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Abstract(s)
A comunicação interna tem ganho relevância organizacional com o decorrer dos tempos, sobretudo, pelo papel que desempenha na conservação e desenvolvimento da cultura organizacional, pois é através desta que se torna possível motivar, envolver e comprometer os colaboradores com a missão, visão e cultura da organização. Neste sentido, e atendendo ao facto de que o Employer Branding tem vindo a ser utilizado como estratégia eficaz para motivar os colaboradores a ‘viver a marca’. Também a comunicação interna tem sido fulcral no alinhamento das expectativas dos colaboradores com as expectativas da organização, fomentando o envolvimento daqueles no sentido de criar união e gerar uma boa relação colaborador-empregador.
Assim, a presente dissertação decorre da análise do contexto organizacional intrínseco do Grupo Benfica, sendo que a sua problemática perceber de que forma a comunicação interna pode ou não potenciar uma estratégia de Employer Branding, otimizando o envolvimento dos colaboradores. Para tal, adotou-se uma metodologia empírica qualitativa, através da realização de entrevistas exploratórias aos responsáveis de comunicação interna e de Employer Branding, e da realização de dois focus groups aos colaboradores do Grupo Benfica.
Os principais resultados deste estudo sugerem que as práticas comunicacionais devem ser orientadas para a coesão interna, para a valorização dos colaboradores, para a adoção de novos canais de comunicação, bem como para a otimização da comunicação interna no Grupo Benfica, uma vez que favorecem o fortalecimento do Employer Branding. Por último, a gestão da comunicação interna e do Employer Branding deve ser feita de forma integrada, dado que a primeira possibilita o envolvimento dos colaboradores com a marca empregadora.
Internal communication has gained organizational relevance over time, especially for the role it plays when conserving organizational culture, since is this internal organization that allows to motivate, involve and commit the employees with the organization’s mission, vision and culture. Therefore, considering that Employer Branding has been used as an effective strategy to motivate the employees to be more involved within the company, internal communication itself is also very important when matching the expectations between employee and employer, in order to unite people and create a good relation between employees and top management. Thereupon, this dissertation arises from the analysis of the intrinsic organizational context of Grupo Benfica and the problematic concerns itself with finding out how the internal communication can help the Employer Branding strategy in order to optimize the involvement of the employees. In order to achieve that, we decided to use a qualitative methodology by interviewing both the coordinators responsible for the Employer Branding and internal communication, and two focus groups composed by Group Benfica's employees. The studies suggest the use of practices that aimed towards internal cohesion, employee’s projection, to the adoption of new communication channels, and lastly to the optimization of the Group Benfica's internal communication. In summary, we came to the conclusion that internal communication and Employer Branding should be managed as one, considering that the first enables the involvement of the employees within the brand.
Internal communication has gained organizational relevance over time, especially for the role it plays when conserving organizational culture, since is this internal organization that allows to motivate, involve and commit the employees with the organization’s mission, vision and culture. Therefore, considering that Employer Branding has been used as an effective strategy to motivate the employees to be more involved within the company, internal communication itself is also very important when matching the expectations between employee and employer, in order to unite people and create a good relation between employees and top management. Thereupon, this dissertation arises from the analysis of the intrinsic organizational context of Grupo Benfica and the problematic concerns itself with finding out how the internal communication can help the Employer Branding strategy in order to optimize the involvement of the employees. In order to achieve that, we decided to use a qualitative methodology by interviewing both the coordinators responsible for the Employer Branding and internal communication, and two focus groups composed by Group Benfica's employees. The studies suggest the use of practices that aimed towards internal cohesion, employee’s projection, to the adoption of new communication channels, and lastly to the optimization of the Group Benfica's internal communication. In summary, we came to the conclusion that internal communication and Employer Branding should be managed as one, considering that the first enables the involvement of the employees within the brand.
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Keywords
Cultura organizacional Comunicação organizacional Comunicação interna Employer branding Colaboradores Envolvimento Compromisso Organizational communication Organizational culture Internal communication Employees Engagement Commitment