Modern approaches to working with young talents in the context of digital transformation

In the context of a shortage of qualified personnel and a change in the value orientations of the new generation, a contradiction arises between the needs of companies for young talents and the effectiveness of existing personnel management methods. The purpose of the article is to analyze modern approaches to attracting, selecting and retaining young professionals in the context of digital transformation and generational change. Based on the analysis of scientific literature and international research data (Changellenge, WEF, Deloitte, PwC), the key characteristics of young talents have been identified, and methods of working with them at all stages of the personnel life cycle have been systematized. It is shown that effective management of young talents requires an integrated approach combining HR brand development, digital recruiting tools, internship programs, individual development trajectories and flexible employment formats. The conclusion is made about the need to adapt corporate strategies to the expectations of generation Z in order to ensure the long–term competitiveness of organizations.