BUSINESS MODELS OF PERSONNEL MANAGEMENT IN THE COORDINATES OF THE DIGITAL ECONOMY: NEW PARAMETERS AND STRATEGIC VECTORS OF TRANSFORMATION IN CONSTRUCTION DEVELOPMENT

The article explores modern approaches to personnel management in the context of the digital economy and challenges associated with the "Work 4.0" concept. The focus is on the formation of managerial competencies that take into account the integration of digital technologies, the development of human capital, and the implementation of innovations. Key principles of managerial model transformation are considered, including innovation orientation, social responsibility, flexibility, adaptability, technological literacy, ethics, and sustainable development. An ecosystem analysis of the managerial competency model showed that elements such as digital competency, adaptability, innovativeness, cooperativity, and leadership interact within a unified system, ensuring management efficiency in dynamic conditions. Significant attention is paid to a socially-oriented approach that fosters mental health support for employees, creates a favorable team climate, and implements inclusive practices. Conceptual approaches to personnel management are outlined, including technological, platform-based, personalized, and cooperative approaches, enabling adaptation of management processes to the modern labor market challenges. The analysis covers best European practices, such as the social partnership model in Scandinavian countries, the flexible employment system in the Netherlands, the dual education system in Germany, the work-life balance policy in France, and corporate social responsibility programs in the United Kingdom. These practices emphasize the harmonious combination of the interests of employees, employers, and the state, ensuring labor market stability and competitiveness. The study's findings highlight that modern personnel management systems must be based on the integration of digital technologies, flexible approaches, and innovative thinking. The conclusions aim at developing effective business models for personnel management capable of adapting to the challenges of digital transformation, fostering human potential development, social cohesion, and organizational resilience to change.