MANAGEMENT OF PERSONNEL COMMUNICATION PROCESSES IN THE CONTEXT OF BUSINESS DIGITALIZATION

Abstract

This article presents a comprehensive study of the transformation of personnel communication management amid the global digitalization of the business environment. It is argued that, in the context of modern technological changes, communication is becoming not merely a tool for data exchange, but a key strategic resource that determines a company’s level of competitiveness. The authors analyze the transition from traditional hierarchical models of interaction to networked digital structures, where flexibility, speed, and multi-channel communication prevail.

It is demonstrated that integrating modern digital tools, such as CRM systems, corporate chat platforms, Big Data analytics, omnichannel platforms, and cloud services, forms a fundamentally new model of communication based on transparency and personalization. The study found that the digitalization of business significantly alters the nature of internal and external communications: information flows faster, and decision-making processes become more data-centric.

Attention is paid to the role of artificial intelligence in automating routine staff operations, allowing teams to focus on solving complex strategic tasks. The study develops an original model of a digital communication system for enterprises, spanning the technological, organizational, behavioral, analytical, and strategic levels. A comparative analysis of traditional and digital approaches to managing information flows was conducted, enabling the identification of key benefits of digital transformation.

The main challenges in implementing digital communications at Ukrainian enterprises were identified as the fragmentation of technological solutions and the uneven distribution of digital competencies among staff. Conclusions have been drawn on the need for a systematic approach to communications management to minimize transformation risks and ensure coordinated action across all departments within a single digital ecosystem.