Managing Human Resources Strategically in Romania: An Exploratory Qualitative Study of Digital Transformation, Sustainability and Cultural Influences

Digital transformation and sustainability have become key priorities in strategic HR management; however, their implementation and integration remain inconsistent and are strongly influenced by organizational context. This study examines strategic HR management at the intersection of digital transformation, sustainability, and organizational culture. The objective is to explore how Romanian organizations align these dimensions within strategic human resource management. The research employed a qualitative approach, consisting of nine semi-structured interviews with HR professionals and managers from diverse organizational settings. Interview data were analyzed using thematic analysis to identify recurring patterns across the three dimensions. Although limited to the characteristics of the qualitative sample and not intended to generate findings applicable to the entire Romanian HR practice, the findings suggest that digital transformation in HR is primarily experienced as a capability development process, supported by integrated digital systems that enhance employee efficiency and autonomy, while also presenting challenges related to resistance to change and skills shortages. Sustainability emerges as a developing component of HR strategy, often limited by inadequate measurement mechanisms and competing organizational priorities. Organizational culture serves a mediating role by shaping how digital and sustainability initiatives are interpreted, adopted, and evaluated. The study highlights the need to align technological, sustainability, and cultural dimensions to support coherent and future-oriented HR strategies.