The article discusses theoretical-conceptual approaches to the development of personnel management measures in innovation-oriented educational organizations. The purpose of the study is to identify the most relevant theoretical-conceptual approaches to improving the efficiency of management of higher educational institutions at this stage of social development, taking into account the needs of employers and development strategies of the Russian Federation. The study's methodology relied on analytical, comparative, and deductive theoretical approaches, drawing from recent research by both domestic and international scholars focused on examining management practices within different educational institutions. It is analyzed that universities use not only innovative methods, but also strict directive approaches, which provide for the application of sanctions to senior management in case of low performance indicators, up to their replacement with new personnel. It is shown that in an increasingly competitive environment, the concept of building human resource management capacity in an educational organization is to find and retain talented employees in the workplace, as well as to select optimal approaches and methods of human resource management.
