We continue our discussion on employee engagement during times of staffing shortages. Today, we’ll explore how a company’s career advancement system can act as a magnet for those eager to work there. The opportunities offered by a transparent career growth structure can either attract or repel future employees and directly influence staff motivation.

Let’s consider two types of companies: the first—without a career advancement system; the second—with a structured personnel development program. During interviews in the second type of company, candidates are often told: “There’s an opportunity to become a gas station manager here.” Applicants for entry-level positions like fuel attendants are introduced to a clear set of criteria for promotion—allowing them to earn more and gain greater respect within the team. This significantly boosts motivation.

What Drives an Employee – It’s Not Just About Money

Human motivation stems from basic needs: material motivation—“I want to earn more,” and non-material, emotional motivation—“I want to have good relationships with management and lead others myself.” If a person lacks the desire to grow, it’s difficult to expect high performance. You can’t force someone to want more. What an employer can do is create the right conditions to fulfill those ambitions and attract more driven individuals.

When an employee sees clear prospects, they stop holding back and begin to try harder. What’s more, they find greater satisfaction in their work—it becomes meaningful.

Lack of Growth as a Demotivator

In companies without a career advancement system, employees realize from day one that the role they’re hired for is likely the highest they’ll ever reach. Their coworkers reinforce this outlook: “Why try so hard? You won’t get a raise or a promotion. All the managerial positions are already taken.”

As a result, new hires adapt to this mindset, do only the bare minimum, and conserve their energy. Motivation dwindles, job satisfaction fades, and the work becomes a monotonous routine.

Career Systems Aren’t Just for Big Companies

Some may think: “Sure, staff development programs are for large companies. But what if I only have two gas stations?” In reality, even a single location can implement a career system. The key is to clearly define the criteria for progression. For example: after three months as a fuel attendant, an employee can take a test to move into a cashier or station operator role. After six months, they may qualify to become a shift supervisor—and eventually, a station manager.

Of course, not all employees will aim for management roles—and that’s okay. But to foster a healthy motivational climate and attract strong candidates, such a system is crucial. It helps build a culture of growth and ambition.

Meaning and Opportunity Are What Truly Attract

A career growth system also serves as an element of internal PR. It’s much easier to attract talent through a personal recommendation like: “Join our team—you can earn a good salary and grow into a leadership role,” than with a dry pitch: “We offer a decent wage, but no real prospects.”

Studies show that most people don’t want to stay in the same position their entire lives. We seek perspective, development, belief in improvement, and opportunity.

What’s Next?

It’s always encouraging to hear someone say: “We have a career advancement system and a learning program.” In our next article, we’ll talk about employee training and how it impacts motivation and attracts new talent.

Andrii Kopylov
Head of the Standards Committee Fuel and Energy Business Association