Google’s HRM: HR Planning, Job Analysis & Design

Google’s human resource management involves different strategies to address the workforce needs of
this diversified business organization. This diversification imposes significant challenges to human
resource managers of the company. Nonetheless, there are certain HRM approaches that are generally
applied to different areas of Google. For instance, in human resource planning, Google’s HR managers
focus on the effective use of forecast information to minimize the surplus or shortage of employees, and
to establish a balance between the supply and demand for qualified employees. Google’s job analysis
and design approaches are also varied because of the different types of jobs in the different businesses
of the company.
Google’s Human Resource Planning
Forecasting. Human resource managers at Google use trend analysis and scenario analysis for
forecasting. Trend analysis is a quantitative technique that allows the company to predict possible HR
demand based on current conditions and changes in the business. Scenario analysis is Google’s
qualitative technique for forecasting HR demand. Scenario analysis involves analyzing different
combinations of variables to predict HR demand for each resulting scenario. In this way, Google uses a
combination of quantitative and qualitative techniques for forecasting HR demand.
Surplus & Shortage of Employees. Concerns about surplus or shortage of employees at Google are
mostly in the production processes, such as the manufacture of Chromecast and the provision of the
Google Fiber Internet and cable television service. In developing and providing web-based and software
products, human resource surplus and shortage are not a significant concern. For production processes,
Google’s human resource management identifies possible surpluses and shortages through forecasting
techniques. Thus, the company’s human resource planning includes forecasted surpluses and shortages
of human resources. Such information is used for recruitment and scheduling.
Balancing Supply and Demand. Google’s human resource management faces minimal problems when
it comes to balancing HR supply and demand. Even if demand for web-based/software products and online
advertising services increase, Google does not need to commensurately increase its human resources in
these business areas because of the digital nature of these products. Still, the company needs to address
HR supply and demand in other areas, such as the production and distribution of consumer electronics
like Nexus and Chromecast. For these areas, Google uses a flexible strategy where new employees are
hired based on forecasts of human resource needs.

The combination of Google’s HR management approaches for forecasting, identifying issues with surplus
and shortage of employees, and balancing of human resource supply and demand effectively supports
the human resource needs of the firm. Google uses conventional methods and techniques together with
advanced information systems to analyze human resource data to support human resource
management decisions.
Job Analysis and Design at Google
Organizational Design. Google’s organizational design enables the company to flexibly address human
resource needs. The interconnections in the firm’s matrix organizational structure allow human resource
managers to easily identify cross-linkages among different parts of the organization and use this
information for the processes of job analysis and design. Thus, Google’s organizational design facilitates
and optimizes human resource management activities, particularly in job analysis and design.
Methods of Job Analysis. Google uses a combination of worker-oriented job analysis methods
and work-oriented job analysis methods. However, the company emphasizes the use of work-
oriented job analysis methods in jobs like those in research and development, as well as jobs in
product design and manufacturing. Google emphasizes the worker-oriented job analysis
methods in jobs that require significant interpersonal skills, such as human resource
management positions.

Job Description & Specification. Because of the large size of the organization, Google has
highly varied job descriptions and specifications. The job descriptions and specifications for
positions in product development, for instance, significantly differ from the job descriptions and
specifications for positions in human resource management. Nonetheless, Google emphasizes
certain characteristics in all employees, such as smartness and drive for excellence in all job
positions throughout the organization.

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Google’s HRM: Recruitment, Selection, Retention

Google’s success is based on its high quality human resources. The company generally
emphasizes smartness and excellence among its employees. Google’s human resource
management also includes carefully selected strategies, methods, and techniques for
recruitment and selection, and for the retention of high quality workers. The firm’s recruitment
practices and selection process ensure an adequate workforce. The retention programs at
Google are designed to retain excellent employees. These programs also attract employees to
the firm. The company is now one of the best places to work. This popularity and positive
perception indicates the success of the firm’s human resource management in recruitment,
selection, and employee retention.
Google’s Recruitment Practices
Sources. Google’s human resource management uses a mixture of internal and external
recruitment sources to maintain the adequacy of its human resources. The company uses
promotions, transfers, and trainees/interns as the main internal recruitment sources for HR
needs. On the other hand, the external recruitment sources at Google include educational
institutions and respondents to job advertisements. Most of these ads are available through the
Careers section of Google’s website. Through these recruitment sources, the company
facilitates a continuous influx of qualified workers, while matching these employees’ capabilities
with human resource needs.

