The article presents a cluster approach to personnel motivation management in oil and gas industry organizations, which involves the formation of tools for creating and managing new structures, taking into account the requirements of the external environment, the specifics of the industry and the specifics of the territory where the enterprises are located. Statistics confirm that more than 65% of employees in small and medium-sized enterprises experience insufficient satisfaction with the motivation system, which leads to a decrease in engagement and productivity. The scientific works of researchers such as F. Herzberg and A. Maslow have laid the theoretical foundation for understanding motivation. In Russian science, B.A. Anikin and Z.P. Rumyantseva, who studied personnel management and economic incentives, contributed to the study of this area. However, existing research is insufficiently adapted to the tasks of modeling motivation systems in the context of digitalization and automation of business processes. This necessitates further study and practical implementation of these approaches. The methodological basis of the research is the theoretical developments of domestic and foreign scientists in the field of personnel motivation management. The following methods were used in the work: system analysis to study the structure of the motivation system; business process modeling to visualize and optimize the system; economic and mathematical methods to evaluate the effectiveness of the proposed model.