https://ojs.piscomed.com/index.php/HRMS <table> <tbody> <tr style="vertical-align: top;"> <td style="text-align: justify;"> <p><strong><em>Human Resources Management and Services</em></strong> (HRMS) is an international open access journal on theoretical and practical research in the field of human resource management. HRMS adopts a double-blind peer review model and publishes high-quality articles. It is committed to disseminating unique and insightful insights and promoting the development, innovation and understanding of human resource management. Potential readers of HRMS include scholars, practice managers, and policy makers in the field.</p> </td> <td><img src="/public/site/images/admin/HRMS_cover_12.png"><br> <div id="issn_section"><br><span class="issn_num"><span class="issn_num">ISSN: 2661-4308 (O</span></span><span class="issn_num">)</span><br><br><img src="/public/site/Open_Access.png" alt=""></div> </td> </tr> </tbody> </table> PiscoMed Publishing Pte Ltd en-US Human Resources Management and Services 2661-4308 https://ojs.piscomed.com/index.php/HRMS/article/view/4627 <p>Ukrainian Human Resource (HR) practices have multiple difficulties from economic changes combined with digital transformation and workforce instability brought on by the war in 2022. The study examines Ukrainian HR practices between 2015 and 2024, focusing on the digitalization of HR systems, talent development, staff engagement, and hiring strategies. It considers the effects of organizational size and industry type. The study combined interviews with 30 HR professionals and surveyed 150 organizations from different industry groups and sizes. Our data required both quantitative statistical tests and manual content breakdown with codes. Research has shown significant differences between Information Technology (IT) and farming firms, as 89% of IT businesses have integrated artificial intelligence (AI)-powered HR tools. In comparison, only 15% of agricultural companies have adopted them. Small and medium-sized enterprises (SMEs) showed less commitment to digital transformation and European Union (EU) requirements than large enterprises, which adopted these systems at rates of 75% and 88%, respectively. Western Ukraine first established mental health initiatives during the crisis, and Eastern Ukraine moved toward decentralized administration. Digitalization assistance for small businesses, along with EU and local human resources frameworks, should form the basis of our suggestions. This research calls for flexible people management methods to boost the Ukrainian workspace’s ability to recover from shocks.</p> Oleksandr Borovykov Oksana Khilukha Iryna Sochynska-Sybirtseva Ihor Oliinyk Stanislav Shevchenko Copyright (c) 2025 Author(s) https://creativecommons.org/licenses/by/4.0/ 2025-08-11 2025-08-11 7 3 4627 4627 10.18282/hrms4627 https://ojs.piscomed.com/index.php/HRMS/article/view/4685 <p>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.</p> Chiowa Ieong Wei Hong Copyright (c) 2025 Author(s) https://creativecommons.org/licenses/by/4.0/ 2025-08-12 2025-08-12 7 3 4685 4685 10.18282/hrms4685