Economic Bulletin of the National Mining University

 

Основні рецензенти

Білоцерківець Володимир Вікторович - Український державний університет науки та технологій

Герасименко Анжеліка Григорівна - Київський національний торговельно-економічний університет

Завгородня Олена Олександрівна - Український державний університет науки та технологій

Литвиненко Наталія Іванівна - Національний технічний університет «Дніпровська політехніка»

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Пилипенко Ганна Миколаївна - Національний технічний університет «Дніпровська політехніка»

Ходжаян Аліна Олександрівна - Київський національний університет ім. Т.Г. Шевченка

Прушківський Володимир Генадійович - Національний університет «Запорізька політехніка»

Задоя Анатолій Олександрович - Дніпропетровський університет імені Альфреда Нобеля

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Мушникова Світлана Анатоліївна - Український державний університет науки та технологій

Пилипенко Юрій Іванович - Національний технічний університет «Дніпровська політехніка»

Смєсова Вікторія Леонідівна - Національний технічний університет «Дніпровська політехніка»

Безугла Людмила Сергіївна - Національний технічний університет «Дніпровська політехніка»

Амоша Олександр Іванович - Інститут економіки промисловості Національної академії наук України

Булєєв Іван Петрович - Інститут економіки промисловості Національної академії наук України

Залознова Юлія Станіславівна - Інститут економіки промисловості Національної академії наук України

Ареф’єва Олена Володимирівна - Національний авіаційний університет

Прохорова Вікторія Володимирівна - Українська інженерно-педагогічна академія

Вагонова Олександра Григорівна - Національний технічний університет «Дніпровська політехніка»

Єрмошкіна Олена Вячеславівна - Національний технічний університет «Дніпровська політехніка»

Макурін Андрій Андрійович - Національний технічний університет «Дніпровська політехніка»

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Бойченко Микола Вікторович - Національний технічний університет «Дніпровська політехніка»

Іванова Марина Іллівна - Національний технічний університет «Дніпровська політехніка»

Трифонова Олена Василівна - Національний технічний університет «Дніпровська політехніка»

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Касян Сергій Якович - Національний технічний університет «Дніпровська політехніка»

Метеленко Наталія Георгіївна - Запорізька державна інженерна академія

Петруня Юрій Євгенович - Університет митної справи та фінансів


IssuesSectionsAuthorsKeywords

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
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Chief Editor

Makurin, А.А., Doctor of Economics, Professor at the Department of International Relations and Audit, NTU «Dnipro Polytechnic»


Deputy Chief Editors:

Vagonova O. G., Doctor of Economics, Head at the Department of Applied Economics, Entrepreneurship and Public Administration, NTU «Dnipro Polytechnic»

Amosha O. I., Academician of the Academy of Sciences of Ukraine, Doctor of Economics, Director of the Institute of Industrial Economics of the National Academy of Sciences of Ukraine.



Head of editorial board

Shvets V. Ya., Doctor of Economics, Head of Management Department, NTU «Dnipro Polytechnic»



Editorial counsel:

Bardas A. V., d.е.s.; Bezuhla L.S., d.е.s.; Bieloborodova M.V., PhD; Bondarenko L.A., PhD; Boichenko M.V., d.е.s.; Bulieiev I.P., d.е.s., Gerasymenko А.H., d.е.s.; Gerasymenko T.V., PhD; Hryhorenko I.V., PhD; Dobrianskа N.А., d.е.s.; Yermoshkina O.V., d.е.s.; Zaloznova Yu.S., d.е.s.; Ivanova M. I., d.е.s.; Kasian S.Ya., PhD; Korneev V.V., d.е.s.; Krasovska O.Yu., d.е.s.; Litvinenko N.I., d.е.s.; Makurin, А.А., d.е.s.; Pavlova V.А., d.е.s.; Pashkevich M.S., d.е.s.; Pylypenko H. M., d.е.s.; Pylypenko Yu.I., d.е.s.; Prushkivska E. V., d.е.s.; Slavkova А.А., PhD; Smіesova V.L., d.е.s.; Tereshchenko E.Yu., PhD; Trifonova O.V., d.е.s.; Usatenko, O.V, d.е.s.; Shvets V.Ya., d.е.s.; Shynkarenko N. V., PhD; Churikanova О.Yu., d.е.s.; Yakуmenko-Tereshchenko, N.V., d.е.s.

International editorial counsel:

Dariusz S. (AGH University of Krakow, Poland), Koshebayeva G. (Karaganda State Technical University, Kazakhstan), Rosak-Szyrocka J. (Chestohova University of Technology, Poland), Sichinava А. (Georgian Technical University, Georgia), Taras V. (University of South Carolina, Greensboro, USA), Jurevičienė D. (Vilnius Gediminas Technical University, Lietuvos Respublika).


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Language editor: Isakova M. L.

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