GENERATION Z STAFF INCENTIVE TOOLS: ANALYSIS OF PRACTICES AND RECOMMENDATIONS FOR IMPROVEMENT

The article examines the features of developing employee incentive systems taking into account the value orientations and behavioral characteristics of Generation Z. The study analyzes theoretical approaches to labor motivation and summarizes the results of contemporary research reflecting the motivational attitudes of young employees. Particular attention is paid to the practices of Russian companies aimed at increasing engagement and retention of Gen Z employees, including flexible work arrangements, the development of corporate communities, training programs, and gamification. Based on the analysis, practical recommendations for improving employee incentive systems are proposed, focusing on enhancing the effectiveness of human resource management. The scientific novelty of the study lies in the systematization of modern incentive tools for Generation Z employees and their adaptation to organizational contexts.