Abstract

SZLECHTER, Diego Fabián  and  ZANGARO, Marcela Beatriz. BIG DATA AND PEOPLE ANALYTICS: INTIMACY AND EMOTIONS IN HUMAN RESOURCE MANAGEMENT. Innovar [online]. 2020, vol.30, n.78, pp.75-88.  Epub Dec 10, 2020. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n78.90306.

We examine human resources practices resulting from the use of big data technologies in knowledge-based service firms that operate under the CAFA model. In this sense, people analytics stands as the main strategy for managing the workforce through the analysis of algorithms that arise from the study of interactions within corporate social networks and other spaces for participation in business websites. Our main argument is that these practices are a novelty compared to those used until recent times in other types of firms, given that their central objective now lies in the study of intimacy and emotions happening in social interactions. In conclusion, we establish this is a subjective involvement strategy that aims to generate greater legitimacy due to its "scientific" origin but finally ends up reinforcing the biases of previously used techniques. This work is of a qualitative nature, based on semi-structured interviews with middle and senior managers of knowledge-based service firms established in Argentina.

Keywords : Big data; emotions; intimacy; people analytics.

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