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Abstract(s)
A comunicação interna deve ser estrategicamente orientada para um contexto
organizacional específico, uma vez que as suas especificidades irão moldar o modo como se
comunica e o que se comunica. Os diferentes conteúdos e instrumentos de comunicação
interna devem ser, por isso, pensados e implementados com o objetivo de incluir e integrar
os colaboradores, de forma a estimular a sua motivação e, no limite, o seu engagement para
com a organização.
A Doutor Finanças é um exemplo de organização que opera, parcialmente, no espaço
digital e, como tal, a comunicação interna deve ser estrategicamente delineada de modo a
que os seus colaboradores estejam integrados no contexto organizacional, sintam a
importância do seu contributo e que, por sua vez, transformem esse reconhecimento em
motivação, para que, no limite, seja gerado o seu engagement.
O objetivo da presente investigação é compreender o contributo dos conteúdos e
instrumentos de comunicação interna na geração de engagement nos colaboradores da
Doutor Finanças. Para tal, irá utilizar-se uma metodologia mista de investigação, com base
no apuramento de dados exploratórios de foro qualitativo através de análise documental e
entrevistas exploratórias e os dados primários com uma metodologia quantitativa através da
aplicação de um inquérito por questionário junto dos colaboradores da organização em
estudo.
Como principais resultados da investigação, apurou-se que os colaboradores da
Doutor Finanças reconhecem a importância dos conteúdos disponibilizados pela
organização na geração do seu engagement, sendo também capazes de apresentar perspetivas
de melhoria.
Internal communication should be strategically targeted to a specific organizational context, since its specificities will shape how and what is communicated. The different content and tools of internal communication should, therefore, be designed and implemented with the goal of including and integrating employees in order to stimulate their motivation and, ultimately, their engagement with the organization. Doutor Finanças’s an example of an organization that operates, partially, in the digital space and, as such, internal communication should be strategically designed so that its employees are integrated in the organizational context, feel the importance of their contribution and, in turn, transform this recognition into motivation, so that, in the end, their engagement is generated. The objective of this research is to understand the contribution of the contents and instruments of internal communication in generating engagement among the employees of Doutor Finanças. To this end, a mixed research methodology will be used, based on the collection of qualitative exploratory data through document analysis and exploratory interviews and primary data with a quantitative methodology through the application of a questionnaire survey to employees of the organization under study. As main results of the research, it was found that the employees of Doutor Finanças recognized the importance of the content provided by the organization in order to generate engagement and were also able to present perspectives for improvement.
Internal communication should be strategically targeted to a specific organizational context, since its specificities will shape how and what is communicated. The different content and tools of internal communication should, therefore, be designed and implemented with the goal of including and integrating employees in order to stimulate their motivation and, ultimately, their engagement with the organization. Doutor Finanças’s an example of an organization that operates, partially, in the digital space and, as such, internal communication should be strategically designed so that its employees are integrated in the organizational context, feel the importance of their contribution and, in turn, transform this recognition into motivation, so that, in the end, their engagement is generated. The objective of this research is to understand the contribution of the contents and instruments of internal communication in generating engagement among the employees of Doutor Finanças. To this end, a mixed research methodology will be used, based on the collection of qualitative exploratory data through document analysis and exploratory interviews and primary data with a quantitative methodology through the application of a questionnaire survey to employees of the organization under study. As main results of the research, it was found that the employees of Doutor Finanças recognized the importance of the content provided by the organization in order to generate engagement and were also able to present perspectives for improvement.
Description
Keywords
Liderança Valores organizacionais Comunicação interna Motivação Engagement Leadership Organizational values Internal communication Motivation