This article presents the socio-psychological aspects of personnel management at the university. Effective personnel policy is a tool for improving the competitiveness of universities. It is necessary to form a set of requirements for employees in correlation with the university development program. Human resource management is an important link in the university's management system. The main characteristics, prospects and significance of this innovation in organizations are considered. The author notes that in HR management, business processes can be distinguished: personnel planning and marketing, evaluation of its effectiveness based on KPI, employee potential management, professional development, employee motivation.

In the personnel policy, it is necessary to use modern digital technologies that provide a system for monitoring key and operational indicators of the university. It explains the need to create an electronic educational service that will contribute to changing the corporate culture and optimizing processes, including such services as digital marketing, research project management, a digital portfolio of teachers, a system for evaluating the activities of teaching staff based on KPI, etc.