THE ROLE OF HR MANAGEMENT TOOLS IN FORMING THE CORPORATE CULTURE OF THE ORGANIZATION

Abstract

The article examines the features of the formation of an innovative corporate culture as a strategic task of HR management aimed at creating an environment that encourages creativity, experimentation, learning and rapid adaptation to change. HR mechanisms include a set of tools that influence the behavior, values and interaction of employees. The formation of an innovative environment through corporate culture in HR management is a strategic approach aimed at creating an atmosphere that stimulates creativity, experimentation and the implementation of new ideas. HR management transforms corporate culture into a development tool where each employee feels part of the innovation process. The HR manager plays a key role, transforming the company's values into daily practices that promote innovation. Theoretical and methodological approaches to managing corporate culture in the HR management system consider it not only as a system of values, but also as a strategic tool for increasing business efficiency and competitiveness. Corporate culture management within HR involves the conscious formation, maintenance or change of behavioral norms, traditions and values of the company to achieve its goals. Theoretical and methodological approaches to managing corporate culture and the creative potential of personnel are aimed at combining the value-orientation base of the company with the disclosure of individual and collective abilities of employees to increase business efficiency. The main goal of such management is to create an environment where culture stimulates creativity, self-development and involvement, transforming intellectual and creative potential into a competitive advantage. Based on the analysis of scientific sources, the JD model was applied. Corporate culture as the basis of stability and development serves as the basis for creating a stable environment that unites personnel around common values and goals. It forms a sense of belonging among employees and increases their involvement. In organizations and business, corporate culture plays a particularly important role, as it provides the structure and stability necessary to perform basic functions. Staff creativity as a tool for adapting to change is an important resource that ensures the organization's adaptability to market changes and innovative development. The results of the study confirm that, under conditions of proper support, corporate culture can stimulate employee creativity, which, in turn, contributes to the development of innovations. This is especially relevant in conditions where limited resources are often compensated by creative approaches to solving problems. The impact of corporate culture on staff creativity confirmed that the level of employee creativity largely depends on the cultural climate in the organization. Support from management, encouragement of initiative and openness to change contribute to increasing the creative activity of employees. It was found that the formation of a creative environment requires not only support from top management, but also values that encourage cooperation and knowledge exchange between colleagues. The practical implementation of the JD-R model and the use of the JD-R model in the process of assessing corporate culture will identify key aspects that require attention to increase creativity and staff involvement. In particular, it was found that at the organizational level it is necessary to create favorable conditions, such as providing employees with additional resources for creative activities and reducing workloads that hinder the development of creative abilities. The recommendations of the study are aimed at improving corporate culture and increasing the level of creativity. In particular, it is proposed to introduce regular trainings to develop creative thinking, as well as create conditions for the exchange of knowledge and ideas between employees. Feedback from employees is also important in order to take into account their suggestions and needs in a timely manner. The strategic importance of corporate culture is of great importance for increasing efficiency and ensuring a high level of services. The formation of a culture that encourages initiative and responsibility allows institutions to adapt to modern challenges, in particular in the field of rational use of resources and environmental safety. Increasing competitiveness through innovation and creativity in an organization that supports a corporate culture focused on innovation has a greater chance of increasing its competitiveness. The results of the study indicate that a clear focus on supporting the creative potential of employees can ensure the stable development of the organization even in conditions of limited resources. The scientific value of the study and the scientific novelty of the work lies in the combination of theoretical approaches and practical recommendations for managing corporate culture to stimulate creativity. This allows the results to be used as a tool for assessing corporate culture in other public and private organizations seeking to increase their competitiveness.