Human Resource Information System:

A Case Study of Asiatic Experiential Marketing

Limited
 Internship report
On
Human Resource Information System:
A Case Study of Asiatic Experiential Marketing Limited

Supervised By:
Dr. Sabnam Jahan
Associate Professor
Department Of Management
University of Dhaka

Prepared By:
Dip Das
ID: 18124
Department Of Management
University of Dhaka

Date of Submission: 28 February, 2016

 Letter of Transmittal

February 28, 2016

Smita Aparna
Executive, Human Resource
Asiatic Experiential Marketing Limited
Dhaka, Bangladesh.

Subject: Submission of the BBA Internship Report.

Dear Mam,
With a great pleasure I here submit the report on the HRIS: A Case study of Asiatic
Experiential Marketing Limited. that I have prepared for as the requirement of B.B.A
Program.
While doing my internship, I had the opportunity to meet about all the employees of Human
Resource Division of Asiatic Experiential Marketing Limited. Almost each of the people I
came across had been very helpful to me.
I hope this report will attract your kind appreciation.

Sincerely yours,

_____________
Dip Das
 Declaration

I do hereby solemnly declare that the work presented in this report entitled HRIS: A Case
study of Asiatic Experiential Marketing Limited. has been carried out by me and has not
been previously submitted to any other University/ College/ Organization for academic
qualification/ certificate/ diploma or degree.

The work I have presented does not breach any existing copyright act and no portion of this
report is copied from any other work done earlier for a degree or otherwise.

I further undertake to indemnity the department against any loss or damage arising from
breach of foregoing obligations.

Dip Das
Roll: 18124
BBA (18th Batch) Program
Department of Management
Faculty of Business Studies
University of Dhaka
 Acknowledgement

The theoretical knowledge that is gathered from the Educational institution is not sufficient to
aware the subject matter rather the practical knowledge. In order to resolve the dichotomy
between these two areas, I was assigned to prepare a report on HRIS: A Case study of
Asiatic Experiential Marketing Limited.

I, Dip Das, first of all, would like to express my gratitude to almighty God for keeping me
mentally and physically sound to prepare this report. Again, I would also like to express my
heartiest gratitude & thanks to those people, because without their dedication and
contribution this report would not get the successful completion.

I would like to take the opportunity to express my gratitude to my internship advisor,

Dr.Sabnam Jahan, Associate Professor, Department of Management, University of Dhaka, for
her valuable suggestion, constant encouragement and keen interest at every stage of this
study, without her supervision that would have been extremely difficult to accomplish.

I would also like to thank Smita Aparna, Senior Executive, HR Division for her continuous
support & inspiration regarding completion of my internship paper.
 Executive Summery

Asiatic Experiential Marketing Limited is an advertising company and got internship chance
as HR intern. Asiatic is one of the leading marketing communication firms of Bangladesh. In
Bangladesh Asiatic has been operating in the business environment over the last four
decades. The group consists of 13 companies that facilitate its clients with Communication,
Activation, PR, Audio-Visual Production, Media consultancy and Broadcasting. Today
Asiatic has over 875 employees and it takes pride in being one of the preferred employers in
Bangladesh.
Among all the functional departments, Human Resources department of Asiatic Experiential
Marketing Limited plays a very vital role in the total organizational functioning of the
company. Recruitment and selection forms a core part of the central activities underlying
human resource management which Asiatic Experiential Marketing Limited handles smartly
in a structured way. Recruitment is the process of generating a pool of capable people to
apply for employment to an organization. Selection is the process by which managers and
others use specific instruments to choose from a pool of applicants a person or persons more
likely to succeed in the job(s), given management goals and legal requirements.
This report covers the information necessary to understand the system development process
for HRIS. The system development process involves multiple stages from initial design to
implementation and evaluation. Failure to follow these steps or rushing through them will
result in a poorly designed system that will ultimately fail when it is implemented. Thus, this
report begins to identify some of the information that is critical for the eventual
implementation of an HRIS. It is started with a focus on the users of the system to help the
system development process in its beginning steps. The types of information about users/
customers of the HRIS, the sorting of HRIS data into categories of human capital, and the
main concepts of hardware and database security are covered. Finally, a statistic showed that
in most of the cases Asiatic Experiential Marketing Limited HR has successfully provided
desired candidates in different vacant positions and HRIS system and software functionally
played a good role in the HR management system.

vi
 Table of Content
Titles Page No.

