Working Paper

Series

Use of Hard and Soft Models of

HRM to illustrate the gap between
Rhetoric and Reality in Workforce
Management

Carol Gill
School of Management

ISSN 1038-7448
No.WP 99/13 (November 1999)
Use of hard and soft models of HRM to
illustrate the gap between rhetoric and
reality in workforce management

Carol Gill
PhD student, School of Management

ISSN 1038-7448
No.WP 99/13 (November 1999)

Carol Gill is currently doing her PhD in Business at the

School of Management. She can be contacted as follows:
Phone: 9925 5467
Email: carol.gill@rmit.edu.au
 Abstract
At the rhetorical level many organisations espouse the "soft" version of Human
Resource Management (HRM) that focuses on treating employees as valued assets
and a source of competitive advantage. However, organisational reality appears
"hard" with an emphasis on the quantitative, calculative and strategic aspects of
managing a "head count". The dichotomy of soft and hard HRM (termed
Developmental Humanism and Utilitarian Instrumentalism) has been identified by
Legge (1989) in her critique of the normative model of HRM. Noon (1994) suggests
that this dichotomy in HRM manifests itself as a gap between rhetoric and reality.
Truss et al.'s (1997) study involving eight in depth case studies confirms this gap.
Whilst this study found that there were no pure examples of soft or hard HRM, "the
rhetoric adopted by the companies frequently embraces the tenets of the soft,
commitment model, while the reality experienced by employees is more concerned
with strategic control, similar to the hard model". It is necessary to expose the gap
between rhetoric and reality so that organisations can clearly review the effectiveness
of their human resource strategies, human resource functions can clearly identify their
role and the pluralist needs of employees be met. This study uses hard and soft
concepts of HRM to explore the gap between rhetoric and reality in Australian
organisations using annual reports to assess rhetoric and existing workforce surveys to
assess reality. The outcomes of this study support the findings of Truss et al. that
organisational rhetoric is soft and reality is hard. Frequently organisation initiatives
initially appear soft, however, when they are examined closely they are hard, with
practices of empowerment, involvement, communication and training generally
restricted to the improvement of bottom-line performance. Further research is
required to examine the antecedents and consequences of this gap for organisations
and employees.

1
Introduction
This paper examines the nature of the gap between rhetoric and reality in workforce
management using hard and soft models of Human Resource Management (HRM). It
firstly explores the dichotomy of hard and soft HRM by examining the inherent
contradictions in the widely accepted normative model of HRM. Then it examines
the gap between rhetoric and reality, reviewing literature that indicates that
organisation rhetoric is associated with soft HRM, whilst reality reflects hard HRM.
This study extends existing research in this area by operationalising hard and soft
models of HRM to explore the gap between rhetoric and reality in Australian
organisations. This will contribute to the debate on the validity of normative HRM
and on the efficacy of current organisational HRM practices.

Literature Review
The dichotomy of hard and soft HRM

The dichotomy of hard and soft HRM originated in the United States but has been
most debated in the British Literature since the development of a normative model of
HRM by Guest and others in the mid 1980s.

It was Peter and Waterman's (1982) publication of In Search of Excellence that

rediscovered the importance of the human side of enterprise. In this was the
discovery of competitive advantage through "excellence syndrome", or the idea that
personnel policy must be linked to strategy and people are an asset (Keenoy, 1990).
These concepts combined tight controls on results with autonomy in priorities,
decisions and actions (Legge, 1995)

These propositions were academically developed by Harvard University in its MBA

program by Beer and others in 1985 and Michigan University by Fombrun and others
in 1984. The ideas have been critically reworked since the late 1980s by Guest and
Storey and Sisson (Drucker, White, Hegewisch & Mayne, 1996).

The Harvard model, drawing on human relations school, emphasised

communications, team work and the utilisation of individual talents (Poole &
Mansfield, 1994). The Michigan school is a more strategic approach with a unitarist
outlook, which endorses management's views (Hendry and Pettigrew, 1994).

2
Guest draws on the Harvard model, associated with soft HRM and the Michigan
model, which proposes the hard HRM approach. Whilst acknowledging the
differences between these approaches he incorporates both in to the all embracing
normative HRM (Noon, 1994).

The concept of normative HRM has been adopted by many organisations and has two
common themes.

1. HR policies should be integrated with strategic business planning and used

to reinforce or change an appropriate organisational culture

2. Human resources are valuable and a source of competitive advantage and

are tapped most effectively through policies that promote commitment
(Legge, 1995).

Some authors have suggested that there are inherent contradictions within this
normative theory of HRM.

Firstly, Normative HRM proposes that there is a simple, linear relationship between
strategy and HRM. However, there are problems in the integration of HRM policy
with business strategy and evidence indicates that HRM is more ad hoc than strategic.
Whilst employment practices are changing there is doubt about the strategic focus of
these changes. Current developments do not have a great deal of coherence and logic
and initiatives are piecemeal (Blyton & Turnbull, 1994; Drucker et al., 1996; Storey,
1987). Ironically, Legge (1995, p. 40) explains that it is "the contradictions embedded
in HRM that have facilitated the development of a rhetoric that may simultaneously
render strategic action problematic".

Secondly, the unitary framework of normative HRM which elicits that what is good
for the organisation is good for employees is problematic as the needs of the business
do not always coincide with the best interests of the workforce (Keenoy, 1990).
Legge (1995) points out that treating employees as valued assets is not to the
advantage of every organisation, especially those competing on cost. On this basis the
theory should not be put forward as normative.

Thirdly, within this single concept of normative HRM are embedded two models of
HRM that communicate the two opposite sets of assumptions of hard HRM and soft
HRM (Legge, 1995).

3
Hard HRM stresses the "resource" aspect of HRM, Legge refers to this as "Utilitarian
Instrumentalism". This hard model stresses HRM's focus on the crucial importance of
the close integration of human resource policies, systems and activities with business
strategy. From this perspective human resources are largely a factor of production, an
expense of doing business rather than the only resource capable of turning inanimate
factors of production in to wealth. Human Resources are viewed as passive, to be
provided and deployed as numbers and skills at the right price, rather than the source
of creative energy (Legge, 1995, p.66-67).

Hard HRM is as calculative and tough minded as any other branch of management,
communicating through the tough language of business and economics. This
emphasis on the quantitative, calculative and business-strategic aspects of managing
the "headcount" has been termed human asset accounting (Storey, 1987). The hard
HRM approach has some kinship with scientific management as people are reduced to
passive objects that are not cherished as a whole people but assessed on whether they
posses the skills/attributes the organisation requires (Legge, 1995; Vaughan, 1994;
Storey, 1987; Drucker et al, 1996; Keenoy, 1990).

In contrast, soft HRM places an emphasis on "human" and is associated with the
human relations school of Herzberg and McGregor (Storey, 1987). Legge refers to
this as "Developmental Humanism" (Legge, 1995, p.66-67). Whilst emphasising the
importance of integrating HR policies with Business objectives, the soft model
focuses on treating employees as valued assets and a source of competitive advantage
through their commitment, adaptability and high quality skill and performance.
Employees are proactive rather than passive inputs into productive processes, capable
of development, worthy of trust and collaboration which is achieved through
participation (Legge, 1995, pp 66-67).

The soft version is seen as a method of releasing untapped reserves of human

resourcefulness by increasing employee commitment, participation and involvement.
Employee commitment is sought with the expectation that effectiveness will follow as
second-order consequences. Walton (1985, p. 79) suggests that "a model that
assumes low employee commitment and that is designed to produce reliable if not
outstanding performance simply cannot match the standards of excellence set by

4
world-class competitors" and discusses the choice that managers have between a
strategy based on imposing control and a strategy based on eliciting commitment.

It is evident that HRM does not provide a consistent set of policies and procedures,
the distinction between hard and soft forms of HRM offer management two sharply
contrasting alternatives within a supposedly single approach. Whilst hard and soft
HRM both give weight to a link with strategy and the importance of people, different
meanings are attributed to these components and different assumptions of human
nature underlie each. This dichotomy is reminiscent of McGregor's views on
managerial control strategies. In 1960, he suggested that theory X managers believe
that employees do not like work, whilst theory Y managers believe that "man will
exercise self direction and self-control in the service of objectives to which he is
committed" (Truss, Gratton, Hope-Hailey, McGovern & Stiles, 1997, p. 55). In a
similar vein, Sullivan comments on Western Management theory that depicts two
views of human nature. Modern man, who is law bound and must endure work in an
exchange of value, whilst self bound hermeneutical man creates organisational reality
and structures (rather than responds to them) in an exchange of meaning. Noon
suggests that the dichotomy of hard and soft HRM manifests itself as a gap between
rhetoric and reality (Noon, 1994).

The gap between rhetoric and reality

Blyton and Turnbull (1994, p.62) quote Storey and Sisson to illustrate the adoption of
soft HRM as organisational rhetoric suggesting that "even the most unsophisticated
organisation has issued its statement of 'mission'; has declared commitment to direct
communication with its 'most valued asset' - its employees; has experimented with
quality circles; looked to performance related pay; brushed down its appraisal system;
reconsidered its selection procedures and declared its commitment to training".

However, the ideals of HRM fall short of reality. Organisational behaviour and
surveys of practice do not match HRM rhetoric.

