CHALLENGES IN EMPLOYEE RETENTION AND MOTIVATION IN THE CONTEXT OF STAFF SHORTAGES

Abstract

The article is devoted comprehensive research of the problems of staff retention and motivation in the context of staff shortages in the Russian market. The relevance of the topic is due to the paradoxical combination of a record-low unemployment rate and a simultaneous increase in the number of job vacancies, which indicates deep structural changes in the economy. The study revealed the systemic inefficiency of traditional personnel management models through the lens of three key aspects: economic, organizational, and psychological. The study was based on statistical data from Rosstat and the regional portal Trud-NN, which allowed us to analyze the structural imbalances in the labor market of the Nizhny Novgorod region. It was found that the tension coefficient in the region remails stable at 0,48-0,5 people per vacancy, indicating a deep structural crisis, at the same time, the greatest shortage of personnel is observed in the following areas: industry, trade and logistics. The article proposes a comprehensive approach to modernizing the motivation system, which includes the transition to the concept of total remuneration, the design of individual career paths, and the implementation of flexible employment formats. Special attention is paid to the need to transform personnel policy from a reactive to a proactive management model, based on strategic human resources planning. The practical significance of the work lies in the development of an integrated organizational mechanism that combines strategic, organizational and communicative methods to ensure a sustainable competitive advantage in the face of staff shortages. The proposed solutions aim to create a balanced system that synchronizes the organization’s strategic goals with the individual needs of its employees. The implementation of these measures allows for the creation of a comprehensive talent management ecosystem that is adapted to the new market reality.