Methods. Considering the combination of internal and external recruitment sources, Google
uses indirect methods and direct methods of recruitment. The indirect methods are more
significant to the company. These indirect methods include advertisements on the company’s
website. However, Google’s human resource management also uses direct methods in the form
of contacts with potential interns and future employees through academic institutions. This
combination of direct and indirect recruitment methods is aligned with the mixture of internal and
external recruitment sources to satisfy Google’s human resource requirements.

Selection Process at Google

The most significant criteria used in Google’s human resource management for the selection of
applicants are smartness, creativity, drive for excellence, and alignment with the organization.
The company does not use work experience as a major criterion for selection. These criteria are
based on the firm’s goal of maximizing innovation to support its broad differentiation strategy.

There are different processes used for the selection of applicants at Google. However, in
general, the company’s selection process involves background checks, preliminary screening,
on-the-job tests, and interviews. Google’s human resource management uses different
procedures and steps for the various positions in the organization. For instance, on-the-job tests
are generally used for positions that are more frequently filled through absorption of interns and
trainees.

Google’s Employee Retention Programs

Google’s compensation packages are the main HRM tool that the company uses for retaining
high-quality human resources. The company’s compensation packages are competitive and
above average. For example, Google provides high salaries and wages. In addition, employees
get free meals and other incentives and benefits. The typical design of the company’s offices
emphasizes fun and creativity, which attract and retain creative and innovative workers.
Google’s human resource management uses coaching and mentoring to retain and develop
employees with leadership potential.

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Google’s HRM: Training, Performance Management
Google’s human resource management practices cover effective employee training programs,
as well as performance management to maximize human resource capabilities. The company
uses appropriate needs analysis to design training programs aimed at supporting an innovative
workforce. The training programs and their results are regularly evaluated to ensure that they
meet Google’s human resource needs. The company also has finely tuned performance
management practices, inclusive of performance planning that directly address corporate
objectives for HRM. However, the company also experiences performance problems in its
human resources. To address this condition, Google’s human resource management uses
information about performance problems as basis for improving performance management
practices along with employee training programs.
Employee Training at Google
Needs Analysis. Google’s HR management uses different types of needs analysis, such as
organizational analysis, work analysis, and cost-benefit analysis. Organizational analysis
identifies new human resource needs based on the firm’s current situation. For example, in
developing new products and investing in new businesses, Google conducts organizational
analysis to determine the corresponding human resource requirements. Work analysis
determines the specific requirements to fulfill work tasks. Google applies work analysis on new
jobs, or when an organizational restructuring has just occurred. Cost-benefit analysis determines
the practicality of training programs and activities. Google’s HRM objective in using this type of
analysis is to maximize the benefits achieved through training programs.

Program Design. Google’s HR management uses a combination of the relational model and
the results-oriented approach for training program design. The relational model focuses on the
relationship of the company with employees. Google maintains positive internal relations to
foster employee participation in creative and innovative processes. The results-oriented
approach focuses on training outcomes. For example, in implementing a training program,
Google uses this approach to facilitate employees’ learning. Thus, the relational model optimizes
relations among employees, while the results-oriented approach ensures that Google’s human
resources are effective.

Delivery. Google’s human resource management delivers training programs in various ways,
such as discussions, simulations and on-the-job training. Discussions enable Google to maintain
rich communications involving employees. With rich communications, training programs also
benefit through maximum feedback from the trainees. The company uses simulations to facilitate
creative responses. Simulations empower Google’s employees to understand the details of work
tasks, projects, and products. The company’s HRM uses on-the-job training to maximize the
transfer of knowledge to new hires or interns. Many of these interns are absorbed into Google’s
organization.

Evaluation. Google has summative and descriptive purposes in evaluating training programs.
The summative purpose is to determine the effectiveness of the program in developing human
resources. The descriptive purpose of evaluation is to understand the effects of the training on
employees. Google’s human resource management uses evaluation variables like trainees’
learning and reactions, and the results of training programs in terms of changes in human
resource knowledge, skills, and abilities.

Google’s Performance Management Practices

Performance Planning. Google’s performance planning efforts address different dimensions of
its human resource management, including customer service, communication, support for
diversity, and problem solving abilities. Google’s performance appraisal programs also use
variables corresponding to these dimensions. For example, the company’s HRM evaluates
employees’ performance in internal communications and problem-solving activities to decide on
performance management approaches.

