Formation of the Motivation System of PJSC "Rostelecom" employees using Theory of Generations

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Formation of the Motivation System of PJSC "Rostelecom" employees using Theory of Generations

Introduction

Work is a huge part of our lives. It competes with other spheres of life for the most important resource of a person - time. In order to "gain" a person's time, the employer must create a comfortable environment for employees and to motivate them to devote more of their time to work in a way that is comfortable and acceptable to them. Therefore, employers work with motivation of their employees to obtain their time.

Motivation itself is one of the core problems of management. Numerous studies of a phenomenon of motivation are devoted to the study of the concept itself and factors that affect motivation. Motivation is influenced by many factors, such as specificity of industry, type of work, personal characteristics of employees (for example, belonging to a particular generation, place of living) and many others. This is why comparable researches bring different results once at least one of the factors changes.

The actuality of the problem of motivation is justified by the fact that it remains a field of research for decades since it first appeared in the beginning of 20th century and until present time. Modern researches keep bringing new knowledge into the theories of motivation. They mostly focus at specific motivation factors (Brenninger, 2015), specific groups of individuals (Karsh & Templin, 2013; Seemiller & Grace, 2016), specific industries (Wagner, 2014), or develop and test classic motivation theories (Kopelman et al., 2012).

Motivation can be viewed as an interdisciplinary phenomenon. It addresses economic, management, psychological, demographic, cultural and social aspects. This thesis is focused at economic and management aspects of motivation as a factor of company's competitive advantage and business development.

Due to the fact that people can put a completely different meaning to the concepts of "comfortable environment", "work-life balance" and other ones that can influence their motivation, the employer has to be flexible and adapt to the interests of each of them. Since "competition over time" occurs for different people according to completely different rules, it is necessary to somehow classify people and understand the general trends that should be based on the interests of each group. In this case, the staff of the Department of Talent Acquisition (TA) in different companies comes to the aid of the Theory of Generations, which allows them to divide people into different groups - in this case, age groups, as well as observe what motivates more each of them.

An important task of TA department in each company is to reduce conflicts of interest and increase the productivity of employees by implementing a suitable policy of motivation and stimulation of personnel belonging to different age groups. The Theory of Generations is used in this case with the aim of forming a suitable motivation system of the company.

An important research task is also to apply the theory of Generations to Russian realities. The fact is that the formation and division of generations is influenced by many factors such as historical, cultural, biological ones, etc. Thus, in the process of writing this work, it is necessary to come to a conclusion about how generations are divided in Russia, using a theoretical basis, and also to understand what "inflection points" are in the company's generations, using data and analytics based on them.

The object of the research is the motivation system in a PJSC “Rostelecom”.

The subject of the study is the generational aspect of motivation of the personnel of PJSC “Rostelecom”.

The purpose of this master thesis is to compare whether the chronological division by generations concurs with the division by generations based on the working motivation of people.

Achieving the main goal of the research involves solving a system of particular tasks:

1. To study the theoretical approaches of dividing population into generations;

2. To create theoretical model, which ties the Theory of Generations and the company's motivational system;

3. To conduct research for analysis of values, expectations and motivation of employees of PJSC “Rostelecom” and analysis of «breaking points» that influence the generational division within the company;

4. To determine professional expectations and motivation structure of the representatives of each generation and understand where each generation starts and ends within the company based on analytics of their answers;

5. Based on the research results, to offer improvements of the existing motivation strategy of employees of PJSC “Rostelecom”.

Research question

The main research question in the thesis is to find "breaking points" in belonging to a particular generation in PJSC “Rostelecom” and investigate how the system of values and the most motivating factors change depending on belonging to a generation.

Methodological approach

For following research, an empirical approach was chosen, that is, we proceed from real behavior, values, and attitudes.

In this study, a survey was used to determine the main motivating factors so that respondents not only and not so much choose among the most motivating factors, but also choose the form in which they would be more interested in receiving a benefit.

The survey consists of direct and projective questions, that is, both questions where respondents answer questions about themselves and questions where they answer questions about their generation. The third section is devoted to social demographic issues.

Survey was conducted by mail. Employees of different ages/positions/departments got the survey through their work mail or via some of messengers and social networks (mostly WhatsApp, Telegram and Facebook) and had two days to answer it and send it back. The sample size was 280 people, with the response rate being nearly 70%. Employees had a multiple choice. The most important questions were to choose a form of benefits, which could correspond to a particular generational group (the questions about people themselves and about their opinion about the people of their generation). Besides, there were also questions about their age, sex, marital status, presence of children and the desire to take out a mortgage (social demographic issues).

