COMPETITIVE STRATEGIES OF PERSONNEL MANAGEMENT IN BUSINESS PROCESSES OF AGRICULTURAL ENTERPRISES FOCUSED ON DIGITALIZATION

In the context of globalization of the national economy, the agri-food sector as one of the leading business players faces a significant number of challenges, particularly the problem of ensuring the competitiveness of enterprises on both domestic and foreign markets. Implementation of management strategies aimed at the introduction of new technologies in business processes allows increasing the competitiveness of national agricultural enterprises based on digitalization. However, to succeed, it is necessary to provide an adequate personnel management strategy that meets the imperative of the integrated management strategy of the enterprise. Attention is drawn to personnel management strategies, which play an important role in the implementation of the motivational mechanism to achieve strategic goals through the effective realization of the labor potential of the agricultural enterprise. The key elements of any motivational mechanism are motivators, which are the factors of behavior and efficiency of personnel. Many theories describe the mechanisms of action of various motivators and their classifications, but the issues of using various motivators as key elements of the system of strategic personnel management at agri-food enterprises based on digitalization remain insufficiently studied. The purpose of the study is to conduct an analysis of the features of the application of personnel management strategies of agricultural enterprises focused on staff motivation, as well as to determine the level of influence of external and internal motivators on efficiency in agri-food enterprises based on digitalization. The research was conducted using a unique questionnaire to accumulate data. The methods of descriptive statistics were used to analyze the received data and to define the peculiarities of using the motivational mechanism in the agri-food industry. Regression analysis using an artificial neural network was performed to determine the impact of various motivators on productivity. The study has shown that national agricultural enterprises apply strategies based on motivational mechanisms that involve various motivators of both internal and external nature. However, the external motivators have been much better implemented, and above all salary as a key element of the motivational mechanism is used. At the same time, internal motivators are also important for the staff of agricultural enterprises. Therefore, the simultaneous use of external motivators and the development of internal motivators in competitive HR strategies are important.