DIGITALIZATION AND ITS IMPACT ON HUMAN RESOURCES AND HR MARKETING
DIGITALIZATION AND ITS IMPACT ON HUMAN RESOURCES AND HR MARKETING
Author(s): Andrea Karas, Barbora Novotná BřezovskáSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Competence; Digital Marketing. Digital Transformation; Digitalization; Digitization; HR Marketing; Human Resources Management; Industry 4.0; Smart HR 4.0;
Summary/Abstract: This paper deals with the transformation processes that create an environment for strategic human resource management, which raises the need to explore the implications for human resource management and communication methods. The main research method is a systematic and critical review of the literature with regard to the present and future events in society. The scientific goal of this article is to identity the current state of digitalization issues and related concepts, take into account developments in these industries to define the impact of these processes on human resource management and HR marketing. The pace of technological change brought about by Industry 4.0, along with Covid-19, has created a significant gap between employees’ current capabilities and the rapidly evolving demands on their competencies and skills and ability to adapt to the online environment.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 233-247
- Page Count: 15
- Language: English