Purpose The purpose of this paper is to highlight the importance of the ethical investigation of the emerging practice of people analytics (PA) within human resource (HR) management through charting the development of PA before during and after the COVID-19 pandemic. Design/methodology/approach This paper is designed as a short review of the current thinking in the ethics of PA, a practical journey through the progression of PA across the pandemic and a theoretical exploration of PA through three lenses: virtue ethics, (...) critical social theory and actor network theory. Findings The authors suggest that PA raises novel ethical issues in terms of personal impact, increased penetration into working and home lives and the punch delivered in terms of organisational and behavioural change. Research limitations/implications This study provides a short review of three theoretical approaches to PA. Detailed research and reflection is required to develop and extend an ethics of PA. While engagement with the ethics of PA requires gaining an understanding of the discipline, ideas and jargon of HR management, it is essential that ethicists engage with PA as HR departments take on greater influence and adopt executive roles. Practical implications PA is now at the top of the HR management agenda, but there is limited understanding of the technology, the ethics and the new responsibilities it brings for HR management. This paper raises the profile of an ethical agenda, which practitioners should engage with. Social implications The ethical consequences of PA have social implications as work practices change and hybrid working becomes prevalent. It has the potential to change the relationship between home and the workplace. Originality/value This paper provides a unique synthesis of theory and practice in a new area of ethical importance. (shrink)