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Advisor(s)
Abstract(s)
A responsabilidade social empresarial surgiu por volta dos anos 50 do século XX
promovida por uma sociedade civil mais reivindicativa perante o rápido crescimento do
poder e da influência das empresas na sociedade.
As organizações preocupam-se não só em utilizar os canais informativos como em divulgar
sobre aspetos socio-ambientais e, por fim, sobre as práticas de responsabilidade social das
próprias empresas.
Neste sentido, a comunicação tem um papel fundamental em relação à sustentabilidade e à
responsabilidade social empresarial. Pode-se mesmo dizer que a comunicação é também
expressão da própria responsabilidade social, na medida em que esta pressupõe a abertura e
o envolvimento dos colaboradores e a centralidade da valorização das pessoas.
A presente investigação é um estudo de caso realizado no Grupo Segurador Fidelidade,
onde se procura aferir a veracidade das hipóteses estudadas. Os resultados obtidos
permitiram verificar que os colaboradores valorizam a existência de um Programa de
Responsabilidade Social no Grupo e da sua plataforma própria, como também perceber
quais foram as áreas de atuação, conteúdos e iniciativasdesenvolvidas no "Gente com ideias" com que os colaboradores mais se idenficam.
The corporate social responsibility emerged around the 1950s of the twentieth century promoted by a more demanding civil society in the face of the rapid growth of power and corporate influence in society. Organizations are concerned not only with the use of information channels, but also with the dissemination of information about socio-environmental aspects and, finally, about the social responsibility practices of the companies themselves. In this sense, communication plays a fundamental role in relation to sustainability and corporate social responsibility. It can also be said that communications are also an expression of social responsibility itself, as it presumes the openness and involvement of employees and the centrality of valuing people. The present investigation is a case study carried out in the Grupo Segurador Fidelidade, in which it tries to authenticate the veracity of the hypotheses studied. The results ultimately show that employees value the existence of a Social Responsibility Program in the Group and its own platform, as well as allowing the understanding of the main areas of activity, contents and initiatives developed in the "Gente com Ideias" with which the most of the employees are identified with.
The corporate social responsibility emerged around the 1950s of the twentieth century promoted by a more demanding civil society in the face of the rapid growth of power and corporate influence in society. Organizations are concerned not only with the use of information channels, but also with the dissemination of information about socio-environmental aspects and, finally, about the social responsibility practices of the companies themselves. In this sense, communication plays a fundamental role in relation to sustainability and corporate social responsibility. It can also be said that communications are also an expression of social responsibility itself, as it presumes the openness and involvement of employees and the centrality of valuing people. The present investigation is a case study carried out in the Grupo Segurador Fidelidade, in which it tries to authenticate the veracity of the hypotheses studied. The results ultimately show that employees value the existence of a Social Responsibility Program in the Group and its own platform, as well as allowing the understanding of the main areas of activity, contents and initiatives developed in the "Gente com Ideias" with which the most of the employees are identified with.
Description
Keywords
Comunicação interna Intranet Responsabilidade social empresarial Gestão participativa Internal communication Corporate social responsibility Participative management