Guest quotes Kochran et al. who on the basis of their research in the United States put
the following proposition. "We do not, in fact, believe that participative management
styles and sophisticated human resource management policies are the dominant
pattern, we believe aggressive resistance to unions and harsh personnel policies are

5
also part of the story, we are convinced that progressive personnel practices have not
diffused broadly across employment settings" (Guest, 1990, p. 52)

Various commentators have been scathing in their review of the gap between HRM
rhetoric and reality. Blyton and Turnbull (1994, p. 4) quote Skinner who observed
that "human resources management seems to be mostly good intentions and whistling
in the dark" and that HRM is "Big Hat, No Cattle". Vaughan (1994, p. 26) suggests
that "HRM rhetoric communicates an attractive image of people trusting each other,
sharing risks and rewards, and united by a strong feeling of identity, but it gives little
sense of the impersonal economic rationalism that characterises management thinking
in the real world". Argyris (1998, p. 98) suggests that empowerment remains much
like the emperor's new clothes, "it is praised loudly in public, but privately we ask
ourselves why we cannot see it". Finally, Armstrong says HRM is a case of a wolf in
sheep's clothing which, unlike Skinner's assertion that HRM is powerless, implies that
HRM is manipulative. It seems that the vocabulary of HRM has surpassed both its
conceptual and empirical foundations and that rhetoric has outstripped the reality
(Blyton and Turnbull, 1994).

Vaughan (1994) suggests that the rhetoric of HRM does not make sense when judged
against a background of the casualisation and reorganisation of work that re asserts
management authority in a way that resembles Fordism of an earlier industrial era.

Truss and others (1997) comment on their study, which involved eight in depth case
studies. They began with the premise that linking people management to business
objectives is indicative of the hard model because of the emphasis in this model on
strategic direction, integration and performance management techniques, such as
appraisal. In examining use of the soft model of HRM, they focus on the assumption
that commitment is generated when employees are trained and developed and allowed
to have control over their work.

Whilst they found that there were no pure examples of soft or hard HRM in rhetoric
or reality, the rhetoric adopted by the companies frequently incorporated the
characteristics of the soft, commitment model, while the reality experienced by
employees was more concerned with strategic control, similar to the hard model. It
was found that even when the soft version was embraced at the rhetorical level, "the
underlying principle was invariably restricted to improvement of bottom-line

6
performance" with the interests of the organisation prevailing over the individual (p.
69). In this way the contradictions identified at the abstract level in the normative
model are mirrored at the empirical level.

Other studies are consistent with Truss et al.'s findings. Firstly that rhetoric is soft
and reality hard and secondly that even when soft HRM variables appear to be
adopted, they seem to be within the limitations of a hard framework. Delbridge and
Turnbull (1994) quote a study by Sewell and Wilkinson who contrasted the rhetoric of
mutual commitment and trust espoused by HRM with the actual work experience in
an excellent Japanese company in the UK where workers are subject to the closest
scrutiny. Despite the rhetoric of empowerment, Japanese style HRM appears more
closely aligned with hard versions of HRM and involves the intensification of the
work process and a diminution of worker autonomy and employee influence through
close surveillance. Noon (1994, p.28) proposes that whilst HRM uses a language of
individual self fulfilment and self creation, it sets boundaries to both, striving for a
post modern interpretation of human nature, that is "lived experiences through
meanings constructed by others".

Similarily, Ryan and Macky (1998) suggest that it is ironic that companies instituting
programs to nurture employee commitment are often the same as those adopting
downsizing and delayering as a way of life. Legge (1995) proposes that HRM uses
rhetoric to obfuscate mass redundancies. Downsizing is described as out placing,
rightsizing, manpower transfer, headcount reduction, workforce re-profiling and put
forward as a positive. However, for survivors, downsizing may mean changed tasks
and responsibilities, longer working hours, more stress, feelings of guilt and anxiety,
an intensification of work and a pronounced sense of job insecurity in the internal
labour market. This results in reductions in employee morale, trust, productivity and
commitment. Whilst there is evidence that the hidden costs of downsizing negate any
productivity gains, it appears that downsizing is a 'strategy of choice' in American
organisations in the 1990s. Ryan and Macky (1998) speculate that the motive is to
increase the numerical flexibility of the workforce, a hard HRM strategy, as opposed
to using functional flexibility through training and development, which is more
aligned with a soft HRM strategy. Vaughan (1994) concurs suggesting that all
changes do not reflect the need to rationalise operations and reduce labour costs in an
economic recession. They have been occurring over a longer period and have been

7
associated with a strategy to increase the flexibility of the labour market as much as
with pressures to down size in response to falling demand.

Surveys indicate that industry regards the function of HRM as important and may
reflect what managers feel they ought to do if they had the time and resources (Guest,
1990). This is consistent with Purcell and Gray (1986) who found that policy is often
more rational and optimistic then practice and Thurley and Wood (1983) who suggest
that where espoused policy and operational policy are different, line management will
follow the operational policy.

We find then, like Argyris (1990, p.10) in his research on organisational defensive
routines, "that managements, at all levels, in many organisations, create, by their own
choice, a world that is contrary to what they say they prefer and contrary to the
managerial stewardship they espouse"

Rhetoric disguises an unpleasant reality and increases management power

Vaughan(1994) suggests sceptical or cynical reactions to HRM are to be expected if

assurances have little effect on what is actually practiced. There is a serious threat to
credibility and reputation of HRM when rhetoric is contrasted with the changes that
have actually been occurring in organisations with a heavy cost on employees. If
HRM were to adopt hard HRM rhetoric they would not have a credibility problem.
This section is devoted to examining why HRM might use soft HRM rhetoric when
they practice hard HRM reality.

Guest (1990. p. 393) remarks on the close similarity between the values of HRM and
the American Dream that portrays America as a land of freedom and opportunity. He
suggests that HRM presents the benevolent face of American management; and its
practitioner is the James Stewart of the new industrial frontier. Legge (1995, p. 87 &
393) when discussing the decline of the union movement in the US, suggests the
marrying together of the soft HRM model with the American Dream has "converted
'legends' of HRM practice that serve to reinforce an ideal into myths that serve to
obscure the less than pleasant reality". This is like the myths of the cowboy and the
wild west, which served to obscure the reality of the massacre of the Native
Americans.

8
Guest (1990) proposes that the main impact of HRM in the US may have been to
provide a smokescreen behind which management can introduce non-unionism or
obtain significant concessions from trade unions. Similarly Keenoy & Anthony
(1994) propose that far from indicating a new era of humane, people-oriented
employment management, the primary purpose of the rhetoric of HRM might be to
provide a legitimate managerial ideology to facilitate an intensification of work and
an increase in the commodification of labour.

HRM has acted to obscure many of the core issues surrounding the question of
control. Blyton & Turnbull (1994) suggest that the vocabulary and practice of HRM
may be viewed as an attempt to relegitimate managerial authority, redefine worker
rights and redraw the frontier of control through a language of individualism,
reciprocity and shared commitment.

An environment of neo liberalism facilitated these changes. The government's desire

to allow market forces to reign supreme has increased management power and
reduced employee protection (Blyton & Turnbull, 1994).

Soft and hard HRM rhetoric are espoused simultaneously

In embracing HRM, managers may have to relinquish any claim to being the
guardians of "humane" human resource management. People will only come first
when it economically advantageous to pursue such a strategy (Keenoy, 1990).

Keenoy (1990) suggests HRM are "managers of discontent". As regulators of the

employment relationship the role of HRM has frequently been seen as a one of
managing the inherent tension and conflict between the imperatives of the market, the
organisational demands for control of employees and the individual needs of people in
work. Vaughan (1994) purports that HRM is as driven by the contradictions of
controlling workers whilst generating consent.

HRM has been closely involved in implementing these decisions on change and must
explain how the decisions they have implemented are consistent with their assurance
of management's greater commitment and loyalty to employees. This means HRM is
unable to disassociate itself from negative workforce changes and it is reluctant to
give up the romantic rhetoric that makes HRM attractive. Consequently, HRM has
sought to re establish its credibility by substituting the conflict between HRM rhetoric

9
and external reality with internal conflict between two opposing rhetorics,
romanticism, reminiscent of soft HRM and rationalism, reminiscent of hard HRM
(Vaughan, 1994).

Legge (1995) explains that there is not one language of HRM, but two, "soft" HRM
and "hard" HRM. These are reconciled through the language of 'tough love', which
seeks to coopt the assent of both those who may suffer as well as those who may
benefit from its effects. Consequently downsizing is described as a strategy that
sacrifices a few to save the majority and employability disguises a loss of employment
security. Argyris and Kaplan (1994) suggest mixed messages such as this are a
dysfunctional defensive routine used to protect from embarrassment and inhibit the
discussion of the underlying causes of embarrassment. They also protect individuals
from feeling responsible for the consequences. This behaviour controls others, avoids
confrontation and maximises safety. However, they also lead to ineffective decision
and policy making.

