HR-МЕНЕДЖМЕНТ ЯК СКЛАДОВА ЕФЕКТИВНОЇ СТРАТЕГІЇ УПРАВЛІННЯ ПЕРСОНАЛОМ

The article examines the role of HR management as an integral component of an effective personnel management strategy, using the example of the light industry enterprise LLC “Eksklyuziv-17”. In the context of post-COVID transformations, the full-scale armed aggression of the Russian Federation, and post-war reconstruction processes, personnel policy has become critically important for ensuring organizational resilience, adaptability, and competitiveness. A comprehensive analysis of modern scientific approaches to HR management was conducted, highlighting its evolution from a purely administrative function to a strategic management tool that influences corporate culture development, employee motivation, internal mobility, and the retention of key personnel. Based on official statistical data from the State Statistics Service of Ukraine and empirical observations, the dynamics of workforce provision in Ukraine’s light industry from 2021 to 2025 were analyzed, showing significant fluctuations due to pandemic and wartime factors and a gradual recovery of the labor market in the forecast period. The organizational structure of LLC “Eksklyuziv-17,” its functional departments, personnel and motivation practices, and partial digitalization of HR processes were also examined. The results indicate that enhancing personnel management effectiveness requires implementing a strategic and adaptive HR approach, using digital tools for productivity assessment and workforce planning, developing training and competence enhancement programs, and establishing a comprehensive motivation system to increase employee engagement, productivity, and loyalty. The practical significance of the study lies in providing recommendations for optimizing HR strategy in a dynamic labor market and unstable economic environment, ensuring effective human capital management and creating competitive advantages.