At the centre of many HRM approaches to organisational transformation and culture change is the concept of the personnel or HR professional as change agent. Storey highlighted the emerging significance of the 'changemaker' role in the UK almost a decade ago, and Ulrich has offered a powerful reinterpretation of the personnel function that affirms the significance of the HR change agent in championing competitiveness in many large US corporations. However, while the scope and influence of this role has often been questioned, the variety of forms it takes has not been satisfactorily addressed. The new survey findings and interview evidence from major UK companies presented here indicates that the change agent role has grown in significance and complexity.To partly capture these changes, a new four‐fold typology of HR change agent roles is proposed: champions, adapters, consultants and synergists.