Job Profile: People & Culture Manager - How the Role of the "Personnel Manager" Has Evolved Over the Decades

HR managers are anything but “old-fashioned” – and yet, hardly any other profession has changed as fundamentally as that of the personnel manager: from an administrative role to a strategic driving force.

As Managing Director of HILL International in Vienna, I am well aware of the changes – after all, there are frequent points of contact with HR managers in various roles.

For over five decades, HILL International has supported companies in their development – particularly at the interface between executive management and HR departments. In doing so, we have not only filled numerous HR positions but also witnessed the transformation of requirements, expectations, and conditions in Human Resources Management (HRM).

From Personnel Manager to People & Culture Manager

Since the 1990s, the function and significance of HRM have fundamentally changed. The role is now more multifaceted, international, tech-driven – and more people-centered. The term "personnel manager" has gradually given way to titles such as "Head of HR" and ultimately "People & Culture Manager." These professionals act as strategic partners to the executive team, actively drive cultural change, and help shape modern working environments.

New Requirements and Competencies

While in the past, career changers with a commercial background often entered HR, today, specialized degrees (e.g., in business psychology, labor law, or HR management) are almost a prerequisite. Modern HR professionals must be legally savvy, able to support change processes, confidently work with digital systems and AI-powered tools – and advise company leadership.

In recruitment especially, the ability to distinguish between “authentic” and “AI-generated” is becoming increasingly important due to the rise of AI and automated application processes.

Focus on the Employee Lifecycle and Culture

A key theme in modern HRM is the employee lifecycle – from recruiting and onboarding to further development and offboarding. What was once a “nice-to-have” is now a core responsibility. At the same time, topics like New Work, flexible working time models, remote work, diversity & inclusion, and mental health are gaining importance. HR now actively shapes company culture – and with it, the workplace of the future.

Diverse Career Paths in HRM

Modern HRM offers a wide range of specializations and development opportunities, including:

• Recruitment & Employer Branding
• Learning & Development
• Talent & Retention Management
• Performance & Rewards
• People Operations
• Organizational and Work Design
• Change Management (e.g., New Work, Culture)

Career paths range from HR specialists and People Business Partners to leadership roles or consultancy. In top positions, annual salaries range from €100,000 to €160,000.

Conclusion

HRM has evolved from an administrative function into a strategic key role within organizations. The focus on the employee lifecycle, the use of digital tools, and cultural transformation make it clear: HR today is far more than just personnel administration. And in the future, the profession will remain exciting, dynamic – and in demand.