DIGITAL IMAGE OF THE MODERN EDUCATION MANAGER

Abstract

The article examines the digital image of the contemporary education manager as a significant intangible managerial resource that determines the effectiveness of managerial decisions, the level of trust among teaching staff, parents, and other stakeholders, and influences the formation of corporate culture and the reputational capital of educational institutions. The aim of the study is to examine the specifics of forming the digital image of a modern education manager, identify the key factors that influence its effectiveness, and analyze the use of digital tools for the effective implementation of the integration approach in the educational process. The interrelationship between digital image, reputation, and digital brand is analyzed, forming a hierarchical system of the manager’s digital identity, in which the digital image serves as a communicative component, reputation reflects the outcomes of professional activity, and the digital brand represents an integrated manifestation of value-based and strategic leadership.

A system of indicators for assessing the digital image is outlined, encompassing communicative-managerial, reputational- trust, motivational-corporate, and strategic-innovative parameters, allowing the evaluation of the managerial effectiveness

of education managers in the digital environment. It is demonstrated that the digital image has a bidirectional relationship with the corporate culture of the institution, reflecting its values while simultaneously shaping a culture of openness, trust, innovation, and professional interaction, which ensures sustainable organizational development. The practical significance of the study lies in the development of an algorithm for digital image formation, applicable in the work of educational leaders and in enhancing managers’ digital competence, contributing to the efficiency of management processes and the strengthening of the institution’s corporate image.