The article is devoted to the analysis of foreign and domestic practices of creative personnel management based on the materials of an expert interview with representatives of the management and personnel services of Russian organizations and senior employees of one of the leading startups in Silicon Valley (USA). The authors of the article assert and substantiate the opinion that the main driving force behind the growth of the knowledge economy of developed and developing countries is a social group of people characterized by a high level of education, creative abilities and entrepreneurial behavior. This social group is “creative class”. During the interviewing process, practical ways of working with creative staff in such areas were discussed. How to attract, develop and retain creative employees. Based on the expert opinion studied, the authors identified the main directions in the management of creative personnel in modern organizations, revealed the difference in the methods of working with creative employees in Russian and foreign HR practice. The authors of the article attempt to substantiate the need to change the requirements and develop new approaches in identifying talents in the labor market, new formats for assessing their competencies, new ways of personal and professional development of creative personnel.