HR TECH AND A MODERN VIEW OF THE COMPANY'S EFFECTIVE PERSONNEL MANAGEMENT MODEL

The purpose of the article is a meaningful analysis of the features of the application of models of intra-corporate management and key trends of intraorganizational changes that are the reaction of company management to the accelerating processes of digitalization. The active development and largescale introduction of digital technologies into the practice of companies today is a global trend for almost all countries of the world. At the same time, according to expert opinion, digital technologies radically change not only the production and technological processes being implemented. Significant changes digitalization processes can also have an impact on the processes of internal corporate management. Thus, according to the authors, the widespread use of digital technologies creates conditions for the transition of company management from a reactive model to a proactive management model when performing their managerial functions. No less important is another trend noted by most experts and practitioners — the absence or serious decrease in the level of creativity in the implementation of managerial functions, which significantly reduces the content and attractiveness of managerial work.