SOCIAL ASPECTS OF MOTIVATION OF YOUTH TO ACTIVELY SEARCH FOR JOB IN THE CONDITIONS OF MODERN CHALLENGES

Ukrainian youth are facing unprecedented challenges: war, economic instability, digital transformation of the labor market, migration, changing values, which are not only transforming the labor market, but also changing the very nature of motivation for work. These circumstances significantly affect the formation of motivation for work. Effective socialization of youth is impossible without taking into account the social context, which determines both external behavior and internal value orientation of the individual. Traditional approaches based on material incentives are gradually giving way to deeper - psychological, socio-cultural and existential motives. The article analyzes the key social factors that shape the motivation of young people to work in the conditions of globalization, digitalization and socio-economic instability. The aim is to analyze the deep aspects of the motivation of Ukrainian youth to work in the conditions of modern transformations. Recommendations are provided for educational policy and employers.