DIGITAL BUSINESS IMAGE OF A LEADER AS A TOOL FOR CRISIS HUMAN RESOURCE MANAGEMENT: A STRATEGIC ASPECT

Анотація

The business image of a leader in the current conditions should be based on personal performance, communicative effectiveness, adaptability and crisis management skills. The study aims to substantiate the modern understanding of the phenomenon of the digital business image of a modern manager, in particular, in the system of anti-crisis personnel management. The article identifies key features of the leadership competencies of a modern manager that affect the formation of their digital business management. The most influential concepts of anti-crisis personnel management in the conditions of digitalization are substantiated, including project management, digital communications and digital recruiting, change management and a new organizational culture based on trust. It is determined that the dynamics of social processes require the formation of an innovative concept of leadership, which combines the intensification of the efficiency of management processes, the construction of a personal brand of the manager and the emphasis of managerial attention on organizational trust. The study identifies the main strategies for forming a digital business image of a modern manager that will contribute to effective anti-crisis personnel management: positioning strategy, digital communications strategy, reputation management and social responsibility strategy. Strengthening a positive digital image of a company or organization leader should be considered from the position of a competitive asset, which ensures an increase in the level of organizational trust and contributes to more effective anti-crisis management. The article substantiates that transparency of communication is critically important for maintaining trust as the basis of organizational culture. At the same time, the digital presence of a manager in the online space during crises, his communicative effectiveness for presenting reliable information, are determined as determining factors for successfully overcoming crises in personnel management.

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