HUMAN RESOURCE MANAGEMENT IN INTERNATIONAL COMPANIES:CONCEPTS OF TALENT MANAGEMENT AND MOTIVATIONAL MANAGEMENT management. In the context of dynamic transformations, socio-economic, innovative and technological achievements, the role of knowledge has gained a new meaning, transforming the general idea of international companies about the employee and his/her value. Competition in the global labor market is becoming increasingly fierce; this requires employers to use more effective, modernized personnel search tools, rational methods of recruitment, as well as approaches to managing them that will maximize personal potential and use it to their advantage. It is determined that the trends of global transformations preceded the development of the concepts of talent management and motivation management. They are widely used at the global level, where the concentration of valuable, in-demand employees is maximized. Thus, the trend of improving talent, knowledge and motivation management is promising, which proves the importance of studying management concepts, improving the practical component of human capital management to rationalize the use of personal resources not only on an international scale, but also on a national scale.Comparison, methods of abstraction and analysis (for determine the essence of modern human capital management concepts, compare them and make theoretical generalizations about the role of HR management in the work of international companies) and generalization (for draw conclusions about the impact of talent management and motivational management concepts on the functioning of international companies) are the research methods which were used in the article.In this science paper, the essence of human resource management, its importance at the level of international companies was determined, and attention was focused on promising areas -talent management and motivational management. The authors summarize the main features of these two methods, analyze their effectiveness in the context of recruiting high-quality personnel and establishing communication with staff. As a result of the study, it was determined how knowledge management affects the activities of international companies and why the use of talent and motivation management concepts is promising.Ключові слова: талант-менеджмент, міжнародні компанії, управління людськими ресурсами, знання, людський капітал, світовий ринок, мотиваційний менеджмент, сучасні концепції HR-менеджменту.

Modern business conditions encourage market participants to expand the practice of conducting business in the digital space, which requires the search for effective digital tools of marketing communications. Under the influence of global digital development, the foundations of communication policy implementation are undergoing significant transformations. The authors found that the importance of social networks as a platform for maintaining continuous communication of market participants in conditions of digitalization, as well as tools for ensuring marketing communication, continues to grow steadily. Already today, every subject of commercial relations receives unlimited opportunities to search, sell, buy goods or implement other operations using social networks. That is why social networks should be considered part of the marketing communication policy of a business entity that seeks not only to maintain its own level of profitability, but also to compete successfully in the conditions of digital transformations. The purpose of the scientific article is to study the basics of marketing communications in the conditions of global digital transformations, in particular, the features and practice of using social networks within the marketing communication strategy. The research was carried out using the methods of comparison, abstraction, analysis and generalization. The essence of marketing communications in the conditions of digitization, development of digital tools and technologies is clarified, features of modern marketing policy of enterprises, trends in the use of social networks by business entities as a platform for interaction with the consumer or to influence his choice are considered. The main trends of the penetration of social networks into public life are outlined, the prospects of digitization of marketing communications of business entities are determined in the conditions of maintaining the dynamics of the development of the social networks market.

Innovation accelerates economic growth and becomes the key to success in the new post-industrial paradigm. The more innovation, the more a country's prosperity grows. Innovation is a risky and costly type of activity, so it requires significant financial resources attracted from different sources and by different methods. Traditionally, the entrepreneurial sector, which has sufficient amounts of various resources, is the most innovatively active. At the same time, the innovative activity of companies is under pressure from a number of factors. The purpose of the article is to analyze the factors influencing the innovative activity of industrial enterprises in Ukraine and to identify the relationship between the volume of innovation and economic growth of the country. For the analysis there were used the methods of descriptive, comparative and correlation and regression analysis. The sample is created at the basis of data from statistical reports on the research and development activities of economic entities in Ukraine for the period 2000-2019.It has been revealed that there is a steady decline in the number of workers in the innovation sphere in Ukraine, and compared to European countries, these indicators are much lower and tend to decrease further. This affects the place of Ukraine in the global ranking of innovation in a negative way. It is confirmed that there is a direct positive significant relationship between the costs of innovation and bank loans and foreign direct investment in the capital of Ukrainian companies, confirms the thesis of funding as a driver of innovation. It is confirmed for Ukrainian content that there is a positive relationship between innovation and economic growth.

The article determines the importance of benchmarking as a tool for forming strategic decisions in the insurance business at the current stage. Functional benchmarking of financial parameters was chosen as an applied component of the study. Insurance companies as financial institutions operate exclusively with cash flows, which explain the approach chosen. Each sector of the Ukrainian economy has suffered from the war with russia. But the depth of losses and the time of the fall in individual industries differed significantly. The conducted analysis showed that the losses of the insurance business were immediate and very significant. Inefficiency and low financial stability were characteristic of most insurers in Ukraine even in the pre-war period. The market falls during the war only emphasized the previously accumulated problems. Benchmarking of financial parameters of TOP10 insurance companies was carried out based on real data of the non-life insurance sector. The first half of 2022 was chosen for the analysis, which is explained by heavy market and financial losses (related to the war) of all insurance market participants. A methodological problem (formation of statistical data and their systematization) was identified during the research. The methodological approach of conducting functional financial benchmarking, which was formed by the authors, made it possible to eliminate this problem. The main compared financial parameters, sources of initial information and presents the benchmarking procedure are defined. The basic financial parameters in comparison allow us to identify the strengths and weaknesses of the activities of insurers in today’s difficult conditions. The analysis showed that the market is in the conditions of a liquidity gap, which arose due to a sharp decrease in the receipt of insurance premiums and an increase in insurance payments. The problem of low capitalization, which is a common threat to all market participants, was identified. The problem of low efficiency also occurred in the pre-war period and worsened during the war. It is possible to predict a decrease in the number of market participants under the influence of the outlined problems in the near future. A number of solutions for overcoming crisis manifestations in the insurance market in the war and post-war periods are suggested in the article.