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Publication
O contributo do voluntariado corporativo para o employee engagement: o caso da Volkswagen Autoeuropa
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Authors
Advisor(s)
Abstract(s)
Os colaboradores têm-se destacado cada vez mais como um público chave dentro das organizações. Neste contexto, o employee engagement passou a ser uma prioridade para as empresas. Estudos apontam para o facto de que os colaboradores tendem a envolver-se mais com organizações que refletem os seus valores e que oferecem significado e um propósito além das suas responsabilidades diárias. Desta forma, uma estratégia que tem ganho força nos últimos anos para envolver os seus colaboradores, em diversas organizações a nível global, é o voluntariado corporativo.
O objetivo deste estudo é conhecer o contributo do voluntariado corporativo para o envolvimento dos colaboradores, na perspetiva das Relações Públicas. Para tal, foi realizado um estudo de caso da Volkswagen Autoeuropa, com foco no seu programa de voluntariado corporativo RENASCER.
A metodologia adotada foi qualitativa com recurso a análise documental de três suportes de comunicação do programa RENASCER e entrevistas semiestruturadas. Foram entrevistados 12 colaboradores da empresa Volkswagen Autoeuropa que participaram no programa RENASCER, os 3 membros do conselho de gerência e a especialista de comunicação e sustentabilidade, que assume a responsabilidade pelo programa de voluntariado. Através da apresentação e análise dos resultados, constatou-se uma correlação positiva entre o voluntariado corporativo e o employee engagement, mostrando de que forma o voluntariado corporativo, alinhado com boas práticas de Comunicação Interna, pode promover o envolvimento dos colaboradores.
ABSTRACT: Employees have increasingly stood out as a key audience within organizations. In this context, employee engagement has become a priority for companies. Studies indicate that employees tend to be more engaged with organizations that reflect their values and offer meaning and purpose beyond their daily responsibilities. In this context, one strategy that has gained traction in recent years to engage employees, in various organizations globally, is corporate volunteering. The aim of this study is to understand the contribution of corporate volunteering to employee engagement from a Public Relations perspective. To achieve this, a case study was conducted on Volkswagen Autoeuropa, focusing on its corporate volunteering program RENASCER. The methodology adopted was qualitative, using document analysis of three communication materials from the RENASCER program and semi-structured interviews. Twelve employees of Volkswagen Autoeuropa who participated in the RENASCER program were interviewed, along with the three members of the management board and the communication and sustainability specialist responsible for the volunteering program. Through the presentation and analysis of the results, a positive correlation between corporate volunteering and employee engagement was found, showing how corporate volunteering, aligned with good Internal Communication practices, can promote employee engagement.
ABSTRACT: Employees have increasingly stood out as a key audience within organizations. In this context, employee engagement has become a priority for companies. Studies indicate that employees tend to be more engaged with organizations that reflect their values and offer meaning and purpose beyond their daily responsibilities. In this context, one strategy that has gained traction in recent years to engage employees, in various organizations globally, is corporate volunteering. The aim of this study is to understand the contribution of corporate volunteering to employee engagement from a Public Relations perspective. To achieve this, a case study was conducted on Volkswagen Autoeuropa, focusing on its corporate volunteering program RENASCER. The methodology adopted was qualitative, using document analysis of three communication materials from the RENASCER program and semi-structured interviews. Twelve employees of Volkswagen Autoeuropa who participated in the RENASCER program were interviewed, along with the three members of the management board and the communication and sustainability specialist responsible for the volunteering program. Through the presentation and analysis of the results, a positive correlation between corporate volunteering and employee engagement was found, showing how corporate volunteering, aligned with good Internal Communication practices, can promote employee engagement.
Description
Dissertação de mestrado 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 Voluntariado corporativo Responsabilidade social corporativa Comunicação interna Employee engagement Public relations Corporate volunteering Corporate social responsibility Internal communication
Citation
Cardoso, A.M.F. (2024). O contributo do voluntariado corporativo para o employee engagement: o caso da Volkswagen Autoeuropa. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21361
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social