Executive Summary vi

Chapter 1: Introduction 01

Chapter 2: Company Overview of Asiatic Experiential Marketing 07

Limited

Chapter 3: HRIS of Asiatic Experiential Marketing Limited 17

Chapter 4: Finding and Analysis 24

Chapter 5:Recommendation and Conclusion 39

Appendix 42

References 47
 Chapter 1
Introduction

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1.0 Introduction

Advertising is generally done by a third party known as advertising agency. An

advertising agency is a service based business dedicated to creating, planning, and handling
advertising for its clients. An ad agency is independent from the client and provides an
outside point of view to the effort of selling the client's products or services. An agency can
also handle overall marketing and branding strategies and sales promotions for its clients.
Successful implementation is the central goal of every HRIS project, and it begins with a
comprehensive design for the system. As the steps in the system development process are
covered in this chapter, the foundation knowledge that is critical to the implementation
process will be emphasized. Only by understanding the users/customers of the HRIS, the
technical possibilities, the software solution parameters, and the systems implementation
process can we increase the probability that the completed software installation will
adequately meet the needs of the HRM function and the organization. The chapter will begin
by identifying the potential users and the kind of information that the (HRIS) will be
managing/ storing to facilitate decision making. The chapter will next discuss the technical
infrastructure, how the technical infrastructure has evolved, and the many choices that the
organization must make. After the technology is discussed, the systems implementation
process will be presented. Those who have participated in a system implementation will tell
you that success is the result of careful planning, a dedicated team, top-management support,
and an awareness of potential pitfalls. These same people will also tell you that the
implementation process provides a host of opportunities to reengineer and systematically
improve non software processes to reflect best practices in HRM

1.1 Objective of the study:

This is an academic work. The study has some objectives that can be grouped into main
objective and specific objectives as follows:
1.1.1 Main Objective:
The main objective of the study is to identify and describe the Human Resource Information
System of Asiatic Experiential Marketing Limited. This study explores the role of human
resource information systems (HRIS) in strategic human resource management (SHRM). To
identify pitfalls in existing system practiced by Asiatic Experiential Marketing Limited and

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suggest necessary changes on the policy guideline to enhance the effectiveness and efficiency
of Asiatic Experiential Marketing Limited.
1.1.2 Specific Objective:
The study has some more specific objectives such as:
To investigate the benefits of HR Information System
To explore the overall contribution of HR Information System in human resource
planning
To review the current technologies used in HR division
To understand the overall operational process of HRIS
To review the application of HR Information System

1.2 Methodology of the report:

The primary data has been collected from face to face interview, and the secondary data has
been collected from the Asiatic Experiential Marketing Limiteds annual reports (year: 2014-
2015) and from web sites www.asiatic360.com and www.asiaticexp.com

1.3 Scope of the Report:

The report deals with the HR division and HR information system in terms of theoretical point
of view and the practical use. The study will allow learning about the recruitment and selection
process and involving software system, importance, modern techniques and models used to
make it more efficient. The study will help to learn the practical procedures followed by the
theories that direct realize how the organization can improve their HR process and
management.

1.4 Limitations of the study:

Although efforts will be made to make the report as comprehensive as possible, nevertheless,
the following limitations have been identified for the preparation of the report:

Such a short internship period was not sufficient to understand the insights of HRIS.
Website of the organization wasnt up to date to gather valuable information.

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 Data availability could be another big issue here because company might not want to
disclose all the confidential information regarding their managerial strategies and
plans.
Data from different sources were quite inconsistent which created some problems in
making the report.
All the concerned personnel of the companys different departments may not be
interviewed.
Lack of in-depth knowledge and analytical ability for writing such report.
It was very difficult to collect the information from various personnel for the job
constraint.

1.5 Data Analysis Method:

Quantitative method has been followed in this data analysis. Pie chart, histogram, liekert
scale, graphical presentations were used in this analysis. Such software were used:
1. Microsoft Excel.
2. Google Form.

1.6 Statement of Problem:

In this technological age, to maintain the organization need to good manage and supervise
and cooperate the employee and employer. Thats why need good HR policies and HR
information system and software. Many companies and firms are using HR information
system but not broadly and accordingly. So, in this study try to find out the usefulness and
emergence of HR information system and its implementation and try to find out why they are
not successfully implement the HR information system

1.7 Sample frame:

In this study I have taken interview of 14 executives, 6 HR executive, 5 Marketing Executive,

3 accounting.

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1.8 Literature review

A literature review is a description of the literature relevant to a particular field or topic. It

gives an overview of what has been said, who the key writers are, what are the prevailing
theories & hypothesis, what questions are being asked & what methods & methodologies are
suited.
Albert C. Hyde and Jay M. Shafritz (1977) conducted their study when HRIS was a new
concept and just came into market. They portrayed HRIS as a system useful in planning and
accountability of human resources and as a personnel management tool too. The authors also
specified various modules, advantages, uses etc. of HRIS at that time and future expectations
from HRIS in human resource management.
Grallagher (1986); Broderick and Boudreau (1992) Further, various studies had offered a
conclusive evidence to affirm the role HRIS plays in support of strategic decision-making.
Theres been a dramatic increase in HRISs usage.
Ulrich (1997) said that using HRIS provides value to the organization and improves HR
professionals own standing in the organization.
Brock bank (1999) suggested the need for HR to become a strategic partner. HRIS provides
management with strategic data not only in recruitment and retention strategies, but also in
merging HRIS data into large-scale corporate strategy. The data collected from HRIS
provides management with decision making tool. Through proper HR management, firms are
able to perform calculations that have effects on the business as a whole. Such calculations
include health-care costs per employee, pay benefits as a percentage of operating expense,
cost per hire, return on training, turnover rates and costs, time required to fill certain jobs,
return on human capital invested, and human value added. It must be noted though, that, none
of these calculations result in cost reduction in the HR function.
Kenneth et. al. (2002) discussed various administrative and strategic advantages of HRIS.
Various administrative advantages underlined by the author includes employee self-service,
interactive voice response etc. the author also propounded that businesses can leverage from
the administrative cost savings, as well as strategic advantage in the course of information
gathering, processing, and sharing.
Madhuchanda Mohanty and Santosh Kumar Tripathy (2009) analyzed the HRIS of
NALCO in his study. The author exhibits that the present HRIS of NALCO has improved the
overall pace and competence of HR functions, but still needs reengineering. The study

