| Summary: | Objective: to study the possibility to change the working behavior of employees by actualizing their motivational potential. Methods: the methods of survey, questionnaires, focus groups, coaching and interview were used in the study. Results: the studies have shown that the employees’ motivational potential is revealed through a complex system of labor motivation, taking into account the needs and interests of a particular employee and forming the motivational and stimulating environment. Scientific novelty: the research includes the development of methods to analyze the employees’ interests and dominant motives and building of the structural system of employees’ motivation to effective action. Practical value: developing a method to increase the employees’ motivation for efficient work in the form of a systematic set of actions. The application of this method allows to increase the efficiency and productivity of workers, to gain additional profit, which is especially important in the context of the economic crisis and the lack of additional investment.
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