TALENT RETENTION STRATEGIES IN THE CURRENT CONTEXT OF SOCIETAL DEVELOPMENT

This article analyzes and systematizes modern approaches to retaining talented employees in the context of accelerated digitalization, demographic transformation, and profound labor market restructuring. The relevance of this study is determined by the intensifying «war for talent» and the growing need to revise and adapt HR policies to new socioeconomic and sociocultural conditions. The scientific novelty of this work lies in its approach to retention strategies, not as a set of disparate practices, but as a holistic, integrated system aligned with the specifics of the digital economy and the values of new generations of workers. Particular emphasis is placed on the importance of a strong organizational HR brand, the design of personalized career paths, and the use of digital tools to enhance loyalty and engagement among key employees. The goal of this study is to identify the most effective talent retention strategies applicable to modern Russian companies. To achieve this goal, methods of systems analysis, content analysis of scientific sources, and comparative analysis are used. The final section of the study identifies the key barriers to the implementation of effective retention strategies and formulates practice-oriented recommendations for building a comprehensive talent management system. This article is intended for organizational leaders, HR specialists, and researchers studying human resource development and utilization.