У статті розкрито сутність трансформацій зайнятості в країнах ринкової економіки і в Україні. Проаналізовано сучасні тенденції трансформацій зайнятості на ринку праці України. Визначено вплив трансформацій занятості на зміну мотиваційних моделей поведінки на ринку праці. Розкрито аспекти мотивації пошуку роботи в залежності від вікових груп. Визначено та обґрунтовано типові мотиваційні моделі поведінки з урахуванням інноваційних змін на ринку праці.The purpose of the article is to reveal the essence and features of employment transformations in Ukraine, define the obstacles in realization of competitive advantages of youth in the conditions of dynamic changes on the Ukrainian labor market, opportunities of their overcome. In the course of research the general scientific and special methods of research (the comparative, economical and statistical, sociological analysis) have been used. It is proved that transformation of employment results from cardinal changes of demand for work as a result of globalization, informatization, competition, predetermining distribution of nonconventional forms of employment. The competitive advantages of employees on labor market it has been suggested to understand as advantages in demanded quality of the human capital and opportunities of its realization in labor market. The achievements of world experience concerning support of competitiveness of youth in the conditions of innovative changes on labor market have been revealed. The specifics of employment transformations in Ukraine have been defined. The contradictions of non-standard employment which borders with the labor relations in "shadow", without providing social guarantees have been revealed. The problems of youth unemployment in Ukraine have been analyzed. The obstacles of realization of competitive advantages of youth in labor market have been revealed; the directions of their overcome have been suggested. It has been proved that minimization of youth unemployment and realization of competitive advantages on labor market of Ukraine depends first of all on restructuring of economy, formation of an innovative segment of labor market, social interaction.