This project aims to understand the relations and connections between different aspects of management related to the role and management of staff in organizations. Staff management, role, functioning has a direct connection with human resources, personnel, intellectual capital, and workforce management. The study aims to understand how the staff is currently being perceived within organizations. It undertakes to compare the current perspectives on staff as”   internal customer” as compared to previous existing models and the strengths and weaknesses of this model.  The study also aims at highlighting the connection between current HR practices and marketing tools- how HAR practices are influenced by marketing management strategies, and systems and how the tools are being used for staff recruitment and development.


Literature review


Human capital is central to the successful functioning and development of an organization. The term human capital was coined by Nobel laureate Gary Becker. It describes the intellectual resources or manpower of an organization. A company that has great policies to manage its human capital in an effective and efficient manner will be successful in obtaining a competitive advantage.


This is where HRM plays a critical role. Managers and the Human resource management team are the personnel who is involved in organizing and channelizing the strengths of the staff ways which will contribute to the ultimate productivity of the organization.

In fact, some people even recommend replacing the term HRM by HCM as it is the human resources that are the primary measure of how rich an organization is, in terms of successful operations.


What does HR do exactly?

The exact role of HR can be defined as trying to enhance and maximize employee performance so that the organization’s strategic goals are achieved. This involves the use of different strategies, policies and systems to manage people. ( Collins & Wood,2009) The traditionally used HR systems involve the integration of information technology and the  basic human resource management activities  practices resulting in the set of systems and processes called HRMS or Human Resource Management System. The data processing features because a part of data processing software called Enterprise Planning Software. The HRMS has revolutionized HR practices as is known- from payroll processing, tracking employee work timings, work styles, salaries, performances, improving process efficiency, reducing redundancy, streamlining selection and evaluation– this  has helped in improving the working styles and context for employees. One important part of HRM is managing staff, recruitment and turnover.


A typical model of how HRM processes  are in play is as follows:


 The typical HR strategy revolves around these four aspects:

1.       Organisation – structure, organizational goals,  reporting order in the organization

2.       People- staff, potential, and management capabilities

3.       HR systems- communication, salary, promotion, performance management, training, rewards

4.       Culture- values, norms, and beliefs pervading the organization


HR functions involve these three parts: administrative, organizational, and strategy. Administrative involves providing records and data-keeping. The organizational function includes operational support. The strategy involves goals charting for the organization.  Besides this, it has been proposed that HR performs both a manipulative and a helping role. HRM systems perform a helping kind of role where they establish processes that help in creating a cooperative atmosphere that would help the employees perform the best. In addition, their various processes also help in directing, inducing, and changing employee behaviors, in line with what is best with the organization.

in fact, HR is so important that organizations can use their HRM to influence and persuade their employees to act in ways that would be beneficial to the company

 HRM is itself under pressure of the changing business world under the influence of new technologies and strategies.

 The role of staff from HR perspective:


People of an organization/staff are a core aspect of HR. It is important for any HR section of an organization to understand the role and functioning of staff as well as the management aspects. A Successful HRM action plan should align all these so that they are all directed to achieving company goals while ensuring engagement, motivation,satisfaction, and performance of staff.


The staff as an internal customer or consumer

 While staff have been traditionally considered as simply the employees or workhorses of an organization, this mindset has been changing. There have been attempts to redefine the definition and position of the staff with respect to the employers. The staff have been considered from various angles –as assets, as capital, as workhorses, as tools, as the nuts and bolts- and these  views have been shifting along with the changes in workplace systems, practices and the increasing role of technology.


But a radical approach has been proposed- a vision that places the employee as an internal customer or consumer of the company. Thomas Davenport proposed this in 2012 in a post He suggests that employers need to re-think their employees as their own internal customers or consumers- ones who is feeding on the missions, vision, values, goals, motivations, and rewards offered by the company. Therefore the choice of companies by employees to work is determined by the values, benefits , and motivations they offer to the employees. Thus, employees are acting as internal customers or consumers in choosing their companies, just as external buyer or customer selects products to buy or invest in based on the value they confer the buyer. Therefore, it is a mutual exchange between an internal customer of the company and the service (job ) provider- the customer ((employees) pays for certain privileges and values offered by his company in exchange for skills and talents The company, in turn, uses a variety of measures to encourage the customer ( employee) to stay on by offering benefits, bonuses, promotions etc.

  The relationship between employer-employee on this framework is heavily influenced by   marketing principles as can be seen in the next part



  Role of marketing principles in influencing HR principles and staff management policies and   processes





Nobel Prize-winning economist Gary S. Becker, who coined the term “human capital,” says that”the basic resource in any company is the people. The most successful companies will be those that manage human capital in the most effective and efficient manner.”














Collings, D. G., & Wood, G. (2009). Human resource management: A critical approach. In D. G. Collings & G. Wood (Eds.), Human resource management: A critical approach (pp. 1-16). London: Routledge.



£ 10 .00