The subject of the study is the theoretical aspects of the creativity of key competencies as an element of managing the development of the labor potential of business structures. The purpose of the study is to ensure the economic development of business structures based on the creativity of key competencies as an element of managing the development of the labor potential of business structures. Research methods. The research used a set of scientific methods and approaches, including systematic and logical, which made it possible to ensure the conceptual unity of the research. Results of work. The article substantiates the need and importance of forming the competitiveness of business structures based on the creativity of key competencies as an element of managing the development of labor potential. Field of application of results. The sphere of development of business structures in the conditions of integration into the EU. Conclusions. The main conclusions of the study and its methodological results prove that in order to ensure the competitiveness of business structures and their development, it is advisable to form the concept of managing creative potential and effective creative management service, where the emergence of creative ideas will be the result of creating an atmosphere of creativity, competently constructed management of the creative process.