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Authors
Advisor(s)
Abstract(s)
Nestes últimos tempos o mundo mudou dramaticamente. Cada vez mais, vemos a Volatilidade, a
incerteza, a complexidade, e a ambiguidade a instalarem-se no nosso dia-adia.
A verdade é que eventos como a pandemia da Covid-19, e mesmo o início da Guerra na Ucrânia,
prejudicaram amplamente a economia global e o mercado de trabalho, reorganizando não só as
prioridades dos colaboradores, como também dos empregadores. O presente estudo procura
compreender de que forma o Employer Branding é atualmente comunicado, num contexto cada
vez mais VUCA. A análise é feita na perspetiva das Relações Públicas, procurando avaliar o papel
da Comunicação Interna na prossecução de uma estratégia de Employer Brand assente na
motivação e satisfação organizacional.
Para isso, foi realizado um estudo de caso com o Carlsberg Group, uma organização global na
área das bebidas alcoólicas, sediada em Copenhaga. Para este estudo, optou-se por uma
metodologia de índole mista, materializando a sua execução através da análise de conteúdo ao
perfil de LinkedIn da empresa, e de entrevistas semiestruturadas a Dora Vicente, Global Talent
Manager, e Emily D’Alterio, Communications Manager, ambas no Carlsberg Group.
Os resultados deste estudo destacam o papel vital da Comunicação Interna na propagação da Marca
do Empregador no contexto VUCA no Grupo Carlsberg. A Comunicação Interna funciona como
um mecanismo de apoio crucial para transmitir e promover efetivamente a marca do empregador,
disseminando os valores fundamentais, a cultura e a missão em várias marcas dentro da
organização. Ao promover canais de comunicação eficazes e eficientes, a Comunicação Interna
assegura que os colaboradores do Carlsberg Group estejam alinhados com os objetivos e metas da
empresa, promovendo assim uma força de trabalho positiva e comprometida.
ABSTRACT: In recent times the world has changed dramatically. Increasingly, we see volatility, uncertainty, complexity, and ambiguity creeping into our daily lives. The truth is that events such as the Covid-19 pandemic, and even the outbreak of war in Ukraine, have extensively damaged the global economy and labor market, rearranging not only the priorities of employees but also of employers. The present study seeks to understand how Employer Branding is currently communicated, in an increasingly VUCA context. The analysis is made from the perspective of Public Relations, seeking to assess the role of Internal Communication in the pursuit of an Employer Brand strategy based on motivation and organizational satisfaction. For this purpose, a case study was carried out with the Carlsberg Group, a global organization based in Copenhagen. For this study, a mixed methodology was chosen, materializing its execution through content analysis of the company's LinkedIn profile semi-structured interviews with Dora Vicente Dora and Emily D’Alterio, Global Talent Manager and Communications Manager at the Carlsberg Group, respectively. The findings underscore the vital role of Internal Communication in propagating Employer Branding within a VUCA context at the Carlsberg Group. Internal Communication functions as a critical support mechanism for effectively transmitting and promoting the employer brand, disseminating core values, culture, and mission across various brands within the organization. By fostering effective and efficient communication channels, Internal Communication ensures that employees within the Carlsberg Group are aligned with the company's goals and objectives, thereby fostering a positive and engaged workforce.
ABSTRACT: In recent times the world has changed dramatically. Increasingly, we see volatility, uncertainty, complexity, and ambiguity creeping into our daily lives. The truth is that events such as the Covid-19 pandemic, and even the outbreak of war in Ukraine, have extensively damaged the global economy and labor market, rearranging not only the priorities of employees but also of employers. The present study seeks to understand how Employer Branding is currently communicated, in an increasingly VUCA context. The analysis is made from the perspective of Public Relations, seeking to assess the role of Internal Communication in the pursuit of an Employer Brand strategy based on motivation and organizational satisfaction. For this purpose, a case study was carried out with the Carlsberg Group, a global organization based in Copenhagen. For this study, a mixed methodology was chosen, materializing its execution through content analysis of the company's LinkedIn profile semi-structured interviews with Dora Vicente Dora and Emily D’Alterio, Global Talent Manager and Communications Manager at the Carlsberg Group, respectively. The findings underscore the vital role of Internal Communication in propagating Employer Branding within a VUCA context at the Carlsberg Group. Internal Communication functions as a critical support mechanism for effectively transmitting and promoting the employer brand, disseminating core values, culture, and mission across various brands within the organization. By fostering effective and efficient communication channels, Internal Communication ensures that employees within the Carlsberg Group are aligned with the company's goals and objectives, thereby fostering a positive and engaged workforce.
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 Comunicação interna Employer branding VUCA Public relations Internal communication
Citation
Vicente, H.D.D. (2023). Communicating employer branding in a VUCA context: The Carlsberg Group case. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/16987
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social