In conclusion, there is evidence to indicate that there is a gap between rhetoric and
reality in workforce management. Research has shown that HRM rhetoric is
generally soft and reality predominantly hard. Even when implementation appears
soft, such initiatives are often constrained by a hard framework. Consequently we see
that Total Quality Management whilst espousing empowerment delivers increased
management control and job related training can increase without considering the
development needs of employees required by the concept of 'employability' which has
replaced organisational career paths. These dilemmas mirror the contradictions with
normative HRM itself, which is unable to deliver its dual promise of maximising the
contribution of human resources to achieve business strategy.

In this environment the function of HRM must obviously struggle with its role as its
credibility diminishes. Its pragmatic use of a combination of hard and soft rhetoric
has been a useful, if short term, solution. Such rhetoric may render the gap between
rhetoric and reality opaque for a while, so that employees and even HRM practitioners
themselves live in a virtual reality. However, as this gap becomes exposed by
academic commentators and others, there is speculation on the Machiavellian agendas
of management as power shifts to management at the obvious expense of workers.
Ironically, we find that not only do organisations fall far short of their rhetoric but that

10
this rhetoric undermines itself by creating an environment of cynicism and distrust
that must surely undermine employee commitment.

Further research must expose this gap and gather evidence on its nature and
application. Only then can organisations clearly review the effectiveness of their
human resource strategies, human resource functions identify their role, and workers
turn hushed murmuring of discontent into a working through of pluralist needs within
the current enterprise bargaining environment.

This research proposes a rare review of rhetoric and reality in Australian

organisations. Studies examining the dichotomy of soft and hard models within HRM
have generally focussed on case study research in a limited number of organisations in
Britain or the US. This study proposes to examine the nature of the gap between
rhetoric and reality using the conceptual framework of hard and soft HRM. Annual
reports are used to examine organisational rhetoric and existing surveys will
illuminate organisation reality in Australia. Based on the findings of previous
research it is proposed that rhetoric will align more with soft HRM and reality will
align more with hard HRM. This study also operationalises the concepts of Soft and
Hard HRM so that the relationships between them and the hypotheses developed can
be tested.

Method
This study identified the rhetoric of Australian organisations through an analysis of
annual reports of organisations on the Australian Stock Exchange. Organisational
reality was assessed through a review of recent Australian Workforce Surveys. This
meant a review of workplace practices through collating employee and management
perceptions of their workplace practices. The results of these two analyses were
subsequently combined to explore the gap between rhetoric and reality.

The following table defines the constructs used in this research to study hard and soft
models of HRM and rhetoric and reality.

11
Definition of constructs used in research
Constructs Variables Definitions from Literature

Rhetoric Espoused theory The values, beliefs, and attitudes individuals express when
questioned (Argyris & Kaplan, 1994)

Reality Theory in use The rules that individuals actually follow when they design and
implement their actions questioned (Argyris & Kaplan, 1994)

Soft HRM Developmental Whilst emphasising the importance of integrating HR policies

Humanism with business objectives, the focus is on treating employees as
valued assets and a source of competitive advantage through
their commitment, adaptability and high quality skill and
performance. Employees are proactive rather than passive
inputs in to productive processes, capable of development,
worthy of trust and collaboration which is achieved through
participation. The stress is on generating commitment via
communication, motivation and leadership. The focus is on the
"human" in HRM (Legge, 1995).

Hard HRM Utilitarian Stresses HRM's focus on the crucial importance of the close
Instrumentalism integration of human resource policies, systems and activities
with business strategy. From this perspective human resources
are largely a factor of production, an expense of doing business
rather than the only resource capable of turning inanimate
factors of production in to wealth. Human Resources are
viewed as passive, to be provided and deployed as numbers and
skills at the right price, rather than the source of creative energy.
The focus is on the "resource" in HRM (Legge, 1995).

Truss et al. (1997) examined the following factors to determine whether organisations
were using soft or hard models of HRM.

12
 1. training received by employees and employee's perception of training and
promotion opportunities (soft)

2. communication and trust between management and staff (soft)

3. integration of HR and business strategy including performance

management techniques such as appraisal (hard)

4. control over setting work targets (hard)

5. organisational flexibility (hard)

Building on Argyris' and Legge's definitions and Truss and others' work, the
following table shows how the variables defining soft and hard HRM were
operationalised to analyse espoused theory in the annual reports and theory in use
through the Australian workforce surveys. The focus was on direct references in
annual reports which describe the espoused theory of organisations and actions or
behaviours in the survey, which imply the theory in use.

13
Operational measures used to analyse annual reports and workforce surveys

Soft HRM Hard HRM

Direct references to values of and Direct references to values of and practices
practices to encourage: to encourage:

! Employees as valued “human” assets !Close integration of human “resources”

Annual Reports

and a source of competitive advantage with business strategy

!Employee involvement,participation !Employees as a cost
and communication to derive commitment !Employees as factors in the production
!Training and Development to meet the process
needs of the individual and the
organisation

Actions which promote: Actions which promote:

IEmployees as valued “human” assets IClose integration of human

Workforce Surveys

and a source of competitive advantage “resources” with business strategy

IEmployee involvement,participation IEmployees as a cost
and communication to derive IEmployees as factors in the production
commitment process
ITraining and Development to meet the
needs of the individual and the
organisation View the employee as a
valued “human”

The above table identifies two scales: hard and soft. During the content analysis
organisations can be high, low or mixed on either scale. An overall judgement is
made about the status of rhetoric and reality by examining whether organisations have
a consistent status on both scales. Consequently, if an organisation is high on the hard
scale and also low on the soft scale, it is viewed as having a hard overall rhetoric.

Annual Report Analysis

A population of 896 large (500+ employees), Australian organisations was identified

through Business Who's Who. A 10% random sample was taken from this
population. Of the 90 organisations in the sample only 17 organisations were
registered with the Australian Stock Exchange, the remainder being listed (not public)
organisations or having overseas ownership. An electronic version of these annual
reports was obtained from the Australian Stock Exchange package for the year 1998.

14
A content analysis was applied to the annual reports to identify direct references made
to the variables defining soft and hard HRM.

Survey Analysis

The following Australian Workforce Surveys were identified.

1. The 1995 Australian Workplace Industrial Relations Survey

2. Stress at Work: A Report on the ACTU 1997 National OHS Survey on

Stress

In addition to this information, information based on Australian Bureau of Statistics

survey data, was obtained from:

1. Australia at Work (ACIRRT 1999)

2. Future Labour Market Issues for Australia (EPAC, 1996)

Drawing on the definitions of soft and hard HRM (Legge,1995) and the variables used
by Truss and others (1997), this study clusters survey items into research variables in
the following table.

The relationship between workforce survey content and research variables.

Variable Workforce Survey Items Rationale

Soft HRM - Developmental Humanism

Employees as valued “human” OHS Indicate focus of organisation

assets and a source of EEO on "human" - the total person
competitive advantage Work and Family with a family, gender and need
for psychological health.
Employee involvement, Worker Autonomy Initiatives to elicit employee
participation and Employee Involvement involvement, participation and
communication to derive Decision Making communication to derive
commitment Communication Strategies commitment.
Grievance Procedures
Organisational Change
Share Ownership
Training and Development to Training Exact match
meet the needs of the individual

15
and the organisation

Hard HRM - Utilitarian Instrumentalism

Close integration of human Casuals and non employees Indicators that employees are
“resources” with business Downsizing treated as a resource. An input
strategy that can be discarded in line
with business cycles. It has been
suggested that numerical
flexibility undermines employee
commitment (Blyton &
Turnbull, 1994).
Employees as a cost Working Hours When employees are regarded
Work Intensification as a cost and increase in
working hours or output
minimises the cost
Employees as factors in the Performance related pay When employees are factors in
production process Performance management the production process they are
managed as for any other input
in the production process. The
employee output "performance"
is managed. The employment
relationship is based on
economic exchange. It has been
suggested that performance
related pay and individual
reward systems undermine
employee commitment (Blyton
& Turnbull, 1994).

Employee Relations Indicators Workplace Relationship Employee Relations Indicators

Industrial Action have been included to assess the
Turnover current status of employee
Satisfaction relations.
Stress
Productivity

16
A comparison was made between the Annual Report Analysis and Australian
Workforce Survey Analysis to use the concepts of soft and hard HRM to review the
gap between rhetoric and reality.

Methodology Limitations

The Annual Report analysis is based on population of Australian organisations with

500+ employees (890 organisations from Business Who's Who). Whilst a 10%
random sample of 90 organisations was taken, the annual report analysis could only
use organisations listed on the Australian Stock Exchange (17 organisations) because
Australian data was required.

This Annual Report analysis was compared to existing workforce surveys. These
surveys were based on all size workplaces, not always an organisational unit, in
Australia. In addition to this, survey responses were obtained from individual
employees and managers, although a distinction could be made between the two. The
unit of analysis was not always the same at this level of analysis. However, the data
from both data sources was aggregated to create a societal level analysis.

The time frame for the annual reports was 1998, whilst the surveys spanned 1990 to
1997, with a heavy reliance on the Australian Workplace Industrial Relations Survey
(AWIRS 1995) conducted in 1995. A single period of time was used for the annual
reports whilst trends over time often formed the analysis of surveys.

It should also be noted that the AWIRS 1995 did not encapsulate the introduction of
the 1996 Workplace Relations Act, consequently inferences made from this data
exclude factors resulting from the introduction of this Act.

