The rapid digitalisation of business processes and the widespread adoption of remote work since the COVID‑19 pandemic have forced private enterprises to re‑examine the role of human resource management (HRM). Drawing on the resource‑based view, this study investigates how digital HR strategies—covering recruitment & selection, training & development, performance management and digital employee services—affect employee engagement and firm performance in a context where a significant portion of the workforce operates remotely. Using survey data from 150 employees and managers in 50 privately owned firms in Chongqing, China, supplemented by semi‑structured interviews with HR leaders, we develop a digital HR adoption index and test its impact on remote work effectiveness and organisational performance. The results show that higher levels of digital HR adoption positively influence employee engagement, reduce perceptions of relative deprivation and cyberloafing, and enhance remote work effectiveness. Regression analysis further indicates that remote work effectiveness mediates the relationship between digital HR adoption and organisational performance. Qualitative insights highlight the importance of leadership support, training and the integration of platforms such as WeChat Work, DingTalk and Tencent Meeting for managing remote teams. Our findings offer evidence‑based recommendations for private enterprises in emerging economies to align digital HR strategies with remote working arrangements, support employee well‑being and sustain performance.

In an era of intensified market competition, internal brand management (IBM) has emerged as a critical strategy for aligning employee behavior with brand values. This study investigates how IBM influences brand citizenship behavior (BCB) among front-line restaurant employees in Macao, emphasizing the mediating role of brand identification (BI) and simultaneously testing the moderating effect of leader-member exchange (LMX). Drawing from Social Identity Theory and Social Exchange Theory, the structural equation modeling (SEM) was used to test the model using data from 315 employees across 11 Macao restaurant companies. Analyzing via software package Smart-Pls 4.1, we found that IBM significantly enhances BI, which in turn strongly predicts BCB. While IBM directly impacts BCB, the effect is mediated by BI. Furthermore, LMX moderates the IBM-BI relationships, underscoring the role of leadership in internal branding effectiveness. These findings contribute to the internal branding literature by validating BI as a key psychological mechanism and LMX as a boundary condition. Practically, the study provides insights for restaurant industry seeking to foster brand-aligned behaviors through internal brand management.

In the new century, the traditional model of enterprise human resource management is facing the challenge of the times, improving the human resource management of enterprises, and must innovate the concept of enterprise human resource management. After the 1950s, some economists established the theory of human capital, not only can more effectively explain the problems of modern social economic growth, but also on the enterprise's human resources management contribution to a positive impact. This paper introduces the concept of human capital and human capital investment into enterprise human resource management, which opens up a new perspective for enterprise human resource management. In this paper, we will first define the characteristics of human capital and the main body of human capital investment, and then analyze the meaning of various human resource management behaviors from the perspective of capital investment, estimate their benefits, costs and risks, and finally use scientific means to establish investment decision model and risk control mechanism, to maximize the effectiveness of human resources, so that the management behavior of enterprise's human can bring more revenue for the enterprises, thereby enhancing the competitiveness of enterprises. At present, the scientific operation of human resources is the key to the healthy development of enterprises.

Purpose: This article explores the adoption of Artificial Intelligence (AI) in Human Resource Management (HRM) in the UAE, focusing on the critical challenges of fairness, bias, and privacy in recruitment processes. The study aims to understand how AI is transforming HR practices in the UAE, highlighting the issues of bias and privacy while examining real-world applications of AI in recruitment, employee engagement, talent management, and learning and development. Methodology: Through case study methodology, detailed insights are gathered from these companies to understand real-world applications of AI in HRM. A comparative analysis is conducted, comparing AI-driven HRM practices in UAE-based organizations with international examples to highlight global trends and best practices. Findings: The research reveals that while AI holds significant potential to streamline HR functions such as recruitment, onboarding, performance monitoring, and talent management, it also discusses challenges and strategies companies face and develop in integrating AI into their HRM processes, reflecting the broader context of AI adoption in the UAE’s HR landscape. Originality: This paper contributes to the growing body of literature on AI in HRM by focusing on the unique context of the UAE, a rapidly developing market with a highly diverse workforce. It highlights the specific challenges and opportunities faced by organizations in the UAE when implementing AI in HRM, particularly regarding fairness, bias, and data privacy.

With the advent of knowledge economy, international competition is becoming increasingly fierce, human resources management in the role of enterprise management is growing. In the 21st century, the trend of globalization of the world economy has been strengthened, and the development of science and technology has been changing with each passing day. The essence of comprehensive national competition is becoming the competition of human resources. Similarly, enterprises in order to compete in the fierce and healthy development, we must reduce costs and improve management efficiency, must have a set of their own talent management methods. Human resources are the most important resources in all resources, effectively play the important role of human resources in the core competitiveness, and formulate the countermeasures of human resource competition, which is of great significance to improve the core competitiveness of enterprises. In the new century to further improve the management of human resources in state-owned enterprises, improve China's enterprise human resources management system is to enliven the state-owned enterprises, improve our comprehensive national strength of the top priority, to promote China's economic development is of great significance.

In modern conditions of instability and changes in the factors of the environment of the functioning of many business structures, the construction of their management systems is becoming more complicated; the issue of the conceptual principles of enterprise management is becoming especially important. The conducted research is aimed at substantiating the conceptual principles of enterprise management, defining tasks, and developing recommendations for increasing the efficiency of business processes, strengthening economic potential, and ensuring adaptation to modern challenges. It was determined that under the enterprise management system, it is advisable to consider the methods of influence and interaction between the subject and the object of management, which is based on compliance with principles, using methods, and performing functions in order to achieve the set goals and fulfill the tasks of the enterprise’s activities. The authors proposed a structure of procedural support for building an enterprise management system, which includes. The study developed a system of principles for building organizational structures for managing the activities of enterprises. The main principles of organizing the process of managing a production enterprise include achieving economic efficiency, personal material interest, single leadership, self-management, proportionality, and systematicity. The main recommendations for improving the efficiency of business processes and ensuring adaptation to modern challenges include: the use of digital platforms for promoting the corporate mission, vision and values; the creation of interactive employee training programs; the use of analytical tools for collecting and analyzing data; forecasting market trends and modeling development scenarios; the implementation of systems for integrating key enterprise functions; the use of specialized platforms for risk assessment; building a culture of innovation; methodological support for monitoring the results of the implementation of digital tools; the integration of environmental and social initiatives into all levels of management.