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supports that HRIS is used for administrative purpose and not analytical purpose. To gain
cost effectiveness in- house development of HRIS is decided but it was very time consuming
process. In addition to this there are some other drawbacks that have to be surmounted to
make the HRIS of NALCO more proficient. Prof. Dr. Anil C.
Bhavsar (2011) discusses various advantages, applications and importance of HRIS. The
author highlighted that today's HRIS has the potential to be an enterprise wide decision
support system that helps achieve both strategic and operational objectives.
Dr. Shikha N. Khera and Ms. Karishma Gulati (2012) stated that Human resource
information system (HRIS) is not new concept but it is recuperating day by day with
changing environment. Its major role is in human resource planning (HRP) which itself a
crucial activity in any organization. Ineffective HRP can lead to extra or fewer numbers of
employees than needed. Both over and under number of employees can create crappy
situations. HRIS helps in proper planning of human resources. This paper focuses on the role
of HRIS in HRP. The research is empirical in nature as 127 respondents from top 7 IT
companies (as per their market share) are taken to see the sights of the objectives. The survey
is done with the assistance of the questionnaire. After investigation it is concluded that HRIS
has various benefits but the foremost is HRIS stores ample data about the employees of the
organizations that helps in escalating the snails pace of HRP. HRIS also helps in the strategic
activities of HR managers and more in training and development, succession planning,
applicant tracking in recruitment and selection and manpower planning. While analyzing the
overall contribution of HRIS in HRP it is concluded that HRIS identifies occupied and
unoccupied positions in an organization very effectively and accurately.

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 Chapter 2
Company Overview of Asiatic
Experiential Marketing Limited

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2.1 Introduction:
Asiatic is one of the leading marketing communication firms of Bangladesh. Asiatic
Experiential Marketing Limited is one of the wings that are the ultimate solution to all
communication needs of Asiatic 3sixty. The company started its operation in 1966 and now
has grown to become nations one of the leading advertising companies, carrying out more
than 35% of countrys total communication need, that means all marketing and social
communication. In Bangladesh Asiatic has been operating in the business environment over
the last four decades. The group consists of 13 companies that facilitate its clients with
Communication, Activation, PR, Audio-Visual Production, Media consultancy and
Broadcasting. Today Asiatic has over 875 employees and it takes pride in being one of the
preferred employers in Bangladesh. It is also associated with J. Walter Thompson (JWT),
worlds best-known marketing communications agency, with nearly 150 years of experience
pioneering in brand-building marketing communications. The relationship that Asiatic has
developed with the leading business houses, industrial undertakings, NGOs, Government
bodies, industrialists, Entrepreneurs, businessman, marketers, executives and bureaucrats is
supreme.
Asiatic Experiential Marketing Limited is the oldest and largest communication agency in
Bangladesh which provides all kinds of communication needs to its clients. The company is
constantly building upon its portfolio and has worked with more than 50 brands including
Unilever, BATB, Grameenphone, HSBC, BCCP, Nestle, BRAC, UNFPA, Nokia, Unicef,
UNDP, Airtel, Transparency International Bangladesh, PepsiCo and so on.
Asiatic Marketing Communication Ltd. an advertising firm that provides customized solution
in almost all arenas of advertising including Billboard, Magazine, Newspaper, Television,
Radio and many more.
The company listed under categories:
Advertising
Adverting Television (TV)
Advertising & Promotional products
Direct Marketing
Publicity Service

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Asiatic Experiential Marketing Limiteds role is to ensure that more people spend more time
with its clients' brands and its purpose is to create ideas that people want to spend some more
time with. They have a belief that the better the idea the more time people will spend with it.

2.2 Corporate Information:

Year of Establishment 1966

Date of incorporation 15 March
Country of Incorporation Bangladesh
Commercial Production/TVC Over 35000
Social Production Over 15000
Status Private Limited Company
Business Lines Total communication need
Main Country of operation Bangladesh
Registered Office Asiatic Centre House
63 Road 7B, Block H Banani Model Town
Dhaka-1213, Bangladesh
(T) +880 (0)2 933 3303
(F) +880 (0)2 987 0222
Table-01: Corporate information of Asiatic 3sixty.

