PERSONNEL CREATIVITY AS A FACTOR IN TRANSFORMATION OF BUSINESS PROCESSES OF AN ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION

Abstract

The article explores the role of staff creativity as an important factor in the transformation of an enterprise's business processes in the context of the digitalization of the economy. The need to form the creative potential of employees is substantiated to ensure the adaptability of enterprises to changes in the external environment, the introduction of digital technologies and increasing the efficiency of management decisions. The main areas of influence of staff creativity on the improvement of business processes are identified, in particular through the generation of innovative ideas, increasing the flexibility of the organizational structure, the development of team interaction and supporting digital transformation processes.

The relationship between employee creativity and the effectiveness of enterprise business process management is examined. It is established that the development of staff creative potential contributes to increasing the competitiveness of the enterprise, optimizing business processes and forming an innovative corporate culture. Directions for stimulating staff creativity in the context of digitalization are proposed, which involve the use of modern information technologies, the development of digital competencies and the implementation of innovative methods of personnel management. Particular attention is paid to the tools for developing staff creativity in the context of digitalization, in particular, the implementation of modern motivation methods, the development of digital competencies, the use of digital platforms for teamwork, the stimulation of innovative activity and the formation of a favorable organizational environment. The need to integrate creative management into the enterprise's business process management system is substantiated.

The practical significance of the research results lies in the possibility of using the proposed approaches to increase the efficiency of business processes, ensuring the adaptability of enterprises to digital changes and the formation of the innovative potential of personnel. The research results can be used by enterprise managers when developing digital transformation strategies, improving the personnel management system and increasing the efficiency of business process management.