IMPACT OF THE DIGITAL ECONOMY ON LABOR VALUES OF GENERATION, ENTERING THE LABOR MARKET

The relevance of this study lies in the fact that the digital economy has a significant impact on all spheres of public life without exception: transactions, business and business models of organizations, methods of communication between subjects, way of life, work, leisure. The young generation, which is just to enter the labor market, was born in the era of digital technology, which certainly influenced their values and behaviors, and therefore there is a need to assess the impact of the digital economy on the labor values of the generation entering the labor market. The study of labor values of generation Z will help organizations (employers) to develop effective strategies of motivation, retention, creation of working conditions corresponding to the values of this generation. The aim of the research is to determine the mechanisms of the digital economy influence on the labor values of the generation entering the labor market. Methods: historical method, methods of logical, comparative, system analysis. Results. The author has considered the main features of the digital economy, carried out the analysis of the main characteristics of generation Z on the basis of the review of foreign and domestic literature, defined labor values of generation Z and assessed the influence of digital economy on labor values of the considered generation. It is suggested that the digital economy is not the only factor influencing the labor values of the modern generation.