We developed the key for the survey on the basis of which the generations were divided among themselves and on the basis of which it was possible to conclude what exactly affects the belonging to a particular generation within the same company. Each generational group has developed its own priority set of benefits and the form in which they would be most interested in receiving it.

Before analysis, all the gathered data was recoded for ease of use. Also, the gathered data was prepared and checked for missing data and outliers.

The analysis was performed in R, where the clustering method was used to see how people are grouped according to the responses prescribed for each generation. Several distribution graphs were constructed.

Also, the several models were used to search for points of change in values because the second research task was to identify the "hooks" that are the tipping points in the transition to each new generation. It is important to note that the questions were not always asked directly, so that employees could unconsciously choose the factors that are of greatest interest to them and the form that is most understandable, pleasant and convenient.

The methodology of the analysis is described in more detail in the methodological part of the work.

Based on labor values and expectations, it is possible to identify the point of change of material values to non-material ones, which serves as an indicator of the transition from generations of Soviet labor culture to modern ones. In other words, the points of generational change are at the moment when material values change to non material ones.

This assumption is a prerequisite to the first hypothesis, which relates to the generational question of work. Thus, we can formulate the first hypothesis:

Hypothesis 1: “generational differences”: The generations that were socialized in the post-Soviet period adhere to more intangible values than the generations that grew up in the USSR.

But not only generational differences affect employee expectations and their value system and, accordingly, a set of motivating factors, but also age-related ones. They must be distinguished. That is why one of the hypotheses is that with age there will be a transition from the values of self-development and approval to the values of security, stability, predictability, as there is responsibility for the lives of others - children and spouse. The second hypothesis relates to age differences and can be formulated as follows:

Hypothesis 2 “age differences”: With age, the importance of the values of security and stability begins to prevail over the values of development and self-realization approval of senior colleagues.

The applicability of the study

This study can be useful for HR specialists because it allows improve the motivation policy of a company and make it more flexible and adaptive to the needs of employees of different generations. Also, this research is addressed to a very important methodological question of sociologists and demographers which do not have yet a clear answer: “What division by generations is better: the division according to chronological ages of people or according to their values and needs?”

Structure

This work contains three parts. Theoretical part gives information about the generational division in Russia and around the world, the historical, cultural and other background of this division, as well as how this theory can be applied to the topic of staff motivation. The methodological part describes the introductory information for research, as well as its further structure. The analytical part illustrates a study of motivation structures in the generational paradigm within PJSC “Rostelecom”.?

1. Theoretical part

1.1 Approaches to defining generations and their boundaries

A generation is referred to scientific concepts that have existed for a very long time, starting from prehistoric times. In the course of social development, the content of this concept succumbed to transformations and expanded (Ulitskiy, 1959).

Before starting a study of the concept of generations, we should insight into its meaning. In general, this concept can be described as a socio-demographic and cultural-historical community of people developing in the course of demographic processes, with common age and sociocultural characteristics due to the specifics of a particular historical period. The generation is characterized by typical socio-cultural, socio-psychological, worldview, moral and ethnocultural properties; general moral guidelines (Glotov, 2004).

From the scientific perspective, generation is an interdisciplinary concept, the formation of which is definitely a number of prerequisites. The traditional definition of this concept is considered to be given by Karl Mannheim: “Generations give people a common place in the social and historical process, and thereby limit them to a certain range of potential experience, predisposing them to a certain characteristic way of thinking and experience and a characteristic type of historically significant actions” (Mannheim, 1970).

The beginning of the scientific analysis of the phenomenon of generation, as well as its problems, is connected to the second half of the XIX century, mainly in the circles of Western sociologists and philosophers. The works of that period considered not only the biological and genetic factor of generations, but also the positivist-naturalistic factor, which is united by spatial and chronological properties; romantic-humanitarian which is united around some ideological and spiritual views; as well as historical and political in terms of temporarily dominant community (Glotov, 2004).

A significant contribution to the demographic aspect of generation was made by G. Rumelin, who proposed measuring the length of a generation by identifying the average age difference between parents and children in a certain time period (Lisovskiy, 1996).

