Modern approaches to generation Z motivation in the context of the digital economy: a corporate culture perspective

Abstract

The article examines modern approaches to motivating Generation Z in the digital economy through the prism of corporate culture. The relevance of the topic is due to the rapid digitalization of economic processes, the transformation of the labor market, and the active entry of Generation Z representatives into the professional environment. Modern companies are faced with the need to adapt traditional motivation systems to the values and expectations of the younger generation of employees, for whom flexibility, a digital environment, opportunities for self-realization, career development, and maintaining a balance between work and personal life are important. The purpose of writing the article is a comprehensive study of modern approaches to motivating Generation Z representatives in the digital economy through the prism of corporate culture and the justification of effective tools for increasing their involvement and labor productivity. It has been established that the digitalization of the economy significantly transforms approaches to personnel management and causes a change in motivational mechanisms, in particular, the growth of the role of intangible incentives. It has been determined that generation Z is characterized by specific value orientations, among which the key ones are the desire for self-realization, flexibility, constant feedback and professional development. It has been proven that corporate culture is a key factor in the formation of employee motivation, providing an environment for the implementation of motivational tools and influencing the level of their involvement and loyalty. It has been established that effective motivation of generation Z is based on a combination of flexible forms of employment, individualized development programs, digital HR tools, continuous learning and a culture of recognition. It has been substantiated that the effectiveness of motivational mechanisms depends on their consistency with the values ​​and principles of the organization's corporate culture. It has been determined that the implementation of modern approaches to motivation contributes to increasing labor productivity, staff involvement and competitiveness of enterprises. Prospects for further research are related to the empirical assessment of the effectiveness of the proposed motivational tools in the activities of enterprises.