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Abstract(s)
Embora o conceito de employer branding esteja recentemente mais associado ao plano de recursos humanos ou ao plano do marketing interno, que vê os colaboradores como “clientes internos”, no presente trabalho procurou-se associar a imagem da RTP enquanto “organização excelente para trabalhar” às práticas de comunicação interna, enquanto função especializada das relações públicas. Neste âmbito, a questão de partida que serviu de mote ao trabalho foi “De que forma as práticas de comunicação interna contribuem para promover o Employer Branding numa empresa do setor televisivo grandemente reconhecida?”
Nos dias atuais, a Imagem de uma organização é muito importante para a sobrevivência da mesma, e é vital que os chefes de topo percebam que os colaboradores são construtores dessa imagem. Enquanto num produto a marca incorpora as principais caraterísticas deste, na marca ou imagem da organização, trabalhada no employer branding, estão presentes os aspetos vitais dessa organização, tais como a sua missão e os seus valores, a sua política de compensação e de benefícios, o seu estilo de liderança e também, de vital importância, o próprio ambiente vivido no seio organizacional.
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 marca forte, capaz de satisfazer as aspirações dos colaboradores, criando um certo 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 e difundir a ‘marca de empregador’ de uma forma estratégica, com o intuito de reter, bem como de contratar pessoas talentosas e motivadas, capazes de contribuir positivamente para o sucesso organizacional.
Com o objetivo de relacionar os conceitos teóricos com a realidade organizacional, foi realizado um estágio com duração de três meses na Rádio e Televisão de Portugal (RTP). Ao longo do período do estágio efetuado no gabinete de apoio aos provedores, procurei ter um acesso privilegiado à organização e aos seus colaboradores, de forma a identificar qual o papel da comunicação interna na promoção da “marca RTP”.
ABSTRACT: Although the concept of employer branding is more associated nowadays with the human resources field, or the internal marketing field, which sees employees as "internal clients", the present study sought to associate the image of RTP as an "excellent organization to work for" to internal communication practices, as a specialization of public relations. In this context, the motto to this essay was "How the internal communication practices contribute to promoting Employer Branding in a highly recognized company in the television industry?" Presently, the image of an organization is very important for its survival, and it is vital that the CEOs realize that employees are image builders. Like a product, whose brand incorporates its main features, the brand or the organization’s image created in the employers branding domain includes vital aspects of the organization, such as its mission and its values, its compensation policy and benefits, its style of leadership and with vital importance, the environment within the organization. Different areas of the organization, such as the human resources, marketing and public relations departments, should work with synergy to consolidate a strong brand, which is able to meet the employees’ aspirations and creates in them a certain pride to be part of the organization. Thus, public relations professionals should take advantage of the internal communication channels to communicate a pleasant corporate climate and offer opportunities for professional growth to the current employees. It is then up to these professionals to design and spread this 'employer brand' strategically in order to retain and hire talented and motivated individuals, able to contribute positively to the organizational success. In order to relate the theoretical concepts with organizational realities, I participated in an internship for three months in Rádio e Televisão de Portugal (RTP). During the internship at the office of Support to Providers, I tried having privileged access to the organization and its employees to identify the role that the internal communication function could represent in the promotion of the RTP brand.
ABSTRACT: Although the concept of employer branding is more associated nowadays with the human resources field, or the internal marketing field, which sees employees as "internal clients", the present study sought to associate the image of RTP as an "excellent organization to work for" to internal communication practices, as a specialization of public relations. In this context, the motto to this essay was "How the internal communication practices contribute to promoting Employer Branding in a highly recognized company in the television industry?" Presently, the image of an organization is very important for its survival, and it is vital that the CEOs realize that employees are image builders. Like a product, whose brand incorporates its main features, the brand or the organization’s image created in the employers branding domain includes vital aspects of the organization, such as its mission and its values, its compensation policy and benefits, its style of leadership and with vital importance, the environment within the organization. Different areas of the organization, such as the human resources, marketing and public relations departments, should work with synergy to consolidate a strong brand, which is able to meet the employees’ aspirations and creates in them a certain pride to be part of the organization. Thus, public relations professionals should take advantage of the internal communication channels to communicate a pleasant corporate climate and offer opportunities for professional growth to the current employees. It is then up to these professionals to design and spread this 'employer brand' strategically in order to retain and hire talented and motivated individuals, able to contribute positively to the organizational success. In order to relate the theoretical concepts with organizational realities, I participated in an internship for three months in Rádio e Televisão de Portugal (RTP). During the internship at the office of Support to Providers, I tried having privileged access to the organization and its employees to identify the role that the internal communication function could represent in the promotion of the RTP brand.
Description
Relatório de estágio apresentado 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 Marketing interno Recursos humanos Imagens Identidade RTP - Rádio e Televisão de Portugal Public relations Internal communication Internal marketing Human resources Images Identity Employer branding
Citation
NÓBREGA, Cátia Mariana Correia - O employer branding como ferramenta das relações públicas estratégicas : relatório de estágio na rádio e televisão de Portugal. Lisboa: Escola Superior de Comunicação Social, 2016. Relatório de estágio.