ANALYTICS AND BIG DATA IN HR MANAGEMENT

Kremnev Arkadiy Alexandrovich

The active processes of digitalization of the economy make it relevant to research on digital technologies used by campaigns to improve business efficiency, including analytics and big data. This technology can be used to improve various businesses, including it is effective for personnel management processes in the company. The article considered the following areas of application of analytics and big data in personnel management: improving recruiting, evaluating productivity, increasing employee engagement, optimizing training and development, planning and forecasting, and improving corporate culture. The use of analytics and big data in human resources management allows companies to manage human resources more accurately and effectively, leading to improved business results and increased competitiveness in the market. However, some problems have been identified in this area: data privacy and security, data quality, resistance to change, lack of specialists with the necessary skills, and ethical issues. For each problem, solutions were proposed to improve the efficiency of using analytics and big data in personnel management. Their implementation will solve the problems of personnel management, increasing the efficiency of the entire business.

Keywords:personnel management, analytics, big data, big data, digitalization, digital transformation, optimization of business processes.