MODERN APPROACHES TO PERSONNEL MANAGEMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION OF ORGANIZATIONS

The era of rapid digital technology development has fundamentally changed human resource management requirements, as HR serves as a key production factor driving all others. The study’s relevance stems from the need to align HR strategies with new technological and organizational realities involving digital tools, workflow automation, and fle xible employment models. This article examines modern personnel management strategies during corporate digital transformation, identifying key trends for effective human capital management. The methodological framework combines systematic and integrative approaches, analyzing scientific publications, regulations, and practical experiences from Russian and interna tional companies. The research focuses on contemporary methods including agile management, HR analytics, distributed team management, and digital literacy development. The transformation of HR departments from support functions to strategic business partners receives particular attention. The study identifies success factors for HR digitalization and potential transformation risks, concluding that a comprehensive approach is essential–encompassing organizational culture changes, digital upskilling, and management model rethinking.