The impact of digitalization on the efficiency of human resource management in service sector enterprises

Анотація

The article explores the impact of digital technologies on personnel management in the postal sector of Ukraine amid wartime conditions and staff shortages. It analyzes the dynamics of employee numbers, the level of staffing provision for companies, and changes in labor productivity during the period of 2014–2024. It was found that the full-scale war caused a significant reduction in personnel; however, digitalization allowed for an increase in work efficiency through automation, optimization of business processes, and the implementation of HRM (Human Resource Management) and CRM (Customer Relationship Management) systems. The study assesses the digital solutions of leading postal companies and models the economic effect of self-service checkouts and flexible schedules. It is substantiated that digital transformation is a key tool for stabilizing the operation of enterprises and overcoming staffing challenges in the postal service sector. The research was conducted based on statistical data from the State Statistics Service of Ukraine and open corporate reports of leading postal companies (Nova Poshta, Delivery, Meest Express Delivery, Autolux) for the period 2014–2024. Analysis of employee numbers, the level of staffing provision for companies, and productivity was performed using official statistical data. The characterization of digital technologies was carried out using the content analysis method based on company information regarding the implemented CRM, HRM, and automation solutions. The conducted research established that digitalization has become a key factor in improving the efficiency of personnel management in the postal sector of Ukraine, particularly during the period of acute personnel shortage. The analysis showed that despite a significant decrease in the number of employees and the staffing level of companies following the start of the full-scale war, their productivity demonstrated steady growth due to the active implementation of digital solutions, process automation, and the use of modern HRM and CRM systems.

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