Strategic HRM in a Volatile, Uncertain, Complex, and Ambiguous Vuca World: From Compliance to Competitive Advantage”

In an increasingly volatile, uncertain, complex, and ambiguous (VUCA) business environment, Human Resource Management (HRM) is transitioning from an administrative function to a strategic driver of organisational success. This paper examines how HR strategies are evolving to address VUCA challenges, with a focus on agility, resilience, systems thinking, and strategic talent development. It explores the role of artificial intelligence (AI) and data analytics in enhancing HR functions, including talent management, employee engagement, learning and development, organisational agility, and technology adoption. A comparative case analysis of Unilever, IBM, and Accenture illustrates the application of AI in recruitment, internal mobility, and workforce scenario planning, demonstrating measurable gains in efficiency, scalability, and adaptability. While some reported outcomes derive from vendor case data, these examples highlight practical pathways for leveraging technology to strengthen HR capabilities. The study underscores the need for proactive, technology-enabled HRM approaches to sustain competitive advantage in dynamic and unpredictable environments.