Despite these problems, a comparison between the annual reports and surveys was
made to assess the rhetoric/reality gap as a precursor to further research. This
research is important to initially test the propositions of academic writers in this area
whose conclusions were drawn mainly from anecdotal, action and case study research
outside of Australia.

Whilst a comparison has been made between rhetoric and reality, no conclusion can
be made about the rhetoric and reality within any single organisation listed in this
paper. The rhetoric was aggregated from data drawn from specific organisations but

17
the reality is an aggregate of many workplaces and organisations that cannot be
individually identified. Consequently, it is not the intent of this paper to operate at the
organisational level rather to draw conclusions at the societal level that will be
subsequently explored at the organisational level in anticipated survey research
intended to apply the findings of this study for specific organisations.

18
Results
Annual Report Analysis

In the Annual Report analysis references made to variables were direct and did not
need translation as with the workplace surveys. Where interpretations were made
these have been mentioned.

In the results table a "yes" means that direct reference was made to the variable and a
"no" that no direct reference was made. No indication of organisational practice has
been made, this information was not available to the researcher. Consequently
organisations may have practices reflecting any of the variables and have chosen not
to espouse these in their annual reports. Similarly, organisations may espouse
information on these variables in other written or oral communications but this
information was not included in this research. Consequently the "yes" responses are
much more important than the "no", as more assumptions can be made from what was
said rather than what was not said. The clear audience for Annual Reports is the
shareholder and it is likely that organisations would have been influenced by the
needs and desires of this specific group, communications with other groups may be
different. The core variable in this research is shown in the first column. The
mention of employees as valued human assets and a source of competitive advantage
is critical to defining organisations as "soft rhetoric" organisations.

Organisations made direct references to the variables based on the table on the
following page.

19
 Direct references to hard and soft variables made in Annual Reports

Soft HRM Hard HRM

Organisation Employees as Employee Training and Close Employees as a Employees as

valued human involvement, Development to integration of cost factors in the
assets and a participation and meet the needs human production
source of communication of the individual resources with process
competitive to derive and the business
advantage commitment organisation strategy

AV Jennings Yes Yes Yes No No No

Aristocrat Yes No Yes Yes No No

Boral Yes No Yes Yes No Yes

BHP Yes Yes Yes Yes No No

Brazin Yes No No No No No

Cadbury Schweppes Yes Yes Yes Yes No No

Clough Engineering Yes No Yes No No No

Colonial Yes No No No No No

Crown Ltd Yes Yes No Yes No No

CSR No No No Yes Yes Yes

Email Ltd. No No No No Yes Yes

Finemore Yes Yes Yes Yes No Yes

IAMA Ltd. Yes Yes No No No Yes

Stockland Yes No No No No No

Ticor No No No No No No

Westfarmers Yes Yes No No No Yes

Westfield Yes No No Yes No No

Assessment Soft Mixed Mixed Mixed Soft Mixed

20
Employees are valued human assets and a source of competitive advantage

Most organisations in the sample made one or more direct references to their human
resources as being valuable and a source of competitive advantage through their
commitment, adaptability and high quality skills and performance. This is the
defining variable for hard or soft rhetoric. The remaining variables are useful to
confirm the rhetoric as hard or soft. Based on the results of this we can say that
organisational rhetoric for the sample is soft based on the variable with the greatest
weighting which is a definitive statement about the organisations attitude to people.

The essence of this variable is encapsulated in the archetypal statement below:

"The real strength of the organisation is its energetic, experienced and

qualified staff who give such dedicated service to the Company. The staff are
our most valuable asset and listing has allowed us to reward them more
appropriately. My sincere thanks to all of them. They are the people who
have made the Company's success possible and are the key to its continued
prosperity in the future" (Clough Engineering)

Employee involvement, participation and communication to derive commitment

Truss and her colleagues (1997) focussed on the soft versions' assumption that
commitment will be generated if employees are allowed to work autonomously and
have control over their work and that individuals are worthy of trust and discretion.
The soft model also suggests extensive use of communication with employees as a
mechanism to maximise commitment. Consequently this variable has been
operationalised by looking for any references made to employee involvement,
autonomy, decision making and communication. Share ownership was also included
as it is an initiative to involve employees in the business.

Many organisations referred to strategies that elicited commitment from workers.

References were made to the empowerment of employees via decision making
devolvement, however, particular reference was made to share scheme participation.
The extract below illustrates a direct reference made to this variable.

"Employees are encouraged to develop their contribution to the business both

in the context of their particular job roles and wherever they work. In many

21
 areas ongoing programs, focusing on quality and customer service, provide an
opportunity for all employees to be involved in making improvements.
Financial participation is further encouraged through a variety of share
schemes that provide employees with a direct stake in the growth and
prosperity of the business. In addition the Group communicates with its
employees about its activities through a variety of channels" (Cadbury
Schweppes).

However, as found in the study by Truss et al., whilst at a rhetorical level, many
organisations embrace the tenets of the soft version of HRM, they have the dual aim
of improved competitive advantage. This is illustrated in the extract above by the
explicit reference made to "contribution to the business".

Training and Development to meet the needs of the individual and the
organisation

The soft perspective implies that individuals are viewed as a resource worthy of
training and development whereas the hard perspective implies that individuals are a
cost to be minimised. Therefore it is expected that minimal training would take place
within organisations adopting a hard perspective with greater emphasis on training
under soft HRM (Truss et al, 1997). However they also found that whilst there might
be extensive training and development, individual development was not an explicit
goal in its own right, as is suggested by the developmental-humanist stance of the soft
model. The aim of much of the training was not the development of the individual as
an end in itself but in ensuring that individuals had the skills necessary to carry out
their jobs in such a way as to improve organisational performance. They found that
there was a short term technical bias in the training programs and where there was a
tension between individual aspirations and company needs, it was at the expense of
the individual, as the hard model would suggest. They conclude that the primary
purpose of training was to improve organisational performance. In addition to this,
people were increasingly expected to manage their own careers, but their options were
severely limited compared with a few years ago. Whilst this could be interpreted as
the soft model's emphasis on individual empowerment, it is more likely that
organisations are adopting a more instrumental approach by adopting the rhetoric of

22
soft HRM in circumstances that do not permit its use, given it is accompanied by a
curtailing of career opportunities.

The following statements compare the soft and hard HRM perspectives on training.

Soft Training Statement

"The Group's ability to sustain a competitive advantage over the long term will
depend in large part on the continuous development of the Group's employees.
For this reason the Group is committed to providing an environment which
values continuous learning and which provides learning and development
opportunities both within business units and across the group" (Cadbury
Schweppes)

Hard Training Statement

"Our people must have the skills and knowledge needed to provide better
results for CSR" (CSR)

Close Integration of human resources with business strategy

Truss and her colleagues (1997) only looked at one hard variable, suggesting that
linking people management to business objectives is indicative of the hard model.
They found no evidence of integrative linkage between business and HR strategies.
In this Annual Report analysis there were frequent references made to HR policies
and practices being linked to business needs but few mentioned conscious
HRM/Business strategy links.

The following is an example of one such strategy of integrative linkage.

"The Finmore's 2000 program was implemented last year to direct our drive
towards becoming the best in all we do. It focuses on seven key areas in
which we must work as a team in order to achieve this goal. These are:
shareholder return, information technology, customer service, leadership and
teamwork, staff development and responsibility, waste elimination and
community responsibility".

23
Employees as a cost

This study looked for instances where employees were treated as a cost in their study.
This variable has been operationalised from the hard HRM definition by looking for
any references made to employees as a cost or the need to increase output or minimise
cost through changing employment arrangements. Truss and her colleagues (1997)
did not include this variable in their study. The quotation below shows an emphasis on
the quantitative, calculative and business-strategic aspects of managing the
"headcount" as used in human asset accounting (Storey, 1987).

"Productivity and efficiency improvements were emphasised in these

agreements in return for industry competitive wage and salary increases"
(Email).

Employees as factors in the production process

As with the previous variable, this variable has been operationalised by examining the
definition. This study looked for any references made to performance pay and
performance management and indicators that the employment relationship may be
based on economic exchange.

This is consistent with and extends the framework used by Truss and her colleagues
(1997) who worked with the hard model's emphasis on strategic direction and
integration, including performance management techniques such as appraisal.
Linking people management to business objectives is indicative of the hard model

As opposed to the self-control advocated by the commitment strategy, the hard model
assumes external control over workers. Only two organisations made direct reference
to control strategies and these were usually through payment for results, although all
organisations appeared to favour a pay for performance approach.

Below is a statement from a hard rhetoric organisation that linked performance

management to business objectives through performance management.

24
 "We must create in CSR a strong performance way of doing things..the drive
on costs and doing things better will be unremitting..fewer people working
more effectively…we aim to motivate people better by directly linking their
rewards to achieving results… a larger part of employee's total pay will reflect
their contribution towards CSR's business goals" (CSR)

The next statement illustrates a relationship based on economic exchange indicative of

the hard model of HRM.

"Productivity and efficiency improvements were emphasised in these

agreements in return for industry competitive wage and salary increases"
(Email).

