OPPORTUNITIES FOR EFFECTIVE PERSONNEL MANAGEMENT IN PUBLIC SERVICE BODIES: EVIDENCE FROM AN EMPIRICAL STUDY

Abstract

The article explores the possibilities of improving the efficiency of personnel management in the public service system under conditions of digital transformation. The authors conducted a sociological survey among 54 civil servants in the Zaporizhzhia region. The aim was to identify the level of employee motivation, analyze the factors influencing recruitment and retention, and determine the most effective methods of stimulation and performance evaluation. The survey results revealed that the key motivating factors for civil servants remain competitive salaries, career growth, and social guarantees. At the same time, professionalism and personal qualities of candidates play a significant role, while competitive procedures are perceived as less effective. Among the preferred forms of training, mentoring and internships were highlighted, emphasizing the need to strengthen professional adaptation mechanisms. Special attention is given to the problems of low motivation, staff turnover, insufficient systematic retraining, and the weak alignment of educational programs with the real needs of civil servants. The authors stress the necessity of implementing modern HR technologies, digital profiles, and analytical systems for personnel performance monitoring. It is concluded that the successful development of personnel policy requires flexible and adaptive management models that consider differences in motivation among employees of various ages and lengths of service, while ensuring transparency of evaluation and opportunities for professional growth.