In 1928, the sociologist K. Mannheim wrote the article "The Problem of Generations", which made a great contribution to the study of the phenomenon of generations. As part of this work, the researcher attempted to combine the positivistic-biological and romantic-historical aspect of generations. According to Mannheim, a generation is characterized by a certain “position” (Generationslagerung), a specific “interconnection” (Generationszusammenhang) and a known “unity” (Generationseinheit). Each generation has its own time dimension and historical and cultural space. According to K. Mannheim, generational change is a universally significant process, determined by the biological course of human life, the result of which are new participants in universal human processes, while previous members disappear with the passage of time. At the same time the activities of participants in these biological processes are limited by a strictly defined chronological interval, and in this regard, there is a need for the uninterrupted transfer of cultural experience (Mannhein, 1952).

Generation in the context of demographic science was studied by the Soviet economist and demographer Y. S. Ulitsky in his work "The demographic concept of generation", who believed that the concept of generations is extremely useful and important in the development of the science of statistics. The researcher examined the features of demographic processes in specific real generations at different times. According to Ulitsky, the biological change of generations occurs continuously, in this endless stream there are no clear boundaries between the end of one generation and the beginning of another, and the conditional division of generations occurs only within the framework of science. Peers living at the same time constitute the initial (zero) generation, which in the course of life processes reproduces the first, second and third generations, the components of which are children, grandchildren and great-grandchildren. Generations coexist within a certain period of time, and sometimes the third generation becomes a contemporary of the zero. Inside of one generation of peers there is a totality of other generations of peers, and this multiplicity of the population living at one time, according to Ulitsky, is the whole existing generation (Ulitsky, 1959).

American scientists N. Howie and W. Strauss formulated the Theory of generations in 1991 in their book “Generations”. Researchers decided to consider such a popular social phenomenon as the generational conflict. The basis of this concept was the well-known ubiquitous phenomenon of differences in value systems and views of people who grew up and lived in different historical periods. These differences are associated with the significant influence of the sociocultural context of a certain historical period, which occurred within its framework of socially significant events, on the upbringing and formation of individual values. The conceptual basis of the theory of generations is the opinion that the basic set of values and views in a person, under certain social conditions, is shaped up to 12-14 years (Jones, Gary L., 1992).

According to this theory, an individual absorbs a complex of values characteristic of a certain historical period unconsciously, simply living in these conditions, adopting the surrounding context. The value hierarchy, absorbed by an individual up to 12-14 years, forms deep subconscious worldview approaches that are not explicit and clearly expressed not only for those around him, but also for the individuals themselves. In the framework of the theory, the gap within which one generation exists is a length of approximately 20 years.

According to N. Howie and W. Strauss, historical processes are cyclical, and each cycle lasts about 80-90 years, that is, approximately as long as human life lasts. At the same time, one cycle is divided into four periods, each of which is characterized by value orientations and attitudes formed in society. After the fourth cycle, a new round begins and the fifth, following a group of four previous ones, has a generation similar in value to the first. As part of their extensive work, the researchers examined and described in detail the typical collective image of each generation of the American nation from the time of the Great Depression to the present day. The result of this work was the identification of several types of generations, namely: “builders” or “winners”, “silent generation”, “baby boomers”, generation X, young generation Y or “millenniums” and the emerging generation Z.

It is also worth emphasizing the important component of this study, which is the important theoretical discovery of the authors. The authors insist on a certain connection between generations and events that occur in the corresponding historical period. And this connection, according to the authors, is determined not only by the influence of events on the characteristics of representatives of one or another generation, but also vice versa, by the influence of generations on these events. According to them, “as history gives rise to generations, so also generations give rise to history.” (Jones, Gary L., 1992).

In their work, N. Howie and W. Strauss made an attempt to generalize the American experience starting in 1584, however, this study clearly focuses on the application of generation theory and forecasting of historical events throughout the world to understand the general course of human history.

At the same time we should pay attention to the concept of two polar periods that are specific for the development of a crisis and recovery society. The crisis stages are characterized by the stimulation of society to unite in order to combat the common danger pertaining to each person, the formation in people of such traits as self-sacrifice and social responsibility. On the contrary, periods of recovery are characterized by a desire for individualism, the formation of new social attitudes and spiritual ideals, as well as criticism of state institutions.

The authors of the theory of generations identified four generational archetypes that correspond to the cyclical periods of the society development, and identified them as "idealists", "reacting", "civic" and "adaptive".

Generations belonging to the same archetype not only have an age indicator during which the occur the events, influencing them, but also a number of basic attitudes towards culture, family, public institutions, and so on. In addition, such generations have common values and a similar civic position.

