The study discusses the development of staff motivation through the assessment of employee loyalty to a company. Having analyzed sociological survey results, Russian and international scientific literature, the author reveals that loyalty is a characteristic of the staff associated with the commitment to a company, approval of staff goals, means and ways of their achievement, open labor motives. This characteristic serves as the basis of high work motivation, a key area of development and stability of the modern company. The author examines factors that can ensure staff loyalty to the company. The sociological survey of employees in Saratov industrial companies has been conducted with the help of employee Net Promoter Score (eNPS). It is a widely used method in Russian and international HR practices to assess employee loyalty as an element of work motivation.