Research shows that the ascendency of managerialism in the higher education sector and its fundamental contradictions with the professional values has placed misaligning identity claims upon academics. However, the identity tension that arises from the misfit between the professional ethos and the organisations' market-driven requirements, and the ways in which academics cope with it has received insufficient attention. In this article, grounded on a conception of identity that describes it as in-progress narratives available to people, I analyse the routine work of academics in a Canadian public university. The results reveal that they reflexively and situationally construct different versions of their professional selves to minimise the tensions between the co-existing yet contradictory identity claims. In so doing, I found that the academics undertake two discursive strategies of embracing and distancing. I explain how these 'identity work' mechanisms help to strike a balance between the two contradictory discourses and suggest some directions for future research.