Framing algorithmic management: Constructed antagonism on HR technology websites

Algorithmic management has been emerging in workplaces through human resource (HR) management technologies that allocate tasks, monitor work activity, and manage the productivity of employees. Growth of HR technologies has coincided with the rise of remote work, yet the role of technology providers in driving demand is under‐researched. Through a frame analysis of the marketing content on six HR technology websites, this article elucidates how technology providers frame algorithmic management and the frame effects for work, employees, managers, and the relations between them. The findings demonstrate that HR technology websites adopt the language of espionage to frame algorithmic management as a managerial imperative required to prevent organisational risks posed by unproductive employees. Applying a labour process lens, this paper demonstrates how the framing exploited tensions in labour–capital relations to place employees and managers in opposing positions, encouraging, and constructing an antagonistic employment relationship.