<![CDATA[The rapid growth of the startup sector has generated significant opportunities for millennials, who now dominate the global workforce. However, high turnover rates remain a pressing challenge, especially in startups where resources are limited and work pressure is high. Millennials place greater value on non-financial aspects of employment, including workâlife balance, career development, meaningful work, and organizational culture. This study aims to explore effective retention strategies tailored to millennials in the startup sector. Employing a qualitative literature review method, the research systematically examined academic journals, conference proceedings, and industry reports published within the last five years. Thematic analysis identified recurring factors influencing retention, including non-financial incentives, flexible work arrangements, career development programs, mentoring, and employee well-being initiatives. The findings indicate that startups that provide clear career pathways, continuous learning opportunities, and hybrid work models experience higher levels of employee satisfaction and reduced turnover. Moreover, strong organizational culture, transparent recognition systems, and mental health support significantly enhance employee engagement and long-term retention. Practical examples from Indonesian unicorns such as Gojek highlight that mission-driven narratives combined with mentoring and skill development programs help compensate for limited financial rewards while strengthening employee commitment. This research contributes to the understanding of millennial workforce management and offers practical guidance for startups to improve retention strategies, ensuring both organizational sustainability and competitiveness in the digital economy.]]>
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