One of the fundamental work resources is human potential. Therefore, effective human resources management has strategic importance for all organizations. It is a complex process and system in which the process of motivation has a special significance, as well as self-motivation. Although motivation and self-motivation have been researched and developed in more detail recently, today they have special attention in almost all organizations. There is a developed awareness that successful motivation partly generates self-motivation, and all this results in better employee engagement, the realization of goals and the achievement of other benefits at the organizational level. Although self-motivation is generally conditioned by the individual, at the organizational level it is also influenced by the motivation system. The paper analyses an example of a company that has a developed motivation system. That also confirms the successful self-motivation of employees. It is company Valamar Riviera. In that example, theoretical principles are successfully applied in practice, and the strategic importance of motivation and self-motivation at the organizational level is confirmed.