THE DEPLOYMENT OF DIGITAL HR TECHNOLOGIES AS A TOOL FOR ENHANCING ENTERPRISE PRODUCTIVITY IN THE DIGITAL ECONOMY

Relevance of the studyThe relevance of this study stems from the imperative to integrate HRTech solutions to enhance productivity within the digital economy, signifying a paradigm shift in human capital management, and the necessity to institutionalize Employer Branding as a driver for sustainable development. Purpose of the studyThe study aims at formalizing a hybrid HRTech Framework integrated with Employer Branding, alongside verifying its impact on labor productivity through econometric modeling, cognitive-emotional stratification, as well as architectural interoperability. Research methodsThe methodologies employed in this research include SWOT analysis, econometric modeling, structural synthesis frameworks, cognitive-emotional modeling, and econometric validation.Results obtainedThe integrative analysis revealed the superior efficacy of People Analytics (0.84; ΔLP +18.2%; fluctuation –25.3%), AI communications (0.82; TTTHR –21.4%; inclusivity +15.9%), and HRIS (0.80; HRΔCOE –23.1%; adaptability +39.6%). Based on these findings, a tri-layered HRTech Framework incorporating Employer Branding architecture was devised, which facilitates cognitive traceability and brand extrapolation. Upon validating the project framework, a noteworthy enhancement in key performance indicators was documented (ΔLP +19%, TTTHR –24%, RRI = 0.84, AIU = 0.88, EER = 0.86), indicating a high degree of cognitive relevance, HR conversion efficiency, and digital adaptability of the model within the context of strategic HR digitalization.Scientific novelty of the studyThe scientific novelty of this study lies in formalizing the HRTech Framework with Employer Branding as a hybrid architecture that synergizes People Analytics, AI communications, and HCM solutions with brand-oriented modules, thereby providing cognitive traceability, integrative influence, and affective validity in the context of digital productivity. Prospects for future researchThe prospects for future research entail comprehensive implementation of the HRTech Framework with Employer Branding in a tangible HR environment, concentrating on behavioral dynamics, institutional interoperability, and brand-oriented adaptation. It is advisable to initiate a controlled pilot project with traced verification of procedural resilience, AIU stability, as well as the framework’s digital efficacy.