SOCIAL ASPECTS OF CORPORATE CULTURE DEVELOPMENT IN CONDITIONS OF REMOTE AND FLEXIBLE EMPLOYMENT

The article is devoted to the study of the social aspects of the development of corporate culture in the context of remote and flexible employment, due to the trends of digitalization and the transformation of labor organization models. The purpose of the work is to identify factors influencing changes in value orientations and mechanisms of interaction in distributed teams, as well as to evaluate the effectiveness of applied communication management methods and employee adaptation. The study uses an analysis of scientific sources, the regulatory framework and the practical experience of Russian and foreign companies, which allowed substantiating the conclusions and recommendations. The authors have revealed that the successful development of corporate culture in a digital environment requires the integration of flexible management approaches, mentoring and employee support systems that ensure a high level of engagement, reduced staff turnover and increased productivity. Attention is paid to the need to adapt corporate values to new work formats, preserve organizational identity and overcome social barriers in remote teams. The peculiarity of the research is that it forms a theoretical and practical basis for developing effective tools for managing corporate culture in remote and hybrid employment.