Factors affecting employee engagement in an advertising agency inSouth Africa
Date
2017
Authors
malherbe, Riaan
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Abstract
ABSTRACT
Even though the concept of employee engagement, relatively new as it is, has amassed a significant body of research following a number of studies conducted on the topic over recent years, the specific factors that affect employee engagement, both positively and negatively, among creatives in an advertising agency remain vague. As it is generally accepted that creativity remains the cornerstone of a successful advertising agency, little research has been done into the factors affecting employee engagement among creatives in an advertising agency.
This research report aimed to identify the factors that both promote and inhibit the levels of engagement among creatives in an advertising agency in South Africa.
A thematic analysis was conducted on the responses recorded from semistructured in-depth interviews of twelve respondents, all of whom were working as creatives in an advertising agency in Johannesburg. The common factors and themes from the respondents provided deep insight into the relevance of the factors against the research proposition. The research findings show that creatives in an advertising agency regard certain factors that affect employee engagement in higher regard than others, and not all the factors as proposed by the research proposition are supported in the research findings.
The key message from this research study is that advertising agencies should be aware of the specific factors that both promote and inhibit employee engagement among creatives, and attempt to introduce the necessary programmes and relevant training in the agency to ensure the highest levels of engagement among creatives, as it in turn will drive creativity and meaningful participation in the creative process.
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Keywords
Employee motivation,Creative ability in business, Advertising agencies -- South Africa.