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The paper aims to identify the main factors for increasing the attractiveness of digital socially-oriented clusters in a pandemic for students of Generation Z. The work used general scientific and special research methods, including a questionnaire survey, in-depth interviews, and a focus group in a remote format. The empirical base was made up of students of Generation Z (n=806 people) from 27 Russian universities. The research revealed a high degree of readiness of Generation Z students to participate in digital socially-oriented clusters in the pandemic. The authors identified the most important factors for increasing attractiveness, including gaining work experience in a large digital socially-oriented cluster, good wages, interest in communicating with various people, and the opportunity to make a career. The paper clarifies the categorical-conceptual apparatus on the research subject. The factors contributing to the participation of young people in digital socially-oriented clusters in the context of the pandemic include difficulties in entering the labor market, exacerbated by pandemic restrictions, and discrimination against young people, especially in small and medium-sized businesses and public service. The results obtained can be used to improve the planning system and provide digital socially-oriented clusters with human resources based on young people with developed digital competencies and high motivation.
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