DEVELOPMENT TRENDS IN THE USE OF DIGITAL TECHNOLOGIES IN PERSONNEL MANAGEMENT

Abstract

The purpose of the article. In today's conditions of globalization, the transition to a network digital economy and new opportunities in business, a transition from a traditional company to a technological one using management models that ensure productivity, innovation, flexibility and adaptability is necessary. Recently, the need to use information technologies has been growing, all data at enterprises is being converted into electronic form with the help of such digitalization elements as software, web representations and mobile applications. Digitalization is necessary primarily in order to optimize business with the help of software and IT solutions that will help to make it simpler, more economical and of higher quality in the context of providing services to customers and meeting their needs.
 Methodology. Digitalization is a process of application of modern information and communication technologies by enterprises to achieve their goals, based on the capabilities of the modern IT industry, focused on the transformation of existing business processes through their digitalization. In fact, digitalization involves a radical change in organizational design, management models and methods, centers of responsibility. That is, digitalization is not only the use of digital technologies, but also primarily a change in thinking, management style, incentive system and adoption of new business models.
 Results. Digitalization of the economy significantly transforms all traditional functions of organization management, and above all, the sphere of personnel management. Every year, more and more companies automate HR functions and thereby simplify and make the work of personnel managers and the HR department as a whole more efficient. The research shows that there is a significant gap between those companies that actively implement changes, confidently use new resources and technologies to improve HR processes, and those that take a wait-and-see position. The passivity of many companies leads to significant losses of competitiveness, as they not only lose the opportunity to invest in their own human capital, but also risk losing access to a workforce with unique capabilities. Digital HR combines social networks, mobile applications, cloud technologies, augmented reality and is a new platform for improving the work of both employees and candidates, improving and developing their experience. Developers of digital solutions provide the technical component of digital HR, while company management and HR departments must build their own integrated strategies and programs for digital personnel management. At the same time, the transition to digital transformation should be based on an in-depth analysis of internal and external factors, a study of advantages and disadvantages, as well as industry restrictions and potential partners. 
 Practical implications. Taking into account the general trends and needs of humanity, it can be argued that modern organizations should reconsider their position in the field of personnel management, namely the training of the organization's employees. After all, it is the potential and competence of the company's employees, its main resource that will allow it to remain a competitive player in the market in new, rapidly changing, uncertain conditions, regardless of the specifics of the company's activities. Today, digital technologies have made it possible to automate personnel administration, payroll, and recruiting processes. There are even complex HRM systems that make it possible to work not only with quantitative, but also with qualitative indicators, to automate, in addition to the above-mentioned planning of personnel needs and employee career planning, personnel evaluation, training, motivation and much more.
 Value/originality. The use of augmented reality technologies expands opportunities for talent acquisition, training and development. The virtualization of the internal space allows new candidates to instantly get an idea of the specifics of the organization and performance of work tasks within the company, to understand whether they share the vision, values and corporate culture, to facilitate the onboarding and adaptation processes, while at the same time providing recruiters with information about their behavior, personal characteristics and peculiarities. In addition, augmented reality transforms the processes of learning and development, allowing you to immerse yourself in the experience as much as possible, make it unique, which will later affect the quality of professional skills, promote the development of empathy and understanding.