The ability of a company to implement modern management technologies earlier than its competitors do, gives it a real chance to be competitive in the market. In his article, the author suggests using the optimization-based qualimetric model for evaluation of personnel management effectiveness. This model, unlike traditional ones, works more effectively under the conditions of dynamic complexity. The scientific novelty of the model is that it takes into account qualification and complexity of the performed works and also allows exercising the principles of correlation, perspective and replaceability of personnel.