Help me help you: How HR analytics forecasts foster organizational creativity
Open accessAbstract
Organizational creativity is increasingly deemed a crucial source of organizational effectiveness and competitive advantage. As several previous researches found that some human resource management (HRM) activities act as antecedents of organizational creativity, HR-related decisions are increasingly deemed as high stake decisions, as poor choices may originate large financial loss and may be very costly to reverse. For this reason, organizations are relying more and more on a data-driven approach also when it comes to HRM, for example by increasingly resorting to HR analytics tools to inform and guide the decision-making process. Consequently, the objective of this study is to empirically investigate the effect of an HRM data-driven approach on organizational creativity. Data were collected through online questionnaires addressed to 281 HR managers of heterogeneous companies from Europe and analyzed through a structural equation modeling (SEM) technique. Our results found employee training, organizational knowledge sharing, and recruitment and selection to be positively related to organizational creativity, and that HR analytics positively moderated these relationships. On the contrary, no significant effect was found regarding the relationship between employee rewards and incentives and organizational creativity, and neither regarding the moderating effect of HR analytics. Our study thus contributes to research regarding high stake decisions by empirically demonstrating HR analytics' positive impact on the decision-making process regarding the workforce, also in a peculiar context as organizational creativity. It also contributes to organizational creativity literature by clarifying the mixed findings regarding its antecedents. Finally, it provides further empirical confirmation of the contingency theory applied to HRM.
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People analytics facilitates increasing human capital value in use through its ability to gain insights into workforce data, providing HRM departments with a unique opportunity to address common good HRM values.
“In other words; people analytics fa cilitates increasing human capital value in use through its ability to gain insights into workforce data; providing HRM departments with a unique opportunity to address common good HRM values (Di Prima, Kotaskova, et al., 2024).”
From Reframing people analytics value creation: Balancing organizational performance and common good HRM values (2026) · cites this paper as Di Prima, Kotaskova, et al., 2024
Section 2.2 (p. 3) says HR analytics provides insights that can help tailor HR practices to employees’ needs and create value for the organization. It does not connect those insights to increasing human capital ‘value in use’ or to addressing common-good HRM values. (LLM, conf=0.85)
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- Authors
- Di Prima, C., Cepel, M., Kotaskova, A., & Ferraris, A.
- Affiliations
- Ural Federal University (RU)
- Corresponding author
- Ferraris, Alberto
- ORCID
- Ferraris, Alberto
- Venue
- Technological Forecasting and Social Change
- Publisher
- Elsevier BV
- Published
- 2024-09
- Volume
- 206
- Pages
- 123540
- ISSN
- 0040-1625 (ISSN-L)
- OpenAlex
- W4400099168
- Cited by
- 46
- References
- 123
- Citations by year
- 2026: 22 · 2025: 21 · 2024: 3
- FWCI
- 23.12
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Technological Forecasting and Social Change (publishedVersion, cc-by-nc-nd)
- Electronic Archive of Ural Federal University (ELAR UrFU) (publishedVersion, cc-by-nc-nd)
- Institutional Research Information System University of Turin (University of Turin) (submittedVersion, cc-by-nc-nd)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › AI and HR Technologies
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Human Resource and Talent Management
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employer Branding and e-HRM
- Keywords
- HR analytics, organizational creativity, data-driven human resource management, employee training, knowledge sharing, recruitment and selection, employee rewards and incentives, contingency theory, HR managers
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