Modern Forms of Employee Motivation as a Way to Effectively Manage the Staff of the Media Organization

This study looks at the differences in the motivation of employees within the creative industries compared to the employees of all other industries. In this study, the phrase “employees within the creative industries” specifically means journalists. The hypothesis of the study is: for the motivation of creative employees different tools are needed as compared to the employees in other industries, and only these specific instruments will work effectively. The goal of this study is identify the opportunities for the use of editorial management in order to create an optimal scheme for motivation, taking into account the creative and individualistic characteristics of creative employees. With this, the motivation system must also prevent the lowering of the quality of the work in the cases where the journalists lacks or has insufficient self-motivation. It is also necessary to prove that for the motivation of creative employees, other methods are necessary, as compared to the methods used for the motivation of employees in other industries, and only such methods will be effective. In the given study, the main scientific theories and concepts of motivation of the employees of the creative industries were summarised. A comparative analysis was conducted on the theories of motivation and modern methods of motivating the employees of a media company. The effectiveness of the work of modern motivational concepts in relation to media was found to be insufficient. On the basis of the collected theoretical and empirical data recommendations, on the development of adequate methods, models and forms of motivation for the employees within the creative industries, were formed. This study may present interest as both a scientific resource and for practical goals.