Digital HR Strategy in the Modern Business Environment of Ukraine in Conditions of Uncertainty

The development of modern society complicated socio-economic conditions and, as a result, increased the instability of the economic environment. The spread of the COVID-19 pandemic made the shift to remote employment a necessity, thus the research into the issues of forming a digital strategy and digitization of personnel management has become especially relevant. The generalization of trends and the development of the most relevant personnel management models corresponding to the current conditions of uncertainty have become the goal of this study. The evaluation of trends in personnel management in conditions of uncertainty was carried out through surveys and questionnaires of companies of social direction, as well as educational institutions, public catering, retail trade, and institutions providing social services. The study involved 69 Ukrainian companies in total. The most common in Ukraine are HR strategies aimed at using the opportunities identified in the SWOT analysis. The current research shows that digitalization and gamification, lifelong learning, HR branding and HR marketing, and leadership development are the most relevant in personnel management. The strategic direction of “sustainable development thinking” includes all global trends—from psychological well-being in the workplace and work-life balance to socially responsible and environmentally friendly behavior, from the digitalization of HR management processes to an increase in the responsibility of virtual teams, and management diversification in general. Therefore, companies that apply “sustainable development thinking” in the strategy of personnel management under conditions of uncertainty can maximize their potential on the market and increase the profitability of their activities.