PECULIARITIES OF PREFERENCES AND MOTIVATION OF GENERATION Z. REPRESENTATIVES IN THE LABOR MARKET IN UKRAINE: STRATEGIES FOR EMPLOYEE RETENTION
| dc.contributor.author | Burkova, Kateryna | |
| dc.date.accessioned | 2025-03-04T14:45:32Z | |
| dc.date.available | 2025-03-04T14:45:32Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | The research is dedicated to the peculiarities of Generation Z's preferences and motivations in the Ukrainian labor market and strategies for retaining them in companies. Its goal was to identify the most effective methods of motivation for long-term cooperation with young employees. A combined methodology was used, including a literature analysis and a survey of 13 HR managers of large companies and 212 representatives of Generation Z aged 19-27. The survey was conducted online via a Google form to collect quantitative and qualitative data on motivational factors. The survey results showed that tangible methods of motivation remain important for attracting young employees, but do not guarantee long-term loyalty. Intangible methods, such as career development opportunities, flexible working hours, a strong corporate culture, and recognition of achievements, are crucial in driving job satisfaction and reducing employee turnover. Generation Z is characterized by values focused on work meaningfulness, technological integration, and company ethics, which influence their choice of employer. The data analysis showed that on average, young workers change jobs about every 14 months. The main reasons for leaving are insufficient salary and lack of professional development opportunities. At the same time, intangible methods, such as mentoring and support for work-life balance, significantly increase employee loyalty. The study's findings emphasize the importance of combining tangible and intangible approaches to motivation for effective retention of Generation Z employees. | |
| dc.identifier.citation | Burkova, K. (2025). PECULIARITIES OF PREFERENCES AND MOTIVATION OF GENERATION Z. REPRESENTATIVES IN THE LABOR MARKET IN UKRAINE: STRATEGIES FOR EMPLOYEE RETENTION. Kyiv: American University Kyiv. 31 p. | |
| dc.identifier.uri | https://er.auk.edu.ua/handle/234907866/118 | |
| dc.language.iso | en_US | |
| dc.publisher | Manuscript | |
| dc.subject | Generation Z | |
| dc.subject | motivation | |
| dc.subject | turnover | |
| dc.subject | retention | |
| dc.title | PECULIARITIES OF PREFERENCES AND MOTIVATION OF GENERATION Z. REPRESENTATIVES IN THE LABOR MARKET IN UKRAINE: STRATEGIES FOR EMPLOYEE RETENTION | |
| dc.title.alternative | ОСОБЛИВОСТІ ВПОДОБАНЬ ТА МОТИВАЦІЇ ПРЕДСТАВНИКІВ ПОКОЛІННЯ Z НА РИНКУ ПРАЦІ В УКРАЇНІ: СТРАТЕГІЇ УТРИМАННЯ ПРАЦІВНИКІВ | |
| dc.type | Thesis |