In summary, organisations mainly espoused that employees were valued human assets
and a source of competitive advantage (soft rhetoric organisations). Soft rhetoric
organisations were unlikely to refer to employees as a cost, which would be in
contradiction to the former statement. There was only one organisation that
maintained a consistently "soft" rhetoric throughout all the variables.

The remaining results were mixed and there appears to be no pattern between the
results. Organisations did not always espouse policies and practices that treated
employees as valued assets ie. communication, participation, involvement. Whilst
many organisations mentioned training and development, this training and
development was sometimes exclusively about meeting the organisations needs.
Some organisations referred to the close integration of human resources with business
strategy and others that employees were factors in the production process mainly
through a focus on performance and performance pay. Organisations who did not
espouse employees as valued human assets and a source of competitive advantage
(hard rhetoric organisations) tended to be hard on all other variables and were
consequently more consistent in their rhetoric than soft rhetoric organisations.

25
Workforce Survey Analysis

The following table describes the surveys used in this analysis. The results of these
surveys were combined to develop an overall view of reality.

Surveys used in Analysis

Survey Author Year of research Subjects

Changes at work (1995) Morehead, Steele, 1995 Managers and employees of

Alexander, Stephen & workplaces 20+ employees.
Looking at survey data
Duffin (1995) Focus is mainly on trends
for 1995 and trends
between the two surveys or snap
(AWIRS, 1995) since previous survey
shots in time 4 years apart
conducted in 1990.

Stress at Work: A ACTU OH&S Unit 1997 Union members. Most sectors.
report on the ACTU (1997)
Survey questionnaire was
1997 National OHS
(ACTU, 1997) distributed to national secretaries
Survey on Stress
and OHS officers of unions
affiliated to the ACTU and a
request for organisers and
delegates to circulate it in
workplaces.

Future labour market Economic Planning and Data up to 1996 Collection of statistics - mainly
issues for Australia. Advisory Commission from ABS.
Commission paper no. (1996)
12
(EPAC, 1996)

Australia at work ACIRRT (1999) Data up to 1999 Collection of statistics

Evidence collected from the surveys above is reported in the next section under soft
and hard HRM variables.

26
Soft HRM - Developmental Humanism

Employees as valued "human " assets and a source of competitive advantage

OH&S

There was an increase in written OH&S policies from 71% (1990) to 82% (1995).
Stress was a commonly reported illness but employees suffering from it took fewer
than the average number of days off and were unlikely to have received workers
compensation (AWIRS, 1995)

EEO

In 1994 67% of workplaces covering 82% of employees had written policies on Equal
Employment Opportunity or Affirmative Action. This had increased from 58% in
1990. 63% of workplaces said they had a formal grievance procedure that covered
complaints about racial and sexual harassment (AWIRS, 1995).

Work and Family

29% of workplaces had specific family or carers leave. Managers said employees
generally took annual, unpaid or long service leave to care for their families. This is
consistent with reports from employees who said they were using sick leave (43%) or
paid holiday leave (43%). Only 4% said they couldn't take any leave for this purpose.
34% of workplaces had paid maternity leave and paternity leave was available in 18%
of workplaces. Most employees could use a phone at work for family reasons (76%)
and were satisfied (83%) with this (AWIRS, 1995).

Only 10% of workplace agreements had a family friendly provision such as a referral
service, career break or child care at workplace (ACCIRT,1999).

Satisfaction with the balance between family and work life had reduced by 27%
(AWIRS, 1995).

Employee involvement, participation and communication to derive commitment

27
Worker Autonomy

Workplace autonomy had only improved slightly despite a range of employee

involvement initiatives (AWIRS, 1995).

Employee Involvement

There has been an increase in employee involvement schemes. These have mainly
been introduced at the initiative of workplace management. The major reason for this
introduction was to improve workplace productivity and they have mainly been set up
to deal with work organisation. Management believes these schemes have delivered
productivity improvements (AWIRS, 1995)

Decision Making

Restructuring often occurs without consultation with employees and adds to feelings
of distrust and insecurity (ACTU, 1997). Managers beyond the workplace tended to
make the decision about workplace change in 50% of workplaces. The involvement
of employees likely to be affected by the change was minimal. Only 2% made the
decision, 18% had significant input, 29% were consulted, 41% were informed and
10% were not informed (AWIRS, 1995).

Communication Strategies

The most common communication mechanism was the daily walk around and regular,
formal meetings between managers, supervisors and employees. The type of
information communicated was mainly about workplace performance, product or
service quality, customer satisfaction and OH&S (AWIRS, 1995). However, poor
management and communication was ranked amongst the three most stressful
conditions at work. Management practices were deemed authoritarian, uncaring and
incompetent (ACTU, 1997)

Grievance Procedures

Since 1990 there has been an increased emphasis on establishing formal grievance
handling procedures in many industries. An increase from 49% in 1990 to 71% in

28
1995. The prime reasons for introducing written grievance procedures was award
requirements (AWIRS, 1995).

Organisational Change

Change has been extensive, 81% reported the workplace had at least one
organisational change in the two years prior to the survey (AWIRS, 1995)

The most significant change reported by GMs in the two years prior to the survey was
major reorganisation of the workplace structure (51%), introduction of new office
technology (47%) and major changes to how non-managerial employees do their work
(43%) (AWIRS, 1995)

The main reason for introducing organisational change, that had the most significant
effect on employees, was to improve productivity and efficiency (53%) followed by
reduce costs (24%) and improve customer service (24%) and product/service quality
(24%) (AWIRS, 1995).

The change that had the most significant impact on employees was reorganisation of
the workplace structure (40%) and change to how non-managerial employees did their
work (24%) (AWIRS, 1995).

The second top rated condition affecting the workplace in the ACTU survey was
organisational change and restructuring (68.2%) (ACTU 1997).

72% of managers were mainly in favour of reorganising the workplace structure but
employees in only 48% of workplaces were in favour with employees in 31%
workplaces being strongly resistant.

75% managers were in favour of making changes to the work of non managerial
employees but employees were resistant in 28% of workplaces and in favour in 55%
of workplaces.

After the changes had been made 25% of employees thought they were worse off,
32% better off and 44% the same.

If employees affected were informed they were less resistant to the change. If
informed 22% resistant and 61% in favour. If not informed 35% were resistant and
46% in favour (AWIRS, 1995).

29
Share Ownership

Share ownership schemes increased from 16% to 20% in the survey period (AWIRS,
1995).

Training and Development to meet the needs of the individual and the
organisation

Training for all occupations had increased in 1994 as opposed to 1990 and more
employees were satisfied than dissatisfied with job-related training.

The main reasons reported by employers for formally training their employees was to
improve employee's work performance (80%) (AWIRS, 1995).

Hard HRM - Utilitarian Instrumentalism

Close integration of human "resources" with business strategy

Casuals and Non employees

Casual employees had increased over the survey period (from 14% to 17% of the
workforce). They were present in 70% of workplaces (up from 64% in 1990).

Non employees (outworkers, contractors, agency workers and volunteers) had also
increased by nearly 40% (from 4.7% to 6.5%) (AWIRS, 1995).

The EPAC (1996) found increasing casualisation jumping from under 10% in 1984 to
20% in 1997. Of all new jobs created over this period 60% were casual. Australia
outstripped all other OECD countries except Spain in use of temporary employment.

Casuals miss out on training and consultation about workplace change and a chance to
have a fair say. However, they are more content than the non casuals (EPAC, 1996)

Part-time work has grown from 11% in 1970 to 25% in 1995, Self employment grew
from 9% to 13% over the same period (EPAC, 1996)

Traditionally job insecurity has been tied to business cycles but in the 1980's and
1990's it was associated with de-industrialisation and organisational restructuring. It

30
appears that organisations took advantage of down turns to implement their strategies
for change and improve their numerical flexibility (EPAC, 1996).

AWIRS data found that the most popular forms of change are reorganisation of the
workplace structure and changes to the work performed by non managerial employees
(AWIRS, 1995)

Downsizing

In 1994, 27% of workplaces intentionally reduced their workforce. The main reason
for this was restructuring. In 1990, 60% of managers reduced the workforce through
natural attrition, by 1995 this had fallen to 51% and more proactive measures such as
redundancy had risen. Compulsory redundancies rose from 30% to 37% and
voluntary redundancies rose from 19% to 37% (AWIRS, 1995).

In the 12 years between 1986 and 1997, 3.3 million full-time workers were
retrenched, of these, 2 million were blue-collar male jobs. Between 1990 and 1995
55,000 jobs were lost in just 20 large corporations, who cut between 17 and 82% of
their workforce (ACIRRT, 1999). Blue Collar workers have born the brunt of
economic restructuring, whilst white collar workers have fared worse since the
recession.

44% of organisations had delayered between 1995 and 1997 (Littler et al, 1997).
Major job losses have been most severe in manufacturing. Even though the labour
force grew by 17%, the manufacturing workforce declined by 6%.

30% of respondents to the ACTU survey on stress suggested that improving staffing
and resources would be an answer to stress at work (ACTU, 1997)

Littler et al (1998) suggests that the objectives related to downsizing and

organisational restructuring were contradictory with costs of downsizing which
minimised productivity gains from workforce reform.

