DIGITAL GENERATION AND HR MANAGEMENT IN THE CONTEXT OF THE THEORY OF SOCIAL REGULATORS

The article considers a number of topical issues related to the development of modern society, including Russian society, and analyzes the problem of forming a modern digital generation through the prism of the personnel management process. It is observed that the problem of generational differences and their impact on the functioning of the state, the formation of traditions, norms, and values is increasingly attracting interest among researchers. The idea is substantiated that the theory of generations by N. Howe and W. Strauss really provides valuable information about the features of social development and becomes the basis for further study of “new” generations and consideration of possible systems of personnel management and regulation of labor relations. Particular attention is paid to the consideration of the theory of social regulators by the Russian scientist N.L. Zakharov. The characteristic features of the new digital generation Z are highlighted and described in the context of the theory of social regulators, which becomes logical given the development of the management system in modern conditions. Based on the study of the features of the digital generation in the management system, it was established that behavioral, status, and ethical regulators are becoming universal for many generations. At the same time, for the effective distribution of human resources and personnel management, it is important to understand the characteristics of each generation, including the digital one, which really has unique differences from previous generations, which leads to new approaches in the education system and management in various areas of society.