Creative abilities and digital competencies to transitioning to Business 4.0

The article aims to define the role of human resources in the transition to Business 4.0 and identify the re-quirements for HRM (Human Resources Management) for this role's performance. This paper determines the targeted set of characteristics of human resources (distinct traits, skills, and competencies) necessary for the transition to Business 4.0. The critical role of human resources in the changes to Business 4.0 and the conditions and requirements for HRM for this role's performance are substantiated. As a result, it is demonstrated that the value of human resources in the transition to Business 4.0 is high. This allowed us to reconsider their role from the service-like process to active participation in the creative process using digital competencies. These results necessitate an innovative approach to HRM during the transition to Business 4.0, which presupposes the pres-ervation (retention) of human resources as carriers of unique and valuable abilities, competencies, and skills.