BUSINESS ORGANIZATION'S LABOR MARKET COMPETITIVENESS: TOOLS FOR INCREASE IN THE DIGITAL ENVIRONMENT
Authors:   Kyiv National Economic University named after Vadym Hetman, Kravchuk Oksana , Varis Iryna ,   Kyiv National Economic University named after Vadym Hetman, Dudnyk Yelyzaveta ,   Kyiv National Economic University named after Vadym Hetman
Published: July 2023

The rapid development of digital technologies, globalization, and the spread of remote employment have changed the landscape of labor markets and necessitated an increase in the scope of employer brand broadcasting, especially when recruiting talent remotely. In such conditions, business organizations should additionally stimulate strategic processes in the digital environment, which include the creation of a unique workplace that attracts talents whose knowledge and skills are necessary to achieve the goals and objectives of the organization to increase competitiveness in the labor market. Digital transformations of the labor market, the emergence of a digital ecosystem of the labor market require the development of new approaches to the formation of the competitiveness of a business organization on the labor market in a digital environment. Employer branding has now become synonymous with employee engagement, and in the context of digitalization, information about organizational culture, leadership, reward policies, and career growth opportunities has a direct impact on the desired image of the company. Peculiarities of conducting search processes and attracting personnel in such conditions require a detailed study and strategic planning of the problems of increasing the competitiveness of a business organization in the labor market, in the digital aspect. The purpose of the study is to generalize methods and tools for increasing the competitiveness of a business organization on the labor market in a digital environment. To achieve the goal, the peculiarities of the modern formation of the employer's brand in the digital age have been analyzed; analyzed the current practice of using digital solutions by business organizations to attract personnel and developed recommendations for using digital HR marketing strategies to increase the competitiveness of business organizations on the labor market. HR teams of business organizations do not always effectively use modern marketing digital tools to fight for talent, which was confirmed by the analysis of companies' use of digital solutions for attracting personnel in Ukraine. To effectively form and increase the competitiveness of a business organization on the labor market, it is necessary to use digital HR marketing strategies: updating the career sites of business organizations; using e-mail and messengers to attract candidates; development of social recruiting; broadcasting the image of corporate culture in the digital environment; coordination of personnel management with marketing; organizing effective work on LinkedIn. A consistent way of formulating a digital HR marketing strategy takes out the marketing and HR partnerships. The directions of further research should be the development of conceptual approaches to the formation of competitiveness in the labor market using the modern digital ecosystem of the labor market, digital technologies of personnel management and digital marketing.