DIGITIZATION OF THE ECONOMY AND ITS IMPACT ON HR MARKETING FUNCTIONS

Abstract

The article examines the concept of economic digitalization and its core processes, as well as its impact on personnel management systems and the transformation of HR marketing functions. The focus is placed on how digital technologies are reshaping classical models of human resource management in the context of continuous technological advancement. The digitalization of the economy encompasses all aspects of enterprise operations, fostering the automation of business processes and the implementation of advanced technologies such as artificial intelligence and digital platforms, which significantly alter people management strategies. As a key element in attracting, developing, and retaining human capital, HR marketing is also profoundly influenced, necessitating changes in traditional methods to adapt to new realities. The study explores modern digital tools used in HR marketing. It demonstrates that data analytics not only enhances the efficiency of the employee recruitment process but also facilitates the development of personalized approaches to employee motivation and training within organizations. Significant attention is given to the role of leadership in the implementation and application of digital tools in HR marketing. A leader must not only initiate technological progress but also promote the development of digital competencies among employees and adapt the organizational culture to ongoing changes. They are responsible for ensuring the company's resilience and competitiveness in a dynamic environment, maintaining transparency in decision-making algorithms, and balancing automation with the human factor. The analysis of the collected data indicates that companies actively utilizing digital tools exhibit higher competitiveness in the market and achieve superior results in attracting and retaining talent. It is important to emphasize that the digitalization of HR marketing is not merely a tool for optimizing business processes but also serves as a strategic factor in the development of companies. Digital transformation enhances organizational flexibility, fosters innovation potential, and facilitates the formation of new models of interaction among employees. Additionally, the research analyzes practical case studies of companies that have successfully integrated digital technologies into their HR marketing strategies and implemented flexible work models.