LEADERSHIP IN THE DIGITAL AGE: PERSONNEL MANAGEMENT AND FOSTERING A DIGITAL CULTURE FOR ENHANCED PRODUCTIVITY

The article highlights the specific features of implementing digital technologies into human resource management as a factor in enhancing employee productivity. It examines modern digital tools used in HR practices, their impact on the efficiency of management processes, employee motivation, and adaptation to new working conditions. Special attention is given to the educational aspect of digitalization – the need to develop digital competencies, ensure continuous learning, and support professional development. The article also addresses the process of employee adaptation to digital tools and the importance of developing new skills for effective performance in a digital environment. Emphasis is placed on the integration of digital solutions into the overall organizational strategy to achieve long-term goals and increase management flexibility. The article outlines the main benefits and challenges associated with the digital transformation of HR management in the context of the digital economy. Particular attention is devoted to the role of leadership in the digital era, especially in supporting change, fostering a culture of innovation, and encouraging the adoption of new technological solutions. Digital culture is viewed as the foundation for successful technological adaptation, encompassing not only tools but also values, interaction styles, and leadership approaches. The need for updated methods of evaluating employee performance is emphasized, taking into account flexibility, learning ability, and digital literacy. Moreover, the article stresses the importance of creating inclusive and adaptive digital environments that promote employee well-being, enhance communication efficiency, and strengthen organizational resilience. This work provides insight into the key directions for the development of HR management in the digital age, highlighting the necessity of a comprehensive approach that combines technological innovation, human capital development, strategic vision, and proactive leadership to ensure sustainable organizational success.