Objective: The article is devoted to the topical issue of the impact of human resource management on increasing an enterprise's innovative potential to implement the principles of sustainable development. Methods: Through an analysis of scientific literature, the article analyzes the relationship between human resource development and sustainable development and the essence of human resource management for sustainable development. Results: The study identifies the key success factors of an enterprise's innovation activities, which lead to an increase in its innovation potential, and how they relate to human resource management, as well as the basic principles of human resource management based on sustainable development, which promote greater innovation potential of an economic entity. Conclusion: Today human resource management aimed at increasing the innovative potential of an enterprise considering the specifics of its activities and the current socio-economic situation, is a key factor contributing to the achievement of sustainable development principles and the strategic objectives of the enterprise. The authors conclude that human resource management based on the principles of sustainable development acts as a component of the organizational and economic mechanisms of their innovative development.