The cyclicity of archetypes is endless, and their constant repetition is associated with the desire of new young generations to correct the mistakes of older generations, to move away from the properties and features of previous generations that they consider to be unacceptable. In this regard, there is a situation in which people belonging to the same archetype form the generation of the opposite archetype.

Researchers give the following characteristics to archetypes. The generation of “artists” is born during the crisis, which is characterized by universal threats, which contributes to the leveling of social and political contradictions and the cohesion of society. “Artists” are capable of self-sacrifice and tend to worry about the fate of the whole society. Such an archetype includes the “silent generation” (born in 1923-1943) and generation Z (born in 2001-2020).

A generation of “prophets” is born after crises, during periods of restoration of public life. "Prophets" are characterized by brightness and emotionality, activity in youth and the desire to accept social values in middle age. Prophets largely determine the transformation of the systems of moral and religious values. Representatives of this archetype can be safely attributed to the category of moralists who are able to fight for their ideology. An example is the Baby Boomers born between 1943 and 1963.

The generation of “wanderers” is formed during a social upsurge, when new social ideals and spiritual values arise, young people struggle with old state institutions. “Wanderers” quickly grow up, since their childhood correlates with a change in the epochs of ups and crises, and in adulthood they become pragmatists and realists, they are judicious. An example is today's generation X, born in 1964-1984.

The generation of “heroes” appears after a period of recovery, in the era of individualism. The youth of such generations is characterized by successes and victories in the military sphere, and their adulthood is characterized by political achievements. “Heroes” are involved in building effective public institutions, actively participate in the political life of society, and strive for universal social well-being. Historical, in which “heroes” live and function, are characterized by technological development. Examples are “builders” or “winners”, born in 1900-1923, and the current generation of the “millennium” born from 1983 to 2003.

Nevertheless, this theoretical approach to the division of generations is considered to be traditional, in many respects being conditional and, despite the rapidly progressing processes of world globalization, the theory of generations within different countries has specific features of division based on age and time boundaries, as well as on the characteristics of representatives. These differences are caused by the economic, political, geographical and social factors, as well as the genesis of the development of each individual state. Moreover, there are common qualities inherent in all world representatives of generations.

Generation is a social concept, which refers to the public consciousness at the level of everyday life. In the modern world, this topic becomes especially relevant, and the phenomenon of the “new generation” in the ordinary mind is presented from the point of view of expectation in terms of innovative properties in future generations. In scientific discourses there is also a revival of interest in the concept of generations and a revision of the problems of intergenerational changes from the standpoint of modernity (Semyonova, 2001).

According to the Russian sociologist B. Dubin, a generation in the scientific community is gradually becoming a measure of social comparison, and this phenomenon helps to identify peers who have stood out regarding one generation, as well as to identify differences between older and younger contemporaries (Dubin, 2002).

There is a tendency among western sociologists to gradually abandon the concept of “conflict” in generational analysis, in favor of the concept of “contact” or “contract”, which is associated with the absence of intergenerational conflicts in Western society over the past decades. Therefore, studies of generations in the Western environment relate more to the study of the characteristics of intergenerational interaction than to the consideration of this phenomenon from the point of view of conflict.

In Russian society, of course, one can trace the specific characteristics of the generational problems, as well as the specific nature of the scientific approach to this topic, which differs significantly from Western trends. We suggest addressing these features.

First of all, it is worth noting that in Russian social science the orientation towards the generalization and description of the life paths of generations is weakly expressed, and in the scientific community there is a generally accepted opinion that age is one of the determining factors in the social differentiation of Russian society. Historical generational communities have always been of great importance in terms of self-identification of a person, for example, a generation of Decembrists, revolutionaries, and so on. The specifics of the historical experience of Russia, expressed in an authoritarian Soviet regime, carried a logical limitation in the possibility of individual choice, which led to the "predetermined", deterministic nature of the fate of people of one generation, to the formation of life attitudes based on the principle of "nothing else is given." (Semyonova, 2001).

1.2 Approaches to dividing Russian population into generations

In the last decade, the problems of generation, generational change, and intergenerational transmission of values, attitudes and experience have repeatedly attracted the attention of the Russian sociologists and historians. VTsIOM researchers also turned to this aspect and their works formed the basis of our investigation (Dubin, 2002).

Exploring the Russian experience of generational division, we should not lose sight of the classical theory of generations, proposed by W. Strauss and N. Howie and considered by us in the early part of work. This study was conducted within the framework of Western society, but has practical value for use in relation to the whole world. For Russian reality, the psycholinguist E. Shamis and the psychologist A. Antipov adapted the theory of generations. (Shamis, Antipov, 2007). They distinguished the following generation groups.

