Techniques for influencing employee loyalty in creative industries organizations

This study analyzes techniques for influencing employee loyalty in creative industries organizations in the post-crisis period, when issues of personnel retention and engagement are particularly pressing. We have revealed that creative industries are characterized by unstable employment conditions and a shortage of qualified specialists. This makes employee loyalty a crucial factor in sustainability of organizations. The methodological framework includes a qualitative analysis of Russian and international sociological, economic, and culturological studies, as well as our online survey of representatives of creative industries organizations in the design sector. Questionnaires, generalizations, and comparative analysis were used to study this phenomenon, which enabled to reveal stable trends and new manifestations of loyalty. The results indicated a decline in traditional forms of commitment and an increased role for intangible factors, including flexibility, autonomy, transparency of career prospects, as well as the quality of corporate culture and management practices. Hybrid employment formats, mentoring, and HR brand development are particularly important. It has been established that employee loyalty in the creative industries is multilayered and requires a comprehensive approach combining tangible and intangible incentives, digitalization of HR processes, and support from professional communities. The findings can be used in management practices to create sustainable teams and enhance the competitiveness of creative industries organizations.