HR MARKETING AND ARTIFICIAL INTELLIGENCE: TRANSFORMING PERSONNEL MANAGEMENT IN A WARFARE ENVIRONMENT

Abstract

The purpose of the article is to explore the transformation of human resource management under the influence of HR marketing and artificial intelligence, particularly in the context of full-scale war in Ukraine. The study emphasizes the strategic importance of employer branding, digital communication tools, and the integration of AI technologies in recruitment, performance management, and employee engagement. Research methodology. The achievement of the goal stated in the article was implemented using the following research methods: logical generalization, scientific abstraction and structural analysis, analytical approach, and methods of economic and mathematical modeling. Results. The authors highlight the dual role of HR marketing – both external and internal – in building organizational loyalty, trust, and adaptability. Special attention is given to the wartime challenges that require companies to ensure physical safety, psychological resilience, and flexible work conditions for employees. The article analyzes real-life practices and strategic approaches used by Ukrainian companies to strengthen their HR brands, implement predictive analytics, and maintain team motivation. It also outlines the increasing role of transparency, social responsibility, and digitalization in shaping employer reputation. Practical significance of the research results. The results of the study provide HR professionals and business leaders with practical tools for enhancing employer branding and adapting HR strategies in times of crisis. The proposed approaches can be used to develop effective communication policies, implement AI-driven recruitment and performance systems, and foster a resilient organizational culture. The findings are especially valuable for Ukrainian companies operating under wartime conditions, offering insights into balancing technological innovation with employee well-being and safety. The research also serves as a guide for creating flexible and adaptive HR structures that meet modern labor market demands and ensure staff retention under uncertainty. The findings have both theoretical and practical significance, offering a framework for building sustainable HR systems during crises. The article is relevant for HR professionals, managers, marketers, and researchers involved in organizational development and digital transformation.