Changes in Human Resources Management
Research Problem
This last decade has seen an enormous shift in human resources due to the rapid advancement of technology. Modern firms are making significant changes to the way they employ, manage and interact with their workers thanks to artificial intelligence (AI) (Hyun Park, et. al., 2017). As companies place a greater emphasis on cultivating a corporate culture that values its employees, data-driven technology is quickly working its way into the HR sector. Requiring time-consuming operations such as evaluating applications, making phone calls, or reacting to candidates through email is no longer a burden for HR professionals in the recruitment process. As a result, human resources professionals can now focus on the bigger context by using smart technology that mimics human dialogue. In today’s corporate world, employee engagement is essential since it has a significant impact on productivity and on a company’s ability to remain competitive in the marketplace. Today, HR professionals don’t have to rely on time-consuming yearly surveys to measure employee engagement (Grover, et. al., 2020).
With the use of real-time data and predictive workforce trends, the modern HR executive can redefine performance management and assess employee engagement to identify issue areas and enhance work culture (Abdeldayem, and Aldulaimi, 2020). It is also possible for HR professionals to take immediate action in a personalised way thanks to real-time data. The latest buzzwords in technology, artificial intelligence (AI) and machine learning (ML), have important consequences for HR practises. While ML is a sophisticated kind of AI that analyses data to find patterns and alters programme operations accordingly, AI breaks down and turns information into a form that is simple to comprehend (Puaschunder, 2019). The data generated by AI may be used by Hr practitioners to retain and encourage current workers, as well as to attract new personnel. With the use of artificial intelligence and machine learning, HR professionals may build HRM programmes that are based on the most up-to-date and accurate data. The use of HR chatbots improves employee interactions and fosters a sense of community in the workplace. In order to streamline and automate the recruiting process, HR solution providers and successful start-ups are increasingly using HR chatbots that utilise the gathered data. The use of AI-based HR management technologies can have a substantial impact. The promise of AI in HRM is far from being realised, according to previous studies (Tambe et al., 2019). The gap is narrowing as AI tools advance at a considerable pace. Learning about the advantages of AI in human resources management (HRM) can help researchers and practitioners. The Study is aims at explaining the importance of artificial intelligence in business and evaluating the impact of AI upon the HRM practises of Zara.
Literature Review
When it comes to artificial intelligence (AI), computers are able to learn and create or propose actions based on past data. In the area of human resource management, machine learning may be used in a variety of ways to simplify procedures and increase efficiency (Bhardwaj, et. al., 2020).
AI and Machine Learning in HRM
Artificial Intelligence (AI) is becoming increasingly significant and transforming the way firms hire and do every action, according to study by Jauhari (2017). Chatbots will be used to conduct all tasks, and AI will assess candidates as well as send confirmation or rejection emails. Human resource managers will have a slew of chores to deal with in the near future, and a chatbot can help them find answers using AI and machine learning. HR managers confront a huge difficulty when it comes to performance assessment, which implies that based on an employee’s performance, their performance appraisal and career path will be determined. Advanced technologies now govern the planet, scaring the global workforce. We can claim that AI is the most revolutionary of all the technologies. AI is being used in practically every industry, from banking to health care insurance, and the results are impressive (Roos, and Shroff, 2017).
There are several aspects to human resource management, involving recruiting, selection/training/development/retention, and so on. It’s all about dealing with individuals and their attitudes inside a company. Human resource management is primarily concerned with reward management and payrolls, performance assessment, and employee motivation. It motivates people to do their best in the organisation and to reach a high level of productivity so that the company’s goals as well as objectives, including its vision and mission, may be fulfilled. Employees should grasp the significance of the organization’s purpose and its presence in the society. It is the duty of every sub division in the company. As a human resource manager, individuals have a lot of work to do. Artificial intelligence helps with this because it uses chatbot agnostic solutions and algorithms. Based on algorithms, the entire process of hiring, training and development happens. This will make the process even better when it is linked with artificial intelligence (Oliver Pickup 2018).