Generation of winners (from the English “Greatest Generation” 1900-1923) The events that had the greatest impact on this generation were: World War I and World War II, revolutionary events of 1905 and 1917, electrification. The name "winners" is associated with the specifics of wartime, when most of the population one way or another took part in the Second World War. Political events of that time, military conditions, the early departure to the front by youth representatives of that time are the main factors affecting the value component of this generation. The basic qualities of the representatives of this generation are hard work, responsibility, faith in a brighter future, focus on results, on victory.

The silent generation (from the English. "Silent Generation " 1923-1943). The events that had the greatest impact on this generation were: World War II, industrialization, collectivization, personality cult I.V. Stalin, the Stalinist repressions, the post-war reconstruction process, the Cold War, discoveries in the field of engineering and technology. “Silent” is characterized by a respectful and adamant attitude to the law, as well as a respectful attitude to the social status of a person. The life setting for them is complete submission to their leaders, authorities. The invention of antibiotics during that period of time, which made it possible to treat many deadly diseases, also left its mark on that generation, which caused respect for doctors and medicine in general, and adamant obedience to medical prescriptions. Another value reference point of the “silent” is the family institution, which for him is presented in the form of something holy and most important.

The Baby Boomers Generation (from English “Baby-Boomers” 1943-1963 ). The events that had the greatest impact on this generation were: the Soviet thaw, space exploration, the Cold War, the guarantee of medical care, and the standardization of education.

The most essential life attitude that most fully characterizes "baby boomers" is self-orientation, perception of oneself as something dominant. Baby Boomers sought to break the rules. This generation was characterized by hard work and activity, focus on professionalism and success. Success and, as a result, material well-being - this is what can become a determining factor in life for a boomer.

The descendants of the baby boomers were generation X (1964 - 1982), which was significantly influenced by the continuation of the Cold War, perestroika, the emergence of HIV and AIDS, the spread of drugs and the war in Afghanistan. This generation is characterized by a willingness to change, global awareness and technical literacy, the desire to learn throughout life, informality views, hope for themselves. Fast processes are largely reflected in this generation. Its representatives learned to use modern and comfortable opportunities in their favor, as well as become a globally informed, technically competent, and focused on individualism.

Generation Y (from the English “Generation Y”), the Millennium generation (from the English millennials - “the generation of two thousandths”; 1982 - the end of the 1990s).

The events that had the greatest impact on this generation were: the collapse of the USSR, terrorist attacks and military conflicts, SARS, the development of digital technology. The majority of the igrek generation belongs to liberal culture, however, some groups hold more conservative views. Social responsibility, a sense of civic duty, a certain degree of naivety and a focus on immediate reward are the qualities that psychologists single out in this generation.

Generation Z (from the English “Generation Æ”) - the generation of NWF (from the English “MeMeMe” 1990-2000s) The events that had the greatest impact on this generation were: The Age of Accessibility of Information, Gadgets, Wi-Fi, Gamification, economic crisis.

Generation Z is the first generation to grow in direct connection with the Internet. This greatly influenced its development. Representatives of generation Z spend a lot of time on the network, their communication takes place mainly through social networks. Due to the economic instability experienced by the time period of this generation, Generation Z is characterized by a desire to find innovative ways to earn money and develop new business models. At the same time, representatives of this generation are characterized by a focus on social and economic equality.

Russian scientists such as Yu. Levada, V. Radaev, V. Semenova and others adapted also K. Mannheim's definition of genetarions.

A descriptive analysis of generations proposed by the sociologist V. Semenova based on the works of various Russian researchers. In her work, she built a typology of Russian generations in accordance with the criteria of H. Becker patterns.

Therefore, there are four historical types that can be distinguished: the pre-revolutionary generation (1900s), the Soviet generation (20s, “grandfathers”), the middle generation (50s, “parents”) and “children” (70 years of birth).

The first pre-revolutionary generation, in the definition of Yu. Levada, during its formation and development was deformed by the shocks associated with the revolution. These are the peers of the twentieth century, which were part of the revolutionary events of young people.

The second generation is chronologically this generation, born in the 1920s and “entered into an active social life in the early 1930s.” They held key positions until the end until the mid or end of the 50s. In fact, this generation can be described as a generation of industrialization.

