiency of businesses at all levels, especially a retail business that aims at customers for growth. Digital marketing for retailers has become a corporate management function that helps in the development of customer-centric strategies to target customers. Another corporate management function for businesses is HR functionalities in a business. HR functionalities come with managing the talent management of the business to the onboard talent that adds value to the company. As explained by Dalessandro (2018) the millennials today have vast knowledge about digital marketing, social media platforms, and more. This generation uses digital technologies to navigate friendships and schooling. Another aspect of using these technologies and platforms is to search for jobs, such as LinkedIn and other such digital applications are frequently used by such people to search for career opportunities as well. Being the leading group for using digital technologies, this targeted generation is considered sophisticated among other generations and prefers these digital applications for social interactions. This makes digital marketing effective for businesses to use digital marketing platforms for the recruitment process (Johnson et al., 2020). The effective use of tools and techniques of digital marketing helps businesses to attract talents. The use of SEO and SME helps the business to promote and get the desired traffic that increases the chance of the right talent to get attracted and apply for the job role. Digital marketing adoption in HR functionalities addresses the various challenges in the recruitment process, these challenges such as limited talent pool, lesser number of applications for the job roles, and more (Iannelli et al., 2020). The use of digital marketing in the recruitment process opens opportunities for the retail business to recruit globally and onboard talent and skills that help the business to grow and develop.

2.5 Areas that need improvements for effective recruitment in Marks and Spenser’s

Talent management is one of the essential tools that help the business to grow and develop, as effective talent management processes enhance the performance, innovation, employee recruitment, and employee retention of the organization (Salmon and Tordjman, 2020). An effective recruitment process helps the organization to add value to the firm and helps in maintaining its position in the global market. Marks and Spenser (M&S) is a large retail firm that works in a highly competitive business environment, being an international retail firm, adds pressure to the company to enhance their recruitment processes and talent management and needs to count the recruitment and retention processes among the key focal areas. M&S needs to focus on some of the areas for enhancing the recruitment process:

2.5.1 Corporate Social Responsibility and Recruitment

Corporate social responsibility models are the effective models that help the firms to develop and maintain economic activities in the firm to support the development and to take responsibility to do good at the social and environmental level (Dal Mas et al., 2022). An effective and value-driven CSR embeds a dynamic job culture in firms that attract and retain talents in the firm (Simpson and Aprim, 2018). As explained by Nyame-Asiamah and Ghulam (2019) M&S operates 800 stores in the UK that serves 32 million customers, as per the Annual Report of M&S 2017. The company is known for CSR and a sustainable development program that is designed for addressing environmental, ethical, and social challenges. The company launched many strategies for CSR; however, the CSR strategies of M&S have a positive response neither on sales nor on attracting talents. Being a major area of concern, the M&S needs to work on the CSR model to do good for customers and attract talent.

2.5.2 Training and Development

For effective employee retention, the employees need to be regularly trained for their job roles as it helps the employees in managing their work (Fletcher et al., 2018). In the views of Esoimeme (2020) an effective retail firm like M&S needs effective training and development of the employees to enhance their operations. It is important for the firms to provide required training to their employees' overtime; M&S carries out effective training. However, as per existing employee reviews, the company prioritizes its top management over the section management for training and development monitoring (Glassdoor, 2021). The career path is the area that needs improvement and M&S needs to prioritize all their employees irrespective of their job positions.

2.5.3 Digital Marketing tools for effective recruitment

Digital marketing is effective in recruitment to reach out to more talent for adding experience and talent to the firm. As explained by Dobson (2020) M&S has a decent recruitment method that is from their website “career options”. The company is set to provide details about new openings and jobs from their websites (M&C Careers, 2019). The company does not support other individual digital platforms, which restricts the people looking for a job through other platforms. This area needs improvement as the company needs to open its area of talent recruitment, for example, a person looking for jobs in LinkedIn can locate M&S.

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Improving Recruitment Methods & Digital Marketing at Marks & Spencer

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION

1.1 Background of the Study