Abstract
HRM theories perceive organisational commitment as a useful instrument for an organisation to retain employees. However, from various perspectives, the usefulness of organisational commitment has been questioned. Several studies show that, in the case of the professionals, the perceived positive effects of organisational commitment on intention to stay may not
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occur (Abbot, 1988; Aranya and Ferris, 1984; Schomaker, 1999). Other studies question whether organisational commitment is still relevant at all. Employment relationships are said to be changing due to the rise of post-Fordist organizations (Baruch, 1998; Kunda and Van Maanen, 1999; Thijssen, 2001) and the ‘free agent’ (De Korte en Bolweg, 1994; Hall, 1996). Finally, it is assumed that identity constructions, and the commitments that result from these constructions, are more layered and dynamic than is assumed in the commitment model. Authors such as Lash and Urry (1994) and Scase and Davis (2000) perceive advertising agencies to be an example of future organisations. The special interest in the ties that bind creative professionals – designers, art directors and copywriters – stems from the fact that, as the creators of the creative output, they are valuable resources for the agencies. The aim of this study is to gain insights into the dynamics and complexities of identity constructions by creative professionals in advertising agencies, and through this to obtain a better insight in the generalizability of the assumptions in the three-component model of commitment (Meyer and Allen, 1997; Meyer and Herscovitch, 2001; Meyer et al, 2002). The research adopts a relational perspective on identity construction (Giddens, 1991; Gergen, 1991, 1999; Hall, 1996). Two case studies were held in a design studio and an advertising agency. Based on narrative interviews, the book shows that indeed the creative professional represents the ‘free agent’. However, their characteristics might better be explained by long-standing professional ideals than by changes in contemporary society. Autonomy or ‘creative freedom’ is as an important characteristic of the identity of the creative professional. During their professional career, the creative professionals engage three main discourses which express variations in the identity of the creative professional. The creative professionals give their own meaning to these discourses. Three idealised types of creative professional identities are distinguished: the Creative Genius, the Self-employed and the Organisation Man. In each type a different meaning is given to autonomy, resulting in three career perspectives. The Creative Genius aspires to a career as an independent free artist, the Self-employed to a career as a self-employed applied artist and the Organisation Man to a career as an applied artist inside an organisation. From the provided narratives, a preference for a specific type can be observed but predictions cannot be made about future careers. Creative professionals use several types in their narratives, depending on the situation they are describing. However, the high percentage of self-employed creative professionals in the branch shows that self-employment is the most likely career. The limited possibilities that organisations offer for long-term employment, especially for female creative professionals, reinforce this effect. Analyses shows that in the identity construction of account professionals and support staff the ideal career paths are bound to an organisation. The book shows, by analysis of the survey, that the identity constructions of creative professionals can lead to various commitments, including organisational commitment. Only in case of the creative professionals, professional commitment is correlated to the intention to leave. This outcome questions the generalizability of the positive effects of commitment on the intention to stay. Furthermore, based on the narratives of the creative professionals, the book argues that these commitments are more dynamic and layered than is assumed in the commitment-model and measured in the survey. This further limits the predictive value of commitment for the intention to stay.
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