HR: from strategic to digital

By Marcelo Araújo.

Until recently, the need to have an HR area that met the strategic needs of organizations was discussed. Many companies still maintained practices that aimed only to resolve bureaucracy between employee and employer, less focused on the employee themselves.

However, with the emergence of new technologies and the changes that have occurred in society due to them, the scenario has changed. Companies began to realize that making HR smarter was a crucial part of the strategy.

Today, we're going one step further: HR has already been redesigning its old processes and migrating to cutting-edge technologies, making intelligent use of innovations. In this context, Digital HR starts to synchronize the company’s strategy organization and management of people through real-time data and statistics, significantly improving decision making.

HR 4.0: what is it and how does it use technology to benefit Human Resources?

Immersed in digital transformation, the so-called HR 4.0 is a sector well suited to industry 4.0 – considered the era of connectivity. He manages to combine technology, strategy and people management, providing advances for companies. For 2024, the main trend is for all of this to be aligned with the humanization of people management, based on the union of technologies with innovative methodologies and techniques.

A survey carried out in 2020 by Capterra indicated that 80% of small American companies already use HR software. According to the study, programs that involve the use of Artificial Intelligence and machine learning, for example, should help automate tasks ranging from recruiting talent to organizing documentation, helping to free employees in the sector from repetitive activities.

Digital HRThe transformation from conventional to digital HR generates expectations of greater productivity in companies and, of course, in processes.

Although there is no specific information on the increase in productivity in HR due to AI, the research shows the extent of the technology's presence in the sector and, based on information from the most used systems, infers some of the activities that may be being automated, such as recruitment and selection, knowledge management and performance evaluation.

Without a doubt, one of the great expectations surrounding the use of AI and machine learning in the corporate environment is its ability to improve team productivity.

Recent research, specifically related to the use of generative artificial intelligence, indicate an acceleration of productivity in different areas thanks to technology.

In addition to this technology, another trend is Big Data, the People Analytics methodology, online recruitment platforms and gamification, which uses the dynamics or mechanics of games to engage employees in a fun and playful learning context, encouraging them to develop new skills.

Digital HR in the coming years will be human-centered, using technology as an ally to promote more efficient, personalized and meaningful experiences for employees. Adapting to these trends will be vital for organizations looking to attract, retain and develop talent effectively.


Marcelo Araújo is Commercial Director at Ebox Digital. He has more than 35 years of experience in the commercial area with a focus on sales of technology products and services, an executive with working with medium and large clients, highlighting experience in software companies, BPO, electronic document management, ECM and BPM.

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