MANAGEMENT OF HUMAN RESOURCE POTENTIAL UNDER DIGITAL TRANSFORMATION AND ORIENTATION TOWARDS SUSTAINABLE DEVELOPMENT

The aim of the research is to systematize the features of human resource potential management under the influence of digital transformation and the implementation of sustainable development goals, as well as to define recommendations for enhancing the efficiency of this process. Methodology. The methodological basis of the study includes: a comprehensive approach, which considers the primary components of the development of the examined process both at present and in the future; comparative analysis, which enables a comparison of scientists’ views on the studied issues; and content analysis, through which key terms characterizing the use of various approaches to human resource potential management within the context of sustainable development and digital transformation were identified. Results. The main directions of managing the human resource potential of enterprises under digitalization and sustainable development goals were developed and characterized, including: (1) the intellectual direction of integrating digital technologies into the processes of managing human resource potential; (2) the performance-oriented direction of implementing digital technologies in managing human resource potential; and (3) the competitive direction of integrating digital technologies into the processes of managing human resource potential of enterprises. In this work, recommendations for improving human resource potential management are formulated and substantiated. These recommendations include: implementing an approach to maintain motivation within the workforce to ensure continuous digital learning and self-improvement, not only in their primary specialization but also in complementary skills that may become essential for them in the future; incentivizing mentorship within the work collective, encouraging experienced and proactive specialists to engage in the adaptation of new employees to work with digital technologies, thus contributing to the achievement of sustainable development goals; and developing strategic management models for adapting human resource potential to digital transformations and the enterprise’s pursuit of sustainable development objectives. Practical implications. The practical value of the research results lies in their potential application by enterprises that are implementing new approaches in the human resources domain within the context of digital transformation and the shift towards sustainable development. Value / Originality. The scientific novelty of the presented study lies in the development of theoretical and methodological support for human resource potential management under the influence of digital transformation and the pursuit of sustainable development goals.