Emerging skills as drivers of organizational transformation in the digital economy

Abstract

Digital transformation is profoundly redefining organisational models, labour market requirements, and the professional competencies necessary in an economy increasingly driven by technology and innovation. This article explores the role of emerging digital, media, analytical, and creative competencies as key drivers of organisational transformation in the digital economy. Based on an analysis of international literature and empirical data collected from industry representatives, the study highlights the existing gap between employees' actual skills and the expectations of the business environment, emphasising the urgent need to recalibrate education systems and professional training programs. The findings indicate that employers prioritise competencies such as digital marketing, social media management, copywriting, data analysis, and multimedia content production, which are considered essential for enhancing competitiveness and visibility in the digital marketplace. At the same time, the study confirms that the development of digital media skills fosters not only economic performance but also adaptability, creativity, and professional resilience. The article proposes an integrated perspective on the relationship between technology, education, and organisational development, arguing that investment in emerging skills is a strategic condition for innovation, sustainability, and inclusion in the knowledge-based economy. The conclusions provide practical guidance for both academia and industry, emphasising the development of a workforce that can dynamically respond to the demands of digital transformation.