This work analyzes the mechanisms of motivation and retention of personnel in the IT industry with a focus on the use of coaching technologies. The study demonstrates the value of a coaching management style, which does not necessarily require professional certification but implies the mastery of competencies aimed at developing and revealing the potential of employees. The work analyzes internal and external motives that affect employees’ behavior and their professional development, as well as examines ways to integrate them into corporate strategies to enhance productivity and job satisfaction. An example of the practical application of the ideas presented is the analysis of the activities of JSC «SUPERTEL», where coaching approaches are used to stimulate employees for self-analysis, professional growth, and increased loyalty. The significance of coaching is confirmed by positive changes in productivity indicators and a reduction in staff turnover, demonstrating the value of these technologies for personnel management in the IT sector. The relevance of the topic of managing motivation and retention of personnel in the IT industry through coaching technologies is conditioned by the development pace of information technologies and the acute need for qualified specialists. Companies currently face the challenge of attracting and retaining valuable employees. Productive motivation management using coaching methods allows for creating a favorable work atmosphere and culture that supports personal and professional growth of employees, thereby increasing their loyalty and reducing staff turnover. The application of coaching technologies in managing IT companies is a way to achieve high market performance.
motivation management, staff retention, IT industry, coaching technologies, coaching management style, personal growth, professional development, staff turnover, personnel management, work efficiency
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