SPECIFICITY OF DIGITALISATION OF HR FUNCTIONS AT ENTERPRISES UNDER CRISIS CONDITIONS

Анотація

Abstract. In the current technologically accelerated environment, digitalisation is becoming a key factor in transforming business practices. Digital tools are changing traditional management approaches. Digitalisation influences decision-making processes, interaction with personnel, activity planning, task performance control, and productivity analysis. This impact has become particularly noticeable in the context of recent global challenges. The full-scale war in Ukraine and the COVID-19 pandemic have created an even more unstable and dynamic environment. Ukrainian enterprises have an urgent need to adapt human resource management to these digital changes under extraordinary circumstances to maintain their competitiveness. The article aims to identify and systematise the main changes in human resource management functions at domestic enterprises under crisis conditions through the prism of their digitalisation. The study includes a conceptual analysis of the concept of “digitalisation of HR functions” and distinguishes it from the concepts of “digitisation” and “digital transformation” in order to clarify the terminology. The study determines the impact of changes in HR functions on personnel management effectiveness in the context of the crisis challenges posed by the pandemic and wartime. Particular attention is given to the dynamics of changes in HR functions, such as control, communication, motivation, and performance assessment. For empirical analysis, the article uses official statistical reports from international organisations (OECD, KPMG, European Business Association), scientific publications by leading authors, analytical reviews of business publications (Forbes Ukraine, Hurma), as well as the results of surveys and expert interviews among domestic enterprises. The analysis includes the formation of a digitalisation index based on quantitative indicators of digital transformation. The study conducts a comparative analysis of changes in key HR functions in the periods before the pandemic, during the pandemic, and during wartime. The article applies data systematisation and visualisation to clearly reflect the features of digitalisation of human resource management functions. The obtained results show that the digital transformation of domestic enterprises during 2019-2024 occurred mainly through the digitalisation of HR functions. Enforced digitalisation facilitated the adaptation of management processes under the crisis conditions of the pandemic and martial law. A significant gap in the level of digital maturity between large domestic enterprises and SMEs was also identified. This study confirms the urgent need not only to optimise digital processes but also to create integrated models of digital transformation, focused on the specificity of business scale and the SMEs digital gaps.

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