Introduction
Human resource management (HRM) serves a number of vital functions in any organization. HRM has been shown to determine the level of organizational performance (De Brito & Oliveira, 2016). Firms which have adopted effective HRM practices experience higher levels of performance. For example, companies which invest incredible effort in the welfare of their employees tend to perform well. HRM also determines employee satisfaction (Gherman, Brad & Dincu, n.d). When organizations strive to meet the needs of their employees, they inspire the employees to become more productive as they enjoy enhanced levels of satisfaction with their jobs. Google is among the companies that has established themselves as masters of HRM. Through a number of innovative HR practices, this company has risen to the top of the technology industry. The focus that it places in employee welfare has allowed Google to attract and retain top talent. However, there are some flaws in the HR management strategies that Google has adopted. If it is to retain its position in the technology industry, Google needs to address these flaws.
Background
As stated above, Google is among the key players in the technology industry. The firm is involved in the provision of a number of technology services. Some of its products include Google Search, Gmail and Android, among many others. Google is also involved in the development of hardware products. Google Pixel smartphones are among the hardware devices that the company has released into the market. As of 2017, Google employed 73,992 individuals. These employees work across the many markets where Google has established operations. The significant number of employees sheds light on the scale of Google’s operations and the company’s commitment to growing its workforce.
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SWOT analysis
The technology industry in which Google operates is highly competitive. To survive and thrive in this industry, a company has to rely on its employees to be productive and dedicated to their jobs. Google understands the role that employees play in driving organizational growth. In the following discussion, a SWOT analysis of key elements of HRM at Google is offered.
Recruitment and hiring
Google has established an elaborate recruitment system. One of the key strengths of this system is the wide pool of candidates that it attracts. Each year, as many as 2 million people from different parts of the world apply to work at Google (Feloni, 2012). This large pool provides Google with the opportunity to hire exceptional talent. Imposing high requirements that those wishing to work at the company have to meet is another strength that the company’s recruitment system possesses. Google demands that candidates must satisfy the requirements of a particular position and be exceptionally gifted (Feloni, 2012). The firm refuses to make any compromises as regards the high standards that it has set. Another strength that enhances Google’s recruitment and hiring system is that the company is directly involved in the hiring process. Instead of relying on third parties to recruit employees, Google has set up its own mechanism for identifying the right candidates for a job (Feloni, 2012). Being objective when screening candidates and providing the candidates with compelling reasons to join the firm are other strengths. One of the main weaknesses of Google’s hiring practices is the length of time that it takes to find a candidate to fill a particular role. The company spends as many as six weeks in its search for an individual for a certain position (Feloni, 2012). Another weakness is the lack of diversity. Google’s workforce is made up mostly of white men. While the company has taken steps to improve diversity, minorities are under-represented (Donnelly, 2017). The large pool of candidates who apply for positions at Google is one of the opportunities that the firm can exploit. This large pool means that the company enjoys access to a huge population of diverse and competent candidates. As it exploits this opportunity, Google need to be wary of threats. Intense competition for the best talent is among these threats. Technology companies compete against one another to attract top talent. There have even been instances where the companies poach each other’s most productive employees.
Training and development
Training and development are vital aspects of HRM. Through training, firms enhance the skills of their employees while expanding their perspectives and knowledge base. Development allows employees to achieve personal and professional growth. Google has invested heavily in the training and development of its employees. The firm has developed a rigorous process that it uses for employee training and development. This process is among its main strengths. The process involves such issues as needs analysis, program design and evaluation (Lombardo, 2017). Through this process, Google ensures that its training and development initiatives are in line with the needs of its employees. Moreover, this process enables Google to confirm that the initiatives have fulfilled the purpose for which they were created. Another strength in Google’s training and development program is that the company bears the cost. The firm has developed such programs as Google EDU through which employees enjoy access to many courses that they can take at no cost (Rosoff, 2012). Relying on its own employees to conduct training is yet another strength in Google’s training and development strategy. Instead of hiring outsiders to conduct training, Google has developed a program called Googler to Googler. Through this program, ordinary employees can share insights and their expertise with their colleagues (Kessler, 2013). In addition to enabling the employees to learn from one another, this program also spares Google of the costs that it would otherwise incur if it hired outsiders. A scrutiny of Google’s training and development initiatives does not reveal any weaknesses. There are various opportunities that the company can explore to enhance these initiatives. Partnering with outside experts is among these opportunities. Currently, Google appears to rely too much on its own mechanisms and systems for employee training and development. Working with outsiders will provide it with wider perspectives. One of the threats that the company should be wary of is the changing landscape of employee training. Many companies make the mistake of using outdated and ineffective methods to train their employees. To avoid this pitfall, Google needs to invest in the latest and most effective training and development tools.
