The main goal of the paper is to illustrate, deeply reflect and highlight how the employees demands and their expectations had evolved through time and correspondingly how companies should address the anticipated challenges that might come along with these changes. Within the current turbulent and dynamic business environment managers need to be highly aware of their employee level of motivation in order to keep and possibly to increase their company’s competitiveness. From a methodological point of view, the paper uses an empirical analysis designed such as to better provide a set of relevant and valuable data, information and knowledge that would have to be used in order to anticipate the trend and expected dynamics of employees’ demand and their corresponding expectations. Enterprises should make efforts to anticipate these potential complex changes that are starting to materialize. These emerging challenges might bring diversification and amplified volatility of the main influencing factors that will determine companies to better identify and to find more efficient and effective ways to adapt their Human Resource strategies and policies in order to assure a sustainable increase of labour productivity that would highly and constantly contribute to obtain, keep and support their company competitiveness based on a long-run competitive advantage.