THE IMPACT OF DIGITALISATION ON THE EFFECTIVENESS OF HUMAN CAPITAL MANAGEMENT DURING THE TRANSITION TO HYBRID BUSINESS MODELS

Abstract

Introduction. This article examines the impact of digitalisation on the effectiveness of human capital management during the transition of enterprises to hybrid business models. The relevance of the topic is driven by the accelerated digital transformation of the economy, the rise of economic entropy, and the need to adapt human resource management systems to new forms of work organisation.

Purpose. The aim of the study is to provide a theoretical and methodological substantiation of the impact of digitalisation on the effectiveness of human capital management in the context of hybrid business models and to develop practical recommendations.

Materials and methods. Based on a systematisation of contemporary scientific publications, it is determined that digitalisation transforms value creation mechanisms, employment structures, and forms of interaction among economic agents, while hybrid business models represent an integration of traditional and digital forms of activity.

Results. Using strategic, systemic, and comparative analysis methods, the key digital technologies of influence are identified: artificial intelligence, Big Data, predictive analytics, cloud platforms, and CRM systems. It is demonstrated that their implementation ensures a transition to proactive management of personnel risks, personalisation of training, automation of recruitment, and support of team communications in a hybrid format.

Two analytical indicators are developed: the digitalisation and human capital synergy coefficient and the hybrid adaptability index . Testing has shown that enterprises with a high level of digitalisation demonstrate a 15.2% increase in labour productivity, a 7.8% staff turnover rate, and 88% employee engagement. The main challenges identified include personnel risks, organisational resistance, cyber risks, and, in Ukraine, demographic ageing and migration losses.

Discussion. It is substantiated that the systemic combination of digital transformation of HR processes, a human-centred approach, and the integration of HR engineering with project management creates the foundation for sustainable innovative development. Digitalisation is a driver of efficiency growth; however, a positive effect is achieved only when technologies are harmoniously combined with the development of digital competencies and an innovative culture. Prospects for further research lie in the development of sector-specific assessment methodologies and the adaptation of management systems to demographic challenges.