The duality of HR analysts' storytelling: Showcasing and curbing

Given the increased popularity of HR analytics, a particular focus has been placed on its enactors - HR analysts. Their capabilities are believed to entail analytical and storytelling skills. While we acknowledge the importance of analytical skills, this study utilises an exploratory and qualitative approach to extend our understanding on the storytelling of HR analysts, which remains less understood in the HR analytics research. Data from HR analysts shows they engage in storytelling as showcasing, incorporating a narrow approach to translating and selling. The latter is a broader form of institutional work to gain legitimacy for HR analytics on a general level. New insights are also offered on how HR analysts engage in storytelling as curbing, a form of institutional work linked with decoupling HR analytics policy from daily practices and projects. HR analysts engage with these two seemingly contradictory aspects of storytelling to develop sustainable and legitimate HR analytics.