The article substantiates the need for innovative approaches to human resource management as a key factor in enhancing enterprise competitiveness under conditions of digitalization, market instability, and changes in the labor environment. The aim is to develop a personnel management model capable of ensuring strategic flexibility, activating human capital, and promoting internal transformation. The research methodology is based on comparative analysis, a systems approach, logical generalization, and case analysis of best practices from leading companies. Based on the generalization of scientific sources and the study of practical experience of leading Ukrainian and foreign companies, the key trends in innovative approaches to human resource management are identified. The managerial advantages and challenges faced by enterprises in the context of implementing hybrid and remote employment models are substantiated. The proposed model integrates digital transformation of HR processes, development of innovative thinking, formation of intrapreneurship, and a flexible corporate culture. It includes automation of recruitment, adaptation, evaluation, and training using a personalized approach to employees. The importance of developing cross-functional competencies and implementing initiatives aimed at strategic renewal is highlighted. Particular attention is paid to aligning business goals with employees’ motivational expectations through flexible incentive systems. The scientific novelty lies in the development of a comprehensive approach to HR management that considers both external and internal factors. The practical value of the research lies in the potential application of the proposed model in enterprise operations to ensure sustainable competitive advantage.
Крайнік et al. (Sun,) studied this question.