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The Mechanism of Employee Motivation in the Context of Transition to a Digital Economy
Obydiennova T. S., Leshchenko A. I.

Obydiennova, Tetiana S., and Leshchenko, Andrii I. (2025) “The Mechanism of Employee Motivation in the Context of Transition to a Digital Economy.” Business Inform 4:566–572.
https://doi.org/10.32983/2222-4459-2025-4-566-572

Section: Management and Marketing

Article is written in Ukrainian
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UDC 005.95.96:004

Abstract:
The aim of the article is to define and substantiate an effective mechanism for employee motivation in the conditions of the transition to a digital economy, as well as to develop approaches for adapting the personnel motivation system to the modern challenges of digital transformation in enterprises. The article examines the transformation processes in human resource management in the context of economic digitalization. It is noted that the transition to a digital economy requires a reconsideration of traditional approaches to employee motivation, as professional requirements change and the importance of flexibility, innovative thinking, and readiness for continuous self-learning increases. It has been revealed that digital technologies create new opportunities for improving motivational mechanisms, but at the same time present new challenges, including remote employment, digital inequality, and competition for talent. Based on the analysis of contemporary research, relevant directions for changes in the motivational policies of enterprises have been identified, which include: the formation of digital culture, the integration of HR strategies with digital business strategies, the development of flexible employment models, and the use of digital platforms for communication and learning. It has been shown that effective motivation in the digital age must combine material incentives with the provision of opportunities for professional development, personal self-actualization, and maintaining a balance between work and life. Special attention is given to the necessity of personalizing motivational approaches, taking into account the individual values, goals, and digital habits of employees. The authors underscore that successful personnel management in digital conditions requires a transition from hierarchical structures to flexible team models focused on trust, autonomy, and continuous improvement. As a result, conceptual approaches to updating motivational models in enterprises are proposed through the integration of digital technologies, big data analytics, online education, and the creation of environments that promote the development of digital competencies and active employee participation in transformational processes.

Keywords: digitalization of the economy, human resource management, employee motivation, digital technologies, flexible employment models, personalized motivation, digital competencies, transformation of HR strategies.

Fig.: 1. Bibl.: 14.

Obydiennova Tetiana S. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Management, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)
Email: [email protected]
Leshchenko Andrii I. – Applicant, Educational and Scientific Institute "Ukrainian Engineering and Pedagogical Academy" of V. N. Karazin Kharkov National University (16 Unіversytetska Str., Kharkіv, 61003, Ukraine)

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