INNOVATIVE TECHNOLOGIES IN THE MANAGEMENT OF THE PERSONNEL POTENTIAL OF THE ENTERPRISE

The purpose of the article is to investigate the peculiarities of the use of innovative technologies in the management of the personnel potential of the enterprise in modern conditions. It is noted that innovative technologies in the management of personnel potential are key and important tools for optimizing personnel management and increasing the efficiency of the enterprise. These technologies include the automation of personnel selection and development processes, as well as data analysis for making informed management decisions. The implementation of such innovations allows enterprises to adapt to changes, conditions of the business environment and ensure their competitiveness. It was established that the mechanism of introducing innovative technologies in the management of personnel potential includes the analysis of the company's personnel needs, the determination of the readiness of personnel management systems for innovations, the formation of an implementation strategy, the development of an action plan and personnel training. This process requires the involvement of all interested parties — from owners, top management to employees. Effective use of innovative technologies, such as artificial intelligence, online systems and HR analytics, can significantly increase the level of efficiency and competitiveness of the enterprise. It was concluded that innovative technologies in the management of personnel potential have their own characteristics, among which it is advisable to highlight reliability, productivity growth and the ability to attract and retain highly qualified employees. The application of business analytics allows you to forecast personnel needs and develop personnel strategies of the enterprise. Innovative technologies help to make personnel management more efficient and transparent, which contributes to the improvement of business efficiency as a whole. In the future, it is recommended to investigate the peculiarities of the use of artificial intelligence in personnel management, to determine the impact of innovative technologies on reducing risks in personnel management and increasing the stability of the enterprise, to investigate the relationship between investments in innovative technologies and the improvement of labor productivity and competitiveness of the enterprise, to improve the methods of evaluating the effectiveness of the use of innovative technologies for managing the personnel potential of the enterprise.