Introduction. Today, the aggressive competitive background and the irreversibility of globalization processes determine digital realities, where HR management indicates the success of offline and online business. It is determined by a steady dynamic growth of enterprises’ revenues due to the expansion of new segments, rational differentiation of the target audience and a market share. Achieving the planned key metrics of business is possible only with the productive staff work, which depends on the loyalty level and the degree of involvement in management decisions.

Purposes. The purposes of the scientific article are to rescript the specifics of enterprises’ HR management in digital realities, as well as to develop the proposals and recommendations for its rational organization based on increasing the staff loyalty level.

Results. The significance of rational enterprise organization and HR management in digital realities is interpreted as a result of processing fundamental scientific works of famous scientists and economists. Based on monitoring and analysis of enterprises activities that operate in the national and international markets, the key factors, which affect the staff loyalty and act as drivers of their potential growth are identified. It is reasonably proved that the set of accumulated staff competencies, as well as the degree of their involvement in the enterprise activities indicate the level of staff loyalty. A strong correlation between the level of staff loyalty, the productivity of their activities and the enterprise profitability is identified.

Originality. The methodical basis of the study is general scientific approaches (integrated and process) with the usage of scientific deduction and induction methods, as well as logical and comparative analysis. Additionally, to generate options for management HR decisions and its visualization, the HARMONY Decision Maker was used.

Conclusion. The key role of the staff loyalty for enterprises and its impact on business development are justified, including the maximum satisfaction of heterogeneous needs and preferences of customers, as well as the formation of their positive experience. It is provided recommendations regarding the use of the symbiosis model of interaction with the staff and policy management model as part of the HR-policy that provides the simultaneous build HR capacity. The scientific approach is developed regarding monitoring and systematic comparative assessment of staff, taking into account two dimensions of loyalty (axiological, axial). Implementation of the approach will help to improve HR management by updating its basic imperatives and catalyse the progressive development of the business in the context of permanent bifurcations. The basic imperatives of HR-management of Ukrainian enterprises in digital realities are formulated and recommendations on the use of the model of cross-functional interaction of staff are provided. The use of specialized software for optimizing decision-making in HR management is proposed and tested. The postulates of HR management are developed, and its implementation will guarantee the business independence from endogenous staff turbulence in digital realities.


staff, HR management, loyalty, digital realities, HRD, cross-functional interaction


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