The HR function and the classic personnel department are being recognized in the wake of entrepreneurial and digital transformation and changes to workplace operation and culture, for helping to play an active role in the success of an organization. Demands on employees and their skills are rising, while HR resources are not infinite and (digital) experts are highly competitive in today’s market. This situation is posing new challenges for the personnel area that demand new HR processes. No longer limited to its traditional role of providing support and special functions within the company, the personnel area is now expected to create innovation teams and to restructure staff-intensive business models.