| Annotation: | Methods. The methodological framework of the study is based on general scientific and specialized methods of cognition, including analysis and synthesis, induction and deduction, as well as systemic and structural-functional approaches. The research employs a comparative analysis of digital HR platforms and recruitment systems, generalization of empirical research findings and case studies of international companies, and analysis of statistical and analytical data from specialized organizations (SHRM, Exploding Topics, etc.). Elements of content analysis of contemporary academic publications in the field of digital HRM and HR marketing are also applied. Results. The paper identifies and substantiates the main directions of the impact of digitalization on HR marketing processes, particularly by highlighting the role of digital platforms and automated tools in increasing recruitment efficiency, enhancing employee engagement, and personalizing employee development. It is demonstrated that digitalization significantly transforms HR marketing processes by improving recruitment efficiency, reducing time-to-hire, enhancing the quality of candidate selection, and increasing employee engagement levels. The key role of artificial intelligence and HR analytics in the personalization of HR practices, prediction of employee turnover, performance management, and employer branding is revealed. The advantages and risks of digital HR solutions are systematized, including those related to data quality, as well as ethical and legal aspects of their use. The study analyzes the application of candidate sourcing platforms (LinkedIn, Xing, JobTeaser, etc.), Applicant Tracking Systems (ATS), which support CV filtering, automated data verification, and analysis of recruitment process effectiveness, as well as digital learning platforms and analytical tools. It is proven that the integration of HR analytics into strategic management contributes to increased organizational effectiveness and sustainable development of companies. Novelty. The level of scientific novelty lies in a comprehensive approach to assessing the impact of digitalization on HR marketing, which integrates operational HR processes with analytical tools for managerial decision support. The study substantiates the feasibility of considering HR analytics not merely as a tool for monitoring indicators, but as a strategic mechanism for shaping HR marketing decisions in the digital environment. A systematization of the functional capabilities of digital HR platforms and analytical tools across the stages of the employee life cycle is proposed, and the prospects for the development of HR analytics under conditions of global digital transformation are outlined. Practical value. The practical value of the research results lies in their applicability for executives, HR managers, and HR marketing specialists in developing and improving digital HR strategies, implementing HR analytics in managerial decision-making processes, and optimizing recruitment, onboarding, and employee development. The materials of the article may also be used in the educational process for training specialists in human resource management and business analytics. |
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