TRANSFORMATION OF FUNCTIONS AND EMERGENCE OF NEW PROFESSIONS IN THE POSTAL SECTOR OF THE REPUBLIC OF BURYATIA UNDER THE INFLUENCE OF DIGITALIZATION

The contemporary global economy is undergoing an unprecedented digital transformation, profoundly impacting all sectors, including traditional industries such as postal services. The implementation of electronic services, automation of logistics processes, and the development of e-commerce and fintech services are fundamentally changing the traditional roles and responsibilities of postal workers, demanding rapid adaptation to new conditions. This article investigates the influence of digitalization on staff functionality and the process of forming new professions within the postal industry of the Republic of Buryatia. The study's relevance stems from the need for a deep understanding of digitalization's impact on human resource potential, the reformatting of labor functions, and the creation of new professions in the postal sector, which is critically important for sustainable development given the limitations of regional human resources. The research analyzes the main directions of digitalization in the region's postal industry, identifies key changes in the functionality of existing postal professions, and pinpoints newly emerging roles such as e-commerce specialists, logistics data analysts, and digital platform managers. The study reveals that, similar to other economic sectors, digitalization in the postal sector leads to the optimization and reduction of staff numbers in routine positions. However, a paradoxically persistent staff shortage remains in post offices, exacerbated by the ongoing outflow of youth from rural settlements in the Republic of Buryatia. The article proposes practical recommendations, including expanding flexible employment models, enhancing training programs, developing inclusive initiatives for older employees, fostering cooperation with local authorities, and improving corporate culture. The findings may be used to develop effective human resource management strategies for the digital economy at the regional level.