Are HR digital transformation and intelligent technologies a blessing or a curse for HR professionals? Unpacking the role of job design

The digital transformation of Human Resource Management presents unprecedented opportunities for professionals to enhance efficiency, accuracy, and decision-making effectiveness. However, the transition to digital HR practices and the adoption of intelligent technologies also pose significant challenges, requiring HR professionals to rethink and adapt their work processes. These challenges stem not only from the need to integrate new tools but also from the changing nature of work itself, as intelligent technologies increasingly automate certain HR tasks and mediate interactions with employees. This shift raises concerns about the evolving role of HR professionals, as they must navigate a landscape where their traditional responsibilities are redefined by digital systems. This study contributes to the ongoing debate by examining how HR professionals perceive these changes and their impact on job satisfaction and professional identity. Based on a survey of over 160 human resource professionals, our findings demonstrate that HR digitalization influences both job satisfaction and professional identification. Moreover, the results highlight the critical role of HR job design in shaping and fostering this relationship. Specifically, job autonomy, task variety, work meaningfulness, and creative work content emerge as key factors in supporting a positive attitude among HR professionals amid the ongoing digitalization of human resource management. Our study advances the discourse on HR digital transformation by exploring the evolving role of HR professionals. Additionally, it provides insights into the reputational implications of HR digitalization, offering valuable contributions to both theory and practice.