If the (Sensible) Shoe Fits: The Image of the Librarian

by Jennifer Bobrovitz and Rosemary Griebel, Calgary Public Library

Introduction

Thirteen years ago, before the Internet had a world-wide stranglehold on the delivery of information, the Special Libraries Association's Inter Association Task Force on Image developed two surveys on library and information professionals for distribution to two distinctly different groups; members of the profession and community leaders. The study was designed to assess the status and image of professional librarians in America. Results indicated a clear relationship between status, image and compensation.

Based on these findings the Task Force made a number of recommendations for enhancing the image of the library and information professional. These included, increasing visibility of the profession through community involvement, developing and projecting a positive image and promoting the value of library services to society.

In 2001, Jennifer Bobrovitz and Rosemary Griebel of Calgary Public Library revisited key issues identified by the 1988 study. Simply put, since 1988, has there been a significant change in status and image? Of particular interest was the question, has the technological revolution of the past thirteen years changed the perceptions professionals have of themselves or how community leaders perceive the profession?

Methodology

The Alberta study of Bobrovitz and Griebel (2001) consisted of a number of research components. This paper focuses only on survey results. Two surveys, based on SLA's 1988 work, were developed and distributed to Information Professionals and Community Leaders throughout Alberta, Canada. Results are not statistically valid and are indicators of opinion only.

Findings
Summary of Results for the Survey of Library/Information Professionals

• 43 questions related to demographics, self-image, job satisfaction, perceptions about professionals, suggestions for how to enhance their own image and the public's perception of the librarian
• 127 respondents primarily from Alberta

Profile of the Library/Information Professional

• female (87%)
• 40-59 years of age (71%)
• Master's degree (67%)

Employment

• public library (47%)
• college/university library (24%)
• government library (8%)
• corporate library (9%)

Salary

• $30,000-$39,999 (17%)
• $40,000 - $49,999 (31%)
• $50,000-$59,999 (17%)

Years in the Profession

• 1-5 years (22%)
• 6-20 years (46%)
• 21 years or more (31%)

Self Image

Skill-Set Library/information professionals believe they are or have:

• skills important to employer (97%)
• good decision making skills (88%)
• highly developed interpersonal skills (85%)
• suited to an executive position (73%)
• keep up with professional developments (84%)
• seek promotion within organization (59%)

Image

• professional appearance (85%)
• professional behaviour (97%)

Professional/Community Involvement

• active in a professional organization (54%)
• active in community as part of job (53%)
• active in community outside work (60%)

Job Satisfaction

• agree they are significantly underpaid (49%)
• satisfied with perks and fringe benefits (55%)
• like what they do (87%)
• see job as challenging (90%)
• agree profession has enhanced self-esteem (73%)
• professional expectations met (69%)
• profession enabled them to realize potential (64%)

Elements of Job Satisfaction

• acquiring new knowledge (99%)
• salary and benefits (90%)
• interacting with customers (88%)
• respect within profession (86%)
• respect in the community (82%)
• collegial relations (82%)

Perceptions of Colleagues

• library/information professionals are leaders (37% agree)
• lack confidence (53% disagree)
• creative (58% agree)
• innovative (61% agree)
• technologically skilled (66% agree)
• fear change (54% disagree)
• lack self-esteem (54% disagree)

Value

• highly regarded by employers (32% agree)
• work is valued by society (43% agree)

Appearance

• appearance matters to customers (77% agree)
• most library/information professionals dress for success (38% agree)
• image of profession needs enhancement (86% agree)

Summary of Results for the Survey of Community Leaders

• 20 questions related to demographics, perception of librarians' skills and characteristics, experiences with librarians and factors influencing formation of opinions regarding the profession
• 80 respondents from across Alberta (65% urban; 35% rural)

Profile of Community Leaders

• female (58%); male (42%)
• 40 - 59 years of age (52%)
• university educated (57%)

Employment

• mayor/elected official (38%)
• business/law (30%)
• professor/teacher (10%)
• media (9%)
• retired (8%)

Income

• $50 - $74,999 (37%)
• $30 - $49,999 (31%)
• $75 - $99,999 (14%)
• $30,000 or less (11%)
• $100 - 199,999 (5%)

Impressions of Librarians

Fifty-four per cent of the respondents have a friend, relative or colleague who is a librarian. Community Leaders get their impressions of librarians from:

