MOTIVATION OF PERSONNEL AT ENTERPRISES UNDER MARTIAL LAW TO COMBAT HUMAN CAPITAL DRAINAGE

Abstract

The paper provides a comprehensive analysis of the transformation of approaches to employee motivation at Ukrainian enterprises under martial law and the uncertainty of the post-war period. It is emphasized that retaining the core workforce is a fundamental condition not only for business operations but also for the country's future economic recovery. Theoretical aspects of motivational management are considered, which in crisis conditions shift from the pyramid of self-realization to the basic needs of security and stability. The current challenges faced by employers are analyzed: the mass departure of qualified personnel abroad, emotional burnout of employees and a change in their priorities. It is established that traditional material incentives, despite their significance, lose their absolute effectiveness without being combined with security and social guarantees. A study of labor market dynamics indicates critical risks of non-return of a significant part of labor migrants, which creates a threat of a shortage of specialists in key sectors of the economy. The main factors that reduce staff loyalty and encourage emigration are identified: physical danger, lack of vision of career prospects in Ukraine, reduction in real incomes and psychological pressure. It is proven that ignoring these factors leads to a loss of competitiveness of enterprises, since the search and training of new personnel requires significantly more resources than the retention of existing ones. Areas of improvement are proposed: first, prioritization of security and social guarantees through the implementation of flexible employment models and relocation programs to safer regions; second, institutionalization of psychological support and development of a corporate culture of resilience to counteract burnout; third, revision of the structure of compensation packages towards increasing the share of individualized incentives and long-term bonuses tied to the post-war recovery of the enterprise in order to motivate employees to plan their future in Ukraine. Implementing these measures is critical to building employee loyalty, reducing employee turnover, and preserving intellectual capital for economic recovery. The updated motivation strategy must evolve from situational responsiveness to creating an ecosystem of caring for the employee as a key business partner.