EMPLOYEE MOTIVATION IN THE CONTEXT OF DIGITAL TRANSFORMATION OF AN ENTERPRISE: CURRENT CHALLENGES AND TOOLS

Abstract

The article explores the peculiarities of personnel motivation in the context of the global digital transformation of an enterprise. Modern economic conditions dictate that digital transformation encompasses all areas of business, particularly the human resource management system. The active implementation of digitalization significantly alters traditional approaches to employee stimulation. Motivation now acquires a new meaning, as it must not only encourage high performance but also ensure the successful adaptation of employees to digital changes. The study identifies key challenges arising during the adaptation of the HR management system, including the critical need to increase employee engagement, overcome inherent resistance to technological innovations, develop essential digital competencies, and ensure the psychological well-being of the staff. Furthermore, the research highlights that digitalization, despite offering flexible and hybrid work opportunities, often complicates team interaction, corporate culture maintenance, and the emotional connection between the employee and the enterprise. Continuous changes and information overload can lead to professional burnout. Therefore, it is substantiated that an effective motivation system in modern conditions must be comprehensive, combining material, non-material, and digital tools of influence. The study reveals the paramount role of corporate culture, continuous professional development, flexible work arrangements, and innovative digital HR solutions (such as HR analytics, online communication platforms, and automated assessment systems) in increasing labor productivity and employee loyalty. Special attention is paid to the synchronization of personal goals with the overall enterprise strategy to minimize resistance to innovations. It is established that a highly adaptable and effective motivational policy fundamentally contributes to higher labor productivity, sustained employee engagement, and the overall resilience and long-term competitiveness of the enterprise in a rapidly changing digital environment.