Its personnel potential is an integral part of the management system of any enterprise. Personnel is the main driving force and labor resource of the enterprise. Therefore, the effective use and management of human resources in the enterprise is one of the topical issues. The article reveals the essence of the personnel potential at the enterprise and evaluates its role. The necessity of personnel potential management is substantiated, and its structure is reflected in the form of a block diagram. The main goals and objectives of personnel management at the enterprise are determined. The basic principles on which the personnel management of a modern enterprise is built are considered, as well as the factors of personnel competitiveness are investigated.