Transformation of The Role and Functions of HR in The Conditions of New Economic Challenges

Abstract

The article discusses the new roles and functions of HR specialists in the context of the formation of a new economic model. The first part of the article discusses the reasons for the change in the role and status of HR in the company and the emergence of new areas of work with personnel. Among the main reasons for HR transformation, the author highlights: the formation of a new model of the business environment – the transition from the VUCA-world to the BANI world; digitalization and active development of the gig economy, which caused the emergence of new forms of social and labor relations; changing the model of the organization itself – the spread of heterarchical structures and cross-functional teams, changing the paradigm of employee management – orientation towards the concept of human capital management. The second part of the article provides an overview of the new HR functions. HR transformation is associated with the expansion of the field of attention and sphere of influence of HR specialists. Currently, the focus of HR work is shifting to strategic issues, deep immersion in business, due to the liberation from routine. At the same time, the content of traditional HR functions is changing: new HR functions are becoming more focused and technologically advanced, new employee management tools and new positions are emerging (for example, HR-marketer, HR-Ambassador, HR-evangelist, happiness manager, HR-business-travel, specialist in managing remote work of employees, etc.). Currently, there is a «war for talents» all over the world, associated with attracting the most promising, highly qualified and unique employees. In these conditions, it is the personnel management system that becomes a competitive advantage.