NEW APPROACHES IN HRM

56 methodology for verification authenticity and framework for understanding information in the context of organizational goals. HRM function takes a mission to offer criteria for selection and verification of the available information . Also, digital experience needs to be enriched by meaning through online identities, employees virtual profiles, techniques of employer branding. It is expected from the HRM to re-humanize digital space personalizing depersonalized digital experience . AI, for example, brings features of humanoid functioning and it follows transformation of recruitment and selection, as well as of performance control and evaluation implying digitalization in HR. 2. 2. NEW HR PRACTICES - DIGITAL HR Gamification in HR Digital HR represents a corpse of HR activities moved into a virtual environment and mediated by different technological tools. Recruitment process is transformed into an application of chat bots for initial communication with candidates and collecting information about them. Selection process is moved to the digital platforms with testing candidates by the software through, so called, gamification . Probation is possible to conduct by the collaborative tools and onboarding can be implemented via mobile application. Talent management dashboards , incorporating the performance assessment with reporting and providing instant feedback, enable constant and pervasive employees monitoring offering the possibilities for e-learning in real-time frame. In domain of performance evaluation process it becomes possible to get the information about the excellence of daily and weekly goal achievements through performance management systems . On that way results are available for employees’ behavior estimation and plans for the carrier development. With employer branding approach the new role of HR is seen as responsible for creating consumer-grade experience for employees , with achieving not the work-life but the life-work balance which enables employees to include work into their life concept (Lalwani, 2019). There are technological devices with natural language processing, data of relevant knowledge and AI (artificial intelligence) that imitates textual and verbal human conversation. AI and chat bots are one of the ways we can digitalize HR processes experiences. It operates based on algorithms and pre-set list of rules and analyze sentences or phrases trying to find the underlying pattern that gives the clue for a response. More sophisticated as bot is, the more