The education system of that time was based on ideological propaganda, in the conditions of a tight information blockade. The teenage period of this generation came at a time of demonstrating the victories of the Soviet system, and the war in their minds became an image of something heroic, an image of sovereign power and unity. Representatives of this generation associated themselves with the state, identified themselves as part of the country.

The third generation is chronologically defined as the generation born in the 50s. Their teenage period came at the time of weak attempts at liberal reforms (the Khrushchev thaw) within the framework of a totalitarian state, and the average age was associated with the crisis and, subsequently, with the collapse of the entire system.

There are also independent theories that were not based only on some specific material about generations.

Let us turn to the specifics of the historical aspect of the problems of Russian generations according to the work of B. Dubin. The sociologist notes the appearance in the first stage of perestroika of youth symbols, markers of youth culture, mainly in the field of mass media and rock culture popular at that time. At the same time, the researcher indicates how the middle and older generations of that time responded to modern trends, as well as to the significant changes that they carried in themselves. The reaction of older generations to innovations can be described as negative, condescending, in terms of responsibility of older generations to younger ones, which in turn was not perceived by young people. According to the author, the idea of the “correct” transmission of generational experience is idealized even in the western period of the 19th - 20th centuries, and can be traced only in the last period of a developed consumer society. So in Russia of the XX century. The above-described reverse-negative communication between older and younger generations was predominant. According to B. Dubin, the very concept of “generation” is a marker in this context, a fixator of the intergenerational gap described above. “Closing the semantic line, forgetting the meaning, not receiving experience is the fact that important values and meanings, the framework for their ordering and understanding, leave, disappear from the field view, collapse". (Semyonova, 2001).

The refusal of the older generations to move forward, of innovations, to impose a generational “language” on the younger, according to the author, is an anti -differentiation tool , that is, it acts from the point of view of generalizing generational experience, preserving it unchanged, and not transmitting it. Intergenerational communication from the point of view of the "elders" was perceived as the interaction between the "dependent" younger and the dominant, "upper" elders. According to the researcher, “this is how the metaphor and theme of the conflict between fathers and children arise, is formulated and further reproduced.” (Dubin, 2002).

Many researchers consider this generation a kind of transitional link between the communist and liberal systems. At the same time, the formation of this generation took place in the framework of the socialist project on mass education, which is why the representatives of secondary education received it massively to higher education. The period of this generation was associated with the formation of urban culture, and the transition to the era of the information society. A distinctive feature of this generation has also become a critical attitude towards the authorities.

Economic reforms of the beginning of the 90s influenced the processes of resocialization of the representatives of this generation, forty years old at that time. The transition to a market economy required them to abandon the old system of thinking, which led to the mass marginalization of the generation. This generation can rightly be described as a generation of sociocultural change.

The generation of “children” or those born after 1970 was defined by Yu. Levada as people who, as a teenager, met a new period of attempts at radical reforms (Perestroika of the second half of the 80s). This phase was characterized by the discovery of new opportunities, and at the same time, a conflict of values and interests. “Children” are characterized by a more noticeable rejection of the values of previous generations, a change in norms regarding labor, power, society, and so on. However, this rejection is not so pronounced as to cause conflict. Summarizing the above classification, we can say that there is no clear difference in the value orientations of the represented generations, and all three generations are in the same model of “Soviet man” described by (Y. Levada, 1993).

Historically, the generation of “children” came into conflict between liberal and socialist orientations, and, rejecting these standards in many ways, are still within their framework. According to V. Semenova, within the framework of this typification of generations, it is more appropriate to talk not about differentiation, but about the consolidation of generations within the framework of one normative and ideological system based on socialist orientations. (Semyonova, 2001).

It is also worth considering the influence of historical experience on the demographic division of generations in Russia. As part of the analysis conducted by E. Mitrofanova, the differentiation of the onset of the first demographic events of the Russian generations was revealed. According to the study, the most significant differences between the Soviet and post-Soviet generations were established regarding the institution of partnership or cohabitation. Young people in the early stages of their life prefer cohabitation to marriage, and they decide to marry most often after the experience of partnership. And vice versa, older respondents at the beginning of their journey chose marriage, and the partnership experience was most often associated with the divorce process and the unwillingness to subsequently legitimize the following relationships. The proliferation of partnerships reduced the popularity of marriages and moved them to later ages. (E. Mitrofanova, 2015).

