LABOR VALUES IN THE PERCEPTION OF THE MILLENNIAL GENERATION IN THE CONDITIONS OF DIGITALIZATION

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The purpose of the article is to explore the perception of work values as a marker of identity by the millennial generation in the context of the global digitalization of society. The millennial generation, being a significant part of the country’s economically active population, demonstrates its understanding of decent work, expressed in work preferences and value orientations, which, in turn, serves to determine the identity of this age group. Digitalization has contributed to the development and diversification of the employment sector by offering alternative forms, which has greatly changed the understanding of decent work. Based on data from a sociological study of formalized interviews among representatives of the millennial generation (n = 300), the key components of work values and their influence on the professional activity of representatives of the generation being studied were identified. The desire of millennials for career growth and professional self-improvement as the main labor value has been established; we can talk about a balance between external and internal labor orientations. It was revealed that an integral part of decent work for them is the presence of an expanded social package, including voluntary health insurance (VHI), and flexible work schedules. Millennials demonstrate high adaptability to changing conditions of the labor market and openness to innovation in organizing the labor process, which is manifested in a preference for remote forms of employment, opportunities for retraining and development. In the future, it is possible to study the attitudes towards work of millennials and centennials from a comparative perspective. The results of the article are of interest to those specializing in the field of sociology of labor and sociology of youth. The sociological research data can be used in the practical organization of labor activities to optimize personnel management and create a corporate culture that meets the needs of the new generation of workers.