Challenges of engaging and motivating Generation Z employees in a production company: a case study of „UAB CIE LT Forge

Abstract

This project examines the challenges of engaging and motivating Generation Z employees in a production company, aiming to develop research-based, practical recommendations for enhancing employee engagement and motivation. Generation Z, born between 1995 and 2012, has distinct job expectations that are often not met by traditional motivational strategies, leading to issues such as high employee turnover. The project integrates theoretical insights into the characteristics, needs, and motivational drivers of Generation Z and seeks to translate them into practical solutions tailored to the production sector. The primary objective is to formulate motivational recommendations to strengthen the integration of Generation Z employees at UAB „CIE LT Forge“. The study will include a comprehensive analysis of the current situation, identify key issues and motivational factors relevant to Generation Z inclusion, and develop actionable recommendations to be implemented within the company. The project will result in the publication of scientific articles and the preparation of tailored motivational guidelines for the production environment. The outcomes of the project will directly support the competitiveness of UAB „CIE LT Forge” by improving employee engagement. Moreover, the proposed recommendations will be transferable to other production companies facing similar generational workforce challenges. The study will also contribute to the academic literature by offering empirically grounded insights into Generation Z’s integration and motivation within the production sector.