Summarizing, we can note the significant impact of the crisis and critical periods of Russian history not only on the generational division of Russian society, but also on the nature of interaction between generations. The relevance of studying the problems of generations for both Russian and researchers around the world is determined by the close relationship between generations. Previous generations through their activities form the present generation, and those in turn, the future. Thus, in order to understand the mechanisms of transferring skills, knowledge, worldview from one generation to another, in order to trace the development trends of society and teach representatives of different generations to better understand and interact with each other, it is necessary to pay due attention to the study of this phenomenon.

1.3 Motivational theories

One of the main points of effective management is the statement that to make someone do something, you need to make them want to do it. The effectiveness of the organization depends on the degree of motivation of employees' actions, which determines the relevance of studying the factors that affect the labor activity of the individual, identifying ways of effective motivating employees, for use in the practice of modern labor relations (Anufrienko, 2001).

To begin the study of the phenomenon of motivation in the context of effective work, it is necessary to determine the meaning of this phenomenon in a broad sense, its General abstract concept. The word motif comes from the Latin “movere”, which means to set in motion. In psychology motivation refers to motivation to work-related satisfaction and perceived reason determines the actions and deeds of a person. As we can see, motivation as a whole is a set of factors that determine behavior; the rationale for an individual's activity (Berkovich, Kopylova, 2003).

In management, the concept of «motivation» is used in a narrower sense. Under motivation, we can consider the conscious creation of specific motivational States in other people. In this context, motivation is directly related to the processes of personnel management. Thus, every person is motivated in their daily life, including work; however, there are differences in the level and degree of motivation, as well as in its focus on the selected range of targets.

Building an effective motivational structure of the company begins with determining the needs of employees and forming a system of remuneration for different groups of employees, in the form of various material and non-material incentives. From the point of view of the strategy for solving crisis labor problems, motivation acts as a system of actions that affect the behavior of an employee in the long term by transforming his value settings that contribute to achieving the set strategic goals. Motivation as a tactic for solving labor problems is aimed at realizing the potential of the employee to the fullest extent in terms of identifying the systems of his values and interests.

Effectively implemented motivational programs also allow us to ensure the high value of work processes in the employee's value system and thereby develop a stable and stimulating corporate ethics.

There are a large number of theoretical approaches to the phenomenon of motivation, the study of each of which has significant practical benefits for building an effective motivational system of the company.

American psychologist Abraham Maslow created his theory of motivation based on a hierarchical system of needs (1954), which he divided into two groups-spiritual and physiological. According to the researcher, physiological needs relate to biological needs, security needs, and social needs; whereas spiritual needs include needs for evaluation and self-realization. In his opinion, the needs must be realized by the individual in accordance with a certain hierarchy, and if the physiological needs are not met, the spiritual needs will lose their significance. According to the hierarchy principle developed by A. Maslow, the needs of each new level become relevant to the individual only after the previous requests are met. According to Maslow's theory, an unsatisfied need is of primary importance; after its realization, it no longer plays a dominant role, but exists in a latent form with a focus on moving forward to higher needs (Maslow, 1970).

Another significant motivational approach is the two-factor theory of I. F. Hertzberg, which is also based on two large categories of needs-hygienic factors and motivating factors. Hygiene needs relate to aspects of the environment, while motivating to the internal content of the work.

Motivating needs are related to working consciousness, responsibility, the need for recognition, achievement of goals and the profile direction of work. Hygiene needs, in turn, are related to the external aspects of work - the working atmosphere and working conditions, remuneration, and working acts and regulations. According to Hertzberg's theory (1959), job satisfaction and dissatisfaction are independent variables. The theory postulates that the factor of job dissatisfaction is associated with the unrealization of hygiene factors, but even their presence does not motivate or satisfy the workforce. According to the researcher, the presence of hygiene needs is a basic factor and only prevents dissatisfaction with work, and does not bring pleasure. This is due to the weak influence of hygiene factors in terms of motivation. Motivating factors also contribute to increasing job satisfaction and are based on a person's need for a sense of self-respect and dignity, self-realization and recognition by others (Batsokin, 2013).

It is also worth mentioning the classical typology of incentives, which is the basis of any theoretical approach to motivation, according to which motivation is divided into non-material and material. introduced. Material motivation is divided into two types - material-monetary and non-monetary. The first category includes salary increases, bonuses, 13th salary, etc. The second type includes, for example, payment for gasoline or travel, vouchers, gifts, etc., i.e. everything that the company spends money on, but the employee receives not money, but material values. However, it should be taken into account that material incentives do not always have a motivational effect on employees. This, for example, was pointed out in his works by I. Hertzberg, who attributed economic awards to the number of hygienic motivational factors.

