THE PROCESS OF IMPLEMENTING LEADERSHIP STRATEGIES BASED ON DIGITAL TECHNOLOGIES

Abstract

The article examines the process of integrating leadership strategies based on digital technologies in the human resources management system, which is one of the key factors in increasing the efficiency of personnel management and developing organizational culture. In the context of digitalization and transformation of the economy, approaches to leadership are undergoing significant changes, which contributes to the transition from traditional hierarchical models to flexible, innovative and technologically oriented formats of interaction. It is studied that digital leadership is a systemic process that implements analytical, communication and strategic competencies of managers using digital tools. The detailed analysis of the stages of implementing leadership strategies was conducted, in particular, diagnostics of HR processes, selection of technological solutions (HRM systems, digital analytics, big data, artificial intelligence), determination of key performance indicators, and assessment of the effectiveness of implemented strategies based on digital technologies. It is proven that the effectiveness of these processes depends on a deep understanding of the company's digital ecosystem, the level of digital maturity of employees and, especially, leaders, as well as the willingness of employees to accept change. It is noted that automated recruitment systems, candidate analytics, talent management platforms, and leadership development and training platforms are the main tools for improving the quality of management decisions in the HR sector. Special attention is paid to the strategic advantages of digitalization of leadership: increasing the transparency of management processes, personalizing the experience of employees, forming a culture of openness and mutual trust. It is emphasized that the implementation of leadership strategies based on digital technologies contributes not only to increasing productivity and staff engagement, but also to the formation of a competitive employer brand focused on innovation. Examples of the integration of digital tools into the system of leadership development and talent management are presented, demonstrating an increase in the level of communication, loyalty and efficiency of teamwork. The study concluded that the digitalization of leadership processes ensures the creation of a sustainable human capital management system that combines analytics, innovation, and social responsibility.