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Advisor(s)
Abstract(s)
Sendo o capital humano o ativo mais valioso das organizações, o engagement dos colaboradores
é um desafio crescente para as mesmas, que começam a compreender, cada vez mais, a
importância da Comunicação Interna nestas questões. Com a implementação de um regime de
teletrabalho ou trabalho híbrido em muitas organizações, resultado das alterações advindas da
pandemia de COVID-19, tornou-se fundamental compreender o papel das iniciativas de
Comunicação Interna, na manutenção ou crescimento do nível de engagement, nestes regimes
de trabalho.
A presente investigaçã o pretende compreender de que forma a Comunicaçã o Interna pode
contribuir para o engagement dos colaboradores, num regime de trabalho híbrido, na perspetiva
das Relaçõ es Pú blicas. Recorreu-se a um Estudo de Caso da PwC em Portugal, para explorar e
descrever este contributo.
Para tal, enveredou-se por uma metodologia de tipologia quantitativa com recurso a um
inquérito por questionário, aplicado dentro da empresa em estudo. Neste sentido, procedeu-se à
aná lise das 288 respostas obtidas, tendo-se concluído que a Comunicação Interna tem um
papel fundamental – e reconhecido pelos colaboradores – no desenvolvimento do compromisso,
sentimento de pertença, bem como da compreensão e conhecimento dos colaboradores
relativamente ao seu local de trabalho e, portanto, pode contribuir para o engagement dos
mesmos através das ações e iniciativas que leva a cabo com estes objetivos.
ABSTRACT: As human capital is the most valuable asset of organizations, employee engagement is a growing challenge for them, which are beginning to understand the importance of Internal Communication in these issues. With the implementation of a teleworking or hybrid work regime in many organizations, because of the changes brought by the COVID-19 pandemic, it has become essential to understand the role of Internal Communication initiatives in maintaining or growing the level of engagement in these work regimes. This research aims to understand how Internal Communication can contribute to the engagement of employees, in a hybrid work regime, from the perspective of Public Relations. A PwC Portugal case study was used to explore and describe this contribution. To this end, a quantitative typology methodology was implemented using a questionnaire survey, applied within the company under study. The 288 responses obtained were analyzed and it was concluded that Internal Communication has a fundamental role – recognized by employees – in the development of commitment, sense of belonging, as well as the understanding and awareness of employees regarding their workplace and, therefore, can contribute to their engagement through the actions and initiatives it carries out with these objectives.
ABSTRACT: As human capital is the most valuable asset of organizations, employee engagement is a growing challenge for them, which are beginning to understand the importance of Internal Communication in these issues. With the implementation of a teleworking or hybrid work regime in many organizations, because of the changes brought by the COVID-19 pandemic, it has become essential to understand the role of Internal Communication initiatives in maintaining or growing the level of engagement in these work regimes. This research aims to understand how Internal Communication can contribute to the engagement of employees, in a hybrid work regime, from the perspective of Public Relations. A PwC Portugal case study was used to explore and describe this contribution. To this end, a quantitative typology methodology was implemented using a questionnaire survey, applied within the company under study. The 288 responses obtained were analyzed and it was concluded that Internal Communication has a fundamental role – recognized by employees – in the development of commitment, sense of belonging, as well as the understanding and awareness of employees regarding their workplace and, therefore, can contribute to their engagement through the actions and initiatives it carries out with these objectives.
Description
Keywords
Relações públicas Comunicação interna Engagement Trabalho híbrido PwC Portugal Public relations Internal communications Hybrid work
Citation
Rosa, V.M.B. (2023). Como potenciar engagement dos colaboradores num regime de trabalho híbrido? – O caso PwC Portugal. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/16997
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social