Human resources as the creative capital of a company

Abstract

Purpose: the aim of the research is to overcome contradictions in the perception of the subject of management as related to the theory and practice of HR controlling. The HR appears as an independent economic category and as a professional carrier of creativity in solving the tasks on the basis of cognitive approach. Such approach allows to abolish the underestimation of creative potential of HR part in companies. Discussion: in the present conditions that direct economic activity of companies orientated to innovative development, the intellectual knowledge and personnel creativity become priorities, whereas the creative product becomes the main source of creative productivity. Understanding of the «intellectual capital» is very variable at present and does not link with the «creative capital». Knowledge becomes the common ground for both, but the first one bases on organizational knowledge, while the second one - on hidden knowledge. The peculiarity of creative capital is strengthened by qualification, social and personal competences that are the features of HR part of personnel only. Results: formation of creative product that develops from creative capital in a company is necessary to achieve the management goal. Personnel as the creativity carrier become the main factor of economic activity success. Due to the creative personnel the presently dominating rent economy becomes irrelevant due to low competitiveness. Personnel controlling as an innovative management system would foster the activation of hidden knowledge of company personnel in the form of creative ideas and strengthen the company’s competitiveness.