The paper is devoted to the study and development of an innovative strategy for the organization of production activities at enterprises for the economy sustainable development. It is noted that innovative strategies in the production process should be aimed at maintaining the traditional competitive advantage and creating an innovative competitive advantage. The economic approach to the content of innovations is essential; it implies the definition of innovations through their relationship with the economic sphere as a whole. Scientific and technological progress increasingly predetermines the degree and speed of development of industrial enterprises. It covers all parts of the innovation process, including fundamental theoretical research, applied research, design and technological development, the creation of new technology samples, its extension and industrial production, as well as its implementation into the national economy. The formation of economic processes at enterprises is directly related to the application of advanced technologies. Owing to innovative technologies, there is a multiple increase in labor productivity, materials with new physical and chemical properties appear. Innovations are one of the causes generating crises at various levels of the progress of socio-economic structures in contemporary production. Their realization should be carried out in combination with technological, organizational, financial, and personnel restructuring based on the conceptual growth of an industry or enterprise.

The paper considers modern technologies of personnel management necessary for the digital economy. Nowadays, in the process of transforming HR approaches due to the pandemic and economic situations, most companies in general and HR management in particular are faced with an acute question: what to do with the HR strategy. The study is aimed at identifying relevant areas of digitalization of the HR management process in a business organization. The paper authors identify basic reasons hindering the transition of personnel management to digital technologies, as well as opportunities for their further solution. The authors believe that the digitalization process is irreversible in modern conditions and enterprises should pay attention to this significant aspect. Most business leaders are not ready for the introduction of digital technologies and believe that they may negatively affect the employment level. On the contrary, another part of managers is introducing digital technologies, trying to improve the skills of employees in order to meet labor market standards. The authors conclude that a large role in the efficient formation of personnel management is the presence of personnel, formed from specialists with a psychological education and with the ability to solve mathematical tasks. The authors believe that the demand for such specialists will increase every year. Besides, high-quality personnel management is becoming a strategic center for the enterprise development, which the corporate brand formation depends on. Most enterprises prefer to do business online; it becomes a trigger for the formation of new approaches in the field of the company personnel management, which has always been a complicated and multifaceted phenomenon.

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