The article reveals the essence and influence of digital technologies on the effectiveness of per-sonnel management. The use of the latest digital technologies in the field of personnel management in enterprises under martial law in Ukraine is analyzed. Theuse of digital technologies provides easier access to resources and the ability to work from anywhere in the world. There is an opportunity to acquire new knowledge, develop skills, increase the level of competence and professionalism. The flex-ibility of employment, the level of technical and social mobility is increasing. An important advantage is the ability to store and transfer information at the international level in real time. Traditional and digital models of personnel management were evaluated. The expediency of using digital technologies in the Ukrainian practice of personnel management has been proven. The use of innovative digital tech-nologies ensures the growth of labor productivity, the improvement of qualifications and retraining of employees, the creation of an optimal environment for the development of each employee, the imple-mentation of an emphasis on the disclosure of the creative potential of employees, the unification of the personal goal of the employee with the goals of the enterprise. It has been established that the important tasks of digital transformation are effective recruiting, continuous training and development of person-nel, and attracting competent, promising employees. Under the condition of effective recruiting in en-terprises, there will be a strengthening of the quality of personnel, an increase in labor productivity, and an increase in the image of the enterprise on the labor market. The expediency of using social networks, communication robots (“chat-bots”), big data analysis, applications and analytics based on artificial intelligence, cloud technologies in software for personnel management needs is substantiated.

У статті проаналізовано систему управління персоналом в підприємстві за умов нестійкої економічної ситуації в країні, обґрунтовано важливість удосконалення роботи з працівниками для зниження рівня тривожності та підвищення стресостійкості. Досліджено зміни в трудовому законодавстві в Україні в умовах війни. Здійснено детальну характеристику структуризації цілей системи менеджменту персоналу за рівнями та описано пріоритетні питання з управління трудовими ресурсами. Проведено оцінку ефективності управління персоналом, встановлено, що в підприємстві не в повній мірі використовують наявний потенціал робітників та працівників апарату управління. Розроблено пропозиції щодо зростання продуктивності праці персоналу в умовах нестійкої економічної ситуації в країні за рахунок удосконалення системи мотивації, навчання та підвищення професійної підготовки працівників, активізації їх творчої діяльності, що дозволить підвищити рівень ефективності функціонування підприємства, створить фундамент для майбутнього розвитку.

The article identifies the relationship between strategic personnel management and the competitive potential of the enterprise. Strategic management itself provides a constant and systematic analysis of competitive advantages, which contributes to the development of new types of goods intended for certain groups of consumers. Strategic management of competitive advantages gives the company the opportunity to achieve strategic goals through the effective allocation and use of strategic potential, which means a set of resources and opportunities for the development and implementation of enterprise strategy. The strategic approach to personnel management is analyzed; its significance for increasing the efficiency of activity and increasing the competitiveness of the business entity is substantiated. An assessment of the factors influencing the formation of the system of strategic personnel management of the enterprise. The strategy of personnel management belongs to the functional strategies of the enterprise and is aimed at the formation and use of labor potential in accordance with changes in business conditions, training of personnel for relevant professional activities, comprehensive assessment of staff and its development, selection of the necessary categories of staff, the creation of social security and safe working conditions. The expediency of introducing strategically oriented management of employee development is proved. Requirements to the system of strategic personnel management are revealed. A characteristic feature of personnel management is the ability of human resources to act as both an object and a subject of management. Strategic personnel management involves qualitative changes in the field of human resources, which can affect the efficiency of the enterprise as a whole and the development of its competitive potential. It is substantiated that the growth of competitive potential and increase the efficiency of activity depends on the development of intellectual capital in the enterprise. It is established that the improvement of the strategic personnel management system aims to reveal the hidden knowledge of employees, expand the boundaries of this knowledge, change relations in the team, which will strengthen competitiveness and identify areas for further development of the enterprise.