CURRENT TRENDS IN FREELANCE AS A LEVER OF EFFICIENT PERSONNEL MANAGEMENT IN THE CONDITIONS OF DIGITALIZATION
Authors:   Rivne State University of the Humanities, Yakubovska Nataliia , Savushchyk Anna ,   Rivne State University of the Humanities, Martseniuk Viktor ,   Rivne State University of the Humanities
Published: May 2024

The article determines that a new form of labor relations "freelance" is intensively and quite effectively implemented in the modern labor market; the spectrum of professions, when this or that work is performed not on a permanent basis, but on an order basis, is quite wide: IT specialists, accountants, lawyers, programmers and consultants on various issues, SMMs, graphic designers, etc.; this form of cooperation helps employers more effectively manage both labor resources in particular and financial resources in general. It is outlined that the impetus for this was the implementation of digital technologies in all sectors of the economy and, as a result, the digitalization of markets and businesses and their attributes. It is well-founded that personnel management remains a key lever for ensuring the efficiency of any organization and in any organization, at the same time, personnel management is a dynamic process that requires constant updating, introduction of new trends and practices, therefore it is important to follow and monitor, adapt and implement constant updates to improve the work of the company's personnel management. The specialization, dynamics of the number and cost of freelance work in 2023 in Ukraine were analyzed and it was determined that the demand for freelance services is quite extensive and diverse from the point of view of specialization, it is both work in the field of IT and software, and work in the creation of entertainment content; the increase in the number of freelancers in 2023 versus 2022 ranges from a maximum of 36.07 (blockchain) to a minimum of 15.02 (social media advertising) percent; the cost of an hour of work for mid-level specialists ranges from (maximum) 1,500 (blockchain) to (minimum) 400 (designing pages in social networks) hryvnias per hour; the cost of an hour of work for high-level specialists ranges from (maximum) 4,000 (announcer services) / 3,967 (blockchain) to (minimum) 700 (designing pages in social networks) hryvnias per hour. It was noted that the criterion of the level of a freelance specialist is the portfolio: the more cases he has, the higher the price he can set for his services; reviews are also one of the most important parameters that indicate the level of a specialist. The coefficients of the cost of an hour of freelance work of high-level specialists relative to medium-level specialists were calculated and their rating was given; a significant gap from other specializations and the maximum ratio of the hourly cost of highlevel specialists relative to middle-level specialists was recorded in two areas: "announcer services" and "script writing" – 5.71 and 4.42, respectively; for other freelance specializations studied in this publication, the value of the coefficient ranges from a maximum of 2.73 (Go (compiled programming language) to 1.51 (DevOps). It has been established that: freelancing is extremely relevant in the labor market, the demand for specialists in this field is stable and tends to increase; the range of specialties is quite wide and continues to expand: and software, and the creation of entertainment content, and work with social networks, etc.; the cost of such services increases both in absolute terms and by specialist level; at the same time, quite a lot of specialties are available for gradual mastering and continuous deepening in the mode of so-called "soft skills", the stages of mastering of which with competent personnel management can take place with maximum tangentiality and integration into the specifics of the organization's activities. The direction of further scientific research on freelancing as a current trend in the labor market should be industry-wide in-depth study of the structure, format and content of professional inquiries to freelancers.