In the work on the cognitive approach, the semantic-categorical analysis of the definition of the basic determinants of the concept of "effective management of the personnel potential of the enterprise" was clarified, which allowed to deepen the meaningful interpretation of this concept as a complex characteristic of effective coordination of actions in the formation, efficient use and reproduction of the personnel potential of the enterprise, based on the activation of processes thinking, cognition, perception and understanding of the need to balance the interests / requirements of staff to ensure the realization AI's mission and strategy of enterprises to create competitive advantage and socially responsible management. The system of principles of effective management of the personnel potential of water transport enterprises, which should become key in ensuring compliance with Ukraine, accepted with the ratification of the international standards ISO 26000: 2010 and ISO 30414: 2018 of obligations, namely: strategic oriented integrated personnel management aimed at achievement of jointly agreed goals and targets; personalization of personnel management; "Triple end" personnel management; balance of interests / requirements of internal stakeholders; a gradual transition from the ideology of "professional" competence to the ideologies of "social" and "cognitive" competences of workers; effective dialogue; ensuring morality, dedication and productivity of employees. Based on the latest European approaches to enhancing corporate social responsibility and human resource management, key criteria and subcriteria for recognizing the effectiveness of human resources management in water transport enterprises, which, unlike existing ones, are based on the assessment of the quality of managerial decisions, the value of the management product and the value of human resources, which allowed to develop a qualitative approach to the multicriteria model of the triple indicator of the efficiency of the control frame ism potential of the company and decide on a hierarchy of performance of its calculation. The architectonics of monitoring the external and internal environment for the development of human resources capacity at the enterprises of water transport has been modernized due to the introduction of a mandatory audit of the state of implementation of national standards of international standards ISO 26000: 2010 and ISO 30414: 2018 and ensuring their observance, which will provide an opportunity to comprehensively and timely assess the level of corporate social responsibility of water transport enterprises and the efficiency of management of their personnel. The author's multi-criteria model of estimating the density of interconnection of the effectiveness of management of the personnel potential of enterprises of water transport and socio-economic well-being of their personnel is proposed, and the application of which in practice will have a clear idea about the real contribution of personnel management to business development, and thus will provide far-seeing managers with the right choice of strategy and the toolkit for managing the personnel potential of the enterprise in the medium and long-term horizons. The scenario forecasting on the relationship between the effectiveness of management of the personnel potential of enterprises of water transport and the social and economic well-being of their personnel has become further developed, which, in contrast to the established approaches to forecasting the prospects for its development, has made it possible to determine with the forecast of the level of average annual wages per one average staffing staff worker, to more systematically identify "weaknesses" and obstacles in the management of personnel, as well as to make a choice of executions BIR effective human resources management enterprises of water transport in the medium and long term time horizons. Proposals and practical recommendations for the integrated reform of the sectoral structure of management of the personnel potential of water transport enterprises by developing an organizational and economic mechanism for managing the personnel potential at water transport enterprises based on the basin principle, the harmonious integration of which in the existing corporate culture of transport services companies will allow for medium- and long-term horizons coordinated development and sustainable effective management personnel, as well as its socio-economic well-being with all the categories of employees of enterprises waterway. The concept of effective management of personnel potential in water transport enterprises in the medium and long-term horizons, formed according to the scenario approach for foresight methodology, which, in accordance with international ISO standards, envisages changes in the socio-economic well-being of staff in such scenarios of developments in transport services such as: restoration of inland waterways, improvement of multimodal transport system and Ukraine's entry to a trans-European transport TEN-T network; development and modernization of container terminals in sea and river ports; the balance of cargo transportation by water, road and rail.
