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O papel da comunicação interna no engagement dos colaboradores na responsabilidade social corporativa : estudo de caso Floene
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A Responsabilidade Social Corporativa (RSC) tem-se afirmado como um eixo estratégico essencial para as organizações, em especial no setor energético, onde os impactos sociais e ambientais são significativos. Para que estas iniciativas se concretizem de forma efetiva, é indispensável que os colaboradores estejam alinhados e envolvidos, assumindo-se como agentes ativos na criação de valor partilhado. Nesse processo, a comunicação interna desempenha um papel determinante, ao promover o engagement dos colaboradores, alinhando-os com a cultura organizacional e mobilizando-os para a adoção de práticas sustentáveis e socialmente responsáveis. Este Relatório de Estágio desenvolveu um estudo de caso com métodos qualitativos para analisar uma organização sustentável e comprometida com a responsabilidade social - a principal operadora de distribuição de gás em Portugal, a Floene - e explorar o papel da comunicação interna no engagement dos colaboradores na responsabilidade social corporativa. Os resultados evidenciam que a Floene recorre a múltiplas iniciativas de comunicação interna que têm impacto direto na perceção e no engagement dos colaboradores, nomeadamente iniciativas de voluntariado corporativo, integrando práticas de cocriação com os colaboradores. Ainda assim, foi possível identificar oportunidades de melhoria, sobretudo ao nível da pontualidade da comunicação interna e na diversificação das próprias iniciativas - sugestões que, ao serem implementadas, poderão reforçar o engagement dos colaboradores na responsabilidade social corporativa. Esta investigação adiciona novas pistas à escassa literatura sobre este tópico, partindo das iniciativas de comunicação interna da Floene e das perceções dos seus colaboradores para providenciar algumas reflexões sobre como a comunicação interna podem contribuir para o engagement dos colaboradores na responsabilidade social corporativa. A aplicação destas sugestões pode beneficiar tanto os colaboradores como as organizações que têm a responsabilidade social corporativa no centro das suas atividades.
Corporate Social Responsibility (CSR) has established itself as an essential strategic axis for organisations, especially in the energy sector, where social and environmental impacts are significant. For these initiatives to be effective, it is essential that employees are aligned and involved, taking on an active role in creating shared value. In this process, internal communication plays a decisive role in promoting employee engagement, aligning them with the organisational culture and mobilising them to adopt sustainable and socially responsible practices. This Internship Report developed a case study using qualitative methods to analyse a sustainable organisation committed to social responsibility - Portugal's leading gas distribution operator, Floene - and explore the role of internal communication in employee engagement in corporate social responsibility. The results show that Floene uses multiple internal communication initiatives that have a direct impact on employee perception and engagement, namely corporate volunteering initiatives, integrating co-creation practices with employees. Nevertheless, opportunities for improvement were identified, particularly in terms of the timeliness of internal communication and the diversification of the initiatives themselves - suggestions which, when implemented, could strengthen employee engagement in corporate social responsibility. This research adds new insights to the scarce literature on this topic, drawing on Floene's internal communication initiatives and the perceptions of its employees to provide some reflections on how internal communication can contribute to employee engagement in corporate social responsibility. The application of these suggestions can benefit both employees and organisations that have corporate social responsibility at the heart of their activities.
Corporate Social Responsibility (CSR) has established itself as an essential strategic axis for organisations, especially in the energy sector, where social and environmental impacts are significant. For these initiatives to be effective, it is essential that employees are aligned and involved, taking on an active role in creating shared value. In this process, internal communication plays a decisive role in promoting employee engagement, aligning them with the organisational culture and mobilising them to adopt sustainable and socially responsible practices. This Internship Report developed a case study using qualitative methods to analyse a sustainable organisation committed to social responsibility - Portugal's leading gas distribution operator, Floene - and explore the role of internal communication in employee engagement in corporate social responsibility. The results show that Floene uses multiple internal communication initiatives that have a direct impact on employee perception and engagement, namely corporate volunteering initiatives, integrating co-creation practices with employees. Nevertheless, opportunities for improvement were identified, particularly in terms of the timeliness of internal communication and the diversification of the initiatives themselves - suggestions which, when implemented, could strengthen employee engagement in corporate social responsibility. This research adds new insights to the scarce literature on this topic, drawing on Floene's internal communication initiatives and the perceptions of its employees to provide some reflections on how internal communication can contribute to employee engagement in corporate social responsibility. The application of these suggestions can benefit both employees and organisations that have corporate social responsibility at the heart of their activities.
Descrição
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Comunicação interna Responsabilidade social corporativa Engagement Setor energético Internal communication Corporate social responsibility Energy sector
Contexto Educativo
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Licença CC
Sem licença CC