Annotation. The article analyzes the modern corporate culture of the organization as a strategic tool that allows to orient all divisions and individuals to common goals, to mobilize the initiative of employees and to facilitate productive communication between them. The role of corporate culture in the effective management system is substantiated. The tasks, functions of the corporate culture, its influence on the development of staff potential are revealed.

Modern business conditions contribute to the consideration of the concept of "corporate culture" as one of the main elements of the personnel management system. The task of developing a corporate culture periodically arises for many managers, but in most cases this incomprehensible and poorly realized part of professional life remains outside of management and is limited to team-forming activities in different formats.

Today, corporate culture as an aggregate of attributes that determine the individuality, the uniqueness of each organization becomes more important. It is a component of human culture, a form of using universal cultural achievements in the field of management. As practice shows, the success of an organization depends not only on the technology and  management technique, the organization of accounting, planning, etc., but also on the style of management, the culture of entrepreneurial activity.

The culture of organization is a system of values, a philosophy shared by all employees of the organization. The philosophy of the organization is made up of traditions, symbols, rituals, and legends that are understandable to all workers, and they are guided in everyday activities by virtue of their inner conviction. Components of the culture of the organization are the names of brands of products that it produces and social contacts of employees outside its borders (unions, sports teams, etc.).

Elements of the culture of the organization are formed from the moment of its appearance and throughout the whole existence time. It strengthens internal communications between employees and structural divisions, strengthens staff motivation, provides more effective coordination than a formal monitoring and planning system.

Prosperous companies, as a rule, are characterized by a high level of corporate culture, formed as a result of thoughtful actions. In general, organizations with a high corporate culture are characterized by a high level of awareness of the importance of labor for achieving success in business; the propensity to reasonably risk; effective use of energy and initiatives by managers and executors; readiness for sudden changes in the environment; respect for people in general and for workers especially, since they are the key to successful business development; recognition of consumers and their needs as a center of activity.

In a modern society without employees there is no organization, and without qualified employees, no organization will achieve its goals and will not be able to survive in the market. Knowledge in the field of human management assumes great importance, and is an important component of the corporate culture, which implies the effective creation of an atmosphere of mutual trust in the team, the manifestation of mutual assistance among employees, the transparency of relations between colleagues, readiness for assistance, restraint in criticizing other people's innovations, and courage in the embodiment of new ideas.

Keywords: organization, corporate culture, image, corporate identity, personnel management