GHRM as a factor of increasing the efficiency of banks in the context of digital transformation

In the context of rapid technological progress and increasing attention to sustainable development issues, banks are faced with the need to improve their HR practices. The Green Human Resource Management (GHRM) concept aims to integrate environmental values and sustainability principles into HR management processes, and has been gaining increasing recognition in the banking sector in recent years. The purpose of this paper is to substantiate the importance of GHRM as a factor in improving the efficiency of banks in the context of digital transformation. The article analyzes the main theoretical approaches to GHRM, shows the relationship between “green” HR practices, the use of digital technologies and the performance of banks. Particular attention is paid to an empirical study based on a survey of bank employees in Kazakhstan, which demonstrated the impact of GHRM initiatives on employee motivation, loyalty, and productivity. The results indicate that the implementation of environmental initiatives, such as reducing paperwork, energy-saving programs, and environmental training for staff, helps optimize business processes, increases staff engagement, and maintains the bank's reputation. At the same time, digital transformation is seen as a catalyst for more effective implementation of environmental practices through automation and big data analytics. The scientific significance of the article is to substantiate GHRM in the context of digital transformations of companies, including the banking sector, and the practical value is to develop recommendations for top management on integrating green HR practices into the bank's strategy.