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Advisor(s)
Abstract(s)
O voluntariado empresarial é hoje uma componente da responsabilidade social das empresas cada vez mais importante e determinante na estratégia de comunicação com os seus diferentes stakeholders.
Este estudo procurou perceber de que forma o voluntariado empresarial é visto e entendido pelas empresas, pelos seus colaboradores e, que tipo de intervenções são prática na relação com a comunidade. O estudo procurou também analisar as motivações e os benefícios das ações de voluntariado empresarial na perspetiva das empresas, dos colaboradores e da comunidade e, avaliar as suas implicações no desenvolvimento estratégico e competitivo das empresas, ao nível da gestão de comunicação, da gestão de recursos humanos e do desenvolvimento das suas competências.
Foi realizado um estudo de caso tendo por base a empresa Unicer. Para a recolha de dados foi realizado um questionário online a colaboradores pertencentes a uma bolsa de voluntários da empresa e duas entrevistas: uma entrevista à Gestora de Responsabilidade Corporativa e Comunicação Externa da Unicer e outra entrevista ao GRACE, Grupo de Reflexão e Apoio à Cidadania Empresarial (organização sem fins lucrativos de apoio à responsabilidade social empresarial). Os resultados permitiram concluir que o voluntariado empresarial, apoiado em práticas de solidariedade, pode representar para as empresas, uma importante ferramenta de gestão de pessoas, de comunicação e de diferenciação competitiva.
Today, corporate volunteering is an increasingly important component of companies’ corporate social responsibility as well as a significant factor in their stakeholder communication strategies. This study aimed to determine the ways in which corporate volunteering is perceived and understood by companies and their employees, and what types of actions are practical vis-à-vis the community. The study also sought to analyze the motivations and benefits of corporate volunteering actions from the points of view of the companies, their employees and the communities, and to determine their implications in the companies’ strategic and competitive evolution in terms of communication and human resources management and skill development. A case study centered on the company UNICER was carried out. Data was collected through an online questionnaire aimed at members of one of the company’s volunteer groups and through two interviews: one, of UNICER’s Corporate Responsibility and External Communication Manager; the other, of GRACE (Grupo de Reflexão e Apoio à Cidadania Empresarial – a non-profit corporate citizenship think tank). The results point to the conclusion that corporate volunteering consisting in social solidarity practices can be an important people, communication and competitive differentiation management tool for companies.
Today, corporate volunteering is an increasingly important component of companies’ corporate social responsibility as well as a significant factor in their stakeholder communication strategies. This study aimed to determine the ways in which corporate volunteering is perceived and understood by companies and their employees, and what types of actions are practical vis-à-vis the community. The study also sought to analyze the motivations and benefits of corporate volunteering actions from the points of view of the companies, their employees and the communities, and to determine their implications in the companies’ strategic and competitive evolution in terms of communication and human resources management and skill development. A case study centered on the company UNICER was carried out. Data was collected through an online questionnaire aimed at members of one of the company’s volunteer groups and through two interviews: one, of UNICER’s Corporate Responsibility and External Communication Manager; the other, of GRACE (Grupo de Reflexão e Apoio à Cidadania Empresarial – a non-profit corporate citizenship think tank). The results point to the conclusion that corporate volunteering consisting in social solidarity practices can be an important people, communication and competitive differentiation management tool for companies.
Description
Keywords
Voluntariado empresarial Responsabilidade social empresarial Corporate volunteering Corporate social responsibility