This paper discusses the effects of operational convergence, and the subsequent growth of the hybrid library model, upon the professional self-identity of academic library staff. The role of professionalism as a concept and motivational driver within contemporary academic librarianship is examined. Main themes of investigation include the extent of work assimilation between the traditional library and computing disciplines and between professional/para-professional staff groupings. Following a review of the literature, case study research involving Learning and Information Services (LIS) departments at four British universities was undertaken, including interview and focus group work with LIS staff from across the organizational structure. Predominant challenges to professional identity include employer (rather than professional) allegiance, the growing status of the para-professional and the growth of a generic skills base as recognized by para-professional sectors such as business, finance and media. (Contains 1 endnote and 1 table.)