Performance evaluation
Performance evaluation involves examining employee productivity and conduct to establish if they satisfy the set standards. Through performance evaluation, a firm is able to impose pressure on employees to boost their productivity and commitment. Performance evaluation is a critical component of Google’s HRM practices. Decoupling performance review from discussions regarding pay is one of the strengths of Google’s performance evaluation process. To ensure that employees do not work hard in the hope of receiving higher pay, Google conducts its performance reviews and pay discussions at different times (Lebowitz, 2015). Encouraging employees to seek feedback from their colleagues regarding their performance is another feature of the performance evaluation process that Google has adopted. This is another strength. Thanks to peer feedback, employees gain an enhanced understanding of their performance (Lebowitz, 2015). The main weakness in the performance evaluation process is the company’s reliance on a standard scale to rate employee performance. Google has adopted a rating system that awards employees scores that range from “needs improvement” to “superb” (Lebowitz, 2015). The problem with this system is that it does not offer any specific detail and it is not tailored to the needs and performance of individual employees. Performance evaluation is undergoing transformation that offers Google opportunities for growth. Companies are moving away from the scheduled reviews which merely encourage employees to work harder as the scheduled review approaches. Today, companies are challenging managers to offer instant feedback and reward employees whose performance is found to be exceptional (Cappelli & Tavis, 2016). Lack of objectivity and fairness in the performance evaluation process is one of the threats that Google should look out for. If employees feel that the evaluation is biased on unfair, they are likely to become resentful and abandon Google for a company that is fairer in its evaluation.
Employee discipline
It is nearly impossible for any firm to achieve growth without disciplined employees. Disciplined employees observe rules and uphold the set guidelines. Among the strengths in employee discipline is Google’s strict policy. The company requires its employees to adhere to the policy or face disciplinary action. For example, the firm recently fired an employee who authored a memo in which he stated that men are more suited for certain roles (Eaton, 2017). There appears to be more weaknesses than strengths in Google’s employee discipline. Incidences of harassment and hateful comments are among the weaknesses. Google’s employees lament that the firm has failed to do enough to shield them against harassment (Guynn, 2018). The company’s harsh policies are also a weakness. After firing the employee who authored the memo mentioned above, Google suffered a backlash from individuals who felt that the company was stifling free speech (Eaton, 2017). Creating a culture that fosters discipline is one of the opportunities that Google can exploit to promote employee engagement. As it creates this culture, Google should keep an eye out for such threats as employee resentment. When employees feel that the disciplinary policies in place are unfair or restrictive, they may become resentful and their performance could suffer as a result.
Employee retention
All businesses desire to retain their top performing employees. High retention levels spare companies of the high cost of recruiting. In its effort to retain its employees, Google has adopted various practices that add to the strength of its HRM practices. Offering competitive packages and reminding the employees that they are highly valued are among the practices (Matsangou, 2015). Moreover, Google provides the employees with exciting challenges that accelerate personal and professional growth. The company’s focus on innovation and effective communication is another strategy that has allowed it to retain its employees (Matsangou, 2015). Google also ensures that its employees find the work that they perform to be meaningful (Goudreau, 2015). The employees derive satisfaction and a sense of fulfilment and purpose from their jobs. Offering even greater rewards is one of the opportunities that Google may exploit to further improve employee retention. Among the threats that the company should anticipate is the stiff competition for talent. Other companies may rob Google of its top performers through more attractive compensation packages.
