In Croatia, the ICT industry is recognized as the industry with the highest share in the country’s GDP, one that reports continuous growth year after year, and the greatest contributor to technological, social, and economic advancement. As such, it is based on systemic innovative activity and recognized nationally as a strategic factor in the economic development of the next 6 years. A key factor in maintaining the trend of positive development in the ICT industry is the innovative activity of its employees. This bachelor final paper presents the motivators of the ICT industry employees for innovative activity, as well as the work environment factors which affect the level of their motivation for innovative activity. The research methodology includes the valence of selected factors which motivate employees intrinsically for innovative activity, and extrinsic rewards with positive effects on the degree of their intrinsic motivation, as well as the valence of the support level in their work environment for innovative activity. The research results have shown that employees are highly aware both of their own potential and that of the industry they work in, that they are highly intrinsically motivated for innovative activity, as well as that the extrinsic factors positively affecting their intrinsic motivation for innovative activity were differently evaluated by employees in management positions in relation to other employees. The results in both subject groups show that it is necessary to intensify management activities for the timely detection and removal of impediments for the innovative activity of employees. Based on the results of the research, the paper offers practice recommendations for the ICT industry managers tasked with devising and conducting motivational programs with the goal of increasing enterprises’ innovative potential, as well as recommendations for future research on the topic.