Workplaces which had experienced job losses were 1.5 times more likely to have
employees feeling insecure and those with change in the last 12months were 1.3 times
more so. Workers who felt they had been given a fair chance to have a say about
changes in their workplaces were less insecure about their jobs (Littler et al, 1997)

31
Employees as a cost

Working Hours

Average hours have gone up from 40 hrs in 1978 to 44 hours in 1995. In 1978 22%
of employed person worked over 40 hours, whilst in 1995 31% worked 40+ hours
(EPAC, 1996).

Standard working hours are diminishing and very long hours (49+) are increasing.
Half of all managers work very long hours, one quarter of professionals work very
long hours (ACIRRT, 1999)

16% of employees would have preferred fewer hours and 31% felt they were not
fairly paid (AWIRS, 1995) and 38% of respondents felt that long hours was a stressful
condition in their workplace (ACTU, 1997)

Work Intensification

28% of employees had a high score on the work intensification index (AWIRS, 1995).
58% said their work effort was higher than it had been 12 months previously and 49%
said stress had increased.

The ACTU survey (1997) confirmed this and found that the pace and stress at work
had increased dramatically and increased workload was the top rated condition
affecting the workplace (ACTU, 1997).

Employees as factors in the production process

Performance Related Pay

The incidence of performance related pay was unchanged between the survey periods.
33% of workplaces have it, it is more prevalent in the private sector than the public
sector (41% to 12%) and less prevalent in non unionised workplaces.

Performance pay was mainly based on individual performance (79%) rather than
group performance (23%) or organisational performance (15%).

32
Performance Management

68% of managers said KPIs were used at their workplace, however, those most likely
to be involved in data collection were only involved in KPI design in approximately
35% of the time. 75% of managers said productivity was higher and only 5% said it
was lower than two years ago (AWIRS, 1995). However the ACTU survey on stress
found that 30% of respondents suggested that improving staffing and resources would
be an answer to stress at work. 16% said lighter workloads and less performance
monitoring would reduce stress (ACTU, 1997).

Employee Relations Indicators

Workplace Relationship

Most managers rated their relationship with their employees as good or very good (43
and 49%) with only 1% rating it as poor or very poor (AWIRS, 1995), however, the
ACTU survey (1997) suggested that the relationship with managers is poor.

Industrial Action

Industrial disputation has fallen dramatically (industrial action in million person days
lost was 2.4 days in 1970 and reduced to .5 days in 1995). Union membership has
declined in all developed countries. In Australia union members as a % of employees
was 50 in 1970 and 39 in 1995 (EPAC, 1996)

Turnover

Voluntary labour turnover rate was 19% in 1995, down from 29% in 1990. This can
probably be explained by a weaker labour market, which peaked in the early 1990s at
12% dropping in 1995 to 8% (AWIRS, 1995). However, job insecurity has increased
and closely tracked unemployment which has been around 8% since 1991 (7.2% in
September, 1999) (EPAC, 1996).

33
Satisfaction

63% of employees were satisfied with their job overall and 59% felt that this was a
good place to work, however, 30% agreed with the statement "I often think of leaving
this job" and 28% were dissatisfied with the way management treated workers. Of the
comments made during focus groups, 26% were negative about management which
was the most commented on category (AWIRS, 1995).

Stress

The most stressful condition at work was increased workload (19.3% of respondents).
Insufficient rest breaks were identified by 24% of respondents. Long hours were
rated as stressful by 38% of respondents.

Organisational change and restructuring was the second most stressful condition
(10.4%)

Respondents felt that better management (including more communication and

consultation) would be a solution to stress (52.6%), more staff an resources (30%) and
lighter work load and less performance monitoring (16.4%).

Some respondents felt that there should be less focus on a narrow economic view of
productivity and management should value and support their staff more (ACTU,
1997)

This is consistent with a Hay Management Consultant survey (1998) that found that
two thirds of their respondents believed that change was partially successful in
assisting the organisation with competition. In addition to this, studies by Harvard,
INSEAD and the London School of Business show that the high failure rate (70%) of
change is attributable to lack of attention to people factors (Hay Management
Consultants, 1998, p. 5).

Productivity

Australia's labour costs per hour worked are amongst the lowest in the OECD
(position 16). Australia's productivity performance improve in the early 1990's and
GDP per hour worked had increased from 100 in 1970 to 156 in 1995 (EPAC, 1996).

34
The following table summarises the data derived from the surveys indicating where
the evidence points to the use of hard, soft or mixed HRM models on each variable.

35
Summary of Workforce Surveys
Survey Item Hard Soft Mixed Evidence

Soft HRM Items

OHS 4 Whilst there was an increase in OH&S written policies, workplace
stress was escalating but it was neglected by management.
EEO 4 Whilst there was an increase in EEO written policies, career
opportunities had declined and work hours and intensification for
management in particular prohibit work and family balance.
Work & Family 4 29% of workplaces had specific family or carers leave, only 10%
workplace agreements had a family friendly provision.
Satisfaction with work/family balance had gone down.
Worker Autonomy 4 Workplace Autonomy had only improved slightly despite a range
of employee involvement initiatives.
Employee 4 Whilst there had been an increase in employee involvement
Involvement schemes, the major reason for their introduction was to improve
workplace productivity and work organisation. Employees were
not involved in changes that would directly affect them.
Decision Making 4 Decision making in employee involvement schemes had been
limited to workplace organisation and productivity improvements
and employees were not involved in decisions about change that
would affect them.
Communication 4 Poor communication was ranked amongst the three most stressful
Strategies conditions at work. Most communication was on workplace
performance.
Grievance Procedures 4 Whilst more grievance procedures were in place due to award
requirements, employee's workplace conditions had declined.
Organisational 4 Change was extensive and mainly introduced to improve
Change productivity, efficiency and reduce costs. Changes with the most
significant impact on employees often occurred without
consultation. Approximately one third of employees were
resistant to change.
Share Ownership 4 Share participation schemes had increased.
Training 4 Whilst training had increased, the main reason for training was to
improve employee work performance rather than individual
development.
Hard HRM Items
Casuals and non 4 Casual employees and non employees had increased. Australia

36
employees was a leader amongst OECD in use of temporary employment.
Downsizing 4 Downsizing had increased and lack of staff was a major source of
stress for surviving workers.
Working Hours 4 Working hours had increased and employees were unhappy with
the hours they worked and perceived it as a source of stress.
Work Intensification 4 Work intensification was increasing and employee's believed the
pace of work was stressful.
Performance Related 4 One third of work places had performance pay based on individual
Pay rather than team and organisational performance.
Performance 4 Performance monitoring had increased. Many workplaces were
Management using key performance indicators but those involved in data
collections were not always involved in KPI design.
Workplace 4 Whilst management believed their relationship with employees
Relationship was good, employees believed management practices were poor.
Employee Relations Indicators
Industrial Action 4 Industrial disputation had fallen dramatically and union
membership had declined.
Turnover 4 Voluntary labour turnover rate was down, however job insecurity
was high.
Satisfaction 4 Approximately one third of employees were dissatisfied with their
job, treatment and work place.
Stress 4 Stress was a commonly reported illness in the surveys but was
hidden at work.
Productivity 4 Productivity had improved and was a major management focus,
however, the increase in productivity had been at the expense of
working hours, work intensification and downsizing.

In summary, an analysis of Australian workforce surveys indicates that reality is

"hard". That is organisations are using an Instrumentalist Utilitarian model of
workforce management with a focus on the close integration of human resources
policies, systems and activities with business strategy. Specifically the following
points support this proposition:-

• Organisations are focussed on productivity improvement, working hours

are longer and work has been intensified. Workforce productivity has
improved.

• The workforce is involved only in workplace productivity improvements,

they are not involved in decisions about workplace change or performance

37
 measurement. Communication strategies are also focussed on productivity
improvements

• Organisations are focussed on numerical flexibility and restructuring. This

has resulted in proactive downsizing activities as work is casualised and
outsourced to non employees.

• Workers are stressed and dissatisfied but unable for environmental reasons
to express this through turnover or industrial disputation

• Management in these surveys seemed to align their views with the soft
rhetoric rather than the hard reality. In particular they rated the
employment relationship in a way that was consistent with soft rhetoric,
whilst employee ratings were consistent with hard reality.

There are contradictions within the survey data, which indicate that soft initiatives are
implemented within a hard framework.

1. Whilst OH&S is a priority, workforce stress is escalating.

2. Whilst training is increasing it is focussed on productivity improvement.

3. Whilst there is an increased focus on employee involvement and

communication the scope of these initiatives is limited to productivity
improvement.

The gap between rhetoric (annual report analysis) and reality (workforce
survey analysis)

The following table compares the results of the annual report analysis and workforce
survey analysis against the variables for soft and hard HRM.

38
Summary of results for annual report and workforce survey analysis

Variable Analysis of Annual Reports Analysis of Workforce Surveys

RHETORIC REALITY
Soft HRM

Employees as valued “human” Nearly all organisations in the S M Organisations had increased the
assets and a source of sample made a direct reference policy work of OHS, EEO and
competitive advantage to human resources being work and family indicating that
valuable and a source of employees were viewed as
competitive advantage "human". However employees
are not satisfied with work/family
balance and workplace stress is
escalating.
Employee involvement, Many organisations referred to M M Employee Involvement Schemes
participation and employee involvement, have increased but are restricted
communication to derive participation and to productivity improvements at
commitment communication. Particular the work place level.. Employees
reference was made to share are not involved in
scheme participation. communication or decision
making on other issues such as
Some references were qualified workplace change and key
with a reference to the performance indicators directly
improvement of the bottom-line affecting them.
performance.

