The article is devoted to the analysis of human resource management strategies in the context of digital transformation, which affects all aspects of modern business. In the context of rapid technological development and introduction of digital tools, personnel management is becoming an integral part of the strategic of companies. The emphasize that the effective implementation of digital solutions requires a revision of traditional methods of working with personnel, adaptation of management processes and the use of new technologies to improve interaction with employees, increase their efficiency and motivation. The conceptual features of the study are characterized by the definition of the impact of automation, artificial intelligence and cloud technologies on the processes of recruiting, training, performance assessment and career growth. The need to change the organizational culture, adapt employees to new digital tools and forms of interaction, as well as develop skills that meet the requirements of the digital economy is substantiated. The need for flexibility in human resource management strategies is determined for the effective integration of digital technologies of the company’s development. The results of the study will allow organizations to optimize their personnel management processes in the era of digitalization, while maintaining competitiveness in the labor market.