This paper seeks to show how today's market economy has placed its emphasis on basic resources (capital, machinery, raw materials) on human resources. More recently, management has come to realize that people, their development and motivation are the key to competitive advantage. Employees are expected not to follow their superiors but to act proactively. The conditions and consequences of the injustice and inequality an employee experiences in a work situation are explored. Non-motivated employees are not interested and are ready to leave the company. This is why the paper explains the various strategies they use to boost their motivation to work. Continuous employee training, creating a comfortable environment and a fair reward system are tasks that companies must successfully implement in order to create a favorable motivation basis for each employee. Material motivation strategies are one of the fundamental factors underlying the organizational practice of work motivation. Salary as a form of material motivation is not the only form of reward. Employees have the opportunity to participate in financial results or profits or have a share in the property. This is where the idea of converting the best employees into small shareholders comes from. In doing so, companies are climbing to the leading position in attractiveness. Thereby, the company strengthens the connection of interests and encourages the overlap of its own interests and those of its employees. The needs of a higher order - the immaterial motivation strategy, that is, the development and validation of one's own abilities, appreciation of a certain status and a sense of inner fulfillment, are also important for motivation every day. An example of a successful and socially responsible motivator is Zagrebačka banka plc., a leading bank in Croatia.