Салогуб А. М

In difficult, unpredictable, crisis conditions, organizations are forced to look for new approaches to maintain their competitiveness in the market.The main goal of scientific work is to analyze approaches to transforming the management style of a modern organization. The author notes that creativity and crisis become the powerful resources for changing the company in the context of digital transformation. The article substantiates theoretical provisions on the problem of creativity as a scientific category, developed practical recommendations for organizing the creative process, creating a productive creative environment, using the potential of individual and team creativity, determined the parameters and conditions for cooperation between corporations and the creative class in the person of free agents, leaders of movements and communities. The need to transform the models of organization management in a crisis using the possibilities of creativity as a new resource of the organization is justified.

The main trends in the field of creative personnel management and the value of innovative culture were the subject of the study. Creative staff and innovation culture are of particular importance due to the need of organization to increase competitive advantages through the development of its innovative potential. The purpose of the work was to analyze trends in the personnel management and study modern approaches to the management of creative personnel, providing the organization with growth, development and innovation. The results of the work: the concepts of creativity, innovation, competitive advantage, organization of an innovative type were investigated and specified, key trends in the HR sphere (in human resource management) were summarized, the roles of personnel managers were understood. The profile of employees of generation Z has been investigated, the logic of motives for the behavior of creative employees has been built. Characteristics of innovative culture based on reproduction of the startup culture values are given. Successful startups (creative teams) are able to optimally combine experimentation, risk and responsibility. It was concluded that the ability to think creatively is a universal human talent. Practical recommendations on HR analytics and the effectiveness of personnel decisions are presented, key directions of the strategy for managing the younger generation Z are specified, the motives for behavior of creative employees are investigated, characteristics of innovative culture that allow the organization built a creative environment are studied.