COMPETITIVE HR INTELLIGENCE IN THE ERA OF DIGITALIZATION AS A KEY LABOR MARKET ANALYTICS TOOL IN ENSURING THE EFFICIENCY OF STRATEGIC HR MANAGEMENT

The article examines the problem of using competitive HR intelligence to ensure the effectiveness of strategic HR management. It is argued that competitive HR intelligence should be a continuous systematic process. It is determined that the purpose of competitive HR intelligence is to collect, process and analyze information about modern practices and strategies of personnel management of competing organizations in order to improve their own business and ensure competitive advantages. It is established that competitive HR intelligence allows organizations not only to adequately respond to market changes, but also to proactively build an effective personnel policy. The main functions of competitive HR intelligence are outlined. It is proven that ensuring the effectiveness of competitive HR intelligence requires strict adherence to a number of key principles. The main stages of competitive HR intelligence are determined, each of which has its own tasks, methods and procedures. It is noted that the process of competitive HR intelligence should involve legal and ethical obtaining of information from open sources, as well as the results of a detailed analysis of the labor market, behavioral trends of candidates and the effectiveness of competitors' HR strategies. It is found that competitive HR intelligence is a key element of strategic recruiting and is essential for increasing its effectiveness. The technologies and tools used to automate competitive HR intelligence are studied in detail, and their key advantages and disadvantages are identified. It is argued that the combined use of competitive HR intelligence tools is advisable, since this contributes to the accurate identification of trends and the development of effective HR strategies. The constituent elements of competitive HR intelligence are presented and the directions for using its results are determined. The key directions for increasing the effectiveness of competitive HR intelligence in the organization are outlined. It is proven that competitive HR intelligence plays a key role in forming the organizations own competitive advantages.