DIGITAL TRANSFORMATION AND ROLE CONTRADICTIONS: CHALLENGES OF PERSONNEL ADAPTATION IN NEW WORKING CONDITIONS

The main objective of the article is to identify and analyze the impact of digital transformation of enterprises on the emergence of role contradictions and the psychological state of personnel, with an emphasis on such phenomena as role overload, role conflict and professional burnout, as well as to determine the main challenges of employee adaptation in the changing digital work environment. The essence of digital transformation of enterprises is revealed as a process of strategic changes covering technologies, structure, business models and culture of the organization. The risks associated with digital changes are identified, such as increasing requirements for professional skills, increasing information pressure and erasing the boundaries between work and personal life. The phenomena of role overload, role stress and role conflict in the context of the digital work environment and their relationship with professional burnout of employees are analyzed. The need for a systematic approach to managing personnel adaptation, including taking into account the balance between digital requirements and employee resources, is substantiated in order to prevent the negative consequences of digitalization.