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Authors
Advisor(s)
Abstract(s)
As estratégias comunicacionais das organizações necessitam de adaptação ao contexto digital
atual, que privilegia plataformas como o TikTok para chegar aos diversos stakeholders. Os
colaboradores destacam-se neste panorama, como embaixadores da organização, tornando-se
capazes de produzir conteúdos autênticos e relevantes – intitulado de employee-generated
content (EGC). Este tipo de conteúdos possibilita, por um lado, a partilha dos valores e da
cultura organizacional e, por outro lado, poderá traduzir-se em engagement para os
colaboradores.
A empresa de retalho Worten foi a selecionada para a realização de um estudo de caso, por
possuir uma estratégia de comunicação digital no TikTok baseada em EGC. Após a seleção do
objeto empírico, definiu-se a seguinte questão de partida: “de que forma é que a utilização do
employee-generated content como estratégia de comunicação digital no TikTok da Worten afeta
o engagement dos colaboradores?”.
A investigação foi operacionalizada através de uma metodologia mista – qualiquantitativa. A
técnica qualitativa recorreu a uma análise de conteúdo a uma amostra de 33 publicações de
TikTok, enquanto a técnica quantitativa a um inquérito por questionário a uma amostra de 100
colaboradores da Worten.
Os resultados mostraram existir uma média de visualizações e de gostos bastante positiva das
publicações. Os vídeos, para além de não apresentarem um tempo excessivo (média inferior a
10 segundos), utilizam a ferramenta de hashtags de forma assídua. Os principais temas foram
a vivência de escritório, humor e lojas Worten, com maior incidência na função de
entretenimento. Apesar da maioria dos colaboradores ter afirmado visualizar conteúdos com
EGC, o seu engagement é fraco, uma vez que raramente leem os comentários, interagem ou
recomendam o perfil a familiares e amigos. A relação da Comunicação Corporativa com o
employee-generated content não é uma realidade evidente para os colaboradores da Worten, já
que mostraram bastantes dúvidas face às publicações irem ao encontro dos valores, missão e
objetivos da organização.
ABSTRACT: Organizations' communication strategies have the need to adapt to the present digital context, that favors platforms such as TikTok to reach the several stakeholders. Employees stand out in this context, as ambassadors of the organization, becoming capable of producing authentic and relevant content - entitled employee-generated content (EGC). This type of content enables, on the one hand, the sharing of values and organizational culture and, on the other hand, can translate into employee engagement. The retail company Worten was the one selected to carry out a case study, as it has a digital communication strategy on TikTok, based on EGC. After selecting the empirical object, the following question was defined: "how does the use of employee-generated content as a digital communication strategy in Worten's TikTok affect employee engagement?". The research was operationalized through a mixed methodology, with a qualitative technique and a quantitative technique. The qualitative technique of content analysis had a sample of 33 TikTok posts, while the quantitative technique of a questionnaire survey had a sample of 100 Worten employees. The results showed that the average number of views and likes was very positive. The videos are not long (average of less than 10 seconds) and they use the hashtags tool regularly. The main themes were office life, humor and stores of Worten, with a greater incidence on the entertainment function. Although the majority of employees said they viewed content with EGC, their engagement was poor, as they rarely read the comments, interacted or recommended the profile to family and friends. The relationship between Corporate Communication and employee-generated content is not a clear reality for Worten's employees, as they showed a lot of doubt about whether the publications were in line with the organization's values, mission and objectives.
ABSTRACT: Organizations' communication strategies have the need to adapt to the present digital context, that favors platforms such as TikTok to reach the several stakeholders. Employees stand out in this context, as ambassadors of the organization, becoming capable of producing authentic and relevant content - entitled employee-generated content (EGC). This type of content enables, on the one hand, the sharing of values and organizational culture and, on the other hand, can translate into employee engagement. The retail company Worten was the one selected to carry out a case study, as it has a digital communication strategy on TikTok, based on EGC. After selecting the empirical object, the following question was defined: "how does the use of employee-generated content as a digital communication strategy in Worten's TikTok affect employee engagement?". The research was operationalized through a mixed methodology, with a qualitative technique and a quantitative technique. The qualitative technique of content analysis had a sample of 33 TikTok posts, while the quantitative technique of a questionnaire survey had a sample of 100 Worten employees. The results showed that the average number of views and likes was very positive. The videos are not long (average of less than 10 seconds) and they use the hashtags tool regularly. The main themes were office life, humor and stores of Worten, with a greater incidence on the entertainment function. Although the majority of employees said they viewed content with EGC, their engagement was poor, as they rarely read the comments, interacted or recommended the profile to family and friends. The relationship between Corporate Communication and employee-generated content is not a clear reality for Worten's employees, as they showed a lot of doubt about whether the publications were in line with the organization's values, mission and objectives.
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
Employee-generated content Engagement dos colaboradores TikTok Social media Employee engagement
Citation
Tomé, C.R. (2023). A utilização do employee-generated content nos social media e o engagement dos colaboradores. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/16995
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social