DIGITALIZATION OF BUSINESS PROCESSES IN PERSONNEL MANAGEMENT FOR THE DEVELOPMENT OF THE ENTERPRISE'S HUMAN RESOURCE POTENTIAL

Abstract

The article methodologically utilized a systematic review of scientific literature from leading academic databases, which indicates that the digitalization of business processes in enterprise personnel management forms the basis for the impact of digital HRM on organizational effectiveness and companies' sustainable development. The digitalization of HR processes, as a comprehensive transformation, includes the automation of routine tasks, the implementation of digital systems, the development of digital competencies, and new approaches to personnel management and human resource potential development. The use of artificial intelligence, Big Data analytics, online platforms, and gamification increases the efficiency of recruiting, training, evaluation, and communication, and enhances employee motivation and engagement. Digital transformation encompasses changes in corporate culture, the formation of agile teams, leadership development, and adaptation to rapid market changes. It allows for attracting and retaining talent, increasing company productivity and competitiveness, while simultaneously supporting sustainable development strategies and effective HR work in a dynamic environment. In 2025, technology, AI, and changes in the workforce structure are radically impacting HR. Key trends identified include: adapting to AI, overcoming the skills gap, the role of "blue" and "new-collar" workers, as well as accounting for demographic and social changes. Successful companies combine technology with humanity, increasing the flexibility, engagement, and resilience of teams. An algorithm for the digitalization of a company's HR processes and a characterization of existing HRMs across different models, their advantages, and disadvantages are proposed for companies to apply. Quantitative assessment of HR process digitalization was researched, which can be conducted using digital maturity models (Deloitte, PwC, KPMG), checks on HRIS/HCM effectiveness, digitalization KPIs, the level of HR technology use, HR analytics, the Balanced Scorecard, and the HR Digital Index. These approaches will allow enterprise management to determine the level of automation, system integration, employee engagement, data utilization, and digital culture development, providing a comprehensive assessment of the effectiveness of HR's digital transformation.