Assessment of Creative Potential of Staff at Service Organizations on the Basis of “Creative Al Pari”

This paper considers the concept of professional creativity as the ability of staff to express intended creativity in given conditions in order to achieve certain goals. The article also examines methodological features of assessment of professional creativity which makes up the basis of creative potential at an organization in the conditions of digitalization. The authors conclude that it is necessary to improve the existing analytical tools to boost the efficiency of staff management. Key parameters of professional creativity assessment are substantiated: flexibility, originality, curiosity, interdisciplinary erudition, systems thinking, cross-industry communication. The research suggests an assessment methodology of “creative al pari” (compatibility of creative potential with a profile of professional creativity) on the basis of key parameters that include four following stages: preparation of k-assignments and profiles of professional creativity at certain positions; evaluation of k-assignments performed by staff members and development of their professional creativity portrait; selection of candidates for their future inclusion in staff reserve in accordance with their grades or for hiring ones due to minimum deviations from standard figures defined for the vacancy. This paper discovers specific features of the individual “creative al pari” assessment, based on utility function, aa well as the “creative al pari” assessment in the organization. The latter, in its turn, allows to establish an absolute, conditional or critical discrepancy between creative potential of staff and a profile of professional creativity at the organization. As a result of the research, the authors make a conclusion about the possible areas to apply the developed technique. They include: recruitment process, formation of staff reserve, recertification or training in service organizations.