The paper on the basis of the theoretical and empirical analysis proposes a new scientific interpretation of the value-semantic foundations of the employees innovativeness development. The author defines terminal value-motivational meanings, which are prerequisites of employees innovative activity in labor behavior. The article identifies groups of employees with high, medium and low levels of the value-semantic potential of innovativeness (depending on the grades of significance of the corresponding value-motivational meanings). The directions of activity for value-oriented management implementation of employees innovative potential are proposed.