The article is devoted to the management of personnel policy of the enterprise in the crisis conditions of doing business. The urgency of the problem of personnel policy management, the importance of personnel risk analysis for the enterprise is substantiated. The author uses induction, analysis, and deduction techniques to study the issue. The abstract and logical method is also used to identify the most important tasks and principles of HR policy management in a crisis. The main objectives of personnel policy are highlighted, the features of its implementation are described. The main stages of crisis improvement of the structure and qualitative composition of the staff, its main directions, namely optimization of the number of employees as well as the formation and development of the personnel core of the company are considered. Emphasis is placed on the importance of conducting a study of the state of workplaces, and their technical improvement, to improve the comfort of workers and increase productivity. Each of the stages is considered in detail, their features are described and the most important aspects that need to be paid attention to are described. The impact of staff reduction in the crisis period, methods of reduction, positive and negative consequences are analyzed. Based on the literature, the principles of personnel management are proposed depending on the type of anti-crisis policy, the stage of the crisis and the goals of personnel management. The main features of different types of personnel policy depending on the stages of crisis development at the enterprise or in the country are highlighted. The importance of personnel rotation, namely managers, the peculiarities of their selection for the company, the main qualities and skills that are the criteria for deciding on the hiring in the company are emphasized. Particular attention is paid to the skills of managers, thanks to which changes will be made and the vector of development of the enterprise will be chosen. The innovative sphere of personnel management is described. The components of innovative potential that form it and their impact on the work of the enterprise are highlighted.