A Study On Motivation To Knowledge Workers Of News Agency Based On Competency Mode

Xinhua News Agency has witnessed great changes in the 21^st century in terms of news and information report, human resource management system, finance management system and marketing management system. News and information industry now is facing more furious competition. Under the new circumstance, talent cultivation turns as the key to intensify core competitiveness and forge soft power of Xinhua News Agency. The core problem of talent cultivation and team buildup is to improve the traits of staff, inspire their positivity and intensify motivational factors.This paper first analyzes the competency mode of human being and then, through establishing competency mode upon those well-recognized core knowledge workers of Xinhua News Agency, by interviewing the key events journalists of news agency branches experienced and based on sufficient discussion with and analysis on agency staff and leaders, the paper sets thinking capacity, achievement orientation, diligency, initiative, learning capacity and interpersonal EQ as the core traits of journalists and based on that, establishes the competency mode for journalists. The paper also makes analysis to knowledge workers' psychological characteristics, capacity characteristics, work and working action characteristics and transfer characteristics; it expatiates the current situation of motivation to knowledge workers with Xinhua News Agency and points out the problems existing in human resources allocation, specialty structure, management system, staff transfer, layout, re-education, organization, cultural environment and etc. On the basis of research and statistics, the paper draws forth the motivational factors to knowledge workers of news agency branches, and by analyzing the relation of the aforesaid aspects and based on competency mode, puts forward the motivational strategies to knowledge workers.Through the study in this paper, the author attempts to find a new motivational mode that is suitable to the human resource management of the Gansu branch of Xinhua News Agency, so as to further strengthen the core competitiveness of the news agency branch with more effective motivation to knowledge workers.