• personal experience (90%)
• school experience (55%)
• family (35%)
• friends (25%)
• TV/movies (25%)
• books (11%)
• Internet (5%)

Community Leaders formed their opinions of Librarians:

• as a child (65%)
• as a teenager (21%)
• as an adult (14%)

Experience with Librarians

• positive (86%)
• neutral (13%)
• negative (0%)
• no experience (1%)

Types of Libraries Ever Used

• public (93%)
• school (71%)
• university/college (60%)
• government (36%)
• business/corporate (30%)
• law (24%)
• medical (20%)

Types of Libraries Used in the Past Twelve Months

• public (71%)
• university/college (20%)
• government (13%)
• business/corporate (10%)
• school (9%)
• law (8%)
• medical (4%)

Reasons for Library Use

• research (74%)
• recreation (59%)
• hobby (43%)
• business (43%)
• do not use (5%)

Community Leaders' Perception of Responsibilities and Personal Characteristics of the Librarian

Salary
Respondents believe a Librarian earns:

• $30 -$39,999 (40%)
• $40 - $49,999 (26%)
• $29,999 or less (18%)
• 50 - $59,999 (13%)
• $60 - $79,999 1%)
• $80,000 + (1%)

Respondents believe Librarians have:

• Bachelor's Degree (48%)
• Master's (22%)
• College/Technical (22%)
• High School (9%)
• Doctorate (0%)

Skills

Most Important for a Librarian (By Rank)

1. communication
2. research
3. subject expertise
4. interpersonal
5. technological
6. analytical
7. financial management
8. teaching

Service Rating

• reliability (94%)
• accuracy (93%)
• value (90%)
• usefulness (89%)
• timeliness (87%)

Where Community Leaders Seek Information:

• Internet (54%)
• colleagues (53%)
• librarians (43%)
• friends/family (31%)
• other employees (19%)
• secretary (13%)

Reasons for Consulting a Librarian:

• finding information on a topic of interest (57%)
• identifying best article, book or website (44%)
• help defining and clarifying a specific need (44%)
• help in solving a problem (39%)
• providing comprehensive information to help in decision making (28%)
• assist in advancing goals of the organization (28%)
• assistance with school work (23%)
• assistance using the Internet (9%)
• assistance in advancing personal goals (8%)

Job Related view of Librarians

• more service oriented than money-oriented
• more people oriented than task-oriented
• more career oriented than job oriented

Personal Characteristics Attributed to the Librarian

• more passive than aggressive
• more approachable than aloof
• more imaginative than unimaginative
• more assertive than shy
• more adaptable than rigid
• more responsive than unresponsive
• more pro-active than reactive
• more youthful than old
• more responsible than irresponsible
• more dedicated than unconcerned

Description of the Librarian When asked to "describe a librarian in five words or less", common adjectives were:

• helpful (28x)
• knowledgeable (23x)
• friendly (11x)
• quiet (8x)
• resourceful (6x)

General Conclusions

• the 2001 study reveals that most library/information professionals have a positive self image, are satisfied with their jobs and their profession, believe they have skills of value to their employer, feel underpaid and undervalued by employers and society and believe the image of the profession needs to be enhanced. Suggestions for enhancing the image focus on public relations and advocacy initiatives, and correspond to the recommendations of 1988.
• Librarians/information professionals feel less valued by society in 2001 than they did in 1988 and are less content with salaries.
• The stereotypical image of librarians identified in the SLA study persists and as in 1988, "the image is all too often reflected in the status and compensation accorded members of the profession and even in the self-esteem of librarians themselves."
• Almost all community leaders have used a library at some point in their life, and rate the experience as positive (86%). Yet, results indicate that increasingly community leaders are not using libraries and do not perceive librarians as integral to their personal life or their professional success.
• Community leaders' estimation of the educational qualifications and salary of the library/information professional is lower than 1988 estimates. In spite of radical technological advancements since 1988, community leaders still do not believe technological skills are essential for the profession in 2001.
• The first source of information that community leaders consult is the Internet. Since 1988, the use of library/information professionals as an information source has dropped to third place. Sixty two per cent of the respondents said they "never" consult a librarian to assist them in using the Internet, nor do they seem to link Internet use with the library/information profession in any way.
• In spite of the changing role of the library/information professional in a technological age, little has changed since 1988. At that time the authors of the SLA study stated "one positive development that seems to have created more respect for librarians is the introduction and usage of electronic technology." The 2001 study does not support this theory.