| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 330.84 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As organizações têm cada vez mais atenção ao talento do seu público interno e ao seu empenho e envolvimento na prossecução dos objetivos organizacionais. As relações públicas, enquanto função estratégica que reúne o conhecimento para operacionalizar a comunicação e dinamizar a relação com os colaboradores, surgem como a ferramenta ideal para promover o engagement com a organização. Torna-se então necessário perceber qual o grau de satisfação que os colaboradores de uma organização têm com a comunicação e desenvolver um plano estratégico de comunicação interna que seja capaz de alcançar o employee engagement desses mesmos colaboradores.
Nos dias atuais, a comunicação interna de uma organização é muito importante para o sucesso da mesma, e é vital que os líderes de topo percebam que comunicar com os colaboradores e definir uma estratégia de comunicação tem impacto no desempenho e no tempo de permanência de um colaborador dentro da organização.
Diferentes áreas da organização, tais como os departamentos de recursos humanos, de marketing e de relações públicas, devem trabalhar em sinergia por forma a contribuírem para consolidar uma comunicação interna forte, capaz de satisfazer os colaboradores, criando um sentimento de orgulho por serem parte integrante da organização. No que toca aos profissionais de relações públicas, o seu papel passa por criar e desenvolver canais de comunicação interna que tendem a promover um clima corporativo agradável e capaz de oferecer possibilidades de crescimento profissional aos colaboradores atuais. Cabe então a estes profissionais projetar, avaliar e promover o “employee engagement” de uma forma estratégica, com o intuito de satisfazer e motivar os colaboradores, para que estes possam contribuir positivamente para o sucesso organizacional.
A presente investigação consiste num estudo exploratório que procura mostrar como o conceito de ‘employee engagement’ se pode enquadrar nos propósitos estratégicos de um plano de comunicação interna de uma organização de serviços de consultoria em IT, cuja atividade central funciona em regime de outsourcing. Durante o contacto efetuado com a referida empresa, procurou perceber-se quais as atividades de comunicação que eram desenvolvidas com os colaboradores, o seu grau de satisfação e o seu conhecimento da própria organização, no sentido de identificar que papel pode ter comunicação interna num maior ou menor engagement por parte dos colaboradores.
ABSTRACT: Business organizations are increasingly aware of their employees’ qualities, skills and needs, as well as their employees’ commitment to business goals. Public relations arise as a crucial strategic area when it comes to help organizations create a better work environment for their work force and create a greater commitment and engagement to the company’s mission and values. In this sense, first it is necessary to understand the satisfaction level of the company’s employees within its work environment and then elaborate an internal communication strategic plan, in order to achieve highly engaged and motivated employees. Nowadays, internal communication within an organization is crucial for its capability to compete with its business competitors and it is essential that the companies’ leaders recognize it as an urgent need. It is then necessary that the business organizations define communication strategies and perceive their importance in creating an engaged employee force. In this regard, several business areas, namely human resources, marketing and public relations should cooperate with each other, in order to contribute to a more effective internal communication and a higher level of employee satisfaction. In what concerns the public relations professionals, they are mainly responsible for creating and developing internal communication channels that guarantee growth possibilities to all employees. Additionally, they are accountable for researching and measuring employee engagement, with the main purpose to understand the extent to which employees are motivated to contribute to their company’s success. In view of the above, the investigation at stake consists in a research work that ascertains the possibility to relate the “employee engagement” concept with the internal communication strategies of an IT advisory firm, whose main business activity is outsourcing. During the research carried out in the referred company, the main goal was to perceive what were the communication activities and strategies developed with its employees, as well as their satisfaction level and awareness regarding their own company’s mission and values, in order to determine which role the internal communication has in employees’ engagement with the company.
ABSTRACT: Business organizations are increasingly aware of their employees’ qualities, skills and needs, as well as their employees’ commitment to business goals. Public relations arise as a crucial strategic area when it comes to help organizations create a better work environment for their work force and create a greater commitment and engagement to the company’s mission and values. In this sense, first it is necessary to understand the satisfaction level of the company’s employees within its work environment and then elaborate an internal communication strategic plan, in order to achieve highly engaged and motivated employees. Nowadays, internal communication within an organization is crucial for its capability to compete with its business competitors and it is essential that the companies’ leaders recognize it as an urgent need. It is then necessary that the business organizations define communication strategies and perceive their importance in creating an engaged employee force. In this regard, several business areas, namely human resources, marketing and public relations should cooperate with each other, in order to contribute to a more effective internal communication and a higher level of employee satisfaction. In what concerns the public relations professionals, they are mainly responsible for creating and developing internal communication channels that guarantee growth possibilities to all employees. Additionally, they are accountable for researching and measuring employee engagement, with the main purpose to understand the extent to which employees are motivated to contribute to their company’s success. In view of the above, the investigation at stake consists in a research work that ascertains the possibility to relate the “employee engagement” concept with the internal communication strategies of an IT advisory firm, whose main business activity is outsourcing. During the research carried out in the referred company, the main goal was to perceive what were the communication activities and strategies developed with its employees, as well as their satisfaction level and awareness regarding their own company’s mission and values, in order to determine which role the internal communication has in employees’ engagement with the company.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas Comunicação interna Comunicação interna estratégica Public relations Internal communication Strategic internal communication Employee engagement
Citation
COELHO, Joana Filipa Cunha - O contributo da comunicação interna para o engagement dos colaboradores de uma empresa em consultoria de IT. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicacão Social