Selection of personnel marketing tools under digital transformation

The rapid digitalization of the economy is radically changing the labor market landscape, creating a situation where habitual methods of hiring and retaining employees are losing effectiveness, which generates a need for scientifically grounded approaches to human capital management. The aim of the work is to identify the most effective personnel marketing tools used by Russian organizations through the prism of calculating return on investment (ROI) indicators. The methodological basis of the study is built on a comparative analysis of five groups of tools (employer branding, recruitment marketing in social networks, AI automation, adaptation, competency development) using empirical data for 2024-2025. As a result, it was established that the implementation of AI recruitment automation provides the highest level of return, while the integration of all tools into a single system creates a synergistic effect expressed in increased personnel retention. The practical significance of the study lies in substantiating the choice of effective personnel marketing tools on the basis of quantitative ROI metrics, which support budget redistribution and the adjustment of HR strategies in a digital environment.