THE ROLE OF ORGANIZATIONAL SUPPORT IN OVERCOMING DIGITAL PRESSURE ON EMPLOYEES

The purpose of the article is to study the impact of digital transformation on professional burnout of employees, identifying key psychological, organizational and technological factors contributing to role overload and emotional exhaustion of staff in the context of the introduction of digital technologies, as well as determining the role of organizational support in mitigating these negative consequences. The theoretical foundations of digital transformation are analyzed, including its impact on the structure and functions of human resource management. The key challenges for human capital arising from the introduction of digital technologies, including the growth of digital workload, information overload and changing professional roles, are highlighted. The main psychological and organizational factors contributing to professional burnout of employees in the context of digitalization are identified. The age-related features of the perception of digital change have been studied, and it has been shown that both young and older employees have varying degrees of vulnerability to digital stress. New digital roles and competencies emerging in organizations, as well as their impact on staff sustainability, are considered. The role of perceived organizational support (POS) is analyzed as a mitigating factor of professional burnout in the digital environment. Recommendations for sustainable personnel management are formulated, aimed at preventing burnout, supporting employees’ adaptation to digital changes and developing digital competencies.