TRANSFORMATION OF MOTIVATIONAL METHODS IN THE CONTEXT OF GLOBAL CRISIS EVENTS

Abstract

This article provides an extensive exploration of how organizations reconfigure their motivational strategies in response to global crises, particularly in the wake of the COVID-19 pandemic and ongoing war. It argues for the essential dynamic shifts in motivational strategies as a direct response to macroeconomic shifts, emphasizing the critical necessity for organizational adaptability to effectively retain and attract a highly skilled workforce in uncertain times. The study meticulously explores the Ukrainian labor market's evolution in motivational methods during three pivotal periods: the pre-crisis phase (2018-2019), the pandemic era (2020-2022), and the current wartime conditions (2022-2023). The objective is to identify the emergent trends in motivational inclinations and to meticulously analyze their evolution throughout these volatile times. Employing a wide array of theoretical research methodologies, such as deduction, analysis, synthesis, and generalization, the article offers a thorough examination of the modification and adaptation of motivational factors in response to the unpredictable fluctuations of the labor market. It scrutinizes the consequential effects of the pandemic and war on the different dimensions of employee motivation, examining the transition towards a broader range of non-material incentives, the augmented importance of psychological well-being, and the transformation of employee needs in crisis contexts. Additionally, it investigates the adaptive strategies organizations have implemented to confront the unique challenges of the era, including fostering flexible work environments, enhancing employee safety protocols, and augmenting psychological support mechanisms. The investigation extends to appraise the role of leadership in driving motivational change and the imperative of effective communication in reinforcing employee engagement and resilience during crises. The findings of this study are intended to arm HR professionals and personnel managers with in-depth insights into the shifting paradigms of staff motivation, equipping them with the strategic tools to devise responsive and robust motivational frameworks that are critical for organizational stability and growth in times of adversity.