In the article the necessity and urgency of investment support employment potential of the enterprise as a factor of development and increasing its effectiveness. The necessity of analyzing the employment potential of the company and the features of investment in human capital, labor and personnel evaluation capacity. The results of the study and the main ways to improve the employment potential of the company. For Ukrainian enterprises in a deep economic crisis is urgent search for ways of development and investment, especially in long-term strategic areas, which include investment sector providing employment potential. Staff development is one of the key areas of investment, because workers with intelligence, knowledge and personal qualities that implementation in the work, create conditions for development, progress and successful operation as a separate company, and the entire country. So, in terms of effective and efficient implementation of investment support employment potential increased market value of the company, increasing its competitiveness and investment appeal. Despite the volume of coverage of Ukraine education at all levels and increasing funding for the industry by the government, the issue of quality of education and quality of human resources of the country remains debatable. This determines the need for in-depth study of the features and investment in labor potential and identification solutions. The purpose of the study is to consider the investment potential of the company providing labor as an important factor in improving its effectiveness, competitiveness and increase the market value of the company. The main factors of socio-economic development and competitiveness of any company - is the availability of its skilled workforce, its degree of motivation. Formulation development strategy should logically precede analysis of labor potential employees. Analysis of the labor potential of the enterprise should include:. Dynamics of quantitative and qualitative characteristics, i.e., the comparison figures for individual components of the labor potential in the reporting and prior periods. Compliance of the actual level of employment potential necessary. The use of labor potential, i.e. a comparison of actual value indicator of potential. The analysis of these changes are volumes disposal personnel that need to be replaced, outlining measures to solve social problems on training (forms, deadlines) qualification promotion and others. An important but unsolved remains the problem of assessing labor capacity, with which you can use to measure and intensely personal employment potential. In practice, the following methods of measuring employment potential, quantitative assessment (conducted usually only against the individual employee indicators such as gender, age, experience, education and so on. D.), scoring (held 7-10 point scale on indicators characterizing the age, health, employee training, and so on. d.), the volume value of the labor potential of the organization, which can be set through the total fund of working time, expressed in man-hours. Evaluation of labor potential in our understanding - the process of diagnosis and analysis of indicators of labor potential, determine the level of development and identify the reasons for its ineffectiveness and / or capacity development to ensure the realization of the goals and objectives of the organization or increase its efficiency. Experience shows that the most competitive are those companies and organizations that are constantly investing in staff development. According to statistics, most of the money invested in training companies involved finance, insurance, real estate, high technology and transportation services, and are generally lower in manufacturing, health care, agriculture, construction and field development. In the companies with entrenched HR strategy with revenue per employee is almost three times higher and the return on investment in staff by 70% more than in companies with informal strategy. We believe that to improve employment potential leaders must use:. modern concepts and actual problems of personnel management, foreign and domestic experience, strategy, tactics and organization management;. the specific permission of the organization and management of conflicts;. management methods of motivation, leadership, organizational subordinates working groups and management teams, gender relations staff development;. the development of technology decision-making, communication management, role behavior, design techniques of discussion and public speaking;. learn to assess the situation against the prevailing corporate culture and raise its level to maintain a healthy psychological climate in groups, use ortobiotics - the science of healthy living and health care regulations, to acquire the latest technology personal and corporate of image-making. These promising proposals and their implementation will significantly accelerate the development of labor potential of the enterprise. [ABSTRACT FROM AUTHOR]