Leveraging digital transformation for a better talent management

Purpose This study aims to investigate how digital transformation initiatives influence talent attraction and retention within organizations undergoing technological change. More specifically, it examines the extent to which the alignment between digital transformation projects and human resource management (HRM) strategies contributes to effective talent management. Design/methodology/approach This study adopts an exploratory qualitative research design based on semistructured interviews conducted with 18 senior managers from six Tunisian banks actively engaged in digital transformation programs. This methodological approach provides in-depth insights into managerial perceptions of the relationship between digital transformation initiatives and talent management practices. Findings The findings indicate that digital transformation projects enhance organizational attractiveness by providing employees with opportunities to participate in innovative initiatives and develop valuable digital competencies. However, the results also reveal a paradoxical dynamic: while digital transformation attracts highly skilled professionals, it simultaneously increases their external employability and the likelihood of talent mobility. This study further shows that successful talent retention depends on the presence of complementary organizational mechanisms, including coherent HRM practices, leadership support, strong employer branding, career development opportunities and a positive organizational climate. Research limitations/implications The results suggest that digital transformation should be understood not only as a technological shift but also as a strategic organizational process that requires the effective management of human capital. For organizations engaged in digital transformation, the alignment between technological initiatives and HRM strategies becomes a critical condition for sustaining talent attraction and retention. Nevertheless, this study has some limitations, including its focus on a single sector and a specific national context, which may limit the generalization of the findings. Originality/value This research contributes to the literature by providing new insights into the human resource implications of digital transformation. It conceptualizes digital transformation as a strategic driver of organizational attractiveness while simultaneously highlighting the emergence of a digital transformation retention paradox. By examining these dynamics in the context of an emerging economy, this study enriches current debates on digital transformation and talent management and emphasizes the need for integrated organizational and HRM approaches to support technological change.