It is acknowledged that quality of life is related to economic development in a country or region. The impact of the ongoing transfer to the digital economy on economic growth, sustainable development, and quality of life has been a recent academic focus, finding that the development of digitalisation of the economy and society is happening at a comparable pace. Yet, despite the availability of governmental support and overall strategic orientation of top managers, there is evidence of low digital/advanced manufacturing technologies adoption readiness across economic sectors. Therefore, the object of the research is the digital/advanced manufacturing technologies adoption readiness, which can be assessed on both industrial and organisational levels. The authors carried out an expert poll that has shown low digital/advanced manufacturing technologies adoption readiness on the industrial level (average readiness of 2.18 across estimated industries). For this reason, the focus subject of the research is the evaluation method for determining barriers of digital transformation on organisational level. The review of the academic literature and available digital maturity assessment models has shown the lack of metrics for barrier evaluation. The objective of the research is to develop a method for digital-transformation barrier evaluation. An analytical research method is used to develop a ready-to-use method in a form of a questionnaire that can be applied to measure an overall digital-transformation barrier level and identify problem areas for a manufacturing enterprise. The developed method is approbated in two large industrial companies. The overall barrier equals 39.3% for a power engineering company, which is a deterrent barrier. The overall barrier equals 75.0% for a machine-building company, which is a limiting barrier. The results of approbation correspond with results of the expert poll: the power engineering company has a lower barrier level, which is in line with the engine building and turbine engineering industry showing higher levels of readiness to adopt digital technologies. This finding supports the hypothesis about the rationality of the author’s method.

Ключевые слова: цифровизация, работа с персоналом, методы подбора персонала, инновационные методы, HR-бренд, традиционные методы, маркетинг в социальных сетях.В современных условиях цифровизации всех управленческих и производственных процессов вопрос работы с персоналом является одним из наиболее актуальных и сложных. Повсеместное внедрение компьютерных технологий предъявляет к персоналу компаний повышенные требования по умениям и квалификации. На помощь специалистам, осуществляющим подбор кадров, приходят новые направления, новые системы, разрабатываются новые методики. Одной из таких методик является работа с персоналом посредством продвижения HR-бренда путем маркетинга в социальных сетях (SMM). В статье выделены основные цели и проблемы в процессе работы с персоналом посредством SMM, выявлены преимущества и недостатки инновационных и традиционных методов работы с персоналом. Составлена матрица подбора персонала, приведены примеры использования различных методов в отечественных и зарубежных компаниях.

The task of determining the parameters of an innovative project, their composition and structure is a crucial stage in the design and development of an innovative project within the framework of digital transformation. A refined classification of the parameters of an innovative project, considering the specifics of projects aimed at digital transformation of the enterprises, operating in the manufacturing sector, is proposed. The classification separates the parameters of innovative projects into 2 key categories: target parameters and controlled or limiting parameters. When applied to innovative project parameters in digital transformation, target parameters are further divided into gradual and optional types; controlled or limiting parameters constitute basic structure of innovative projects and include road-map and time allocation, costs, market parameters, human resources, technological readiness, regulatory norms. The presented approach leaves room for further research based on additional real case data and risk evaluation, standard and accepted deviations of the project results analysis.