Asiatic Marketing Communications Limited has a lot of other companies (separate firms)
under its umbrella that allows them to provide a full three sixty degree marketing
communications solutions. The following concerns are under its belt:

Marketing Branch Firm Name

Communications Asiatic Marketing Communications Limited, Asiatic
Talkingpoint Communications Limited.
Media Maxus, Mindshare, MEC active entrepreneurs

PR Forethought PR

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Audio-visual Production DhoniChitra Limited, Nayantara Communications

Activation Asiatic Experiential MarketngLimitederiential Marketing

Limited, Footprint

Printing Moitree Printers Limited

Research MRC-MODE Limited

Broadcast Radio Shadhin

Out Sourcing Stencil Bangladesh Ltd.

Table - 02:Entities of Asiatic 360 Communications Limited.

2.3 History of the Company:

Asiatic started its journey in 15th March, 1966 as East Asiatic. It started servicing the generic
business in the absence of brands (for instance - jute mills; they worked on a campaign to
communicate the important role of jute mills in peoples lives).
In 1994, East Asiatic was transformed into Asiatic Marketing Communications Ltd. Asiatic
was one of the very first companies to seek international partners. In 1996, Asiatic built
international partnership with J Walter Thompson.
Later in 2005, the agency was "re-launched" by dropping the name J. Walter Thompson in
exchange for JWT. As being a part of the JWT family, the oldest advertising agency in the
world, it has pioneered many of the advertising innovations in Bangladesh.
JWT, the fourth largest marketing communications network in the world, has nearly 10,000
employees in more than 200 offices in over 90 countries, serving over 1,200 clients. Asiatic
3sixty is a multi-dimensional communications company providing proactive, pragmatic and
total communication solutions to a multitude of local, regional and international clients.

2.4 Vision:
To add science in the art of communication is the vision of Asiatic marketing
communication Ltd. science teaches us to know, Art teaches us to do.
The company makes their best effort to ascertain the financial wealth and moral gains
as a part of the process of the human civilization.

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 The companys passionate effort to achieve excellence in all spheres of its operation
and its keen endeavor to incorporate innovative new ideas into communication
practice puts in ahead of its contemporaries.

2.5 Mission:
Their mission is to introduce scientific marketing and social communication as viable
business in Bangladesh.

2.6 Aim of Asiatic Experiential Marketing Limited:

To help growth of scientific communication and marketing where service or product benefits
are married to consumer needs to bring about desired behavioral change or to build great
brands.

2.7 Philosophy of Asiatic Experiential Marketing Limited:

A communication consultant must provide solutions that are comprehensive, ideas that are
enduring, campaign that are effective and create environment that is sustainable and brands
that becomes institutions. They believe that an advertisement should not only stand out from
the others but also be memorable and should stimulate the target audiences or consumers
mind towards a positive action. They also believe that a strategy or an advertisement,
however attraction will fail in its purpose unless delivered with appropriate marketing
considerations. This believes of acts almost as an intrinsic component in all their campaign.
Be it an advertisement of as sophisticated a product as a personal computer or down-to earth
social service as an oral dehydration program. The watchword of Asiatic is Professionalism
and their strength is: Human resource comprising young and talented professionals working
in combination with each other, with an imagination. Because they believe,
If you want things to stay the way they are, things will have to change.
-James Webb Scott

2.8 The innovation of Asiatic 3sixty:

First agency to start Social communication wing to handle communication needs
of Development agencies.
First agency to start an Event Management company.
First agency to introduce a planning department.

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 First agency to introduce a Market Research company.

2.9 Evaluation of Asiatic Experiential Marketing Limited:

Advertisement is the non-personal communication of information persuasive in nature,
informing about products (goods and services) or ideas or concepts by identified sponsors
through various media.
Actually there was very little advertising practice in Bangladesh before the independence.
Due to inadequate industrialization, demand for advertising agencies was very narrow. East
Asiatic (now Asiatic) is one of the pioneers in the field with the firms like Bitopi, and
Interspan. They entered the market almost simultaneously in the year 1967. Their clients
comprised multinational companies like Lever Brothers Ltd. which had started to increase the
range of their products. Other advertising companies started their journey after independence.
Asiatic has evolved from an advertising agency to a multi-dimensional communications
company providing proactive, pragmatic and total communication solutions to a multitude of
local, regional and international clients over the years. Now, Asiatic has been involved in
product innovations, brand building, brand launches, market entry strategies etc. for most of
the top industrial and marketing companies of Bangladesh including Unilever Bangladesh
Limited, Pepsi, BATB, Sanowara etc. Asiatic has not only been an advertising agency for its
clients but has also provided strategic planning services to most of them.

2.10 International Affiliation:

Affiliation of Asiatic, J Walter Thompson, is one of the top global advertising agencies of the
world with 246 offices in 83 countries. They have association with JWT which is the 4th
largest advertising firm of the world.
The association with JWT enables Asiatic to-
Access superior global communication skills and technology
Facilitate training of personnel in overseas JWT offices
Gain direct and indirect creative input from JWT source, if required
Avail of superior technical support
Access technological input in Public Service Communication (PSC) from
Thomson Social, a division of Thomson dedicated to social communication.

