PERSONNEL MANAGEMENT IN THE DIGITAL ERA AS A VECTOR OF INNOVATIVE TOOLS IN HIGHER EDUCATION INSTITUTIONS

Abstract

The article explores the theoretical and methodological principles of personnel management in the digital era as a key direction of innovative development of higher education institutions (HEIs). The need to transform the traditional personnel management system in the context of rapid digitalization of society, global competition in the educational services market, and the growing role of human capital as a strategic resource is substantiated. It is shown that classical methods of personnel management lose their effectiveness due to limited adaptability and low level of integration with digital technologies, while innovative tools make it possible to ensure the efficiency of management decisions, increase the motivation and effectiveness of personnel work.

The article determines that the digitalization of personnel processes in HEIs involves not only the automation of routine functions, but also the formation of a strategic digital ecosystem of personnel management, which combines analytical, communication, educational, and motivational subsystems. It has been proven that the use of modern technologies - such as HRM systems (Human Resource Management Systems), electronic recruitment (E-recruitment), distance learning of personnel (E-learning), HR analytics, digital portfolios of teachers, digital competence system (Digital Skills Framework), gamification and artificial intelligence - allows to increase the efficiency of human resources management, ensure transparency of communications, develop a system of continuous learning and create conditions for innovative development.

Special attention is paid to the formation of a digital culture of personnel management, based on the principles of openness, flexibility, partnership and team interaction. It is emphasized that the transition to a digital model requires not only technological changes, but also organizational and cultural transformation, the creation of new professional roles - digital coordinators, HR data analysts, digital transformation managers.