Author(s): Fenech, R.
The digitalization of the Human Resource Management function in organizations is such that this function has the ability to leapfrog other support functions. This revolution is influencing the perception of the value-added by human resource management and at the same time ensuring that human resource management takes on a more significant role in organizations. The purpose of this exploratory research study is to investigate how undergraduate human resource management students perceive human resource management in a digital era (research question: how do human resource management undergraduates perceive human resource management in a digital era?). The contribution of this study is that it explores the perception of future generation human resource managers on the new roles of human resource management in the digitally transformed workforce they will form part of. A qualitative research methodology was adopted consisting of two, two-hour focus groups with 20 participants in each group. The main conclusion of this study is that human resource management undergraduates perceive human resource management in a digital era to be carrying out all the traditional roles associated with human resource management, however in a more effective, efficient, productive, and agile manner, as a result of technology literacy and competence in HR analytics. This study has a number of implications and recommendations for organizations and tertiary education providers.