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2.11 Broad and Management:
Asiatic Marketing Communications Ltd. is managed by the Broad of Directors and
Management Committee. It consists of members including the Group Chairman AlyZaker
and Group Managing Director Sara Zaker. They are also in the Board of Directors with two
other Executive Directors IreshZaker and ASM FerdousHasan Neville.
The Management committee is accountable for both operational and financial performance of
the company. This committee is also responsible for budget approval, policy adoption or
changes, new project review, compliance audit etc. The Management Committeereviews and
manages day-to-day business operation and recommends strategy options to the Board of
Directors.

2.12 Departments of Asiatic Experiential Marketing Limited:

Client Service
Creative
Art Studio
Planning
HR & Admin
Finance & Accounts
Production

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2.13 Hierarchy:

Chairman

Vice-chairman

Managing Director

Executive Director

Senior Vice President

Vice President

Assistant Vice President

Senior Director

Director

Manager

Supervisor

Senior Executive

Executive

Support Staff

Figure 01: Hierarchy of the Management of Asiatic Experiential Marketing Limited

Source: Asiatic Experiential Marketing Limiteds annual reports (year: 2014-2015).

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 2.14 Organogram:

Chairman

Managing Director

Executive Director Executive Director

Planning Director Account Director Creative Director Production Manager

Executive Planning Account Manager

Art Director Copy Writers
Director

Account Account
Supervisor Executives Visualizers Graphic Designers

Executive-Audio Executive-Audio Production Assistant

Visual
Figure 02: Organogram of Asiatic Experiential Marketing Limited.

2.15 Services of Asiatic Experiential Marketing Limited:

The range of Asiatic services transcends the frontiers of advertising to cover:
Brand and Social communication
Marketing and Product Planning
Public Relations
Corporate Relations
Formative Research
Media Planning and Management etc.

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2.16 Markets:
In the domestic market, Asiatic is ranked number one among more than 20 advertising
companies. In 2013, the company achieved annuals sales turnover of BDT 2 billion with an
impressive e growth of 20%. Being one of the largest communication agencies in the country,
the company has worked with big-shots of different areas as its clients. Among its clients
PepsiCo, Robi, Unilever, BATB, Grameenphone, Nokia, HSBC, Bangladesh Bank, Airtel,
Transparency International.

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 Chapter 3
HR Information System of Asiatic
Experiential Marketing Limited

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3.1 HRIS:
HRIS shape an integration between human resource management (HRM) and Information
Technology. Even though these systems may rely on centralized hardware resources
operationally, a small group of IS specialists residing within the personnel department
increasingly manage, support, and maintain them. HRIS support planning, administration,
decision-making, and control. The system supports applications such as employee selection and
placement, payroll, pension and benefits management, intake and training projections, career-
pathing, equity monitoring, and productivity evaluation. These information systems increase
administrative efficiency and produce reports capable of improving decision-making
(Gerardine DeSanctis, 1986: 15). HRIS systems include the employee name and contact
information and all or some of the following:
epartment,
ob title,
rade,
alary,
alary history,
osition history,
upervisor,
raining completed,
pecial qualifications,
thnicity,
ate of birth,
isabilities,
enefits selected, and more
HRIS include reporting capabilities. Some HRIS track applicants before they become
employees. Some HRIS systems are interfaced to payroll or other financial systems.
Also Known As Human Resources Information System, HRMS, Human Resources
Management System. Examples The installation of an HRIS has reduced the HR costs and
produced our government-required reports more quickly.

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3.2 HR Information System software of Asiatic Experiential Marketing
Limited:
Asiatic Experiential Marketing Limited is using software name Pixel curator. Pixel curator
software is the product of Bangladeshi company name Pixel co. Pixel made HR software for
small and medium company for small and medium HR practices.
Pixel curator is an internet based software which install in the personal computer and it has
password lock attendance device, device provides automatic data of attendance and time of
present.

3.3 Specification or features of pixel curator:

There are some option and features of this software to input the data. These options are:
1. Attendance
2. Employee personal data
3. Overtime report
4. Payment and salary
5. Leave application
6. Training
7. Data backup
8. Vacation and leave tracking
9. Timesheets
10. Training management

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3.4 Function of HRIS software in this company:

Personal self
service

Leave and
Timesheets absence

Appraisals &
Performance
HRIS Payroll
Management

Training and Compensation

development and benefits

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3.4.1 Personal self-service:
Employee Self Service (ESS) is the feature of pixel which allows to direct access to the
companies Human Resources record of personal details and employment information. ESS
enables employees to view their personal details, absence, pay and benefits, employment and
training and qualifications information. It is available on this software on online and can be
accessed using your computer, tablet or smartphone. Personal detail including name, position,
date of birth and joining, sex, address, employee id, department, section etc. HR head or
executives can find each and every details of employees by only input the employee id in the
search option. By clicking only employee id can find the all details like attendance sheet,
payroll of the employees.

3.4.2 Leave and absence:

HRIS is majorly used here in an automated fashion mostly and if not, at least in a semi-
automated fashion where HR keeps the record of all the employees attendance, leaves- paid
or non-paid, holidays granted or not granted one and of course timely reporting. Although
there are smart machine and system now-a-days which manages attendance with a card swipe
reader, so in modern world its not a core HR function but often at some places, especially in
small organizations, it is still a function of HRs and we can say that HRIS include attendance
management. In this company using pixel software which creates database of present and
absent on daily basis and actual in time and out time of employees and also shows the late
hour and overtime hour of employees. Company head and HR head appraise the each
employee by auditing the database.

