Using business analytics tools in human resources management

The article is devoted to a comprehensive analysis of the use of business intelligence tools in the field of personnel management at Russian enterprises. The author explores the reasons why many companies, despite the introduction of BI systems and HR analytics, do not achieve the desired results. Based on the analysis of seven scientific publications, barriers to the implementation of analytical approaches are highlighted: technical failures, lack of competencies, weak data integration and resistance within organizations. The paper considers in detail the key metrics of personnel effectiveness and methods of their interpretation in a managerial context. Practical recommendations for improving the effectiveness of analytics in HR are also offered: competence development, data visualization, the use of predictive analytics, and the introduction of ethical standards. It is concluded that business analytics is becoming an integral part of mature human resource management and is playing an increasingly important role in business sustainability and competitiveness.