CURRENT TRENDS AND DIGITAL TOOLS IN PERSONNEL MANAGEMENT

Under the influence of digital technologies, the modern practice of personnel management is changing dramatically. The dynamics of HR systems implementation, investment activity, and the impact of HR branding on recruiting effectiveness are among the main trends in the digitalization of HR management in Russian firms. Special attention is paid to the approach to employee knowledge management as a tactical tool for intellectual property protection. Currently, only 20% of enterprises use artificial intelligence technologies, despite the fact that personnel selection and electronic document management are the two main areas of automation of personnel management processes. To reduce the risks associated with digital transformation, a risk assessment scale for personnel management is provided. The study highlights the need for a comprehensive strategy that combines the development of corporate culture with technical solutions.