In a constantly changing business world, motivating employees within a company and attracting new human resources become strategic priorities for companies. In order to achieve these objectives, it is crucial to implement effective motivational strategies, which lead to the retention of employees and the attraction of new valuable candidates. An effective motivational strategy not only attracts valuable candidates, but also determines the existing employees to make their maximum contribution to the success of the organization. Managers are increasingly concerned with assuming an important responsibility, namely that of motivating their employees to achieve performance. More and more companies realize the need to awaken the interest of employees to participate to a large extent in the company's success. Companies that maintain a focus on employee motivation will always have an advantage because a motivated employee is a productive employee. This will positively influence the results of the companies. That is why the motivational process is an important one, and managers should juggle motivational strategies to drive performance and help the company thrive. In this article, we will explore various forms of motivation, the causes for lack of motivation and what are the benefits that motivational strategies bring. Therefore, investing in effective strategies regarding the motivation of staff and candidates not only increases the attractiveness of the company on the labor market, but also strengthens the solid basis for the long-term success of the organization.