LABOUR ECONOMICS IN THE CONTEXT OF DIGITALIZATION: NEW FORMS OF EMPLOYMENT AND EVALUATION OF WORK EFFICIENCY

Анотація

The study highlights that digital transformation has become a decisive factor in Ukraine’s labour market adaptation to war–related and socio–economic challenges. Between 2022 and 2024, the national labour market showed gradual stabilization: unemployment decreased from 18.7% to 14.3%, while employment reached 67%. These dynamics demonstrate the economy’s resilience and the flexibility of its human resources under crisis conditions. Digital technologies, online platforms, and remote–work formats have facilitated the expansion of new employment models – remote, hybrid, freelance, gig–based, and project employment. Their main advantages include flexibility, territorial independence, inclusivity, and the ability to combine professional and family responsibilities. However, new risks have emerged, such as income instability, lack of social guarantees, and legal ambiguity regarding employment status. Positive outcomes of digitalization include the growth of digital skills (from 54% to 65%), an almost threefold increase in retraining and online learning participants, and a rise in women’s participation in new employment forms (from 39% to 45%). The active adoption of LMS and HRM systems by enterprises (from 27% to 43%) reflects the emergence of a digital culture in human resource management. Labour efficiency evaluation has evolved into a data–driven, analytical process. The implementation of KPI, OKR, and performance management systems enhances objectivity and transparency. Nevertheless, challenges remain – such as overreliance on quantitative metrics, ethical issues in data processing, and the risk of depersonalizing employee assessment. In conclusion, digitalization serves as both a catalyst and a challenge for Ukraine’s labour market transformation. Its sustainable development requires a balanced approach – combining technological innovation, human–centric management, and state regulation. The priorities for the coming years should include human capital development, legal recognition of gig employment, promotion of lifelong learning, and digital inclusion for all segments of society.

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