COACHING AS AN INNOVATIVE TOOL FOR PERSONNEL DEVELOPMENT IN THE HR MANAGEMENT SYSTEMсoaching, human resource management (HR management),

Abstract

The article examines theoretical and practical aspects of using coaching as an innovative tool for personnel development within the HR management system of enterprises. It highlights the strategic role of human capital in ensuring organizational competitiveness and enhancing overall performance. The study focuses on various forms and models of coaching, including GROW, SMART, and SUCCESS, which facilitate the development of professional, communicative, and managerial competencies among employees. Methodological approaches to evaluating the effectiveness of coaching implementation are analyzed, with particular attention to the Kirkpatrick model, which enables a comprehensive assessment of its impact on personnel development, team performance, and strategic organizational outcomes. The research demonstrates that coaching contributes to the creation of effective teams, the enhancement of leadership skills, and the stimulation of creative potential. Unlike traditional training or mentoring methods, coaching emphasizes the discovery of employees’ internal potential, encouraging self-directed problem-solving, accountability, and proactive engagement. The findings indicate that integrating coaching into HR practices improves motivation, productivity, and the innovative capacity of staff, supporting long-term organizational development. Consequently, coaching emerges as a vital tool for fostering a learning-oriented organizational culture and achieving sustainable competitive advantages in dynamic economic environments.