3.4.3 Payroll:
The HRIS system helps in maintaining the attendance and generating the payroll according to
it and also in the preparation of pay slips. Software creates database of attendance, overtime,
late hour, promotion and performance appraisal than HR head and managerial person decide
to pay the employees and payment amount. HR head scrutinize the each and every data of
employees and their attendance status then check the pay slip of employees and fully
document the payment of employees. Employees can check the full database of attendance
and leave and overtime of works and clear about their data.

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3.4.4 Compensation and benefit
Calculating the compensation and benefits also the important task of HR manager. This
compensation and benefits including bonus, medical etc. are not informed or calculating on this
software. HR manager and head calculates this compensation and benefit by traditional way or
paper based way.

3.4.5 Training and Development:

By using the pixel software company notify the employee whether there is a training or not.
Employee check their status and notification of training and development. HR head input the
form of training and development and its time schedule in the profile of listed employees and
they can see form their profile by password log in.

3.4.6Appraisals & Performance Management:

Asiatic Experiential marketing limited appraise the performance of employees by gathering
data from the database and analyze the full database of employees. This function is not only
independent to HR but dependent on other functional departments. It needs score from
various other departments and people as well like from Project Managers about the team
leaders and team members, Sales Managers, Branch Manager and other people. In other
words we can say from all those individuals who are the boss of one or the other in the
hierarchy. Collecting these reports and other relevant information like extra-curricular
activities & participations, learning reports, are joined together for analysis and comes out
with the appraisals, incentives and promotions. HRIS supports these activities in analyzing
the reports and works as a decision support system for the HR.

3.4.7 Timesheets:
Timesheets create on the software by tabulation sheet including date, actual time in, late
(hour), actual time out, early exit(hour), overtime, status of the employees.

3.5 Limitations of Pixel software and company:

There are some limitations and barriers on using the software of HR information system in
Asiatic Experiential Marketing Limited. These are:
This software stop working suddenly, then HR executive need to get help from
customer care of Pixel co.

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 As it is stopped suddenly, any important database and information cannot get
immediately
Then the attendance machine of this software sometimes not working
As it is advertising company so sometimes many employees doingworks on office
extra time, so the overtime cannot calculate regularly and not interest to input in
database.
There are many features like compensation, payroll, appraisal not working properly
HR executives not interest to monitor and audit the database regularly because they
are trying to install the new HR software.
Finally, managerial person of the company not willing to log in to the software and
main problem is software crushed frequently.

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 Chapter 4
Finding and Analysis

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4.1. Online based HR information system:

Data interpretation: The question was wheather HR information system is paper based or
not, than 14(100%)employee said that is not paper based.because this software support to
input the whole database of employee,entrance of employee.attendance,absent and payroll of
the employee by database sheet on computer.

Table: 14 respondents told that no

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4.2. Receive and enter on information via database:

Data interpretation:That was crutial question and 9(64.3%) said that is yes and 5(35.7%)
said that no. All HR executives answered yes because they know it very well. As shown on
the 1st point that all database is online based so the HR head and executives can enter the
whole database of employee by password secure login. But employee can enter his/her
information but can not see the other employees information.

Table: 9 repondents said yes and 5 said no.

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4.3. System or process for sending comments
There are some lacking and limitation of HR information system software of Asiatic
Experiential Marketing Limited. One of is there is system for sending comments or review
for improvement of application.

Data interpretation:In this question 12(85.7%) executives said that there is no system or
process for sending comments for improvement and 2(14.3%) said yes.

This table shows that the 12 employee said no and 2 said yes.

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4.4. Data secuirity:
Data secuirity is the crutial point of any database information system. In this application there
system of secured user password login system. To enter this application need to provide the
password and its safe to use.

Data interpretation:That question was the available feature for data security and 13(92.9%)
executives said that is secure user login.

This table shows that the 13 employee said that securee user login and rest one said data
backups

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4.5. Data collection:
This point indicates the data collection system on regular basis and its answer is not. Because
the head person of HR are not willing to collect the data on regular basis. The application has
also the limitation. But they are collect and alalyze the data on periodically.

Data interpretation:That question presented the data collection process on regular basis and
12(85.7%) executives said that not collected on regular basis.

This table shows that the 12 respondent said no and rest 2 said yes.

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4.6. Data audit:
Data audit is not routinely performed because they are not collected data on regular basis. So
they are not aware whether the data is routinely performed or not.

Data interpretation:Than the question raised about the audit of the data and 12(85.7%) said
no and only 2(14.3%) people said yes.

This table shows that the 12 respondents said no and rest 2 said yes on the questionnaire.

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4.7. Data for decision making:
Data is the important thing to analysis and take decision. This company use data to take any
decision against the or on behalf of the employee and use data to make any improvement of
the company.

