CASE STUDY ANALYSIS
By:
Colegio, Trixie Anne Y.
BADM 22 – Human Resource Management
Dr. Norberto V. Rayupa
INSTRUCTOR
April 15, 2025
Cultivating Talent: How Google's HRM Practices Foster Innovation
In today's generation, Human Resource Management (HRM) plays a key role in
driving the growth and innovation of organizations, especially in an era where technology is
integral to almost every industry. Google stands out as a leader in the technology sector, not
just because of the innovative products and services it provides, which are closely tied to
technologies we use in our everyday communication, but also due to its effective HR
strategies that focus on nurturing employee talent and fostering the growth of both the
organization and its culture. As a result, Google is recognized as one of the most successful in
implementing HR practices and functions.
Recruitment:
Like Google, they implement processes for hiring personnel or employees not only based on
technical skills or knowledge but also on a culture that fits and an innovative mindset, and
they are tested in intensive interviews where the potential of each individual is thoroughly
examined to see if they are a good fit and can help or contribute to the organization.
Training and Development:
Google offers various opportunities for its employees to improve and grow their skills, from
technical training to management programs to develop their capabilities for their
organization. Through the platforms created by Google, each employee can expand their
skills and knowledge.
Performance Management:
Google prioritize values and maintaining employee alignment in the direction the company
wants to succeed, conducting feedback to guide employees to improve their capabilities and
be given the strength to be more motivated to provide better work to the company.
Employee Relations:
Google promotes and maintain of good employee relations to support continued growth. One
of Google's strategies focuses on maintaining clear communication by promptly responding
to problems or issues. All employees are supported by managers who listen to them, value
their input, and encourage them to freely share ideas or opinions that can contribute to the
company.
SWOT ANALYSIS
STRENGTH: WEAKNESSES:
● Strong employee engagement and ● High operational and program
satisfaction costs
● Continuous learning and ● Complexity in Global
development opportunities Compliance:
● Focus on diversity and inclusion ● Work-Life Balance Issues
OPPURTUNITIES THREAT:
● Expand upskilling programs for ● Competition for top talent in the
emerging technologies tech industry
● Innovate in employee wellness and ● Employee activism on social
mental health support issues
● Talent Diversification and Inclusion ● Legal and compliance challenges
Initiatives across countries
Overall, I can confidently say that Human Resource Management is one of the
most powerful strategies driving Google’s growth. Over the years, Google has consistently
remained a leader, keeping pace with the world's most cutting-edge innovations. This
demonstrates that Google's HRM practices are not only highly effective but also a testament
to how an organization can sustain success through unity, collaboration, and the strategic
alignment of its people with the company’s goals.
The Starbucks Way: Keeping Customers Coming Back
Strategic Human Resource Management (SHRM) is an innovative approach focused
on aligning human resource policies and practices with the long-term goals and strategies of
organizations. It ensures that the company or organization can achieve its business goals
through the management of people—from training, performance management, and employee
engagement that supports the broader mission and vision of the long-term company.
Starbucks is one of the examples of organizations that effectively implement SHRM. The
company recognizes their employees as Partners who play an important role in providing
quality service and products that can give satisfaction to their customers.
Starbucks Reward For Loyalty Program:
Starbucks Rewards is a free loyalty program that operates on a straightforward points-based
system. Members can sign up at no cost and begin collecting points, known as "Stars," with
each purchase. These Stars can be redeemed for various rewards, including free drinks,
exclusive offers, and personalized promotions. The program is designed to encourage repeat
visits by providing incentives that cater to individual customer preferences, thereby
enhancing customer loyalty and engagement.
Customer Ambience & Experience:
According to Pereira (2024), Starbucks also places great importance on creating a unique and
memorable brand experience for its customers. The company strives to provide a cozy and
comfortable store environment, where customers can relax and enjoy their coffee. Starbucks
also encourages its staff, known as partners, to provide friendly and personalized customer
service, further enhancing the brand experience.
Starbucks Social Responsibility and Its Sustainability:
Starbucks continues to fulfill its commitment to sustainability, ethical sourcing of materials
that help or lessen the impact on our environment. Starbucks participates in projects such as
Corporate Social Responsibility that focus on the sustainability of our planet.
Starbucks' Social Media Engagement and User-Generated Content:
Starbucks is actively engaged on online platforms like Twitter, TikTok, and Instagram to
attract customers and keep their brand visibility strong. This approach helps maintain
ongoing interaction with their target audience.
SWOT ANALYSIS
STRENGTH: WEAKNESSES:
● Starbucks has built a globally ● higher operational expenses.
recognized brand known for
● Cultural & Communication Gaps
quality and customer experience.
● Over-reliance on Younger
● Strong training programs and
Workforce
benefits help foster loyalty and job
satisfaction among employees.
● Initiatives like Starbucks Rewards
encourage repeat business and
customer loyalty.
● Starbucks has a wide-reaching
global network, with stores in
multiple countries.
OPPURTUNITIES: THREATS:
● Expansion into Emerging Markets ● Supply Chain Issue
● Introducing new products offer ● Intense Competition
● Expanding eco-friendly and
sustainable practices can enhance
brand image and appeal to
conscious consumers.
Overall, We can see that the company Starbucks implements different ways to establish a
strong brand reputation and customer loyalty, which can also be observed as being
successfully carried out over time. Because of its strategic investment in human resource
capital, Starbucks builds a consistent brand experience in any part of the country. Even
though it faces many challenges or problems, it is able to solve them and maintain its name in
the market.
