ТЕОРЕТИЧНИЙ БАЗИС ВИКОРИСТАННЯ МОТИВАЦІЙНИХ ЧИННИКІВ В УПРАВЛІННІ ПЕРСОНАЛОМ ПІДПРИЄМСТВА

It is substantiated that effective personnel management of an enterprise requires its top management to constantly adapt to the changing conditions of the external and internal operating environment, as well as the risks that exist in them. The purpose of the study was to critically review theories of personnel motivation to generalize the theoretical basis for the use of motivational factors in human resource management of modern enterprises. In the work were used such research methods as content analysis, synthesis, generalization, and systematization. The article examines the theoretical and methodological foundations of personnel motivation management as a key component of modern human resource management. It emphasizes the importance of adapting motivational strategies to the dynamic transformations occurring in both the external and internal environments of an enterprise. Special attention is paid to the necessity of taking into account the individual characteristics of employees when designing effective incentive systems that align with the organization’s goals and values. The paper provides a comprehensive analysis of classical content-based and process-oriented theories of motivation, such as those developed by A. Maslow, F. Herzberg, D. McClelland, and V. Vroom, among others. Their advantages and limitations are critically assessed in the context of their applicability to contemporary HR practices. Particular focus is placed on the practical implementation of motivational mechanisms and the potential for synergistic application of various theoretical models to enhance employee engagement and labor productivity. The authors argue for the need to adopt an interdisciplinary approach in developing a modern theory of motivation, considering that most classical models were initially designed by psychologists. This fact necessitates the incorporation of economic categories and efficiency criteria to ensure the relevance and practicality of motivation systems in today’s business environment. Furthermore, the article proposes integrating traditional and contemporary approaches to identifying motivational factors into a unified model of motivational management. This model should support the long-term sustainable development of the enterprise and contribute to building a strong employer brand. The findings highlight that a balanced and individualized motivation strategy, based on a combination of psychological and economic insights, can significantly improve the effectiveness of human resource management in a competitive organizational context. The practical value lies in the possibility of using research materials when developing the enterprise's personnel policy.