Training and Development to Many organisations referred to M M Training has increased but is
meet the needs of the individual training development. Some restricted to areas that affect
and the organisation references indicated that immediate productivity
training and development was improvement.
provided "in those areas that
will make a real difference to
the companies performance"
indicating the need to focus on
the improvement of the bottom-
line performance.

Hard HRM

39
Close integration of human Most organisations made M H Organisations are focussed on
“resources” with business reference to people policies numerical flexibility and
strategy being linked with organisational restructuring has resulted in
strategy. proactive downsizing activities as
work is casualised and outsourced
to non employees.
Employees as a cost Few organisations made direct S H Organisations are focussed on
references to employees as a productivity improvement,
cost working hours are longer and
work has been intensified.
Workforce productivity has
improved.
Employees as factors in the Two organisations referred to M H Performance monitoring has
production process employees as a factor in the increased at the expense of
production process stressing the employee dissatisfaction and
need for productivity and stress. Performance pay is mainly
efficiency improvements. based on individual rather than
group or organisational
performance. There is an increase
in share ownership schemes.
Employee Relations No indicators in Annual Reports - M Satisfaction is down and from the
employee's perspective the
relationship with management is
poor. Industrial action and
Turnover are down but the weak
labour market could be a factor.
Productivity is up.

Whilst the annual report analysis concluded that organisational rhetoric was "soft",
the analysis of Australian workforce surveys indicates that reality is "hard" indicating
a gap between rhetoric and reality in workforce management.

Conclusion
The results of this study support the main hypothesis that rhetoric would align most
strongly with soft HRM and reality would align with hard HRM. This study found
that organisational rhetoric is "soft" with a focus on treating employees as valued
assets and a source of competitive advantage through their commitment, adaptability
and high quality skill and performance. The "hard" model is not supported in the
annual report rhetoric, employees are not consistently referred to as a factor of

40
production or an expense of doing business. This supports Storey and Sisson's (1990)
assertion that most organisations have issued a statement of mission and declared
commitment to direct communication with its most valued asset.

However, consistent with Truss et al's (1997) findings, no pure examples of soft HRM
were found and even when the tenets of the soft version were embraced at the
rhetorical level, the underlying principle was restricted to improving bottom line
performance with the interests of the organisation prevailing over the individual.
Whilst this study found that most organisations espoused that employees were valued
human assets and a source of competitive advantage, these organisations did not
always espouse policies and practices consistent with this. In particular, organisations
were mixed on other soft variables, and indeed hard variables. Many did not espouse
policies on employee involvement, participation, communication and training that met
the needs of the individual and the organisation which would support the proposition
of employees being valued assets. Some soft rhetoric organisations simultaneously
espoused policies that closely integrated human resources with business strategies and
factors in the production process, through performance related pay. This pattern was
not repeated for the small number of hard rhetoric organisations who were
consistently low on soft variables and high on hard variables and generated a more
homogenous rhetoric. However, further research would be required to draw any
conclusions from this.

Whilst an annual report analysis concluded that organisational rhetoric was "soft", an
analysis of Australian workforce surveys indicates that reality is "hard". That is
organisations are using an Instrumentalist Utilitarian model of workforce
management. The model stresses HRM's focus on the close integration of human
resources policies, systems and activities with business strategy. From this
perspective the human resource is largely a factor of production and an expense of
doing business and organisational practices are focussed on gaining control rather
than eliciting commitment of workers. This study found that organisations are
focussed on productivity improvement and to this end working hours are longer, work
has been intensified and the casualisation of work has accelerated. Whilst this had
resulted in productivity improvement, there is also escalated dissatisfaction and stress.
This supports the proposition that HRM has facilitated the intensification of work and

41
commodification of labour that re asserts management authority (Blyton & Turnbull,
1994; Vaughan, 1994).

As with organisational rhetoric, reality is not consistently hard. There is some survey
evidence that soft HRM variables are increasing, however, once again it is within the
constraints of improvement in bottom line performance. Whilst training, employee
involvement and communication is increasing it is always within the framework of
productivity improvement.

Interestingly, management and employees in the surveys do not rate their relationship
in the same way. Management tend to align their responses with the soft rhetoric and
employees with the hard reality.

So like Thurley and Wood (1983) found in their research, policy is more rational and
optimistic than practice. Clearly operational policy within organisations is based
upon utilitarian instrumentalism. This may be the result of poor alignment of HRM
with strategy or consistent with a hidden agenda to use organisational rhetoric to
increase management control.

This supports Noon's (1994, p. 28) proposition that tensions are evident in the
assumptions that underlay normative HRM and that normative HRM is founded on
paradox. This evidence also gives efficacy to Legge's (1995, p. 40) proposal that it
could be "the contradictions embedded in HRM that have facilitated the development
of a rhetoric that may simultaneously render strategic action problematic".

Traditional Employee Relations indicators can give some insight in to the

consequences of this rhetoric reality gap. Survey evidence indicates that satisfaction
and stress have increased even though industrial relations and turnover have decreased
which may be due to labour market issues. However, productivity has improved,
whether this success is short term remains to be seen as we move in to an era of post
industrial organisations that may require committed rather than compliant workers to
deal with the challenges of globalisation.

Further research will be required to investigate the source of the rhetoric and reality
gap and to examine the consequences of this gap for HRM and organisations.

42
References
Australian Centre for Industrial Relations Research and Training (ACIRRT) (1999)
Australia at work: just managing? Sydney: Prentice Hall.

ACTU OH&S Unit (1997) Stress at work: a report on the ACTU 1997 national OHS
survey on stress, Australian Council of Trade Unions publication, Melbourne.

Argyris, C. (1990) Overcoming Organisational Defences: Facilitating Organisational

Learning, Needham Heights: Allyn and Bacon.

Argyris C. (1998) 'Empowerment: The emperor's new clothes', Harvard Business

Review, 7, 3, 98-105.

Argyris, C. and Kaplan, R. (1994) 'Implementing new knowledge: the case of activity-
based costing', Accounting Horizons, 8, 3, 83-105.

Armstrong, M. (1987) 'Human resource management: a case of the emperor's new

clothes?', Personnel Management, 19, 8, 30-35.

Blyton P. and Turnbull, P. (eds) (1994) Reassessing Human Resource Management,

London: Sage.

Delbridge, R. and Turnbull, P. (1994) in P. Blyton and P. Turnbull (eds), Reassessing

Human Resource Management, London: Sage, 56-73.

Drucker, J., White, G., Hegewisch, A., Mayne, L. (1996) 'Between hard and soft
HRM: human resource management in the construction industry', Construction
Management and Economics, 14, 405-416.

Economic Planning and Advisory Commission (1996) Future labour market issues
for Australia: Commission paper. No. 12, Canberra: Australian Government
Publishing Service.

Guest, D. E. (1990) 'Human resource management and the American dream', Journal
of Management Studies, 27, 4, 377-97.

Hay Management Consultants, The Australian Workplace Reward and Practices

Review (1998) Melbourne: Hay Group.

43
Hendry, C. and Pettigrew, A. (1990) 'Human resource management: an agenda for the
1990s', International Journal of Human Resource Management, 1, 1, 17-44.

Keenoy, T. (1990) 'HRM: a case of the wolf in sheep's clothing', Personnel Review,
19, 2: 3 - 9.

Keenoy, T. and Anthony, P. (1994) 'HRM: metaphor, meaning and morality', in P.

Blyton and P. Turnbull (eds), Reassessing Human Resource Management, London:
Sage, 233-255.

Legge, K. (1995) Human Resource Management: Rhetorics and Realities,

Basingstoke: Macmillan.

Littler, C.R., Dunford, R., Bramble, T. and Hede, A. (1998) 'The dynamic of
downsizing in New Zealand, Asia Pacific Journal of Human Resources, 5, 65-79.

Morehead, A., Steele, M., Alexander, M., Stephen, K. & Duffin, L. (1995) Changes at
work: The 1995 Australian Workplace Industrial Relations Survey, Melbourne:
Addision Wesley Longman.

Noon, M. (1994) 'HRM: a map, model or theory?', in P. Blyton and P. Turnbull (eds),
Reassessing Human Resource Management, London: Sage, 16-32.

Peters, T.J. and Waterman, R.H. Jr. (1982) In Search of Excellence, Lessons from
America's Best Run Companies, New York: Harper and Row.

Poole, M. and Mansfield, R. (1994) 'Managers' attitudes to Human Resource

Management: Rhetoric and Reality', in P. Blyton and P. Turnbull (eds), Reassessing
Human Resource Management, London: Sage, 200-214.

Purcell, J. and Gray, A. (1986) 'Corporate personnel departments and the management
of industrial relations: two case studies in ambiguity', Journal of Management Studies,
23, 2, 205-223.

Ryan, L. & Macky, K.A. (1998) ' Downsizing organisations: uses, outcomes and
strategies', Asia Pacific Journal of Human Resources, 36, 2, 29-45.

