HR ANALYTICS AND DIGITALIZATION: NEW TRENDS IN PERSONNEL MANAGEMENT

The purpose of this article is to study the impact of digital technologies on HR management, as well as to analyze the key trends in the digital transformation of HR processes and identify HR analytics tools that help improve the efficiency of human resource management. The impact of digital transformation on HR analytics is considered, and how digitalization is changing traditional HR management methods is shown. Modern digital technologies are analyzed – the key tools used in HR analytics are studied. The main trends in the digitalization of HR processes are identified. The advantages of digitalization of HR analytics are determined – it is shown how digital tools allow companies to improve the efficiency of making HR decisions, optimize business processes, and increase employee engagement and loyalty. The difficulties and barriers to the implementation of digital tools in HR analytics are studied – the key problems associated with their implementation are analyzed.