STRATEGIC HR MANAGEMENT AS A FACTOR IN ENSURING ENTERPRISE COMPETITIVENESS

Abstract

The article examines the role of strategic human resource management (SHRM) as a key factor in ensuring enterprise competitiveness under conditions of digital transformation, globalisation, technological change, and the personnel crisis caused by the war in Ukraine. The relevance of the study is обусловлена the growing gap between the declared importance of human resources and the actual level of HR management development at Ukrainian enterprises, which face mass mobilisation, migration of qualified employees, disruption of recruitment channels, and increasing competition for talent. The evolution of SHRM is analysed from traditional personnel administration to the modern strategic partnership model, where HR strategy is integrated into overall corporate strategy. The study is grounded in the Resource-Based View (RBV), according to which sustainable competitive advantage is based on unique and difficult-to-replicate resources, primarily human capital, competencies, organisational culture, and employee engagement. The article identifies the main components of SHRM, including workforce planning, talent acquisition, employee development, performance management, retention, organisational culture formation, and HR analytics. Particular attention is paid to the digitalisation of HR processes, the use of HR analytics and people metrics for evidence-based decision-making, and ESG-oriented approaches that enhance employer branding and organisational resilience. The study systematises strategic HR management tools and presents the author’s comparative analysis of traditional and strategic HR management, a classification of HR competitiveness metrics, and a five-level HR maturity model. The practical case of Google (Alphabet) is analysed as an example of effective alignment between corporate culture, organisational structure, HR strategy, and business objectives. The findings confirm that sustainable competitive advantage based on human capital is achieved through the systemic integration of HR practices with long-term enterprise strategy, supported by analytical management approaches and a culture of continuous improvement.