HR must change “fundamentally” in the digital age, says Direct Line HR director…

The influence of technology in business is going to have a huge impact on the HR function, according to Mark Martin, HR director of insurance firm Direct Line.

Speaking yesterday at HR Tech Europe Spring Warm-up in London, Martin said HR needs to assess its role in the digital age. 

He said that as people data and management becomes more important to senior executives, HR must figure out how to support this. 

He said: “Business does business – the reason the executives are happy for someone else to get on with the people stuff is because they don’t see the importance of it – I’m sorry but that’s a fact. “What technology is going to do is fundamentally change that. Executives will see what HR does as important, and then they will want to do it. They’re not going to ask someone else to do their talent management analytics for them.” (For more on this story see www.hrmagazine.co.uk) 

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