CROSS-CULTURAL HR LEADERSHIP THROUGH SOCIAL COMMUNICATION TECHNOLOGIES: ENGINEERING THE COMMUNICATION PROCESS

This article explores the concept of intercultural leadership in HR using social communication technologies as a strategic approach to the communication process. It examines the complex challenges that HR leaders face in navigating multicultural organizational landscapes, especially in the digital environment, and proposes a model that enhances leadership effectiveness through the use of social communication tools, adaptive management approaches and the transformation of the role of an HR leader in a globalized business environment, with an emphasis on the cross-cultural context. Special attention is paid to mechanisms for overcoming communication barriers and the formation of an organizational culture aimed at inclusiveness and mutual respect. The results of the study demonstrate the potential of social communication technologies for developing leadership qualities of HR managers and increasing the effectiveness of personnel management in international companies.