Today the face of HR is often a portal,rather than a person. Almost all firms now provide universal access to HRservices through technology and web based applications, dramatically changingthe practice of human resource management. These changes often result from theneed to cut costs and expand or improve services. Recent research showsorganizations that successfully adopt sophisticated HR technology toolsoutperform those that do not.1 But because most organizations already haveautomated basic HR administration, the simple automation of HR processes can nolonger assure a competitive advantage. Instead, organizations must determinehow to use technology to transform their HR practices and market their HRbrand.