DOES HR ANALYTICS MODERATE THE RELATIONSHIP BETWEEN HRM ACTIVITIES AND ORGANIZATIONAL CREATIVITY?

Abstract

This study examines the relationship between Human Resource Management (HRM) activities and organizational creativity, with Human Resource (HR) analytics serving as a moderating variable. Based on contingency theory, the study explores the effects of employee training, rewards and incentives, knowledge sharing, and recruitment and selection on organizational creativity within the IT sector of Pakistan. Data were collected from 100 HR professionals using a structured questionnaire measured on a five-point Likert scale. SPSS was used for descriptive analysis, while Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the hypothesized relationships and moderating effects. The findings indicate that employee training and recruitment and selection have a positive and significant impact on the organizational creativity. Conversely, rewards and incentives and knowledge sharing do not show significant direct relationships with organizational creativity. The results further reveal that HR analytics significantly moderates the relationships between knowledge sharing and organizational creativity, as well as between recruitment and selection and organizational creativity. However, the moderating role of HR analytics is insignificant in the relationships involving employee training and rewards and incentives. The study contributes to the literature by highlighting the strategic role of HR analytics in strengthening selected HRM practices to enhance organizational creativity and innovation.