THE EVOLUTION OF HR STRATEGIES: FROM TRADITIONAL TO DIGITAL MANAGEMENT

Анотація

Purpose. The study examines the impact of the evolution of HR strategies from traditional approaches to modern digital human resource management technologies. It analyzes key changes in HR functions, the influence of digital transformation on business effectiveness, as well as the main challenges and risks of digital HR. Special attention is paid to the case of Ukraine, taking into account the impact of military actions and global trends. Recommendations are provided for the implementation of a comprehensive digital HR strategy that incorporates modern technologies such as artificial intelligence, People Analytics, VR/AR, and cloud platforms. Methodology To assess the effectiveness of implementing digital management in HR processes, methods of comparative analysis were used, including productivity indicators, time-to-hire, employee retention, and HR management costs before and after the adoption of digital technologies. In addition, various digital technologies and the dynamics of their implementation in Ukraine and globally were analyzed. Results Key challenges faced by HR professionals during the implementation of digital management were identified, including new ethical, technical, and organizational issues such as cybersecurity risks, adaptation of existing systems, and data integration. Recommendations were developed to improve the effectiveness of HRM and to transform the underlying philosophy of personnel management toward a human potential development–oriented approach. Scientific novelty The research offers an updated perspective on the use of digital systems that enable more efficient utilization of resources in HR practices. Key challenges and opportunities for their application are identified. Contemporary studies on ethical aspects of AI use in HRM are systematized, and the core components of an HR ecosystem are formulated to enhance HRM effectiveness in the era of digital technologies, along with strategies for the harmonious integration of technologies into the human resource management system. Practical significance The practical value of the study lies in the development of recommendations for companies to improve the effectiveness of human resource management through digital technologies. The research findings can be applied by HR professionals and organizational leaders to enhance key HR functions such as recruitment, performance management, productivity management, and employee development. The proposed strategies may contribute to reducing HR process costs, increasing employee engagement, and improving the internal organizational climate, which is particularly relevant for companies operating in the context of digitalization and a rapidly changing environment

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