Bìznes Inform (Dec 2021)
The Main Aspects of Motivation and Interaction with Generation Z in the Modern Labor Market
Abstract
The purpose of this article is to research Generation Z, which presently enters the labor market, to determine its strengths and weaknesses, expectations, and factors of motivation, as well as to study the main aspects of motivation and to develop recommendations for establishing the interaction of employers with representatives of this generation. The article determines that one of the key problems of modern companies is the high level of personnel turnover. The increase in the level of personnel turnover is a serious threat to the efficient activities of companies, because the dismissal of employees leads to additional financial losses associated with the search and training of new staff. It is defined that in order to build effective relations with staff, employers need to determine the basic needs of employees, their values. Currently, representatives of four generations are present in the labor market as part of the staff of modern companies – each one with unique requirements and different motivations. The article provides a characterization of these generations and specifies that every year the expansion of generation Z in the labor market is becoming more and more noticeable. The views on the theory of generations and the determination of belonging to generation Z on the basis of the period of birth of persons are considered. The dynamics of the level of unemployment on the population aged 15–24 both in Ukraine and in the European Union are also analyzed. Based on the carried out research, the strengths and weaknesses of Generation Z are considered and highlighted, its main expectations are formulated. Based on K. Hurrelman’s research, the authors of the article formed recommendations on how to better establish cooperation with Generation Z. The key aspects of Generation Z motivation highlighted by the results of the research will be useful for managers of modern companies in forming effective methods of communication and establishing effective cooperation with representatives of this generation.
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