DEVELOPMENT OF PERSONNEL POTENTIAL OF AGRICULTURAL ENTERPRISES UNDER THE CONDITIONS OF MARTIAL STATE

Abstract

The article examines the essence and trends in the development of the human resource potential of agricultural enterprises in conditions of increased risk of martial law. The article aims to form practical tools for maintaining the current state and strengthening resource provision, developing a strategy for countering risks, and restructuring the existing HR model of an agricultural enterprise. Human resources are the human resource potential of the country's economy and a strategic priority for the success of agro-industrial enterprises in critical conditions, without which they lose their viability. A significant and stable resource of experienced and motivated personnel plays a leading role in ensuring the competitiveness of agricultural enterprises, however, technological advances optimize processes and lead to the transfer of personnel to more attractive positions, therefore this should be taken into account in coaching programs, retraining and obtaining related professions, therefore it is necessary to focus on the development of reputational skills and promoting adaptation and long-term employment. In the agricultural sector, there is an urgent need for radical changes in personnel policy at all levels, especially in martial law and post-war reconstruction, when the importance of efficiency and effectiveness of labor resource management is increasing. In rural regions of Ukraine, there is an annual deterioration of the demographic situation against the background of shortages and rising food prices and the forecast of increased competition between agricultural producers, which will depend on the fertility of land resources and access to water resources. Integrating sustainable technologies into personnel development significantly changes strategies, but their impact on the efficiency of use and availability of resources remains controversial. Modern professional activity is characterized by the ability to adapt to the realities of current socio-economic, technological, and digital requirements of a global and regional nature, is high-risk, flexible, and sometimes without alternative, but with effective mechanisms, it increases employee productivity and enterprise efficiency, ensuring rhythmic functioning. Without organizational culture and reputational interaction, diversity, and inclusion, the impact on staff retention is significantly reduced by their search for more favorable working and career conditions.