Storey, J. (1987) 'Developments in the management of human resources: an interim

report', Warwick Papers in Industrial Relations, 17, IRRU, School of Industrial and
Business Studies, University of Warwick (November).

44
Thurley, K. and Wood, S. (eds) (1983) Industrial Relations and Management
Strategy, Cambridge: Cambridge University Press.

Truss, C., Gratton, L., Hope-Hailey, V., McGovern, P., and Stiles, P. (1997) 'Soft and
hard models of human resource management: a reappraisal', Journal of Management
Studies, 34, 1, 53-73.

Vaughan, E. (1994) 'The trial between sense and sentiment: a reflection on the
language of HRM', Journal of General Management, 19, 3, 20-32.

Walton, R. E. (1985) 'From control to commitment in the workplace', Harvard

Business Review, 63, 2, 77-84.

45
 Other RMIT Business Working Papers

1992 Vitols, M., Some Criticisms of the Health

Capital Model: Responses to Symptoms, WP
Barrett, M., Strategic Implications of Inter- 93/13.
national Countertrade, WP 92/01.
Marks, L., Marketing and the Public Sector
Thandi, H.S., A Case for Increasing Australian Library: Some Unresolved Issues, WP 93/14.
Trade with Malaysia, WP 92/02.
Jackson, M., Protection of the Proprietary
Thandi, H.S., Some Conceptual Designs to Information of Organisations in the Asia-Pacific
Facilitate the Generation and Integration of Region, WP 93/15.
International Trade Research, WP 92/03.

Thandi, H.S., Malaysian Macrolights for the 1994

Investor, WP 92/04.
Morley, C., A Comparison of Three Methods
Thandi, H.S., NAFTA - Boon or Bane?: Some for Estimating Tourism Demand Models, WP
Initial Reactions, WP 92/05. 94/01.

Mottram, K., Management Coaching Process,

1993 WP 94/02.

Thandi, H.S., Self Disclosure Perceptions Wright, K. & Benito, M.A., Sales Re-
Among Students of Management, WP 93/01. muneration: Some Sins of Omission and
Commission, WP 94/03.
Thandi, H.S., Competitive Directions for Aust-
ralia, WP 93/02. Morley, C., Beyond the MBA: Professional
Doctorates in Business, WP 94/04.
Thandi, H.S., Culture-Strategy Integration in
the Management of Corporate Strategy, WP
93/03. 1995

Subanidja, S. & Thandi, H.S., Logistical Morley, C., Tourism Demand: Characteristics,
Implications of Surplus Rice in Indonesia - A Segmentation and Aggregation, WP 95/01.
Historical Perspective, WP 93/04.
Morley, C., Data Bias in the Estimation of
Wu, C.L., On Producer's Surplus, WP 93/05. Airfare Elasticities, WP 95/02.

Jackson, M., Unauthorised Release of Gover- Morley, C., Estimating Tourism Demand
nment Information, WP 93/06. Models, WP 95/03.

Jackson, M., Incidence of Computer Misuse - Jackson, M. & Bos, A., The Effect of Manag-
Fact or Fiction?, WP 93/07. ement Education on Women's' Careers: The
RMIT Experience, WP 95/04.
Beaumont, N., The Use of an Automated
Storage and Retrieval System (AS/RS) at the Callaghan, B. & Jackson, M., Accounting
State Library of Victoria, WP 93/08. Professionals: Current Attitudes to Banks, WP
95/05.
Morley, C., An Experiment to Investigate the
Effect of Prices on Tourism Demand, WP Jackson, M. & O'Connor, R., Research
93/09. Planning and Management in Non-traditional
Research Discipline Areas, WP 95/06.
Morley, C., Analysis of Experimental Data on
Individual's Choice of Destination, WP 93/10. Callaghan, B. & Dunwoodie, K., How Large
Are Cultural Values Differences in the 90's?,
Morley, C., The Use of CPI for Tourism Prices WP 95/07.
in Demand Modelling, WP 93/11.
Morley, C. & Willis, Q.F., Managerial Theory
Ainworth, M., The Value of Management and Economic Rationalism: An Argument in
Education: Views of Graduates on the Benefits Response to Karpin, WP 95/08.
of Doing an MBA, WP 93/12.
Morley, C., Diffusion Models of Tourism: 1998
International Tourism to Australia, WP 95/09.
Scarlett, B.L., Business Goals, WP 98/1.

1996 Scarlett, B.L., A Typology of Enterprise

Effectiveness Models, WP 98/2.
Scarlett, B., An Enterprise Management Under-
standing of Social Differentiation, WP 96/1. Lombardo, R.W., Unravelling the Mysteries of
Ellwood’s Basic Mortgage Equity Capitalisation
Slade, P., Technological Change in New Model, WP 98/3.
Zealand Sawmilling, WP 96/2.
Woolley, R.L., International Accounting
Mathews, C. & Davey, B., The Collection and Standards and Economic Growth: An Empirical
Analysis of Environmental Information in the Investigation of their Relationship in Asia, WP
Top 150 Australian Companies: Some 98/4.
Preliminary Results, WP 96/3.
Caddick, M., Moore, S. & Management
Kangsanant, V., The Commercialisation of New Research Team, Adding Value: Using Customer
High Technology Products by Small Firms in Feedback: An Exploratory Research Project
the Information Technology Industry, WP 96/4. Examining the Use of Customer Feedback by
Victorian Local Government Organisations, WP
Slade, P., Employment Relations: New 98/5.
Paradigm or Old Ideology, WP 96/5.

1999
1997
Scarlett, B.L., A Cross Cultural Comparison of
Jackson, M. & O’Connor, R., Staff Mobility Business Goals, WP 99/1.
Programs in Australian Universities, WP 97/1.
Parratt, E. & Holian, R., ISO 9000
Morley, C.L., An Econometric-Product Growth Certification: Is it worth it?, WP 99/2.
Model of Tourism to Australia, WP 97/2.
Morley, C., Estimating Integrated Time Series
Callaghan, W.M. & Dunwoodie, K., A and Other Problems in Modelling Tourism
Comparison of Decision Making Approaches Demand, WP 3/99.
used by Australian and Malaysian Managers,
WP 97/3. Morley, C., How Professional? The Role of the
University in Professional Doctorates, WP
Martin, W.J. & Chishti, M.A., Content and 4/99.
Context in Information Management: The
Experience of Two Melbourne-Based Organis- Ellingworth, R., When the Will to Change is
ations, WP 97/4. not Enough? An Action Research Case Study
from the Finance Industry, WP 5/99.
Chishti, M.A., Martin, W.J. and
Jacoby, J., Information Technology Enabled Boucher, C., Leaders with Disabilities: Still a
Organisational Change: A Survey of Australian Splendid Deception, WP 6/99.
Practices, WP 97/5.
Boucher, C. & Gardner, I., Beyond Male
Scarlet, B., Beyond Excellence: In Search of Stereotypes in Management Practice, WP 7/99.
Enterprise Effectiveness, WP 97/6.
Boucher, C., A Description of Modernism and
O’Neill, M., Bellamy, S., Jackson, M. and Postmodernism in the Context of Organisation
Morley, C., An Analysis of Female Part- Studies and Thinking about Management, WP
icipation and Progression in the Accounting 8/99.
Profession in Australia, WP 97/7
Kimber, D., Values Based Strategies and
Holian, R. & Martin, S., Ethical Issues and Planning for Global Organisations, WP 9/99.
Decision Making in Organisations, WP 97/8.
Watty, K., & Terzioglu, B., Performance
Measures Employed by Australian Subsidiaries
of US Service Multinational Companies: An
Empirical Survey, WP 99/10.
Scarlett, B.L, A Delphi Study of the Business Steiner, C., Educating Science Workers for an
Goals of Australian Stockbrocking Firms, WP Innovating Work Environment, WP 99/16.
99/11.
Steiner, C., & Black, L., Australian PR
Faux, J., Environmental Financial Information Professionals in Corporate Strategic Planning:
and the Public Accounts and Estimates Educational Implications, WP 99/17.
Committee of the Parliament of Victoria:
Research Opportunities, WP 99/12. Sheldrake, P., & Hurley, J., The Good Manager
in a World of Change, WP 99/18.
Gill, C., Use of Hard and Soft Models of HRM
to Illustrate the Gap Between Rhetoric and Paderno, F., A Study of Art and Design Small
Reality in Workforce Management, WP 99/13. Business Practices to Determine the Attributes
needed for Operating a Successful Small
Steiner, C., Unifying Research and Practice Business, WP 99/19.
Through Concrete, Personal Knowing, WP
99/14. O’Shannassy, T., Lessons from the Evolution
of the Strategy Paradigm, WP 99/20.
Steiner, C., How Important is Professionalism
in Public Relations Management?, WP 99/15. O’Shannassy, T., Strategic Thinking: A
Continuum of Views and Conceptualisations
WP 99/21.
Further copies of this working paper and
others in the series are available from:

Research Development Unit

RMIT Business
GPO Box 2476V
Melbourne Vic 3001

Ph: 9925 5594

Fx: 9925 5595
Email: rdu@bf.rmit.edu.au
Web: http://rmit.edu.au/RDU