INCREASING THE LEVEL OF THE MOTIVATION POTENTIAL OF THE EMPLOYEES OF THE ORGANIZATION IN THE CONTEXT OF THE THEORY OF GENERATIONS

The article examines the issue of the formation of a work motivation system and increasing the level of motivational potential of the organization’s employees. The main provisions of the generational theory of Neil Howe and William Strauss and its relationship with personnel motivation are studied. A structural analysis of the labor force of Ukraine by age groups was carried out and the approximate share of generations in the labor force in 2021 was calculated. A comparative analysis of the main generations that currently prevail in the labor market was carried out: their main indicators, periods of birth, types of economic systems and society at that time, when the values of the representatives were formed. Similarities and differences between generations, their interaction with each other are revealed. On the basis of the conducted survey, an assessment of the importance of values for representatives of different generations was given and the most priority and significant values for them were identified. Similar values are observed across generations, such as a decent wage, personal growth and education. The socio-historical context and events that could influence the formation of values and life principles of representatives of different generations are considered. The value of representatives of each generation for the organization in terms of the employer was analyzed. Taking into account the characteristics of generations, the strengths and weaknesses of their representatives as employees, the types and characteristics of work where they can maximize their abilities and work potential have been determined. On the basis of the theory of generations, a methodical approach to justifying the choice of specific methods and tools of motivation, which should have the most positive effect on the motivational potential of employees, has been improved. When working with staff, it is important to consider their values, views and needs, but they will be individual for each employee. When creating a motivation system, it is important to take into account the characteristics of each generation working in the organization. The application of this theory in the motivation system makes it possible to meet the needs and correlate the interests of both employees and employers.