THE ESSENCE OF PERSONNEL MANAGEMENT AND HR MANAGEMENT METHODS IN MODERN ENTERPRISE OPERATIONS

Introduction.In the context of the transformation of Ukraine's economy, the digitalization of business processes, and increasing competition in the labor market, the issue of improving the personnel management system is becoming particularly significant.Modern enterprises are forced to operate in an environment of heightened uncertainty, rapid technological change, and continuous renewal of professional competencies.Under these conditions, personnel become a key factor of sustainable development, and the effectiveness of human resource management determines the organization's competitiveness.Traditional approaches to personnel management no longer provide the necessary flexibility and effectiveness.Therefore, the implementation of modern HR technologies is gaining increasing relevance, as they enable the automation of key HR processes, improve the quality of employee recruitment and evaluation, and support the development of employee potential through digital platforms and data analytics.The use of such tools makes it possible to respond quickly to changes in the external environment, optimize the performance of HR departments, and form an effective system of employee motivation and retention.Purpose.The aim of the study is to reveal the essence of personnel management in the activities of a modern enterprise, to systematize and scientifically generalize the main methods of HR management, and to determine their role in enhancing the effectiveness of personnel management and the competitiveness of the enterprise.Materials and Methods.The materials of the study include works by domestic and foreign authors who conduct scientific research in the field of personnel management and HR management, as well as publications in professional journals, regulatory acts, and analytical materials that highlight modern approaches to personnel management in enterprises.In the course of the study, the following scientific methods were applied: theoretical generalization and grouping, analysis and synthesis, a systems approach, and logical generalization of results.