The impact of personnel management strategy on the activities of the enterprise in modern conditions

The subject of the study is the theoretical and methodological foundations of personnel management strategy in modern conditions of enterprise activity.The purpose of the study is to systematically theoretical and practical justification of the impact of personnel management strategy in order to optimize the activities of the enterprise in the conditions of the modern economic environment.Research methods. The article uses general scientific and special research methods, and traditional methods and techniques of economic analysis, planning and forecasting (graphic, tabular, comparison, index, vertical, horizontal, coefficient methods, etc.) were used in the processing and analysis of information.Results of the work. As a result of the study, an analysis of the essence and content of strategic personnel management was conducted. The main types of personnel management strategies were determined: retention, attraction, personnel development, flexible employment, etc. Modern trends in the field of HRM (Human Resource Management) in the context of digitalization, digital transformation and hybrid work were summarized. An analysis of the practical experience of enterprises was conducted, taking into account the modern conditions of the competitive environment. Using the example of many enterprises (real or hypothetical), an assessment of the current personnel management strategy in the conditions of labor market globalization was conducted. The strengths and weaknesses of the existing personnel policy were identified. The relationship between the quality of the HR strategy and the effectiveness of the enterprise’s activities, increased labor productivity, reduced staff turnover, increased employee motivation, etc. was recorded. The research process used empirical methods based on the collection and analysis of actual data obtained through observations, experiments, measurements or other methods of interaction with reality. A survey was conducted on satisfaction with personnel policy. It was found that employees are more loyal to enterprises that have a clear system of personnel development, incentives and social guarantees.Measures are proposed to improve the personnel management strategy: implementation of soft skills development programs, KPIs for HR, formation of corporate culture, improvement of the internal communications system. The importance of adapting the personnel strategy to external changes (economic, social, technological) is emphasized. Human resources management in modern conditions requires the use of the most modern methods and methodologies to optimize the work of enterprises. It is substantiated that an effective HRM strategy is a key factor in increasing the competitiveness of the enterprise. It is determined that strategic personnel management of enterprises of all forms of ownership contributes to the achievement of long–term strategic goals of enterprises, the formation of a positive image of the employer, increasing business stability and strengthens the competitiveness and potential of the enterprise.Field of application of the results. Economics and management of the national economy at the microeconomic and macroeconomic levels, personnel management and administration, enterprise economics.Conclusions. The key role of personnel is manifested in the fact that personnel are one of the most important resources of the enterprise. An effective personnel management strategy directly affects labor productivity, innovation, corporate culture and competitiveness of the enterprise. Strategic personnel management in modern conditions requires rapid changes and high competition. Strategic personnel management allows the enterprise to adapt to external challenges, form talent reserves and ensure sustainable development. Personnel management strategy affects the financial results of the enterprise. Research and practice show that enterprises that invest in personnel development, motivation systems, training and employee retention achieve better financial results. Digitalization and innovation in HR are an indispensable component of the personnel management strategy. The use of modern HR technologies, analytics, process automation, and training platforms significantly increases the efficiency of personnel management and contributes to making informed management decisions. Adaptation to new working conditions is a necessary condition for maintaining the competitiveness of the enterprise. Flexible forms of employment, remote work, the need for mental well–being of employees have become important factors in the formation of a new HR strategy.The relationship between the HR strategy and the overall strategy of the enterprise forms the methodology of strategic influence on the processes of personnel management of the enterprise. The HR strategy should be integrated with the overall strategy of the enterprise’s development to ensure synergy of efforts and achievement of strategic goals.The personnel management strategy is a long–term, targeted action plan of the enterprise for human capital management, which is aimed at achieving the strategic goals of the enterprise through the effective use of the potential of employees.HR strategies determine the key areas of work with personnel, recruitment, training, development, motivation, assessment, etc. They ensure consistency with the overall business strategy of the enterprise. They take into account external market, socio–economic and internal organizational culture, structure, factors aimed at creating competitive advantages through human capital.The personnel management policy is based on a system of general principles, norms and rules that determine approaches to personnel management within the framework of the implementation of the HR strategy. The policy forms the framework within which personnel decisions are made. An effective HR strategy in combination with a clearly developed personnel policy allows not only to achieve the strategic goals of the enterprise, but also to form a sustainable corporate culture, retain talents and increase the overall competitiveness of the business.