turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-2-397-409turan-4707Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERGHRM как фактор повышения эффективности банков в условиях цифровой трансформацииGHRM as a factor of increasing the efficiency of banks in the context of digital transformationhttps://orcid.org/0000-0001-6403-3731БалтабаевБ. Ж.BaltabayevB. Zh.

докторант.

Астана

PhD student.

Astana

bbaltabaev1985@mail.ruhttps://orcid.org/0000-0003-3759-5741СмагуловаЗ. К.SmagulovaZ. K.

к.э.н, PhD, доцент.

Астана

c.e.s., PhD, associate professor.

Astana

smagulova1111@mail.ruhttps://orcid.org/0000-0001-9424-5153КраковецкаяИ. В.KrakovetskayaI. V.

д.э.н., профессор.

Томск

d.e.s., professor.

Tomsk

inna_krakov@mail.ruМеждународный университет АстанаКазахстанAstana International UniversityKazakhstanНациональный исследовательский Томский государственный университетКазахстанNational Research Tomsk State UniversityKazakhstan20252906202502397409Copyright © Балтабаев Б.Ж., Смагулова З.К., Краковецкая И.В., 20252025Балтабаев Б.Ж., Смагулова З.К., Краковецкая И.В.Baltabayev B.Z., Smagulova Z.K., Krakovetskaya I.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/4707

В условиях стремительного технологического прогресса и растущего внимания к вопросам устойчивого развития банки сталкиваются с необходимостью совершенствовать свою кадровую практику. Концепция Green Human Resource Management (GHRM) нацелена на интеграцию экологических ценностей и принципов устойчивости в процессы управления персоналом и в последние годы получает все большее признание в банковском секторе. Цель данной работы – обосновать значимость GHRM как фактора повышения эффективности банков в условиях цифровой трансформации. В статье проанализированы основные теоретические подходы к GHRM, показана взаимосвязь между «зелеными» HR-практиками, использованием цифровых технологий и производственными показателями банков. Особое внимание уделено эмпирическому исследованию, основанному на опросе банковских служащих в Казахстане, который продемонстрировал влияние GHRM-инициатив на мотивацию, лояльность и производительность сотрудников. Результаты указывают, что внедрение экологических инициатив, таких как снижение бумажного документооборота, программы энергосбережения и экологическое обучение персонала, способствует оптимизации бизнес-процессов, повышает уровень вовлеченности персонала и поддерживает репутацию банка. Цифровая трансформация при этом рассматривается в качестве катализатора для более эффективного внедрения экологических практик за счет автоматизации и аналитики больших данных. Научная значимость статьи состоит в обосновании GHRM в контексте цифровых преобразований компаний, в том числе и банковского сектора, а практическая ценность – в разработке рекомендаций для топ-менеджмента по интеграции «зеленых» HR-практик в стратегию банка.

In the context of rapid technological progress and increasing attention to sustainable development issues, banks are faced with the need to improve their HR practices. The Green Human Resource Management (GHRM) concept aims to integrate environmental values and sustainability principles into HR management processes, and has been gaining increasing recognition in the banking sector in recent years. The purpose of this paper is to substantiate the importance of GHRM as a factor in improving the efficiency of banks in the context of digital transformation. The article analyzes the main theoretical approaches to GHRM, shows the relationship between “green” HR practices, the use of digital technologies and the performance of banks. Particular attention is paid to an empirical study based on a survey of bank employees in Kazakhstan, which demonstrated the impact of GHRM initiatives on employee motivation, loyalty, and productivity. The results indicate that the implementation of environmental initiatives, such as reducing paperwork, energy-saving programs, and environmental training for staff, helps optimize business processes, increases staff engagement, and maintains the bank's reputation. At the same time, digital transformation is seen as a catalyst for more effective implementation of environmental practices through automation and big data analytics. The scientific significance of the article is to substantiate GHRM in the context of digital transformations of companies, including the banking sector, and the practical value is to develop recommendations for top management on integrating green HR practices into the bank's strategy.

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The authors declare that there are no conflicts of interest present.