Six HR Personas to embrace the future of work

Author: Dr. Dieter Veldsman and Dr. Marna van der Merwe

HR has come a long way from its origins in labor relations and personnel management to becoming a strategic business partner deeply integrated within organizations. Looking toward the future, the global disruptions facing organizations will once again require HR professionals to evolve their role and contribution to the business.

This article delves into six emerging HR personas, highlighting the evolving contributions of HR professionals to business success and sustainability.


The six personas of future HR professionals

Thinking about HR through the lens of HR personas helps us clarify how HR’s contributions align with the needs of the business and stakeholder landscape. While personas are not necessarily mutually exclusive, they outline the expectations held of HR professionals and also guide how to navigate HR careers. We use our T-shaped HR competency model to define these personas and what is required for success.



A diagram showing the six personas of future hr professionals

The Service Champion

The Service Champion is dedicated to ensuring operational excellence in HR service delivery. This persona is responsible for managing the core HR processes—recruitment, payroll, benefits, compliance, and employee relations—efficiently and effectively. Their focus on operational excellence reduces friction in HR processes, improves employee experience, reduces administrative costs, and enhances compliance with regulations.


The following roles are typically associated with this persona:

  • HR Operations Manager
  • Payroll Manager
  • Employee Relations Specialist
  • HR Generalist


The Business Advisor

Business Advisors offer strategic counsel that helps leaders make informed people decisions. Their ability to understand the business context and HR dynamics allows them to offer guidance that enhances productivity, drives engagement, and supports growth. This persona is highly skilled at relationship management, negotiation, and navigating the complexities of organizational politics.

Roles that are typically associated with this persona include:

  • HR Business Partner (HRBP)
  • Talent Acquisition Partner
  • Senior HR Consultant
  • Employee Relations Manager


The Solution Architect

Solution Architects provide businesses with scalable, innovative HR solutions that improve employee performance, experience and engagement. By integrating technology and data-driven approaches, they streamline HR processes, increase efficiency, and contribute to a more dynamic organization. This persona is adept at leveraging digital tools, data analytics, and creative approaches to build efficient systems.

The typical roles associated with this persona include:

  • HR Systems Analyst
  • Talent Management Specialist
  • HR Technology Lead
  • Organizational Effectiveness Consultant


The Digital Integrator

The Digital Integrator leads the charge in transforming HR by adopting advanced technologies such as artificial intelligence, automation, and data analytics. This persona actively explores new tools that streamline HR processes, improve decision-making, and enhance efficiency. Digital Integrators are at the forefront of digital transformation, helping the organization stay competitive in an evolving tech landscape.

These roles are typically associated with the Digital Integrator persona:

  • HR Technology Specialist
  • People Analytics Lead
  • AI-Driven Recruitment Manager
  • Digital Transformation Officer (HR)


The Humanitarian Activist

The Humanitarian Activist champions employee well-being, diversity, inclusion, and ethical practices. This persona focuses on creating a compassionate, people-centered work environment where all employees feel valued and included. They advocate for organizational initiatives prioritizing mental health, work-life balance, and social responsibility, ensuring that the workplace is safe and supportive for all.

Roles within HR that typically represent this persona include:

  • Diversity, Equity, and Inclusion (DEI) Manager
  • Employee Well-being Coordinator
  • Corporate Social Responsibility (CSR) Specialist
  • Workplace Ethics Officer


The Strategist

The Strategist is responsible for aligning the people strategy with business goals. They understand internal business dynamics and external market forces, enabling them to integrate HR initiatives that supports long-term organizational success. Strategists are forward-thinking, using data and insights to make informed decisions that drive competitive advantage. The Strategist adds business value by ensuring that HR is not a standalone function but an integral part of the business strategy.

The typical roles associated with the Strategist persona include:

  • Chief Human Resources Officer (CHRO)
  • HR Director
  • VP of People and Strategy
  • Organizational Development Leader


The role of mindset, heartset and purpose

While each persona may require specific skills, success in the future of HR will depend on developing the right mindset, heartset, and purpose.

  • Mindset: HR professionals must be curious, adaptable, and able to navigate complexity. Those with a growth mindset will lead the way in a world that demands agility.
  • Heartset: Courage and self-belief are the foundations of the HR heartset. HR professionals must challenge the status quo, even when faced with resistance. This drives meaningful change.
  • Purpose: Every HR professional must understand why they chose HR as a profession and the impact they wish to make. This purpose guides every action and decision of HR professionals.


Embracing the Future

The future calls for HR to discover its true potential, amplify its voice, and broaden its influence beyond traditional boundaries. However, this transformation is not based on skills alone. It must be anchored in the right mindset, courage and purpose that aligns HR professional with the impact they wat to create.


Author Bios


Dr. Dieter Veldsman is the Chief HR Scientist at the Academy to Innovate HR. He is an organizational psychologist with 15+ years of experience across the HR value chain and lifecycle, having worked for and consulted with various organizations in EMEA, APAC, and LATAM. He has held the positions of Group Chief People Officer, Organizational Effectiveness Executive, Director of Consulting Solutions, and Chief Research Scientist. He is a regular speaker on the topics of Strategic HR, Future of Work, AI in HR, Employee Experience and Organizational Development.