Since 2012, a new generation of artificial intelligence has emerged, which was first introduced in the 1950s and slowed down in the 1970s and 1980s owing to unrealistic expectations. It makes use of a wide range of algorithms and ideas. A blend of psychology, mathematics, and philosophy, Artificial Intelligence (AI) provides better service to customers while reducing expenses (Qamar, et. al.,2021). Many firms, like Google and IBM, are now utilising AI and reaping the rewards of doing so. Customers are able to get information quickly because to this AI. HR managers will have less work to do and more time to spend with their families thanks to AI’s ability to streamline the hiring and selection process, as well as the process of granting leave to employees in the organisation. There will be authorised access to the system. Autonomous vehicles, for example, are only one example of how AI has been put to use. It has a significant influence on the HR department and HR managers, who will see their workload reduced and their demands met in a number of ways (Siurdyban, and Møller, 2012).
Real-time decisions are being made using pre-programmed algorithms and coherent computing technologies in artificial intelligence. The human resources department will be affected by artificial intelligence. As a consequence of the panoptic human element of Human Resources paired with the intelligence of technology, businesses will witness an updated and evolved situation for their candidates and employees. In addition, AI in HR will promote the value of delivering better and faster results (Bankins, 2021).
HR Chatbots
According to Dirican (2015), Primitive mechanisation in manufacturing was brought about by the Industrial Age that mankind entered long ago with steam series. Mechatronics studies are being accelerated by the rise of the internet and mobile technology, as well as breakthroughs in electronics, medicine, health, and digital applications. Economists like Roubini and Stiglitz also participated in the topic of the economic consequences of robots and artificial intelligence at the last World Economic Forum in Davos, Switzerland. On the contrary, every day we see huge news and pieces in the business pages on these problems, so it’s clear that corporations can no longer fight change in this area. Changing business terms and workforces, as well as new ways of doing business, employing new technology, will have a significant influence on daily business life and the economies of countries and the globe as a whole. Numerous topics, such as the unemployment rate, Philips Curve and many others in business and economics will be affected by the improvements in the areas of performance and management as well as customer relationship management, sales and strategic planning, mass production and accounting (taxes) as well as the changes and possibilities brought on by the advances in the areas of money and banking. Robots and drones that employ massive amounts of data, referred to as “big data,” from several databases or connected to the cloud and controlled by artificial intelligence might be found in manufacturing lines and organisational charts of companies, in addition to on the agendas of corporate boards of directors and human resources departments, according to the findings of this study (Bollinger, and Smith, 2001).
Creativity vs Robot’s research found that just 21% of the 721 occupation categories studied are considered highly creative, while those who are receptive to computerised systems and positions that may be done by automation include office managers, contact centre agents, librarians and farmers and miners (Mizroch, 2015). To replace these efficiency and innovation with owners of capital or human resource specialists, Stiglitz predicted that unemployment would rise. That’s when things get a little confusing. Due to the depreciation of their currency as well as inflation, people lose buying power when their income or work possibilities are limited or eliminated. This leads in deflation. Investors’ unwillingness to make new investments that create new employment will grow as demand for products and services declines, creating a paradox. Supply side efficiency is more important when there is less demand. Whenever supply and demand in the market are lowered, central banks relax money supply and drop interest rates. This encourages businesses to be more creative. Workers with lower skill levels are being displaced by those with higher ones as a result of greater innovation. as stated by (Stiglitz, 2014).
Human resources departments are spending a lot of time and money on activities like e-learning and webinars, as well as gamification, coaching, mentoring, and leadership training, which are already well-established trends in the corporate world (Verma, and Bandi 2019). Human resources managers will have to deal with a new challenge in performance management. New ways should be used to evaluate employees and automation in the workplace (Vrontis, et. al., 2022). Drones landing in restricted areas or utilising robots in public locations necessitate new security rules and standards. The same reasoning might be used to social welfare and employee benefit programmes (López, et. al., 2021).
