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MKT2011 AS2 Campaign Analysis (Resit Conditions)


Meanwhile, the scenario of the companies is changing with the rise in technology and the more improved version of communication worldwide.

Technology has become an essential part of every organization.  The functions of the various companies as well as the firms are changing with the use of new technologies. HR technology is now used by small, medium, and large firms to meet the demands of the stakeholders in time (Banerji, 2013). Information about the employees in the company, the recent market strategies, and the previous data stored in the database is now easy to get with the help of various technologies the organization has adopted.

The relationship between HR and technology is now the center of attraction. The relationship helps in managing the firm’s capital. The companies are now developing various web-based technologies to deliver the service on time to the clients. It also helps the organization in recruitment, training, data storage, retrieval, the communication process between the user and the client, performance management, and much more (Bulmash, 2006).

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The advancement in technology is now helping HR to improve its proficiency in business. They attract the eyes of each individual, hire them, maintain the human resource, and also help in optimization of the human resource management. The methods are now used by different stakeholders, managers of the organization, employees, and even HR professionals (Chelladurai & Kerwin, 2017).

Technology is now making it easier to gather information in a minimum time, deliver it to the clients in a more efficient way, and maintains a smooth flow of communication between the employees as well as the with the higher level authorities. It decreases the burden of the HR department which helps to focus more on the HR activities which helps in taking effective decisions for the organization (Harel & Tzafrir, 1999).

The traditional system of HR was only focused on labor management. Now the situation is different as they are now focusing more on the company’s planning and strategic decisions. Apart from this, they are now more interested in the selection, training, and development of employees, performance appraisal, incentives, and rewards, and also in industrial progress (Jain, 2014). Several tools were developed for the selection of the employees, for training, to check the performance of the employees, and much more. The tools are like the e-recruiting system, e-selection system, e-performance system, etc

Human resource information technology (HRIT) now makes it easy to gather various information stored in the database, provides all the necessary information about policies and publications, and much more (Khanka, 2007).

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Issue one

Every company maintains a different database where a front end, a back end, and a middleware is maintained.  All these three are tightly coupled with each other. When the number of data is increasing, the integration between these three is lost. For example, a small company maintains a few sheets of Excel to store the records of the employees, but when Microsoft comes to the limelight these few sheets are not enough to store the data.

For maintaining the record of more than 3000 employees a greater volume of storage is required (Ulrich et al., 1995).  When the volume of the data is more, then the retrieval of the information from the stored data is difficult and takes time if the technology used in the backend is not updated.

The platform on which the developers are running the codes varies from one company to the other. Some companies are running it on the JAVA platform whereas some run it on the other. The database in that case also varies from one system to the other (Marchington et al., 2016).

Some updated systems can accommodate a huge number of data whereas some devices are unable of it. Various platforms provide different advantages to the codes if they have an updated device along with all the software (Purce, 2014).

For example, when one MNC company is storing the information of several employees they store every detail of that particular employee like name, previous details, family details, and much more. When the number of employees increases, then the information about each person also increases.

The company deals with thousands of employees and regularly, they check the progress of the employees. Sometimes when the managers are searching the details they fail to find it. It happens because the device is running with a slow processor as well as with outdated technology.

The data is maintained in the database in a different manner which is unique from the user’s point of view. The backend process is different from the front end. Various levels of schemes are maintained based on the clustering pattern (Sparrow, Brewster & Chung, 2016).

Whatever the data is necessary for the managers that will be shown to them, whatever is necessary for the employee they will see only those data and even the other members of the company have different access to the data. Sometimes this fails due to the excess data and less integration between the schemas.

The issues related to various technologies in the organization are common. Each developer maintains a code for every data that is important for the company. When some faults occur in the system the entire data set is lost which brings a huge loss for the company (Thite, 2013).

Such type of situation occurs when the system is overloaded with data and unable to process more.  The developers include the third parties which again takes a huge amount of time to replace the losses.

With the increase in the data, there is always a possibility of viruses in the device. The entire system gets corrupted with the rise in viruses and malware.

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Gaps in the literature

The various problems with HR technology were mentioned in the articles but overcoming those issues was limited. They have mentioned the problems occurring in the companies related to the management of various data but to deal with them is not given (Sparrow, Brewster & Chung, 2016).

For the effective transformation of data, various things are important to consider like debugging process, alert process, and much more, traditional approach of HR functions to the recent developments still companies lack some of the basic issues that deal with the huge number of data.

Future research directions

To avoid technical issues some important things are necessary to consider. The most important thing is to debug the errors in time.

When the system is not updated then suddenly it may react differently. When the size of the program is large, then it becomes difficult to find out the errors in time. When the system was updated then the errors are easy to find (Marchington et al., 2016).

The Proper alerting mechanism should be maintained in the system. Every company is dealing with a huge number of clients daily where the HR is supposed to maintain the records of each client (Khanka, 2007).  When one user is dealing with some other client outside of the organization and if any problems occur due to any reason related to the service then with the help of the acknowledgment the problems will be solved.

It will give an emergency message or email immediately to the user to modify the fault.  The records of the clients are not less in the system so it becomes difficult for the developer to realize the mistake later. So immediately the alert message helps to modify the fault out of thousands of data within a short period.

The technologies are running on several platforms that are agile. In this stage, the latest patch level is required. The codes that are developed by the developers are not easy to manipulate in a short period (Marchington et al., 2016).

With the advancement in technology, the process becomes easy now. The platform on which the codes are running always needs an update regularly. If it fails then the burden on the system increases which will ultimately lead to the failure of the device.

To maintain a proper integration of the data between different levels of employees, each database should maintain a separate schema for maintaining the user role, privilege, access, and authentication.

When some problem arises in the backend, then the user should be able to communicate directly with the vendor of that particular device. It will reduce the time to process the complete sequence and overcome the loss easily. The involvement of any third party in the process will increase the time of the recovery of data.

The data are transformed from one system to several other systems within seconds. So there is a chance of losing the data during the process. To avoid such problems, proper security maintenance is required.

The system should be updated which will help to fight against malware and viruses. With the increase in the data, the chances of viruses in the systems are also more. When the systems are updated then it obstructs the path of the viruses to enter the device.

So nowadays companies are adopting web-based application which helps to connect with several other devices securely with proper id passwords, and login page that helps in data encryption.

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Banerji, S. C. (2013). A Study of Issues & Challenges of Implementation of Information Technology in HRM. Global Journal of Management and Business Studies, 3(4), 435-440.

Bulmash, J. (2006). human resources Management and technology.

Chelladurai, P., & Kerwin, S. (2017). Human resource management in sport and recreation. Human Kinetics.

Harel, G. H., & Tzafrir, S. S. (1999). The effect of human resource management practices on the perceptions of organizational and market performance of the firm. Human resource management, 38(3), 185-199.

Jain, V. K. (2014). Impact of Technology on HR Practices‖. International journal of informative and futuristic research, pg, 24-37.

Khanka, S. S. (2007). Human resource management. S. Chand Publishing.

Ulrich, D., Brockbank, W., Yeung, A. K., & Lake, D. G. (1995). Human resource competencies: An empirical assessment. Human Resource Management, 34(4), 473-495.

Marchington, M., Wilkinson, A., Donnelly, R., & Kynighou, A. (2016). Human resource management at work. Kogan Page Publishers.

Purce, J. (2014). The impact of corporate strategy on human resource management. New Perspectives on Human Resource Management (Routledge Revivals), 67.

Sparrow, P., Brewster, C., & Chung, C. (2016). Globalizing human resource management. Routledge.

Thite, M. (2013). Problems and prospects of technology as an enabler of strategic HRM.

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