DIGITAL LEADERSHIP IN HR MARKETING: CONCEPT EVOLUTION AND APPLIED STRATEGIES (2014–2025)
Abstract
The article examines the evolution of the concept of digital leadership and assesses the key parameters of trends in its interpretation. Digital leadership practices in the field of human resource management are analyzed as a key aspect of HR marketing in the context of the digitalization of the economy. It is argued that electronic leadership in HR marketing goes beyond the use of individual technological solutions and represents a comprehensive system of managerial actions aimed at building an attractive employer brand, increasing employee engagement, and strengthening a company’s competitive advantages in the labor market. The study identifies fundamental leadership practices within the HR marketing system, including the use of digital communication channels, HR analytics, and talent management platforms. Particular attention is paid to the role of the leader in the process of adapting HR marketing strategies to the dynamic changes of the external environment.
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