Recruitment Strategy Of Domino's Australia - Challenges, Compliance And Demographic Issues

Recruitment Strategy of Domino's Australia

Discuss about the Personality in Human Resource Management.

The reported study paper has been developed to identify the recruitment strategy of Domino’s Australia, the largest pizza chain in the Australian target market ("Domino's Corporate", 2017). In terms of sales, numbers of retail outlets, and target market demographics, Domino’s Australia can be termed as one of the biggest brands in the global food retail market. In the identified study, the key challenges for recruiting the workforce within the firm have been described analysing the entire recruitment practice of the firm. Precisely, through the evaluation of the challenges, strategic recommendations have been provided to address the issues to hire and retain the best talents.

Domino’s Australia has adopted suitable recruitment and selection strategy so that unmatched retail services can be delivered to the target demographics. During the hiring of the staff members, the organisation has taken substantial initiatives to motivate the highly trained and efficient human resources. As a result of the suitable recruitment policies, outstanding service value can be offered to the target audience (Dessler & Teicher., Dessler, & Teicher, 2014). By prioritising the recruitment and retention of employees, Domino’s Australia has encouraged the standards of employee engagement at the highest level. In the recruitment of staffs, the recruiting department of Domino’s Australia has introduced the best practices and policies to attract the best talents. Through the identification of the recruiting strategies of the other food retail marketers, Domino’s Australia has adopted different recruitment tactics to hire the best employees in a cost effective way. For instance, e-recruitment strategy, in-store advertisements, local job centres, and career fairs can be identified as the leading sources to attract the applicants (Sparrow, 2007).

The recruitment strategy of Domino’s Australia has been formulated in an organised way depending on the vacancy. Precisely, Domino’s Australia has undertaken both the conventional and e-recruitment strategies to hire the staff members according to the requirements. During manual hiring, direct and indirect selection strategy has been considered. If vacancy has not been filled internally, advertisements have been publicised (Clayton, & McKenna, 2012). During short listing of the applications, required skills, knowledge, and competencies have been verified to select the best candidate. Also, significant training and induction process have been conducted after entire verification procedure has been completed. Alternatively, the robust e-recruitment strategy has been introduced in the human resource management so that right employees have been chosen in a cost effective manner (Gavrel, 2015). On the other hand, the e-recruiting strategy has been utilised to save precious time in recruiting the best talents.

Challenges for Recruitment

In the existing market scenario, the management of Domino’s Australia has to deal with a number of challenges regarding selection and recruitment of in-store staff members, sales executives, marketing personnel, and other executive members. In this very section, the different challenges for recruiting within the food retail outlets of Domino’s Australia have been illustrated as below:

During the recruitment of sales executives and marketing personnel for the food retail business of Domino’s Australia, skill shortage can be identified as one of the most significant challenges. For the recruiters of Domino’s Australia, it is essential to meet the sales and marketing skills (Chung, Rutherford, & Park, 2012). Therefore, identifying the skills of the executives will be evident during the hiring process. Relatively, the demand of the skilled labours is high whereas the supply is not enough. If the hiring of the employees has not been done in an effective way, the skills gap can reduce the standards of in-store services. Most of the freshers have lacked the significant marketing and sales skills suitable to fill the vacancies for Domino’s Australia. Therefore, the recruiters have to increase the reach of the talent pool to hire the best. Also, due to shortage of skills and competencies, retention of the employees has become a significant challenge as well.

In case of hiring the new employees, recruiters of Domino’s Australia have to consider the employment legislations and compliance. Most importantly, the sections of the Fair Work Act 2009 have to be identified so that suitable relations can be developed during the hiring of employees. On the other hand, the recruiters have to understand the Sex Discrimination Act and Racial Discrimination Act so that any of the candidates should not be rejected based on discriminatory issues (Kramar et al., 2014). If such cases will happen, the company has to face the legal consequences. In addition, the Equal Opportunity Act 1999 has to be considered by the recruiters to ensure men and women can be provided equal job opportunities based on talents and qualification (McDonald, 2015). Apart from the laws, the minimum hourly wage rate must be provided to the employees to avoid any legal indecision regarding compensation. Precisely, all of these compliance and legislation must be taken into account to recruit new talents.

In addition to the issues of compliance and legislations, the recruiters of Domino’s Australia has combat the counter offers that have been utilised by the other leading marketers to attract the talent resource. As a result of the consequences, the recognition of the brand needs to play a vital role (Marie Ryan, & Derous, 2016). The brand name and facilities provided to the employees have influenced the candidates to join the company. However, the organisational management has to offer exploding offers and compensation packages to hire the best talents as well as retaining the talents. Therefore, recruiters need to negotiate with the candidates so that best talents can be hired in a cost-effective manner (Perrewé, 2011).

