Experts predict that in 2030 the world may face a labor shortage crisis. Currently, companies are interested in attracting and retaining young and talented professionals. The book presents a theoretical analysis of the characteristics of representatives of generation Y as employees. The work contains practical recommendations for optimizing the system of incentives for young employees of leading Russian companies, the methods can be adapted and applied to solve this problem in other companies. The work is intended for students, graduate students, scientists and managers of various levels.