THE ROLE OF AESTHETIC INTELLIGENCE IN BUILDING MODERN MARKETING STRATEGIES OF GLOBAL COMPANIES: MODERN VISION AND “THE ROAD TO THE FUTURE”

The article notes that digital technologies continue to change work processes, including human resource management practices.Changes in business conditions require HR professionals to constantly review their priorities, set new tasks, and incorporate new roles.The author identifies that employee motivation management has become the second HR function, after personnel administration, which is successfully automated in Russian companies.The article defines the relationship between the automation of personnel management systems and the implementation of a new employee motivation and incentivization system.The article identifies key HR priorities in modern conditions: attracting the necessary resources (external recruitment, employer branding, adaptation); ensuring and measuring effectiveness (performance management and HR analytics, training and development); supporting and developing employees in conditions of change and uncertainty (engagement and retention, training and development, adaptation).The specifics of using personnel management systems considering dynamic external business processes and the implementation of digitization and automation of management are also considered.