ATTRACTING AND RETAINING TALENT IN INNOVATIVE BUSINESS PROCESSES: CHALLENGES AND DIGITAL STRATEGIES

Abstract

The article explores contemporary challenges associated with attracting, onboarding, training, developing, motivating, and retaining talent amid ongoing transformations in the labour market. It emphasizes the growing importance of talent management as a strategic and holistic approach within human resource management (HRM) that prioritizes the identification and advancement of employee potential. Talent management is presented not merely as a component of HRM but as an evolved practice characterised by distinctive features that differentiate it from traditional approaches to managing human capital, particularly in the face of modern workforce expectations. A comprehensive analysis of external and internal factors influencing a company’s competitiveness in the battle for highly skilled professionals is presented. These include demographic changes, the pace of economic development, the proliferation of technology, socio-political stability, employer brand visibility, organisational culture, and the expanding impact of globalisation. Each of these elements exerts considerable influence on a company’s capacity to appeal to and retain qualified employees in an increasingly mobile and informed labour force. Key talent management processes such as sourcing, engagement, onboarding, and retention are explored in detail, with particular attention paid to the distinction between talent engagement and recruitment. The paper proposes practical strategies to enhance employer attractiveness, underscoring the role of a compelling employer brand, advanced digital sourcing tools, and agile recruitment models. The onboarding phase is highlighted as critical, necessitating a well-designed adaptation programme that integrates professional, organisational, socio-psychological, and physiological dimensions. Furthermore, the article reviews forward-looking talent acquisition and retention trends embraced by industry leaders, which include strategic investment in employee learning and emerging technologies, the revision of job functions, the cultivation of a positive and inclusive work environment, flexible work arrangements, enhanced data analytics, and streamlined hiring processes. Emphasis is placed on effectively motivating Generation Z employees, whose expectations require rethinking traditional workplace norms. Lastly, the analysis focuses on digital technologies that support employee learning, with particular regard to Learning Management Systems (LMS). Their advantages – such as real-time progress monitoring, content flexibility, on-demand access to training resources, accelerated learning cycles, and the ability to manage individual development plans – are thoroughly outlined. Leading platforms like SendPulse, Trainual, Absorb LMS, and Teachable are presented as practical tools that bolster companies’ long-term talent development strategies and strengthen their competitive edge.