Dr. Marna van der Merwe is an Organizational Psychologist and HR Subject Matter Expert at AIHR. She has over 13 years of experience in Human Resources, Organizational Effectiveness, and Strategic Talent Management. She is a researcher, published author, and regular conference speaker on talent management, experience design, and the changing nature of careers. Marna holds a PhD in Organizational Psychology, specifically focused on talent management and careers in the future of work.



The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.


The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.



By Jessica Jaithoo December 4, 2025
As the governing voice of CPHR Alberta, the Board of Directors meets quarterly to provide oversight and guidance in several key areas. The Board, alongside CPHR Alberta operations, continues to deliver on the association's strategic priorities developed in the 2020 strategic plan. To ensure transparency between our Board of Directors, members and key stakeholders, we are sharing post-meeting messages to inform the steps taken towards advancing our profession and ensuring a financially stable association. The Board of Directors met on November 27, 2025, and is proud to share the strong momentum we are experiencing across our community. The Board’s key messages are as follows: Membership Growth As of September 30, 2025, we reached 7,213 active members, a 7% year-over-year increase, with the majority coming from student and emerging HR professionals. This growth affirms the momentum of our HR profession and the impact of our student engagement initiatives. Professional Development Member participation remains strong with 53 events held year-to-date, with 5,013 attendees across workshops, roundtables, webinars, and community sessions. Our complimentary events have played a key role in sustaining engagement and access to learning. Annual Conference The Annual Conference was a heavy focus for the association in Q3. The sold-out event continues to bring together our community for valuable professional development and networking opportunities, creating a strong foundation for 2026. Attendees reported high satisfaction, with over 370 in attendance, and a sold-out exhibitor hall. “The CPHR conference was incredibly educational and inspiring. The speakers motivated me, and it was an experience I’ll never forget. I really enjoyed it, grew closer to my team, and I definitely want to attend again.” – 2025 Conference Attendee The 2026 event will be held at the BMO Centre, in Calgary on June 2 and 3 – with increased capacity, expanded exhibitor space, and enhanced programming will elevate the experience for all HR professionals across Alberta, NWT and Nunavut. Self-Regulation The Board continues to assess the implications of Alberta’s Professional Governance Act (PGA), including: Advocacy, legal, and governance impact assessments are being commissioned. Preliminary recommendations from management will be brought to the Board in March and June 2026, leading to a formal decision. Further information will be shared, when ready.  Future Vision Approved: 2026-2028 Strategic Plan Our new 2026–2028 Strategic Plan will be rolled out in December to all members. The 3-year Strategic Plan, crafted from member feedback, market research, and collaboration with CPHR Canada – aims to strengthen our profession’s influence, amplifies leadership, and creates pathways for all members to thrive. Fiscal Responsibility Our Q3 financial review remains on track for a balanced year-end forecast. The 2026 draft budget has been approved – aligning resources with our strategic priorities while maintaining a disciplined and responsible financial approach. Board Governance Our board continues to focus on good governance practice, ensure stability, clarity, and accountability across our organization. FCPHR Nominations A reminder that the prestigious Fellowship Award is open for nominations! This national program recognizes Chartered Professionals in Human Resources (CPHRs) who have made exemplary contributions to the HR profession. Recipients are granted recognition as a Fellow of the Chartered Professionals in Human Resources (FCPHR). Click here to learn more about the Fellowship Award, including the guidelines and completing your nomination. You can also download a copy of the nomination form here. The next Board meeting takes place in March 2026, after which we will again share our key messages. If you have any questions regarding these key messages or the Board of Directors, please contact chair@cphrab.ca . We welcome your feedback!
By Jessica Jaithoo December 2, 2025
At CPHR Alberta, we believe that the future of work is being shaped by the decisions we make today. That’s why we’re proud to share our 2026-2028 Strategic Plan—a bold, member-informed roadmap that will guide our organization over the next three years. This plan is the result of a deeply collaborative process, led by our Board of Directors and developed in partnership with our operations team. It reflects the voices of our members, gathered through surveys and conversations, and is grounded in market research and aligned with the national priorities of CPHR Canada. Together, we’ve crafted a strategy that is responsive, forward-looking, and rooted in data. At its core, the plan is about strengthening the Human Resources profession and supporting the people who drive it. It reaffirms our commitment to building a resilient, inclusive HR community—one that is equipped to lead in a rapidly evolving workplace landscape. Our redefined vision and mission statements speak to this ambition, and our newly articulated values provide a foundation for how we work, connect, and grow. The strategic priorities outlined in the plan reflect the areas where we believe CPHR Alberta can make the greatest impact. They focus on elevating the visibility and influence of the HR profession, fostering innovation and leadership across our community, and deepening engagement with our members and partners. These priorities are designed to meet the diverse needs of our jurisdiction, from urban centers to rural communities, and to ensure that every CPHR has the tools and support to thrive. As we look ahead, we’re energized by the possibilities this plan unlocks. It’s a call to action—for our team, our Board, and our members—to work together in shaping the future of HR. Whether it’s through new learning opportunities, stronger regional connections, or amplifying the voice of HR in public discourse, we’re committed to leading with purpose and impact. We invite you to explore the full 2026-2028 Strategic Plan and see how our shared vision will come to life. Together, we’re building a future-ready HR community—one that’s connected, influential, and prepared to meet the challenges of tomorrow.
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