Changing nature of HRM practices at work: exploring the role of e-HRM in creating employer branding in the UK

Purpose The purpose of this research is to investigate the transformative impact of e-HRM on human resource management practices and its pivotal role in creating employer branding in the UK. The study highlights the shift from traditional HRM to technologically driven e-HRM, emphasising its significance in modern workplaces. Design/methodology/approach This study employs a qualitative research methodology utilising semi-structured interviews and thematic analysis. Data were collected from 30 participants across various sectors in the UK to gain insights into the adoption, challenges and benefits of e-HRM practices in shaping employer branding. Findings The research reveals that e-HRM significantly enhances operational efficiency, fosters innovation and strengthens employer branding through digital tools and data-driven strategies. However, challenges such as employee resistance, technological hurdles and privacy concerns necessitate strategic management for successful implementation. Originality/value This research offers a novel contribution by integrating the dual perspectives of operational efficiency and employer branding within the context of e-HRM adoption. It provides actionable insights into leveraging e-HRM for sustainable HR practices and organisational competitiveness.