In this paper we analyzed the part of management and it is the human potential with all the elements. Featured is the important role of human resources in the business world, as the human resources base for achieving competitive advantages through people and it is significantly associated with the success of the organization. Given that Croatia shows that Croatian companies have the practice of identifying key employees, which unite mean they have not designed a specific policy retention and welfare of those employees who are key to the development, growth and survival of the company. Managers of human resource needs and strive to promote excellence in business. The objectives are to develop personal competencies of employees in order to carry out its tasks have been able and motivated them to complete self-respecting set standards and deadlines for implementation. To be successfully implemented, the working environment must encourage this kind of training, must ensure conditions for the implementation and possible improvement and advancement should be linked to the compensation system. Croatian company to its employees do not put in the first place as its most important resource, but it now only work in their missions, to the director, and the like. But more and more of today's managers realize that investing in people the key to future success.