Performance Management and Workforce Trends
Quantitative Analysis through Survey Questionnaire
The first approach that will be considered is a quantitative analysis under primary research for which the researcher will use survey method to evaluate the impact of artificial intelligence on enhancing the human resource practice of ZARA (García-Álvarez, 2015). For this the google forms will be used to develop the questionnaire and will be sent to the employees and administrators of ZARA stores across the United Kingdom as the study specifically conducted within the region (Garrigos-Simon, and Narangajavana, 2015).
As this is research conducted specifically on a company makes it a case study-based research, therefore the sampling taken will be non-random and probability sampling. The basic purpose of the sampling technique for quantitative researchers is to obtain a representative sample, a small individual but typical of the larger population, and to create correct inferences about the population. To ensure that their data is as accurate as possible, quantitative researchers employ a sampling strategy that relies on the idea of probability. Probability sampling or random sampling is the term for this. This is because the result and outcomes of probability sampling is well identified and it is carefully executed to give more accurate results as focused to a specific area.
The research question is a study which will be developed through a questionnaire, effectively done in quantitative study, that gives an opportunity to the researcher to get opinion and views of the participants who are part of the ZARA company having potential knowledge of its managerial affairs, it a precise and effective manner. Hence, it is an easy and accessible method to obtain results without frustrating the participants with lengthy questions and timely sessions of interviews. Also, it will be convenient for the researcher and it will help the researcher to gather information based upon opinions, perceptions and views. This will ensure that the research is being carried out effectively.
Qualitative Study: Obtaining information through Interview
Qualitative researchers may deal with sample issues more creatively because statistical analysis is no longer required. Their results cannot be extrapolated to a larger population, hence they are exempt from the time-consuming and demanding randomization technique that is required for sampling procedures with a larger populations. It is less important to qualitative researchers that a sample be representative or that a probability sample is drawn using certain methodologies. When discussing qualitative research methods, many writers don’t go into depth on sampling processes, much alone how to select study participants or interviewees (Marshall & Rossman, 2011). Studying the phenomena or social life as a whole rather than a tiny subset of it has been the primary goal. A qualitative researcher’s primary goal in sampling is to gather unique examples, events, or acts that will help the researcher better comprehend the topic under investigation. As with finding new examples or units of analysis, their goal is to improve on previous study into a certain aspect of social life or phenomena. A primary focus of those who are scholars in their profession would be to uncover instances that support their key assumptions understanding of the phenomenon that they are researching (Neuman, 2009). For this reason, the researcher while attempting this research use non-probability sampling. This approach is time taking and require high level ethical consideration, as while conducting the research, the researcher must be cautious about not hurting the sentiments of the individuals participating in the research.
Impact of AI on HRM
Brief Conclusion
In this case study, I believe that using a quantitative method via survey will be better to gain the most appropriate research response for this study to identify the use of AI and the enhancement in the HRM practices and affairs of ZARA. To gain the most accurate research an adequate number of sampling is required. I believe that via this method of data collection and research execution, the research will be able to draw an ideal and identified conclusion. This will help the researcher to present the information in detailed manner and thereby provide holistic strategies with respect to the research to be used by other researchers within the industry (Yin, 2009).
For quantitative research, a researcher asks an entire demographic group or sample of people certain pre-set questions. When attempting to define or explain the characteristics of a big population, survey research is an excellent tool. This approach may also be used to rapidly acquire some broad facts about one’s target demographic in order to assist prepare for a more concentrated, in-depth study utilising time-intensive approaches like in-depth interviews or field research. A survey can be used to identify specific persons or areas from whom more data can be gathered. Survey validity might sometimes create an issue. The standardisation of survey questions means that it is indeed challenging to ask anything but broad, general questions that anybody can comprehend. Due to this, survey results may not be as reliable as those gained through more thorough techniques of data collecting, such as surveys. This is why it is important for researcher to make sure that survey is conducted effectively by abiding the rules pertinent to the reliability and validity of the information. This can further be strengthened with the use of pilot testing which will make sure that the research is being conducted with full authenticity.
