NEEDS IN GENERATION Z'S PROFESSIONAL DEVELOPMENT IN THE DIGITAL ERA

One of the obstacles to achieving the desired goals and results of Ukrainian organizations is the lack of analysis of the needs for staff professional development, as a proven link between staff development, product quality, productivity, effective management. Generation Z (Gen Z) already makes up to 10% of the staff in companies and is considered the future of the world economy, it is digitalized, has features of education, values, motivation, which are important to consider in their development as professionals. According to sociological research, it was identified from the point of view of the working Gen Z the following problems of their professional development in the digital era: significant indifference of Ukrainian organizations to take into account the needs of Gen Z professional development, lack of staff development strategy goals, dissatisfaction with the learning process and their development as professionals, lack of quality forms and training methods. The needs in Gen Z professional development in the digital era are: among the types of advanced professional training - advanced training, retraining, adaptive training, primary vocational training or basic training; among the forms of advanced professional training- non-formal training, informal training that takes place anywhere, part-time training (full-time) and part-time training (evening, distance learning), formal training, on-the-job training and internships; among the forms of vocational training directly on the workplace - coaching, staff briefing and mentoring, staff rotation, apprenticeship; among the forms of advanced professional training outside the workplace - lecture, case study, sensitivity training, role-playing games and e-learning, online training and distance learning; the need for the development of soft (universal) skills is the development of emotional, volitional, managerial, social and behavioral skills; needs for the development of hard- skills, such as multidisciplinary knowledges, knowledge of foreign languages, narrow professional skills. The practical significance of the article consists of the possibility of using the sociological research results to establish an effective dialogue between the employer and Gen Z to take into account their needs for professional development, it will bring rapid positive and necessary changes for both parties.