Developing personnel’s new professional competencies in the context of the digital economy

Digital transformation is becoming more and more relevant globally. There has been a comprehensive study on various aspects of the digital economy and its impact on the socio-economic sphere. This sphere is also emphasised as a priority at the local level, taking into account regions' disproportionate development. The world economy is becoming increasingly digital and technological, and economic relations are becoming more complex, the virtualisation of the economy intensifies. The analysis of the socio-economic conditions for the development and implementation of the digital competencies model and a comprehensive assessment of the opportunities and the current digital economy status of the country and the region reveals that at the time, Russia is not in the lead. Still, among all its territories, Khanty-Mansi Autonomous Area-Yugra is top-placed in the rankings. The current Russian economy is featured by its transition to an innovative management system and information society, which accelerates the digitisation of life, communication media and technologies. This article is devoted to developing personnel's professional competencies, the factors affecting competitive advantages, and the successful development of both businesses and the area they grow in. The developed model is suggested to be used according to the needs and goals of a particular organisation both as it is and supplementing it with other elements, adjusting it to the conditions of the object.