HR MANAGEMENT IN THE BANKING SECTOR: DIGITAL SOLUTIONS AND ANALYTICS

The article explores the impact of digital technologies on HR management in banks, particularly the integration of front- and back-office operations through multifunctional platforms. An analysis of 1,353 Scopus® publications revealed a growing interest after 2015 due to digital transformation and a surge after 2020 due to the COVID-19 pandemic. Thematic modeling (VOSviewer) identified six research clusters. A GAP analysis of HR management at PrivatBank highlighted areas for improvement, including HR structure adaptability, AI analytics, work-life balance, personalized learning, and enhanced communication. The study examined digital banking practices (Chime, Revolut, Monzo, N26, Starling Bank) and Japanese institutions (SMBC, Mizuho), which successfully implement CRM systems, open offices, and AI to optimize personnel management. The findings confirm the significance of digital solutions in enhancing banks' HR strategies and emphasize the need for further research in this field.