Social changes have a feature, namely, they cover all the social space of any society. Social changes are manifested both in the transformation of the institute and in the reflexive change of social practices at the level of the enterprise. Accordingly, the change of the management paradigm and the social relations take place in the social and in labour sphere. In this article the necessity of introducing the social technologies into the practice of management services staff is considered. The author has proposed a classification of social technologies, the staff development technology and the algorithm of implementation of social technologies in the sphere of personnel management. The analysis of the results of the author's research on the problems of social changes affecting the personnel management system and the nature of social dynamics in a team has been given in this article. According to the results of the conducted survey in the observable organizations violation of the principle of social justice and existence of a problem of motivation of the personnel, caused by insufficiently high level of a salary is revealed.