CASE STUDY ANALYSIS
By:
Colegio, Trixie Anne Y.
BADM 22 – Human Resource Management
Dr. Norberto V. Rayupa
INSTRUCTOR
April 22, 2025
Optimizing Talent Acquisition: The Strategic Use of AI in Unilever Philippines’
Recruitment Process
The use of Artificial Intelligence continues to evolve in the modern era due to rapid
advancements in technology and machinery. Its applications are constantly improving and
expanding, bringing both advantages and disadvantages. AI can act and think like a human: it
can answer questions and process large amounts of data. One well-known company focused
on using AI is Unilever Philippines, which employs AI in its recruitment and selection
processes to assess candidate skills.
For companies like Unilever Philippines, AI-driven recruitment can be highly
effective because it accelerates the processing and evaluation of job applications. In their
view, AI strengthens screening efficiency, reduces human bias in the application process, and
speeds up hiring in line with company standards. This provides a modern, effective approach
to acquiring and evaluating each candidate’s talents more quickly and efficiently. However, I
believe that AI in recruitment and selection must be balanced, since its use brings both
positive and negative effects that should be considered before implementation.
Overall, AI at Unilever Philippines has proven effective in achieving its goal of
expediting candidate selection and application processing. Yet, this method may not be
applicable to every company. If such practices become widespread, they could impact the
traditional recruitment sector—such as the recruitment agencies we’re accustomed to using.
Therefore, AI use should be balanced to avoid potential problems in the future. When
integrated thoughtfully into existing systems and procedures, AI can complement and
enhance a company’s operational workflows, helping it grow and continue to accelerate its
operations.
SWOT ANALYSIS
STRENGTH: WEAKNESSES:
● Uses AI to make hiring faster and ● May miss out on soft skills or
more efficient. personality traits not easily
● Reduces bias in screening by measured by AI.
focusing on skills and data. ● Over-reliance on technology can
● Saves time and cost in the reduce the human touch.
recruitment process.
● Enhances candidate experience
through quicker feedback. ● Requires continuous updates and
monitoring to avoid errors or
bias.
● Initial setup and system training
can be costly.
OPPURTUNITIES: THREATS:
● Can expand AI use to training, ● AI system errors or biases may
performance evaluation, and affect hiring decisions.
employee engagement. ● Data privacy concerns from
● Supports remote and digital candidates.
hiring, expanding the talent pool. ● Resistance from traditional HR
● Can improve decision-making staff or applicants.
through data analytics. ● Fast-changing technology may
● Data and AI can improve hiring require constant upgrades.
and employee management.
Strategic HRM at IBM: Adapting to a New Era
Any form of management is important in every organization. Personnel Management
(PM) and Human Resource Management (HRM) are both known for having the same goal:
supporting employees and improving the organization’s operations. However, these two
approaches have different roles, strategies, and responsibilities in managing the organization.
Personnel Management is often considered the traditional and administrative approach to
managing employees. The function of Personnel Management is to ensure the smooth and
efficient operation of the daily workforce. The functions performed by Personnel
Management include recruitment, management of employee wages, and compliance with
legal standards. They also handle employee complaints and violations of labor laws. On the
other hand, Human Resource Management focuses on the strategic and long-term success of
the organization. It emphasizes the growth and development of the organization for sustained
success.
In the year 2000, IBM faced a major challenge—competition due to the decline in
hardware’s sales brought about by the rapid advancement of global technology. Because of
this challenge, the company needed to create or think of a new structure and strategy that
could address the problem. As a response, IBM decided to shift from the traditional approach
of Personnel Management to a modern and strategic Human Resource Management (HRM)
framework, which could help the business recover and survive the challenges it was facing.
In my opinion, IBM’s shift from traditional Personnel Management to modern
strategic Human Resource Management (HRM) is one of the biggest changes in employee
commitment and engagement, but it can be seen in a positive way. This change not only
helped to save the company from the challenges of the early 2000s but also paved the way for
expanding opportunities for personal and professional development for employees. Through
modern strategic HRM, the importance of the role or work of employees in the successful
operation of the organization was given more value. Overall, the impact of HRM on the IBM
transition was positive. This proves that the right human resource management strategy has a
great contribution to the consolidation and resolution of the challenges faced by businesses or
companies. Sometimes we need to find alternative solutions for the long-term success of our
businesses or companies.
SWOT ANALYSIS
STRENGTH: WEAKNESSES:
● HR practices now support the ● Some employees found it hard to
company’s long-term goals. accept the changes.
● Employees are encouraged to ● The shift required big investments
innovate and grow. in training and tools.
● Use of technology helps make ● Some HR staff lacked skills needed
better HR decisions. for strategic roles.
● Access to skilled professionals
worldwide.
OPPURTUNITIES: THREATS:
● SHRM helps IBM stay relevant in ● Rapid tech changes can make HR
a fast-changing industry. systems outdated.
● A modern HR system attracts top ● Competitors are also trying to hire
job candidates. top talent.
● There’s room to build a strong ● Big changes may reduce employee
culture of learning morale at first.
● Managing a global workforce is
more challenging.
Reference:
Business Model Analyst (2024). Starbucks marketing strategy.
Business Model Analyst.
[Link]
CoSchedule. (2022). Starbucks marketing strategy: How
Starbucks creates a personalized
[Link]
examples/starbucks-marketing-strategy