MODERN TRENDS OF HUMAN RESOURCES MANAGEMENT IN THE CONDITIONS OF INNOVATIVE DEVELOPMENT

The new economy, the knowledge economy, is fundamentally changing the attitude towards the workforce. The concept of "personnel" first replaced the concept of "human resources", but today it is already "human capital". Thus, the “war for brains” becomes the mainstream of HR management. The profession of an HR manager in business entities comes to the fore, and it is on their actions that the effectiveness of not only the correct selection of personnel depends, but also the further path of each employee, up to painless dismissal, without causing negative consequences for the HR brand Today VUCA-reality forces us to radically revise the existing classical approaches to human resource management. Stability replaces instability, predictability - uncertainty, simplicity - complexity, certainty - ambiguity. The flagship is the "Person-centered" approach in HR - management, when effective management does not respond to the position and the focus of attention is completely directed to a specific employee, to his emotions, feelings, problems, behavior, the possibility of combining "brains". Thus, the process of human resource management of business entities needs effective management based on new trends in the full management cycle, taking into account the transformation of life associated with the introduction of a remote work format. Accelerated development and implementation of IT technologies is also reflected in the process of effective HR - management of business entities focused on innovative development. This article examines modern trends in HR management at different stages, including adaptive management decisions that meet the conditions of remote work, allowing modern business to be competitive and occupy a leading position in the market.