It is a survey instrument that consists of a series of questions that will be asked to the survey participants by the researcher. The questions are meant to elicit thoughts and actions, preferences, characteristics, attitudes, and facts from the participants, among other things. If you want to give respondents with any material that may encourage their involvement, provide context, or provide directions for completing the survey, you might use the term “supporting information.” As I belong from and study in UK, I believe that the study should be conducted in the provinces and regions of UK, obviously where the ZARA stores and back offices exist, so that we can reach out to the desired target population of the survey.
The survey will include a few demographic questions, to identify the gender, age and demographics of the people. Specific people from the HR department and the employees will be targeted for the survey.
The survey will aim to objectively the questions related to the performance enhancements. Managerial effectiveness, and the role of AI in implementing and executing the same. In addition to this, the questions related to using advanced technology in training and handling consumers will also be discussed.
Conclusion
The retrospect of the questions will include information related to the HR practices such as Recruitment, selection, training and development job roles and automatising such practices via artificial intelligence in ZARA.
Conclusion
The study method that is used for this research is primary research through quantitative analysis via survey which allows the researcher to include standard questions which can assist him in addressing the targeted group of people with similar questions and collecting response at once to compare and evaluate the data collected. Survey participants will be answered a series of questions by the researcher using this instrument. Participants’ thoughts and behaviours, as well as preferences, qualities, attitudes, and facts are all elicited by the questions in the survey. The phrase “supporting information” can be used if you want to provide respondents with any content that may promote their participation, provide context, or to provide guidance for completing the survey.
The identification of the responses and viewpoints of people in this research contains a seminal importance as it aims at assessing the impact of the use of AI in enhancing Human resource practices of ZARA and companies in general (Dick, 2019).
However, along with several benefits, this method also pertains a list of disadvantages which includes, no response on the end of users, anonymous participants and researchers, as no name pertains upon the survey, differences in the perception of people while understanding the survey questions. Also, some of the participants may or may not be comfortable in sharing their personal information and must be ethically cautious while giving their opinions and presenting their views upon any internal information of the company. Therefore, considering all these factors, the researcher is cautious about ascertaining and reaching out to only those respondents who are willing to participate in the survey and they will be accessed through different social media platform, specifically through WhatsApp and Facebook.
Relevance and Audience
The study aims at assessing and evaluating the impact of using Artificial Intelligence in the Human resource practices by the management of ZARA. The main concern of the research is to identify and express the importance of using AI in the organisations of every nature which includes organisations from manufacturing industries, fashion industry and retail stores (Sitaro, 2020). The most important aspect of this research is that the research is conducted in a geographical area of UK and for a specific case company which is ZARA, so the outcomes will implicate the advancement of technological implications in the HR department of fashion industry, which they use in employee management and development.
The Importance of AI is visible in every sector and the tools are highly efficient in terms of productivity and for enhancing effective and instant communication with of the employees with the managers. The significance of this research contains a seminal importance as implementing AI in the human resource process will help the leaders in customising their roles to the employees and simplifying the systems or working and monitoring their records also becomes easy. Further, this study is an important topic of research because of the increasing interest of companies in shifting to automatic and technological platforms for their works.
It is important to first identify the audience for which the research will be useful and beneficial for future learning or implementation when it comes to dissemination of the research. The study ultimately aims at depicting the importance of Artificial intelligence in every type of business industry and how such technologies ease human works and proven to be more efficient as compared or thought that it could have been.
For this research, I will be collecting the response from the employees and managers of HR from ZARA itself, through social media platform, after obtaining their due consent upon the same. I have taken the suggestions of IT experts before making and developing the research objectives and preparing the questionnaire, to ensure the accuracy of the questions developed for the essence of accuracy of the survey results.
Lastly, the focus of this study is ZARA fashion brand within the demographic or UK. however, the outcome will be useful for the people and researchers worldwide, therefore, a simple and profound English language has been used by the researcher, to make the research easily understandable for the people reading it through. The research will be completed and presented to the board of university and thereafter, I will present it to international journals and to researchers to are working upon exploring the need of advancement and development of AI in different companies and industries.
References
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