Data interpretation:That question indicate are these data used in decision making and
improvement and 14(100%) executives said that yes.

This table shows that the 14 employee said yes.

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4.8. User-friendliness:
As the question arise about user friendliness of the system and 90% disagree about user
friendliness. Because the specification of this application is not good to use and not up to
date. Employee do not rely on this application and the data providence is not useful to use.

Data interpretation:This graph shows that 50% respondent strongly disagree and 35.7%
disagree about its user-friendliness.

This table shows that the employee responed on the questionnaire.

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4.9. Efficiency:
There is a question of an efficiency but consider of whole system its efficiency is quite less.
Because the ultimate resullt of this application produce nothing great and this is not user
friendliness. This system doesnt create imapct of employee interest. It is create database of
employee but not effecient

Data interpretation:This graph shows that 21.4% strongly disagree and 50% disagree about
its efficiency and 14% neutral about this question.

This table shows that the employee responed on the questionnaire.

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4.10. Reliability:
Reliability of the applicattion to the employee is important because the data of the employees
is important for job satisfaction and evaluation. If employees dont rely on the system of the
HR than this could be create ambiguosness and dissatisfaction. But the employees dont rely
on thie existing application.

Data interpretation:This graph represent that 42.9% employees are disagree and confused
about the reliability of the application.

This table shows that the employee responed on the questionnaire.

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4.11. Clarity:
Clarity of the application depend on the response and data availability of the information
system. This apllicattion is quite clear because its saves the personal data of the employees
like: age, sex, address. Its also save the data of salery, compensation, present list etc.

Data interpretation:This graph shows that 71.4% employee agree about the clarity of the
application and 14% strongly agree about this.

This table shows that the employee responed on the questionnaire.

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4.12. Accuracy:
This application is quite accurate because application get present data from machine which is
installed in the entrance gate of the office and employees punch their card to enter. There also
accurate input of data like salary, compensation, joining date, appraisal data. Employee can
get enter to the database by password login.

Data interpretation:This graph shows that 50% employee neutral about this question and
36% agree about accuracy of the application.

This table shows that the employee responed on the questionnaire.

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4.13. Satisfaction:
The last poin is the satisfaction of the employees and most the employee said that this
application dont meet their current needs. As it is not user friendly and not efficient so its not
satisfy the employee. This application not create good positive impact on employee and not
manage the HR system of the company.

Data interpretation:This is the ultimate answer of all question cause 12(85.7%) executives
said that this system does not meet their current needs.

This table shows that the employee responed on the questionnaire.

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4.14Summery of the findings:
HR information system of this company is online based not paper based and 14(100%)
employees said that is not paper based.
HR executives and managerial person can enter and receive information via database but
there is little problem like application is outdated and 9(64.3%) said that is yes and
5(35.7%) said that no.
There is little scope to provide comments and review to improve the application and its
system and 12(85.7%) executives said that there is no system or process for sending
comments for improvement and 2(14.3%) said yes.
Data secuirity is good because the allowed person can get enter the application and
database via password login system and 13(92.9%) said secure user login.
There is problem in data collection on regular basis. The managerial persons are reluctant
to get information on egular basis and 12(85.7%) executives said that not collected on
regular basis.
Data quality audit is routinely and continously performed and 12(85.7%) said no and only
2(14.3%) people said yes.
Data is totally used for decision making and take to step against the personnel or salery
payment, promotion, compensation etc and 14(100%) executives said that yes.
This application is not user-friendliness and employees are not satisfy on this application
that 50% respondent strongly disagree and 35.7% disagree about its user-friendliness.
This application is not efficient to use that 21.4% strongly disagree and 50% disagree
about its efficiency and 14% neutral
As this is not user friendly and efficient so it is not reliable to the employee that 42.9%
employees are disagree and confused about the reliability of the application.
About the question of clarity, it has clarity to service and response that 71.4% employee
agree about the clarity of the application and 14% strongly agree about this.
Accuracy of the application to input and provide is good that 50% employee neutral about
this question and 36% agree about accuracy of the application.
Lastly, its represent that this application doesnt meet the current needs of the company
and 12(85.7%) executives said that this system does not meet their current needs.

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 Chapter 5
Recommendation and Conclusion

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5.1 Recommendation:
Based on the findings & analysis, some realistic recommendations are mentioned in the
following:
First have to change the existing software of HR information system and company now
considering to change the software.
Then have to change the entrance and attendance device because it does not work well.
Need to collect the attendance and full database of employee regularly.
Data should be audited and monitored carefully and continuously.
There should be facility to provide comments and review of application.
After installing good software, company needs to provide good training to employees
to use.
There need to make online system user-friendly to the employees.
There need to make software system clear and acceptable to the employees.
Data security should be more confidential and secured.
There need to make aware and interested to use the software to the employees.
Managerial person should be more involved to the decision making by the database
and its improvement.
Data policy and HR information system should be more reliable
Company should be recruited talent person to manage the HR software.
According to analysis of efficiency of HR information system, company needs to be developed
the HR information policy and software to satisfy the employees. Job environment, policy, job
structure, promotion, presence all depend on job satisfaction. If company crucially consider the
employees demand and need then employees will engage more with task. On the other hand,
company needs to be considered good HR policy and information system to control the overall
management and employees.