Evaluation of HRM practices
The discussion above reveals that Google has taken steps to hire the best talent, enhance the competencies of its employees and ensure that its employees do not leave. To gain a deeper understanding of the company’s HRM practices, an evaluation of these practices against HRM theories and models is needed. Maslow’s hierarchy of needs is one of the theories that shed light on Google’s HRM practices. This theory identifies five factors which drive and motivate individuals (Niemela & Kim, 2014). Maslow’s theory challenges firms to ensure that the needs of individuals are met if these individuals are to become productive and committed. The five needs are physiological, safety, love/belonging, esteem and self-actualization (Mosley & Pietri, 2010). From the discussion above, it is evident that Google has integrated the insights from Maslow’s hierarchy into its HRM practices. For example, the company provides its employees with challenging work that gives their lives meaning. This is clearly an attempt to help the employees achieve self-actualization, the highest need in Maslow’s hierarchy. The firm has not abandoned the other needs of its employees. For example, to ensure that the safety and physiological needs of the employees are met, Google offers the employees competitive compensation.
Maslow’s hierarchy is not the only theory that applies to Google’s HRM practices. The reinforcement theory is yet another model that underscores Google’s understanding of the need to invest in the wellbeing of its employees. Essentially, the reinforcement theory holds that it is possible to alter an individual’s behavior through rewards and punishment. Google relies on these tools to enhance the performance of its employees. For example, as discussed earlier, the company offers competitive compensation and training. These initiatives are arguably aimed at motivating the employees to work harder and to remain loyal. Firms that take steps to ensure that their employees are comfortable and feel satisfied inspire the employees to be productive and engaged. In addition to the reinforcement tools such as competitive compensation, Google also uses punitive measures to shape employee behavior. For instance, as revealed in a previous section, the company fired an employee who authored a memo that went against Google’s policy and culture. As it fired the employee, Google essentially made it clear that it does not condone such practices. This move was clearly intended to remind the employees of the need to follow the company’s rules and guidelines. Therefore, since Google’s practices appear to be in line with the reinforcement theory of motivation, it is fair to argue that the company’s HRM initiatives are effective and appropriate.
The theories explored above indicate that Google’s HRM practices are effective. For an even deeper understanding of these practices, it is helpful to examine the current trends in HRM. A shift from employee engagement to employee experience is among the trends that are shaping HRM today. Companies are working tirelessly to provide their employees with experiences that are exciting and challenging. Instant feedback and focus on employee wellness are some of the approaches that firms are adopting in their effort to enhance employee experience (Leong, 2017). In an earlier section, it was observed that Google has invested heavily in the experiences of its employees. For example, the firm strives to ensure that its employees find their jobs to be satisfying and meaningful. Therefore, Google is keeping up with the trends in HRM. The adoption of analytics and digitization are other trends that are redefining HRM (Leong, 2017). Companies are not relying on data to improve their HRM practices. Given that it is a technology company that gathers data on a wide range of issues, it is reasonable to expect that Google has integrated data analytics and digitization into its HRM approaches. Focus on ethics is yet another trend that is being witnessed in HRM. Companies are striving to create ethical climates that facilitate employee engagement and satisfaction (Manroop, Singh & Ezzedeen, 2014). That Google is committed to ethical practices is not in question. This can be seen in the company’s HRM practices. For example, by firing the individual behind the memo which claimed that women are biologically incompetent and unprepared for certain roles, Google demonstrated that it takes ethics seriously and punishes violations of its guidelines.
Conclusion
For many, Google is the ideal company to work for. When one examines the company’s HRM practices, it is easy to understand why the company receives millions of applications every year. In addition to offering competitive compensation, Google also invests in employee training and development. Google has also taken steps to minimize employee turnover. Thanks to the measures that it has taken, Google has managed to achieve high retention and employee satisfaction rates. Any company that wishes to achieve success in its HRM should look to Google for insight.
References
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