NEW APPROACHES IN HRM

46 TOPIC 3 IMPACT OF DIGITALIZATION ON HR PROCESS Ivana KOVAČEVIĆ University of Belgrade Faculty of Organizational Sciences Serbia Business environment transformed into virtual, interactions becoming technologically mediated, employees finding themselves in symbiotic relation with digital tools, all those changes require new workplace perception with fresh organizational values and business goals. Boff (2006) believes we are witnessing one technological revolution, living in the world interposed by hidden microprocessors and visible interfaces, pervasive and plugged in all levels of social existence. 4th Industrial revolution This trend is usually referred as the 4th industrial revolution (Schwab, 2015) that is the part of the wider agenda of societal progress supported both ideologically and financially. There is some estimation that the investments into digital transformation would reach the amount of 100 billion dollars in 2025 (Chamat, 2018). For some authors these trends could be better described not as revolution but as the (digital) evolution (Mazzone, 2014). The concept of digital workplace goes through stages and there is no „ ready to use ” solution. It considers adjustment of organizational distinctiveness to the demands of the digital environment. Kaufman and Horton (2015) see it as a form of integration achieved by digital technology that consists of emerging different way of employees thinking with creating new values, that leads toward new business solutions, strategies, their implementation and sustainability. Nevertheless, technological development upgrades working process. Automatization and robotics enable more reliable and effective business. Applied Data Science and AI, lower the risk and potential costs. Availability of huge amount of data, augmented reality, usage of mobile internet and cloud technologies, makes information flow instant and thorough. That provokes more productive and efficient business. According to Deloitte study (2017) organizations that made more progress in the process of