It is difficult to overestimate the importance of non-material motivation of employees, since moral (internal) incentives play a large role in the overall system of personnel motivation. The most powerful motivating non-material factors include recognition of the importance of the employee, a clear well-established mechanism for setting clear work tasks, honesty and ”transparency" in work, employment and the payroll system, employee confidence in the organization, and so on. The absence of such factors undoubtedly leads to demotivation of the employee. Also an important method of non-material motivation of personnel, establishing the conditions for the employee's personal career and corporate goals by the company that not only creates a sense of importance and usefulness, so powerfully motivates the employee and helps to implement relevant objectives of the company and to increase the professionalism and qualification of employees. For these purposes, it is necessary to identify what goals are set by employees of the enterprise, what needs they have.

1.4 Generational approach to the formation of a company's motivational system

Of course, the motivational system plays a key role in managing employees of any company, but different motivational tools will be effective for different groups of people, and this is very important to take into account when successfully managing the company and building the right relationships between the company and its employees. A significant factor affecting the value orientations of employees is their age and belonging to a certain cohort in accordance with the theory of generations. I propose to consider the classical typology of generations, adapted to the Russian reality by psychologists (E. Shamis and A. Antipov, 2007) to study the characteristics of each generational group of employees, in order to identify the most effective motivational programs for them.

* The Boomer generation (years of birth - 1943-1963) was formed as a generation of optimistic people who are demanding of themselves and others, responsible in their work; they strive to climb the career ladder, study within the work and improve their skills. Value orientations include confidence in the future, stability, reputation, health, work. The needs include recognition and status, a high degree of involvement in the work, a clear understanding of the area of responsibility and responsibilities. Motivational practices that meet these needs will include a well-developed system of employee functions, a system of incentives in the form of certificates, commendations, and praise; a variety of certificates for training, referrals for advanced training; benefits and pension programs.

* Generation X (years of birth - 1963-1983) focuses on the practical experience of a person. In their work, they strive to develop a corporate culture, build a positive working atmosphere and promote team building. They are willing to show emotions at work. Value orientations include the desire for freedom in decision-making, the desire to take positions with high authority and responsibility, the willingness to work in any, even risky conditions, the desire to Express themselves, their individuality. The needs include: remuneration, the desire for self-expression, individualism, and focus on learning. Motivational tools will be: incentives with the help of piecework (a percentage of profit), self-realization programs, trainings and courses, career opportunities; unusual, complex and requiring high involvement and involving the manifestation of professionalism, tasks and projects.

* Generation Y (1983-2003) strives for a high level of freedom in their work, not wanting to be subject to strict rules and standards. At the same time, they are demanding of themselves and the efficiency of their work. More flexible, quick to learn, and receptive to everything new and unusual. They are well-oriented in the digital space, but have some difficulties in live communication. The needs of this generation consist of the ability to show creative qualities, the desire to achieve success, and the desire to communicate. However, representatives of this generation need attention and support in their work processes. Motivating factors will be projects for self-development, receiving feedback and praise, participation in innovative and creative projects; non-standard employee incentive programs that involve the manifestation of creative abilities (Mitrofanova, 2009).

I have reviewed three generations of employees functioning in the modern world, assessing how different these three groups of workers' values and needs are, and therefore their motivations. It turns out that motivation systems should be built taking into account the representatives of which generation they are aimed at.

However, it is worth emphasizing that values represent a more stable system, as opposed to needs, which are more likely to change over time. However, with respect to the two-factor theory of Herzberg, which we mentioned above, it is the needs that are the main component of the motivational system.

Generational theory allows to establish effective relationships between the company and its employees. Knowing the values of a particular generation of employees, you can identify their needs and meet them, creating an effective motivational system for employees, forming a successful corporate policy.

However, it is important to note and use in further research that not only generational differences affect employee expectations and their value system and, accordingly, a set of motivating factors, but also age-related ones. They must be distinguished. That is why one of the hypotheses is that with age there will be a transition from the values of self-development and approval to the values of security, stability, predictability, as there is responsibility for the lives of others - children and spouse.

However, it is important to note and use in further research that not only generational differences affect employee expectations and their value system and, accordingly, a set of motivating factors, but also age-related ones. They must be distinguished. That is why one of the hypotheses is that with age there will be a transition from the values of self-development and approval to the values of security, stability, predictability, as there is responsibility for the lives of others - children and spouse.