THE ROLE OF DIGITAL TRANSFORMATION IN OPTIMISING HUMAN CAPITAL MANAGEMENT AND ORGANISATIONAL CULTURE
Andrii Skomorovskyi,
Volodymyr Saienko,
Olha Makarevych,
Elina Moroz,
Viktoriia Borshch
Abstract: The study aims to analyse the impact of digital transformation tools on optimising organisational culture and increasing the efficiency of human capital management. The need to update the company's internal management in the direction of distancing, automation, use of chatbots, cloud technologies, real-time data, and the application of B2B and HR programs, the use of artificial intelligence tools, data integration, and the formation of a new type of corporate culture oriented towards creativity and critical thinking is justified. It was found that digital optimisation of human capital management and organisational culture allows the automation of routine processes of collecting, accumulating, processing, and transmitting information and reporting, increasing the accuracy and speed of communication operations and improving corporate interaction processes. It is proven that such measures will help reduce resource costs and realise innovative opportunities, ensuring companies' effective corporate interaction and omnichannel efficiency in the market environment.
Keywords: Transformation, Organisational culture, Human capital, Management strategy, Digital technologies, Communication.
DOI: 10.24874/IJQR20.01-21
Recieved: 29.07.2025 Accepted: 02.02.2026 UDC:
Reads: 62 
