“Living” strategy of labor activity in the digital age

The relevance of this study is determined by the complexity of processes occurring in the labor market in the digital economy. It is shown that organizations that intensively implement digital technologies, remote and platform-based work organization, and develop “live” HR management strategies using electronic tools and means of production enjoy significant competitive advantages. The use of motivational factors in business process management, based on classical models of behavioral economics and advances in neuroscience, contributes to increased labor productivity. The methodological basis of the study is based on definitions established in scientific discourse regarding the labor market and remote and platform-based employment. The aim of the study was to examine the processes supporting the development of the digital labor market, new forms of interaction between employers and employees in remote and platform settings, and to propose motivational schemes for initiating effective work. The study’s hypothesis is to understand the positive and negative aspects of the development of the digital labor market and to examine the motivational factors that promote teamwork and influence productive work. The scientific novelty of this study lies in its assessment of processes occurring in the digital and platform labor markets, identifying the key factors contributing to the development of an organization’s labor potential, and substantiating incentive schemes for effective work and positive employee behavior within the production team. Conclusions: the development of the digital labor market justifies the search for new forms of employee motivation, material and moral incentives, social partnership, and the strengthening of the state’s regulatory functions.