Motivational factors of ICT industry employees for innovative activity

The Information and Communication Technology (ICT) industry in Croatia is recognized as the leading contributor to the national GDP, showing continuous growth and playing a key role in the country’s technological, social and economic progress. National strategic plans identify the ICT sector as a cornerstone of economic development for the next six years, with its growth fundamentally relying on the innovative activity of its workforce. This paper explores the key motivators that drive ICT employees toward innovative behavior, along with work environment factors that influence their level of motivation. The research methodology focuses on assessing the valence of intrinsic motivators, the impact of extrinsic rewards on intrinsic motivation, and the perceived level of support for innovation within the work environment. The results indicate a high level of awareness among employees regarding both their individual innovation potential and the broader role of the ICT industry. Employees exhibit strong intrinsic motivation for engaging in innovative activities, with noticeable differences in how extrinsic motivators are perceived by those in managerial positions compared to non-managerial staff. Findings highlight the need to strengthen managerial efforts aimed at early identification and removal of barriers to innovation. Based on these insights, the paper provides practical recommendations for ICT industry managers to develop targeted motivational strategies that enhance innovation potential within organizations. Additionally, it outlines directions for future research on employee motivation and innovation in dynamic, high-growth industries such as ICT