DIGITAL TOOLS FOR MANAGING THE SOCIAL DEVELOPMENT OF PERSONNEL IN THE CULTURAL SECTOR

Abstract

Introduction. In the context of ongoing digital transformation, the issue of social development of personnel in the cultural sector is gaining particular relevance, as this sector combines the creative nature of work, project-based forms of employment, and a strong social mission. Cultural organizations operate in an environment of increasing demands for flexibility, innovation, and social responsibility, which necessitates the modernization of approaches to human resource management. At the same time, scholarly research still pays insufficient attention to the role of digital HR tools in ensuring the social development of employees specifically within the cultural sphere.

Purpose. The purpose of this article is to provide a theoretical justification of the essence of social development of personnel in the cultural sector and to examine the role of digital tools in supporting this process under conditions of digital transformation, as well as to systematize modern digital HR tools and identify the specific features and limitations of their implementation in cultural organizations.Results. The article summarizes existing approaches to interpreting social development of personnel as a process of improving the quality of working life and accumulating organizational social capital. It is substantiated that the specific characteristics of the cultural sector—namely the creative nature of work, non-standard forms of employment, and mission-oriented activities-necessitate the application of flexible and socially oriented HR policies. It is demonstrated that digital tools (distance learning systems, online platforms, mentoring communities of practice, corporate communication environments, and HR analytics) contribute to continuous professional development of personnel, strengthening of internal social interaction, formation of a digital organizational culture, and increased employee engagement and motivation. At the same time, key challenges of HR digitalization in cultural institutions are identified, including limited funding, a lack of digital competencies, and resistance to change.

Discussion. Prospects for further research are associated with the empirical evaluation of the effectiveness of digital HR tools in cultural organizations, the development of indicators for measuring social development of personnel, and the adaptation of international experience in the digital transformation of human resource management to Ukrainian realities.