ПОДХОД К ОЦЕНКЕ ВЛИЯНИЯ МОТИВАЦИОННЫХ ФАКТОРОВ НА ПРИВЛЕЧЕНИЕ И УДЕРЖАНИЕ МОЛОДЫХ СПЕЦИАЛИСТОВ НА ПРЕДПРИЯТИЯХ МАЛОГО И СРЕДНЕГО БИЗНЕСА

Abstract:
The article aims to develop and substantiate an approach to assessing the impact of motivational factors on the attraction and retention of young professionals in small and medium-sized enterprises (SMEs). This approach integrates theoretical concepts with high explanatory potential relevant to the studied context. The problem of attracting and retaining young professionals in SMEs is becoming a strategic challenge in current Russian conditions. SMEs systematically lose competition for young specialists in terms of monetary compensation (the wage gap ranges from 30% to 50%); however, theoretically, they possess non-material advantages: high autonomy, rapid professional development, and a sense of involvement in the business. The article presents the authors’ methodological approach to assessing the impact of motivational factors on the attraction and retention of young professionals of Generations Y and Z in Russian SMEs. A two-level system of factors is proposed, based on the integration of Self-Determination Theory, the Theory of the Psychological Contract, and the Job Demands–Resources model. Five verifiable hypotheses, a theoretical framework for the research, and a sequential explanatory mixed-methods design are developed and justified. The practical significance of the approach lies in its ability to transform fragmented management decisions into a systematic personnel management technology, enabling effective competition for human capital with major market players. The prospects for further research are related to the empirical verification of the proposed hypotheses on a representative sample using a longitudinal design.