Contextual challenges in HR analytics adoption: an open systems perspective from HR managers in a developing country

Purpose Human resource analytics (HRA), a strategic tool for data-driven personnel decisions, is widely adopted in developed countries. However, limited research addresses the challenges human resource (HR) managers face in adopting HRA in developing countries such as Morocco, where adoption remains low. This qualitative study aims to explore the lived experiences of HR managers in adopting HRA across various industrial sectors in Morocco. Design/methodology/approach We conducted 31 semi-structured interviews with HR managers working in various Moroccan industries. Theory-driven data analysis was performed in NVivo. Findings We develop a framework that highlights the reinforcing cycle of multi-faceted and multi-level challenges in HRA adoption as experienced by HR managers. This framework illustrates how external constraints, such as subjective sociocultural norms and underdeveloped technological infrastructure, interact with internal dynamics, including unstandardized HR practices and inadequate data governance policies. This integrated framework demonstrates the interplay between external and internal challenges HR managers encounter when adopting HRA in developing countries. We emphasize the need to consider the sociocultural context in HRA adoption and highlight how norms such as faith-based discouragement of exposing wrongdoing influence organizational attitudes and practices. Practical implications We suggest better HRA adoption can be achieved when HRA providers conduct culturally sensitive campaigns that showcase the benefits and possibility to respect sociocultural norms. Collaborative training programs for HR managers can address their resistance to change. Originality/value Our study makes an original contribution to the HRA and human resource management literature by utilizing open systems theory to examine contextual constraints, highlighting the interplay of intrinsic (culturally influenced) and extrinsic (systemic) factors that create cyclical barriers to HRA adoption.