“A Bunch of Sheep Running Towards Somewhere” - Implications of Digital Transformation on the Workforce

Digital transformation affects workers as well as organisations. However, research regarding the impact of digital transformation on the workforce is limited. To address this gap, a case study was conducted on a telecommunications firm that has embarked on a digital transformation journey. The aim is to explore the implications of digital transformation on the workforce. Data was collected through interviews and analysed using thematic analysis. The findings showed that the workforce experienced a lack of communication and clear leadership from management, changes to the organisational structure, and a lack of opportunities for training and development. One of the respondents summarised the experience as “A bunch of sheep running towards somewhere”. Despite these experiences, the workforce demonstrated remarkable resilience in their approach to their work. The study contributes to the growing body of knowledge on digital transformation, specifically on the consideration of the role of employees when formulating digital transformation strategies.