Link to Corporate Objectives. Google’s performance management practices are directly linked
to corporate objectives for human resource management because they ensure that employees
remain capable of supporting the firm’s business activities. For instance, the emphasis on
diversity supports diverse ideas, which lead to higher rates of innovation. Innovation is part of
Google’s corporate objectives. Also, the emphasis on problem-solving abilities ensures that the
human resources are satisfactory in developing Google’s organizational resilience.

Measurements and Standards. Google’s HR management uses different sets of

measurements and standards for its performance management practices in different areas of
human resources. The firm uses individual measurements of ethical conduct and contributions
to innovation and quality of output. Google’s human resource management also uses team
variables like collaboration level. Creativity is also an important measure of the performance of
the firm’s human resources because creative employees contribute more to Google’s innovative
culture. The company maintains high standards for all of these measures and always
emphasizes excellence in employees.

Performance Interviews. Google’s human resource management conducts performance

interviews that address concerns about individual performance and team performance. The
individual performance interviews cover knowledge, skills, abilities and other attributes of
employees. The team performance interviews cover how employees perform as part of project
teams in Google. Note that the company forms and disbands teams for different purposes and
projects. The interviews are also structured and unstructured, formal and informal. Google’s
HRM uses unstructured and informal interviews in the fun meeting places, such as the coffee
and snack areas of its offices.

Performance Problems. Google’s human resource management is usually concerned about

performance problems in the areas of quality of work and work behaviors. In terms of quality of
work, some red flags for HR managers are errors and ineffective work techniques. In terms of
work behaviors, Google’s HR managers are concerned about negativism, power struggles, and
tardiness or delays.

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Google’s HRM: Compensation, Career Development
Google’s human resource management maintains a competitive compensation strategy and a
holistic career development policy. Such compensation strategy addresses the interests of high
quality employees. In relation, Google’s career development programs ensure that employees
are given considerable opportunities for personal and professional growth in the company. Thus,
the combination of the competitive compensation strategy and holistic career development
programs supports the successful development of Google’s human resources. The company’s
performance in these aspects of HRM points to high-quality and effective HR managers. This
case of Google serves as an example of how competitive compensation combined with holistic
career development boosts human resource performance.
Career Development at Google
Individual-Organization Matching. Google matches individual and organizational needs by
filling positions based on a combination of performance appraisals and interviews. These
appraisals and interviews provide information for human resource managers to ensure proper fit
between employees and the job, organization, and team. In this regard, Google’s human
resource management’s approaches for matching individual and organizational needs address
person-job fit, person-organization fit, and person-group fit. These different kinds of fit support
maximum human resource performance at the job level, team level, and organizational level,
respectively.

Career Opportunities and Requirements Identification. In relation, Google’s HR

management identifies career opportunities and requirements through a combination of job
analysis and coaching. Job analysis enables HR managers to identify possible career options
for individual employees. Google uses coaching as a way of understanding the dynamics
involving the individual employee and possible career options within the organization. This
combination helps HR managers identify requirements for career paths, and how these paths
present opportunities for Google’s employees.

Employee Potential Assessment. Google’s human resource management assesses

employee potential through interviews, appraisals, and coaching. Appraisals provide an
objective evaluation of the employee’s potential. Interviews and coaching enable Google’s HR
managers to determine the potential effectiveness of employees for different kinds of jobs.
Appraisals indicate how employees are doing in their current jobs, while the interviews and
coaching indicate the employees’ level of interest for certain jobs and how they could fulfill other
jobs at Google.

Instituting Career Development Initiatives. Some career development initiatives are regularly
instituted at Google, while others are applied as the need arises. Regular implementation of
career development initiatives are based on the company’s career development programs.
Google conducts annual appraisals, which are also used as basis for career development.
During or after appraisals, the company’s human resource management informs employees of
possible career opportunities. In addition, the firm institutes some career development initiatives
as the need arises, such as when a new business or product is developed. For example, the
development of the Google Fiber business creates new career opportunities, which are
presented to the company’s employees.

Google’s Compensation Strategy

Google’s compensation strategy is highly competitive compared to the compensation strategies
of competing firms. The company provides high salaries, together with comprehensive
incentives and nonconventional benefits. Financial and moral incentives are provided. In
addition, the company provides benefits like medical insurance, retirement pensions, free meals,
and free use of exercise equipment. Realistically, Google’s human resource management has
succeeded with regard to the compensation strategy because it effectively attracts highly
qualified smart and excellent employees. People perceive Google as one of the best places to
work.

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