DIGITALIZATION AS A FACTOR IN FORMING NEW PERSONNEL MANAGEMENT MODELS IN MODERN ENTERPRISES

Abstract

The article examines the impact of digitalization on the transformation of human resource management systems in modern enterprises. The main trends in the development of digital technologies in the HR sphere and their role in the formation of new models of human resource management are analyzed. The author considers key digital tools and platforms that are radically changing traditional approaches to the selection, adaptation, motivation, training and assessment of employees. Particular attention is paid to the role of automation, analytics based on big data, artificial intelligence and platforms for distance learning in increasing the efficiency of HR processes. The article notes that digitalization not only optimizes the operational tasks of HR departments, but also provides strategic advantages to companies through improved employee engagement, personalization of career trajectories and operational adaptation to changes in the market environment. The study aims to identify the main directions of digitalization in the field of personnel management, analyze their impact on the effectiveness of HR processes, identify the main digital tools and technologies, and outline the challenges and prospects for the implementation of digital innovations. In addition, the challenges and risks of implementing digital technologies in the field of personnel management are considered, in particular, the issues of cybersecurity, personal data protection, as well as the need to develop digital competencies among managers and employees. The author emphasizes the importance of a balanced approach that combines technological innovations with the human factor, which is key to the successful digital transformation of HR. The modern business environment is characterized by exponential growth in data volumes and the need for real-time decision-making. This creates new challenges for human resource management (HRM) systems, which require a shift from reactive to proactive strategies. The digital transformation of HRM, as a result, focuses on using big data analytics to predict trends, identify risks, and optimize resources. For example, the use of predictive analytics can help detect employee turnover before it occurs, allowing preventive measures to be taken. The conclusions emphasize that digitalization is becoming a critically important factor in the formation of modern human resource management models capable of ensuring the flexibility, adaptability, and competitiveness of enterprises in a dynamic business environment.