Prospects for preserving and realizing the human resource potential of construction enterprises: motivation and organization of work

In the article, the problems of construction companies are discussed. Strategic directions to stabilise the activities of construction companies in Ukraine under martial law are outlined.  The necessary comprehensive measures to preserve and realise the human resource potential of construction companies are proposed, namely: employment support programmes, interaction between business and education, modernisation of the motivation system, HR branding of construction companies, expansion of subjectivity in building the human resource potential of construction companies while maintaining the balance between supply and demand in the country's labour market as a whole and territorial balance in the distribution of labour resources, intensification of the activities of employment hubs.The focus is on the issues of shifting the emphasis of labour motivation and its key factors during the period of martial law, while maintaining the priority and importance of classic elements of material motivation (wages, bonuses, additional payments). It is noted that motivation has shifted from the financial and career model to the social, moral and security model, in which physical safety, patriotic duty, and emotional support become the most important factors. The expectations of employees have also changed. During martial law, job security, stability, and humane treatment by employers are more highly valued. The functions of labour market participants and state bodies in implementing measures to achieve a balance between supply and demand in the labour market are detailed.The key aspects of labor organization in the construction industry are revealed, considering the challenges of martial law, in terms of implementing modern approaches to personnel management, introducing optimal work and rest regimes, creating modern workplaces, further improvement of working conditions and occupational safety, focusing on the safety of employees in the workplace, rational division and cooperation of labor, introduction of modern technologies in construction, development of effective logistics chains, and rational use of resources.