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The concept of “job crafting” is one of the most interesting constructs within the organizational literature about proactivity in the workplace. Several authors pointed out the need of longitudinal research on job crafting. In this paper we illustrate the results of a qualitative empirical research conducted within a large retail company. While available job crafting theory emphasizes individual goals as key motivational drivers for job crafting, we found that organizationally oriented goals and motivations are also very relevant. We also found that when a convergence of individual and organizational goals is observed, the motivation towards job crafting is significantly increased, and that work experience plays a significant role in such process.

The Role of Pro-Organizational Motivation as Antecedent of Job Crafting: A Qualitative Exploration