Compliance and Legislation

The demographic changes in Australia have emerged with different issues for the recruitment process of Domino’s Australia. The labour forces have become diverse that has dominated the HR management of the firm to make changes in its HR management practices. However, the demographics is not only changing, but changing at a higher pace that have emerged to be a major challenge for the HR professionals to hire, train and manager the new generation of workforce (Tokatli, & Boyaci, 2016). The Australian population has been ageing that has become a major challenge for the HR professionals. It can be seen through research that around 25 percent of the population is of an age of over 65 years. On the other hand, around 57 percent of the population is below the age of 25 years. The issue of under-aged population has been termed as generation Y (Kramar et al., 2014). The population of these ages lack proper experiences and skills that becomes a major issue for the recruiting firms. Hence, the population capable of working as an employee of Domino’s Australia has reduced in the recent years due to the changing demographics of the country (Stari?eca, 2015). Meanwhile, the population of generation Y uses online communication media such as social networking sites more than the traditional media. Therefore, the company needs to focus on online recruiting.

Additionally, the cultural diversity among the population has emerged to be another primary issue for the recruiters of Domino’s Australia. With increased globalisation, the movement of people from one region to another has become free that increases the cultural diversity and reduces cultural homogeneity within the workforce (Marie Ryan, & Derous, 2016). The individualistic value applicants prefer jobs that offer autonomous goals and proactive achievements. On the other hand, collectivist cultural applicants prefer jobs that offer group work (Atalay, Kim, & Whelan, 2014). Hence, it is important for the recruiters to understand the differences in culture while planning the recruitment and selection strategies. Hence, different means of recruitment and selection methods must be used to employ the best talent from the diversified labour market of Australia.

In order to meet the challenges of recruitment faced by Domino’s Australia in the recent years, the HR department of the firm needs to make changes in its recruitment and selection strategies. The strategies to meet the challenges have been discussed in details herein below:

• Job Assessment and job description: The management of Domino’s Australia must conduct job assessment in order to observe the current market status of the labour market of Australia. Furthermore, internal assessment must be conducted in order to evaluate the availability of talents inside the organisation (Chungyalpa, & Karishma, 2016). Finally, the job description must be developed keeping in mind the current situation of the labour market and industry standards. A better job description will help the firm to attract the best talent in the market.
• Employer Branding: The HR management of Domino’s Australia needs to focus on employer branding by improving its internal reputation and providing the employees with career development opportunities. The company can conduct PR activities and narrate its success stories in terms of employing a diverse workforce. On the other hand, PR campaign can be conducted to explain the external audiences the corporate environment implemented by the firm (Sheehan, 2014). Additionally, the company can make use of advertisement over the employment magazines to improve the positioning of its employer branding.
• Digital Advertisement: Another significant strategy that can be used by the HR department of Domino’s Australia is the digital advertisement. The management can make use of social media networks such as Facebook, Twitter and LinkedIn to advertise its employment openings and job offerings to the new applicants (van Wanrooy, 2016). The use of digital advertisement will help the company to reach a higher number of target audiences and reduce the cost of recruitment advertisements.
• Online Recruiting: The Company must focus on online recruitment strategy in order to get access to knowledgeable applicants capable of using modern technology. On the other hand, the online recruitment strategy reduces the time and effort of the recruiters in screening the information of the applicants through automatic tools (Susomrith, & Brown, 2013). Additionally, the online recruitment strategy will provide access to a higher number of applicants due to the increasing use of internet in the current generation.
• Training and development for recruiters: Finally, the company must focus on training and development of the recruiters in order to make them aware of the demographic changes and supply of labour in the market (Susomrith, & Brown, 2013). Furthermore, the training and development programme will make the recruiters aware of the cultural diversity and employment laws that must be considered while recruiting a new employee.

Conclusion

By considering the above analysis, the Human Resource Management of Domino’s Australia needs to face several challenges in the recruitment process due to the falling supply of labour and increasing skills gap among the younger generation of Australia. On the other hand, the changing rules and regulations of the Australia government is another major challenge for the recruiters. Furthermore, the changing demographics in terms of ageing population, generation Y and cultural diversity makes it difficult for the Domino’s management to carry on its recruitment process using static strategies.

The company needs to make changes in its recruitment policies in order to hire the best talent available in the Australian market. There is a need of proper job assessment and job description to understand the market and attract suitable candidates. Additionally, Dominos needs to focus on online advertisement and employer branding to seek a better positioning in the market. However, the management of Dominos also needs to focus on online recruiting to carry on with the trend of using technology in HRM. Finally, the company needs to implement training and development programmes for the recruiters to make them aware of the changing demographics and legal obligations to improve the current process of recruitment.

References

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