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It is investigated the theoretical bases of motivation of the banking sector employees in the context of their value orientations and the directions of their value adaptation as a tool of management and behavior management of banking staff.The aim of the work is to develop the motivation concepts of the banking sector employees on the value orientations basis in the context of the need of the effective mechanisms formation on the employment influence on the banking institutions employees. It is noted that in the motivation process of the banking sector employees it is necessary to highlight the subjects of motivation which are the motivated subject and motivating. It is proved that the object of motivation is the value orientations of employees that include the basic needs and interests of employees. Based on the approach of A. Maslow for the concept understanding of «value», groups of value orientations of banking sector employees are formed. The conceptual regulations of the motivation for the banking sector employees based on value orientations has been deepened. It has been established that the approximating process of the subjective system of values in the objective system is the value adaptation of employees and may include both external and internal motivation. It is proved that the internal motives are formed under the influence of the external motivation which involves the various methods application of the labor behavior influencing of the employees within the material and non-material form. The concepts of the motivating banking sector employees on the basis of value orientations are proposed taking into account the processes of value adaptation as a transformation of the subjective value system into the objective one which include the organizational, regulatory and financial fundamentals of stimulating labor activity of the banking institutions personnel, the implementation of which will contribute to the further development of the banking sector in terms of the motivational aspects of the bank employees and meet the needs of the economic entities  for receiving of a wide range of modern banking services.

MOTIVATION OF THE BANKING SECTOR EMPLOYEES IN THE CONTEXT OF THEIR VALUE ORIENTATIONS