Conceptual model of personal management as a basis for increasing the competitiveness of personnel

In the article, based on theoretical and empirical studies, a conceptual model of personified management is developed to improve the competitiveness and efficiency ofpersonnel. The scientific and practical relevance of the development of the theory and methodology ofpersonalized personnel management has been substantiated. The content of the concept of "personified personnel management" is substantiated and disclosed. The relationship between personalized management and the basic concepts of personnel management is considered. The article presents the results of an empirical study of the influence of mastering personalized management on the indicators of competitiveness, productivity and labor efficiency of personnel based on indicators of medium and small enterprises in the Sverdlovsk and Chelyabinsk regions.