PERSONNEL MANAGEMENT AS A DRIVER OF INNOVATIVE POTENTIAL FOR SUSTAINABLE ENTERPRISE DEVELOPMENT UNDER DIGITAL TRANSFORMATION

Анотація

The article examines the role of human resource management in ensuring the sustainable development of enterprises in the context of the digital transformation of the economy. It substantiates that digitalization affects not only technological and organizational processes but also the functional content of human resource management systems, increasing the importance of human capital as a strategic resource for enterprise development. The evolution of approaches to human resource management is analyzed in the context of the transition from an industrial to a servicedigital economic model, with emphasis on the growing role of digital and professional competencies of employees in value creation. The impact of digital transformation on HR processes is examined, in particular the digitalization of personnel management, the introduction of data-driven approaches, and the use of people analytics. The significance of reskilling, upskilling, and digital literacy of employees as prerequisites for enhancing innovation capacity, energy efficiency, and environmental sustainability of enterprises is identified. It is proved that effective human resource management acts as an integrator of digital technologies, strategic objectives, and the principles of sustainable development, contributing to the formation of the long-term strategic potential and resilience of enterprises in the contemporary digital environment.

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