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Talent management is conducted to maximize an organization's overall performance and efficiency which helps to serve as a competitive advantage. Human resource management is a concept which includes human-related activities, but talent management is a strategy which helps to get new talent, develop their skill sets and provide better employee engagement and experience to retain the top potential employees in an organization. Improvement in recruiting and retention of a workforce results from a well-executed talent acquisition approach. In the 21st century, employee retention has become a primary concern for the organizations specially with work from home and hybrid models.

The workforce for tomorrow is going to be very different from what it has been. Technology is transforming the way people work within organizations. The workplace is rapidly evolving in terms of people and processes and is going through a lot of technological changes. The terminologies such as automation, artificial intelligence, augmented reality and block chain technologies are slowly becoming part of the workplace and everyday activities of the organization.

The challenges are many and especially post-pandemic organizations are going through some major changes such as a mindset shift of employees to take up more remote working opportunities, building virtual teams, increase in the gig economy workers (contractual workers) and a diverse workforce which makes it even more challenging for the organization to manage and retain talent.

Despite the vast talk about digitalization and its ability to transform how organizations manage their workforce and their talent, our understanding of how the implementation and use of Talent Management Information Technology (TM IT) changes various organizational processes is limited. In this chapter, we use a qualitative case study of a multi-business unit professional services firm to highlight the complexity of the human – technology interface. Contributing to our understanding of the role of human resource management in talent management, we show how perceptions and attitudes toward information technology, in combination with existing social systems influence the role HR managers play in high potential talent identification. The chapter provides a more nuanced and context-based account of how eHRM, HRM and talent management materialize in organizations as HR professionals struggle to remain relevant in an increasingly digital world.

The rules of the economic development game have changed. Companies were the force behind the old game. Cities and suburbs gauged their status by the number of corporate headquarters within their borders. Economic developers used financial and other incentives to lure companies to their communities. Now, however, people are the center of the action. High human capital individuals – or as we like to call them, talent – are the key to success in this new era of economic growth. Their ideas and creativity are the most important ingredients in the economic success of a firm or region.

In the seemingly perpetual battle among cities to secure economic growth, one strategy has gained increasing credence of late: luring the Creative Class. The argument, promulgated by Professor of Economic Development Richard Florida (2002a, pp. 4–5), suggests that human creativity is now the “decisive source of competitive advantage” and cities can thrive by tapping and harnessing such creativity. The primary ingredients in this sweeping recipe for urban success are a group of young, mobile, diverse, ‘creative’ professionals, who constitute a social class of their own, according to Florida's popular book, The Rise of the Creative Class (2002). This Creative Class – if cities can attract and retain it – operates as its own economic machine, producing jobs, enhancing productivity, and increasing the overall well being of the city, Florida argues. From an urban economic development perspective, the role of the city is to create the conditions in which this Creative Class and associated industries can flourish.

The goal of this study was to empirically determine whether creative capital can be distinguished at the firm level and to determine what role external labour plays in enhancing firm-level creative capital.

This study was conducted using a qualitative design. Interviews were held with eight managers knowledgeable on HR implementation and the use of creativity within their firms.

Creative capital was identified on the organizational level. The use made and roles given to external labour, in the form of contract and project-based employees as well as consultants and specialists for core activities, are important aspects in enhancing firm-level creative capital. We also found support for the claim that the use of labour market intermediaries in involving external labour differs between organizations with low and high levels of creative capital. Further, the findings indicate that more use is made of external labour in highly creative capital organizations when they are operating in dynamic environments.

Given out sample limitations, future research should develop a study design that allows our findings to be generalized to a larger population, including a focus on specific distinguishing departments within organizations.

Organizations can enhance their innovation performance through using firm-level creative capital, using external labour to acquire and retain the KSAOs needed.

The study is highly original and adds value to existing theory as it is the first to explore the relationship between external labour and firm-level creative capital.