PECULIARITIES OF MANAGING THE PROFESSIONAL IMAGE OF AGRICULTURAL ENTERPRISES IN THE CONTEXT OF HUMAN RESOURCES DEVELOPMENT AND SERVICE LEADERSHIP

Abstract

The article substantiates that managing the professional image of business entities is important for improving the performance and successful implementation of innovations that support the sustainable development of the agricultural sector. It is determined that the effectiveness of professional image management contributes to increasing the competitiveness of enterprises, improving their reputation, as well as attracting new and highly qualified personnel, leaders of a new generation. The modern understanding of leadership, which has undergone significant changes, is considered. It is established that the traditional approach, which focuses on hierarchy and team control, is giving way to the concept of service leadership. The focus of this concept is on the leader's “service” to his/her team, supporting its development and achieving common corporate goals. The key stages and factors that influenced the change in the professional image of enterprises in the agrarian sector of the economy are investigated. It is proved that one of the main factors of socio-economic development and increase of competitiveness of an enterprise is the formation of human resources of the enterprise. The influence of managing the professional image of enterprises in the agricultural sector of the economy on the adaptation of employees to changes, support for sustainable development and the creation of a new institution of a modern leader, leadership potential is analyzed. The prospects for further changes in the professional image of agricultural enterprises, which provide for an in-depth consideration of climate change and technology, are presented. In the coming years, further adaptation of agricultural enterprises to the challenges of climate change and new agricultural technologies is expected. In general, enterprises that are actively working on developing human resources and implementing service leadership can not only improve their reputation but also ensure sustainable growth in the face of global competition.