The labor market is one of the most complex and sensitive markets. The Croatian labor market faces several challenges that affect the labor force structure it also has a reflection on ways of managing human resources in modern enterprises. The challenges facing the Croatian labor market today are aging population, lack of low-skilled / highly skilled workers with specific deficient knowledge, growing number of women in the labor market, pronounced labor mobility, availability of automation and robotics, changes caused by COVID-19, discrimination against vulnerable groups and new characteristics of young employees. The human resource management function is one of the basic business functions of a company. The importance of human resources as the most important resource and the need for planned and good human resource management in companies is extremely important in today's dynamic, unpredictable, and turbulent business environment. Trade is an important economic concept in which natural and legal persons mediate between production and consumption as sellers and buyers of goods and services. It is an activity in which changes are extremely dynamic and several factors affect its development. Through the theoretical part of the graduate thesis, the changes that occur in the labor market and how these changes affect the management of human resources in large Croatian companies in the trade sector are analyzed. The empirical part of the graduate thesis analyzes the activities that large Croatian companies in the trade sector are taking or may take in the future to adequately respond to the challenges of the labor market. The purpose of the research was to determine how large Croatian companies react to the challenges that arise in today's dynamic, unpredictable, and turbulent business environment.