The paper is devoted to the study and analysis of modern trends of our time, such as globalization, the transition to a network digital economy, mobility, digitalization that encouraging companies to search for new competitive models of business management. The formation and development of a new strategy integrated with business and HR strategies becomes a prerequisite for future competitiveness by transforming the business from a traditional to a technological company. In today’s reality, digital HR management is inextricably linked to the formation and use of an innovative system for the introduction and dissemination of new knowledge, technologies and products at enterprises of the same region. Digital innovation in the human resources management system is a complete result of creative activity, which should be introduced into the labor market depending on the purpose. The paper identified the main reasons that impede digitalization in the field of personnel management, as well as the possibilities for their further solution, considered and analyzed the features of organizing a personnel management system at enterprises in the context of innovative digital transformation. The paper concluded that in recent year there has been an increase in the competitiveness of enterprises not so much due to new technologies for organizing production in the context of the transition to innovative development, but in terms of the introduction of personnel management methods using electronic digital technologies.