The main problems related to the formation of the European system of values as the basis of agricultural enterprises staff motivation are examined. Considerable attention is paid to the study of base inherent values of Europeans and Ukrainians, of the basic development factors of rural areas in Ukraine and the EU’s countries. The article presents a study of the concept of European values. The main problems that are associated with the formation of the European system of values as the basis of motivation of personnel of agricultural enterprises. Special attention is paid to the study of the basic values that are inherent to the Europeans and the Ukrainians, key factors of development of rural territories of Ukraine and the EU. The expediency of introduction of the man-centered model of shared European values, the benefits of which determined the following: investments in human capital; government support of rural youth; providing preferential loans; free training; financing the purchase of means of production on terms of financial leasing; consulting services; payments to producers in using environmentally sound production methods; support activities in the field of culture, the streamlining of land and improve the landscape, which is a prerequisite for the formation of effective system of motivation of personnel of domestic agricultural enterprises.