Experiencing work in the fourth industrial revolution: a qualitative study on work identity and new ways of work

The Fourth Industrial Revolution (4IR) disrupts the world of work, as new technologies alter the nature of employees' tasks and responsibilities. Consequently, it is crucial to understand how employees navigate these changes and how it impacts their work identity. However, there is a lack of research specifically focusing on the work identity of employees during the 4IR. The purpose of this study was to explore the influence of the 4th Industrial Revolution (4IR) and the New Way of Working (NWOW) on work identity among employees in a South African insurance company. To achieve this, an exploratory qualitative approach was adopted, involving semi-structured interviews with 12 employees from junior, middle, and senior job levels within the insurance company. The data, obtained from the interviews, were analysed using thematic analysis. The findings from the data analysis indicate that the majority of the employees demonstrated an understanding of the impact of the 4IR and its implications on their career development, work environment, and the adoption of 4IR and NWoW practices. These findings suggest that the 4IR and NWoW have influenced the work environment and how employees perceive and identify with their work. Based on the results, it is recommended that employees receive adequate training and education to support them in adapting to these changes. Change management initiatives should be tailored to meet both employee and organisational needs. The small sample size and data collection during the pandemic, along with variations in work schedules, should be considered when interpreting the findings. To enhance the generalisability of the findings, future studies should aim to replicate this research in different settings with a larger sample size. Future researchers should explore how organisations implement change management initiatives that positively influence work identity.