Application of leadership strategies in the digital environment

Methods. The results were obtained through a comprehensive approach that includes methods of system and comparative analysis, the analysis of contemporary scientific publications and research, as well as case studies illustrating the implementation of leadership strategies and the application of HR marketing campaigns in the field of the digital economy. Particular attention is given to the analysis of the activities of leading enterprises that demonstrate how the combination of leadership strategies and digital tools contributes to improving the efficiency of human resource management. Results. The study highlights how company leaders initiate digital transformations by shaping a new organizational culture focused on innovation, openness in communication, process transparency, and by effectively integrating advanced digital tools into the routine operations of human resource management departments. It demonstrates how managers’ roles influence the transformation of HR functions and the development of effective HR marketing strategies aimed at attracting, training, and retaining employees. There are provided specific examples illustrating the implementation of leadership strategies by leading international and Ukrainian companies (Google, PwC, GitLab, BMW Group, Rakuten, Monobank), showcasing the effectiveness of combining digital technologies with leadership strategies. The research analyzes the use of tools such as artificial intelligence, digitalized recruitment platforms, HR analytics, and personalized employee development systems. It examines managers' participation in the implementation of HR campaigns through their presence in the digital space and support for internal initiatives, contributing to strengthening the company's brand and building trust within the team. Examples such as Ogilvy & Mather’s «The World's Best Salesman», Google’s mysterious billboard, and Volkswagen’s «The Inside Job» demonstrate how a leadership-driven approach can effectively communicate company values and increase the engagement of qualified employees, thereby enhancing the organization’s reputation in the labor market. It is emphasized that leaders play a key role in defining the directions for HR policy transformation and in creating long-term strategies in the context of rapid digital technology development, taking into account all aspects of change. Novelty. The distinctiveness of this study lies in the combination of theoretical concepts of digitalization in leadership with practical approaches in human resource management, as well as in the identification of specific mechanisms through which digital management enhances the effectiveness of HR marketing campaigns. Practical value. The obtained results can be utilized by HR specialists, department heads, and managers in the field of human resource management to adapt HR marketing strategies to the conditions of the digitalized economy. The approaches proposed in the study can contribute to enhancing communication efficiency, attracting talent, and strengthening a company's competitiveness as an employer.