USE OF DIGITAL TECHNOLOGIES IN THE MANAGEMENT OF THE ENTERPRISE’S HUMAN RESOURCES POTENTIAL

Abstract

The article focuses on the current trends in digitalisation of the HR-functionality of modern business entities, which are aimed at expanding the range of digitalisation achievements implementation in the human resources management in various areas of work. The article summarises the main trends in the digitalisation of HR-management of enterprises, which were used both for recruitment and in the process of managing personnel: automation of recruitment processes, automatic filling of candidate profiles based on their pages in professional networks, automation of recruitment, use of social networks for recruitment, anonymity in pre-selection, monitoring of employee mood, skills testing, digitalisation of recruitment, corporate training, integration with calendars, meeting management. It is worth noting that these trends apply not only to the classic HR-management tasks, but also to such modern HR-functions as managing hybrid teams, tracking the performance of geographically dispersed groups, testing employees' skills using modern AI tools and technologies, monitoring employee mood, etc. The analysis of trends, directions, and tools of digitalisation of human resource management has made it possible to identify the main changes taking place in HR-management under the influence of digital transformation, including: automation of human resource management functions, development of new forms of employment and HR-management models, application of digital data analysis and artificial intelligence technologies, formation of a digital culture of innovation and change, emergence of new professional skills and competencies of employees. The author outlines the key advantages of applying digital HR-management in modern enterprises, as well as certain consequences of introducing tools and methods of digital management of the enterprise's human resources potential.