Atamanyuk E. Using the labour potential of rural population of Ukraine.

The dissertation looks at the theoretical theses and peculiarities of using labour potential of rural population of Ukraine in present conditions of economic activities and proposes new approach to determination of the essence of labour potential of rural population, which is based on taking into account on one hand, the specific characteristics of rural way of life, and on the other hand- the present basics of human development concept, which gives the possibility while looking for the ways of increasing the effectiveness of using rural labour potential to accentuate on its quality characteristics. The research work analyses the state of realization of labour potential of rural population of Ukraine and on the basis of analyses reveals the peculiarities of life conditions and the main problems of rural dwellers in social and economic spheres, which have the negative influence in using their labour potential. The research develops the directions of improving the realization of labour potential of rural population on the level of territorial community and a separate subject of economy; it proposes the mechanism of improving the state policy of regulation of labour potential of rural population and development of rural territories in general with using the branding technology.