The author of this article emphasizes the importance of modern organizations focusing on developing their human resource potential. This article defines the concept of «human resource potential». It also presents the components and elements of human resource potential. It examines the principles a manager should follow in implementing human resource development. The article presents the key stages of human resource development, as well as indicators of the success of a human resource development management system. The author identifies pitfalls in human resource development. The purpose of this study is to comprehensively analyze theoretical and methodological approaches to defining the essence of an organization's human resource potential, as well as to develop practical recommendations for its assessment and development in the context of the digital transformation of the economy. The article substantiates the need to shift from the concept of personnel management as a set of resources to the concept of human resource management as a dynamic system of employee capabilities and competencies that ensures the strategic sustainability of the enterprise. A methodological approach to assessing the effectiveness of human resource potential use is proposed, based on a balanced scorecard that includes not only economic but also social indicators. It is substantiated that in today's environment, the key to improving an organization's competitiveness is not simply increasing headcount, but rather qualitatively developing their potential through continuous learning, engagement in innovation, and the creation of an effective incentive system. The practical significance of the study lies in the potential application of its findings to improving companies' HR policies aimed at long-term strategic development. Prospects for further research include developing industry-specific methods for assessing human resource potential and studying the impact of digital competencies on overall labor productivity.