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| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2025 №2 (90) |
| Section: | Management |
| UDK: | 316.46/330.3:004 |
| DOI: | https://doi.org/10.33271/ebdut/90.123 |
| Article language: | Ukrainian |
| Pages: | 123-132 |
| Title: | Application of leadership strategies in the digital environment |
| Author: | Hurman O. M., Khmelnytskyi Cooperative Trade and Economic Institute |
| Annotation: | Methods. The results were obtained through a comprehensive approach that includes methods of system and comparative analysis, the analysis of contemporary scientific publications and research, as well as case studies illustrating the implementation of leadership strategies and the application of HR marketing campaigns in the field of the digital economy. Particular attention is given to the analysis of the activities of leading enterprises that demonstrate how the combination of leadership strategies and digital tools contributes to improving the efficiency of human resource management. Results. The study highlights how company leaders initiate digital transformations by shaping a new organizational culture focused on innovation, openness in communication, process transparency, and by effectively integrating advanced digital tools into the routine operations of human resource management departments. It demonstrates how managers’ roles influence the transformation of HR functions and the development of effective HR marketing strategies aimed at attracting, training, and retaining employees. There are provided specific examples illustrating the implementation of leadership strategies by leading international and Ukrainian companies (Google, PwC, GitLab, BMW Group, Rakuten, Monobank), showcasing the effectiveness of combining digital technologies with leadership strategies. The research analyzes the use of tools such as artificial intelligence, digitalized recruitment platforms, HR analytics, and personalized employee development systems. It examines managers' participation in the implementation of HR campaigns through their presence in the digital space and support for internal initiatives, contributing to strengthening the company's brand and building trust within the team. Examples such as Ogilvy & Mather’s «The World's Best Salesman», Google’s mysterious billboard, and Volkswagen’s «The Inside Job» demonstrate how a leadership-driven approach can effectively communicate company values and increase the engagement of qualified employees, thereby enhancing the organization’s reputation in the labor market. It is emphasized that leaders play a key role in defining the directions for HR policy transformation and in creating long-term strategies in the context of rapid digital technology development, taking into account all aspects of change. Novelty. The distinctiveness of this study lies in the combination of theoretical concepts of digitalization in leadership with practical approaches in human resource management, as well as in the identification of specific mechanisms through which digital management enhances the effectiveness of HR marketing campaigns. Practical value. The obtained results can be utilized by HR specialists, department heads, and managers in the field of human resource management to adapt HR marketing strategies to the conditions of the digitalized economy. The approaches proposed in the study can contribute to enhancing communication efficiency, attracting talent, and strengthening a company's competitiveness as an employer. |
| Keywords: | Digital leadership, HR marketing, Digital transformation, Strategy, Employer brand, Human resource management, Talent acquisition, Digital technologies, Digitalization, HR marketing campaign |
| File of the article: | EV20252_123-132.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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