HR STRATEGIES OF THE ORGANIZATION IN CONDITIONS OF SOCIETY DIGITALIZATION

The article considers changes in approaches to personnel management in the context of the dynamic development of digital technologies. In a full-scale war, a significant part of domestic organizations faced a shortage of personnel, especially for highly skilled workers. In such circumstances, the issue of ensuring the efficiency and efficiency of the selection and hiring of employees, attracting talent, encouraging productive work, motivation and involvement of employees, developing the necessary competencies and unique knowledge, skills and abilities, as well as developing a mechanism to prevent staff turnover. The article considers the peculiarities of the demographic situation, which today is critical and tends to worsen, the labor market and change the vector of gender discrimination of workers in a full-scale war. At the present stage of development, HRM systems are the most popular as a tool for digitalizing personnel management in an organization. The stages of evolution of HRM systems from the 1990s to the present day are investigated. The main advantages of implementing Digital HR are considered, which include: saving time and increasing the productivity of personnel management; Optimization of HR processes; Efficient data management increasing the efficiency of talent attraction; data-driven decision making; reduced administrative costs. HR analytics is gaining considerable popularity at the present stage of development, the purpose is described, as well as the main tools and methods of HR analytics. In general, it should be noted that the digitalization of personnel management is a necessary condition for business development, since it can significantly improve the quality and efficiency of personnel management. Personnel strategies of a modern organization in the context of digitalization are more thorough and flexible.