УПРАВЛІННЯ ПЕРСОНАЛОМ КРЕАТИВНИХ ІНДУСТРІЙ В УМОВАХ ГІБРИДНОЇ ВІЙНИ

Abstract

The social context comes to the fore global development and, accordingly, the issues of the future destiny of man and the peculiarities of the space of his existence. Labour is an expression of the forces of mankind and the sacred moral duty. Without work neither the living of society nor the existence of each individual is possible. Work develops and glorifies the personality. Creativity is central to the creative industries, as it plays a role in these areas equal to the innovation in other sectors of the economy. But creativity is far enough from such industries as business and economics. During the statistical survey on the level of creativity in the workplace, I have been comparing indicators of people’s level of satisfaction in the film industry and business. Modern economic system both in developed countries and in countries of so-called catching-up development, increasingly are developing in the direction of intellectualization of the economy, the main result of which are new ideas that are commercialized in innovation, especially in the creative sphere of human activity. Results intellectual property rights are increasingly finding their way application and practical implementation in the role of the most valuable economic resource, and creativity becomes the main source economic value in a hybrid war. The development of modern society requires active transformations in the personnel management system of enterprises on the way to optimizing management systems, the effectiveness of approaches to professional development of employees, the use of innovative technologies for the formation of labor potential. That is why this article is devoted to such topical issues as the peculiarities of the application of specific methods of personnel management of creative industries, analysis of factors that have become prominent in this particular area. Great importance is attached to the digitalization of management processes in the enterprise, the main aspects of creative work are highlighted; the advantages of using creativity for personnel management in traditional spheres of production activity are considered. In turn, the modern world, along with the benefits of economic processes, pushes economic actors to new challenges related to development, innovation, technology management. Such a challenge has been the hybrid war in which Ukraine's economy has been developing for the past seven years. The article reflects the influence of various components on the formation of qualitative characteristics of the labor potential of the creative sphere.