THEORETICAL ASPECTS OF FORMING THE COMPETITIVENESS OF RETAIL NETWORK PERSONNEL IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Abstract

Digital transformation is a powerful driver of change, as it not only creates new conditions for the functioning of retail chains, but also radically changes the role and importance of personnel in organizational processes. In modern realities, there is a growing need for employees who have a high level of digital competencies, are able to quickly master new information and communication technologies, work with large data sets, analytical platforms and artificial intelligence tools. This leads to an increased emphasis on innovation, creativity and the ability to generate non-standard solutions that allow chains to maintain competitive positions in a dynamic market. The adaptability of personnel is of particular importance, because the digital environment is extremely volatile, and constant technological innovations, crisis challenges and wartime conditions require flexibility and the ability to quickly change work formats. In this context, the competitiveness of personnel is increasingly associated with continuous learning, the development of digital literacy, professional mobility and readiness for retraining in response to the transformation of the labor market. At the same time, digitalization increases the risks in the field of cyber threats and information leakage, which makes the formation of cyber and information security skills critically important. A competitive employee must not only possess modern technologies, but also be able to protect data, adhere to cyber hygiene standards, counteract fraudulent actions and work in accordance with ethical norms of information use. Thus, digital transformation not only increases the importance of digital competencies, innovation and adaptability, but also creates new criteria for personnel competitiveness, among which the leading place is occupied by the ability to ensure the security of information processes and the organization's resilience to modern risks. The relevance of the problem associated with changing requirements for knowledge, skills, competencies of employees and methods of personnel management in the context of digitalization of business processes, automation, the development of e-commerce and Big Data analytics is substantiated. The essence of personnel competitiveness as an integral characteristic of labor potential is revealed through the triad of meanings “individual employee – retail network – external environment”. Approaches to interpreting the category are proposed: potential (qualitative), functional-operational, system-strategic, contextual, digitalization and security.