Differentiation of Personnel Motivation in the Context of Generational Theory

Since each generation has a value to offer organizations, the emergence of new ones is thoroughly scrutinized in order to have better understanding who to be dealing with as younger employees, representatives of new generation, exit university and enter the workforce. Building a team from different generations can be a distinctive valuable human resource sand benefit from over six decades of perspectives, experience and insights. However, in order to use this potential in a proper manner managers need to know some features that distinguish members of different generations. Members of each generation possess a particular set of values, attitudes and behaviors to the workplace. It is worth noting that the multigenerational workforce requires flexible leadership, policies and approaches of motivation. The main task in our days is the selection and motivation of personnel, determining the main directions of its improvement, which allows managers to attract, manage personnel, as well as achieve the goals of the organization and a positive economic result. Meanwhile, generational gap often causes conflicts between employees. Managers should be aware of and take into account the differences between generations when performing their functions. Hence, recommendations for the transformation of HR processes need to be systematized, taking into account the values, interests and needs of three generations that currently prevail in the Ukrainian labor market and a completely new generation of Alpha, which is just beginning to form. Motivated employees whose personal goals coincide with the goals of the enterprise supposed to work more effectively, which will lead to increasing of the profitability of the enterprise. As a result of the analysis of the main values and characteristics of four generations, recommendations for improving the socio-economic efficiency of personnel activities were formulated with the allocation of groups of employees according to the criterion of belonging to a certain generation, their features and main approaches to personnel management and motivation were highlighted. The theory of generations allows us to form an effective strategy for managing the human capital of an organization, which will take into account the mindset and behavior of representatives of different age groups. The high demand for talent forces modern companies to actively fight for human capital. To win it, it is necessary to offer the best conditions for representatives of each generation. Effective use of the aspects of generational theory allows managers to ensure a high level of communication between employees and more effectively predict their behavior.