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5.2 Conclusion:
In conclusion, it is important to choose the right HRIS. A company that takes the time to invest
in a HRIS that fits their goals, objectives, mission, and values, is a company that is investing in
its future and in its success. It will be necessary to customize any HRIS to the unique needs of a
company so the system will remain flexible and relevant throughout the life of the company or
enterprise.
An effective HRIS provides information on just about anything the company needs to track and
analyze about employees, former employees, and applicants. Company will need to select a
Human Resources Information System and customize it to meet needs.
It was finicky to work in the environment of the largest advertising agency in Bangladesh.
Asiatic Experiential Marketing Limited is the top most dominated advertising agency in the
Bangladesh and it has arranged many big event and activation program and satisfy the customer
to experience the products and innovation. This company mainly focus on customer satisfaction
and good communication and successfully achieved 10,961,766 consumers and still counting.
With an appropriate HRIS, Human Resources staff enables employees to do their own benefits
updates and address changes, thus freeing HR staff for more strategic functions. Additionally,
data necessary for employee management, knowledge development, career growth and
development, and equal treatment is facilitated. Finally, managers can access the information
they need to legally, ethically, and effectively support the success of their reporting employees.

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Appendix
01:

A case study of HR information system

Dear Sir/Madam. I am Dip Das pursuing my 4th year BBA in University Of Dhaka. As a part of my
Internship, I am doing a report on analyzing the effectiveness of Human Resource Information
System. I request you to kindly fill in the enclosed Questionnaire and help me for completion of
theabove case study

* Required

1. Name

2. Gender *
Mark only one oval.

Male

Female

3. Position *
Mark only one oval.
Executive, HR

Executive, Marketing

Executive, Accounting

Other

4. Which Software (HRIS) do you use in your company? *

Mark only one oval.

SAP

ORACLE

PEOPLE SOFT

MS EXCEL

Other

5. Is this HRIS application paper based? *

Mark only one oval.

Yes

No

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 6. Do you receive and enter HRIS information via a database program? *
Mark only one oval.

Yes

No

Unsure

7. Does this system meet your current needs? *

Mark only one oval.

Yes

No

Unsure

8. Is there a system or process for sending comments for improving this HRIS
application? *
Mark only one oval.

Yes

No

Unsure

9. What features are available for data security? Check all options that apply. *
Mark only one oval.

Secure user login

Frequent data backups

Unknown

Other

10. Is a standard set of data collected on a regular basis? *

Mark only one oval.

Yes

No

Other

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 11. Is a data quality audit routinely performed? *
Mark only one oval.

Yes

No

Other

12. Do you have a standard set of data or set of reports that you provide regularly?
Mark only one oval.
Yes

No

Unsure

13. Are these data used for practical decision-making (such as advocating for funds, designing
program improvements or influencing policies)? *
Mark only one oval.
Yes

No

Unsure

14. User-friendliness (1=strongly disagree, 2=disagree, 3=maybe, 4=agree, 5=strongly agree) *

Mark only one oval.
1 2 3 4 5

15. Security*
Mark only one oval.
1 2 3 4 5

16. Efficiency*
Mark only one oval.
1 2 3 4 5

17. Reliability *
Mark only one oval.
1 2 3 4 5

18. Clarity
Mark only one oval.

1 2 3 4 5

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02:
Datasheet of a Employee

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03:

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References:
1. Albert C. Hyde and Jay M. Shafritz (1977) Introduction to tomorrows system for managing
human resources: Public Personnel Management, Academic Journal Vol. 6 Issue 2, p70 77.
2. Asafo-Adjei Agyenim Boateng (2007) The Role of Human Resource Information Systems
(HRIS) in Strategic Human Resource Management (SHRM), Master of Science Theses in
Accounting, Swedish School Of Economics and Business Administration.
3. Dr. Shikha N. Khera, Ms. Karishma Gulati (2012) Human Resource Information System
and its impact on Human Resource Planning: A perceptual analysis of Information Technology
companies, Delhi School of Management, Delhi Technical University, India.
4. Kenneth A. Kovach, Allen A. Hughes, Paul Fagan and Patrick G. Maggitti (2002)
Administrative and Strategic Advantages of HRIS: Employment Relations Today, Vol. 29
Issue: 2, pages 4348.
5. Madhuchanda Mohanty and Santosh Kumar Tripathy (2009) HRIS of Indian Scenario: Case
study of large organizations, South Asian Journal of management, Vol. 16 No. 2, pp 137-168.
6. Michael D. Bedell, Michael Canniff, Cheryl Wyrick, Systems Considerations in the Design
of an HRIS: Planning for Implementation.
7. Prof. Dr. Anil C. Bhavsar (2011) A Conceptual Paper on Human Resource Information
System (HRIS), Golden Resrach Thoughts, Vol.1 IssueV, pp 1-4.
8. Society for Human Resource Management, HR Data Management: An Historical,
Technological and Global Approach

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