IMPROVEMENT OF HUMAN RESOURCES MANAGEMENT ON THE BASISOF MODERN TECHNOLOGIES AS A FACTOR IN ENSURING THE COMPETITIVENESS OF THE ENTERPRISE

n today's business environment, where innovation, adaptability and human capital are becoming key success factors, a company's competitiveness largely depends on how effectively its human resources (HR) management system is organized. Effective HR management allows an enterprise to attract, develop and retain talented employees who become a strategic resource in achieving its goals. The article examines the interpretation of the concepts of “human resource management of enterprise” and “enterprise competitiveness”. The human resources management system is a set of measures, strategies, methods and processes aimed at attracting, developing, retaining and motivating employees. The main components of the HR management system are ensuring reasonable planning, recruitment and engagement of personnel; optimization of the personnel motivation system; formation of an effective personnel development system; development of an effective personnel evaluation system.An enterprise's competitiveness is determined by its ability to successfully compete in the market by efficiently using available resources (among which the company's personnel is a priority), maintaining or expanding its share through operational efficiency, innovation, product or service quality, and customer satisfaction. The development of information and communication technologies is changing the operating environment of enterprises. Digitalization has a significant impact on the organization of enterprise human resources management and promotes the development of modern human resources management technologies (HR technologies). The article describes the peculiarities of using modern technologies to improve enterprise HR management: automation of HR functions, HR analytics, Artificial Intelligence (AI), cloud HR technologies, a Global HR System, the integration of blockchain technology and HR, employee self-service, virtual assistants, the use of virtual reality, mobile HR services, machine learning, gamification as an HR technology.An effective human resource management system is an important component of the strategy for improving the competitiveness of an enterprise. It allows not only to increase productivity and quality of products, but also helps to attract and retain highly qualified employees, thereby ensuring long-term stability and development The article establishes the relationship between improving the HR management system based on modern HR technologies and the competitiveness of the enterprise.