INNOVATIVE HUMAN RESOURCE MANAGEMENT STRATEGIES IN THE CONTEXT OF DIGITAL TRANSFORMATION

The digitalization of modern society has fundamentally transformed all spheres of organizational functioning, making the adaptation of human resource management systems to new technological realities an urgent necessity. In this context, the relevance of developing and implementing innovative HR strategies becomes particularly acute. Companies are facing challenges that require a rapid revision of traditional personnel management models and a search for flexible, adaptive approaches that align with digital progress. The human factor remains central to organizational success, but it must now be integrated into a broader technological ecosystem. This new paradigm requires rethinking how talent is attracted, developed, and retained in a business environment increasingly shaped by artificial intelligence, big data, and virtual communication tools. The interaction between humans and digital technologies creates a need for new formats of work, communication, motivation, and control. Therefore, understanding the nature of these transformations and the corresponding strategic responses is crucial for ensuring organizational resilience and competitiveness. The article focuses on the structural and functional transformation of HRM under the influence of digital trends, highlighting the rise of automated platforms, the evolution of learning formats, and the growing role of analytics in decision-making. Special attention is paid to the importance of digital skills, organizational agility, and culture shifts in the implementation of innovative HR practices. The article provides practical recommendations on the introduction of digitalization in the HR management of Ukrainian enterprises. The main components of the HRM system are considered in the context of applying innovative digitalization technologies that allow optimizing HR activities. The topic is particularly relevant for countries undergoing economic and social transitions, where technological adaptation is occurring unevenly and under additional external pressures. The research identified the need to develop digital competencies among employees and create a new corporate culture, and concluded that a strategic approach to integrating innovative technologies into HR systems is important to increase the flexibility, efficiency and competitiveness of organizations.