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O design thinking na comunicação interna de responsabilidade social corporativa: Caso de estudo do Grupo BEL
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| 20.62 MB | Adobe PDF |
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Abstract(s)
A Responsabilidade Social Corporativa (RSC) é um tema cada
vez mais relevante para as empresas, sendo imprescindível para
o desenvolvimento sustentável organizacional. Este projeto
apresenta-se como um caso de estudo do Grupo BEL, focado nas
perpetivas dos colaboradores para explorar os impactos da
comunicação interna da RSC, relativamente às iniciativas e
benefícios sociais que os têm como foco. Simultaneamente, este
projeto procura dar resposta à questão de como pode uma
empresa desenvolver uma estratégia de RSC verdadeiramente
significativa para os seus colaboradores.
Com base numa metodologia de investigação aplicada e
participativa, o projeto utiliza métodos como entrevistas,
workshops e revisão literária, e articula os seus resultados através
de um processo de triangulação. Sustentado por abordagens do
Design Thinking e pela Stakeholder Theory e Social Exchange
Theory, este projeto reforça o papel fundamental dos
colaboradores para a eficácia da RSC.
Os resultados demonstram que a existência de iniciativas e
benefícios de RSC é valorizada, apesar dos diferentes níveis de
aderência. Adicionalemente, a inclusão ativa dos colaboradores
é imprescindível para o desenvolvimento de uma estratégia de
comunicação eficaz, e que integra as suas críticas e responde às
suas necessidades. A inclusão dos colaboradores nas diversas
fases projetuais permitiu desenvolver uma comunicação interna
de RSC mais humana e impactante.
Corporate Social Responsability (SCR) is na increasingly relevant topic for companies, being essetial for sustainable organizational develompent. This project presents a case study of Grupo BEL, focusing on employee’s prespectives to explore the impacts of internal CSR communication, particularly regarding the iniciatives and benefits aimed at them. Simultaneously, this project seeks to answer the question: how can a company develop a CSR strategy that is truly meaningful to its employees. Based on na applied and participatory research methodology, the project employs methods such as interviews, workshops, and literature review, and articulates its findings via a triangulation analysis. Supported by a Design Thinking approach, as well as the Stakeholder Theory and Social Exchange Theory, this project reinforces the fundamental role of employees in the effectiveness of CSR. The results show that employees value CSR iniciatives and benefits, despite varying levels of engamenent. Addicionaly, the active inclusion of employees is essencial for developing an effective communication strategy, that integrates their feedback and adresses their needs. Including employees in the various project stages enable the development of a more human-centered and impactful internal CSR communication.
Corporate Social Responsability (SCR) is na increasingly relevant topic for companies, being essetial for sustainable organizational develompent. This project presents a case study of Grupo BEL, focusing on employee’s prespectives to explore the impacts of internal CSR communication, particularly regarding the iniciatives and benefits aimed at them. Simultaneously, this project seeks to answer the question: how can a company develop a CSR strategy that is truly meaningful to its employees. Based on na applied and participatory research methodology, the project employs methods such as interviews, workshops, and literature review, and articulates its findings via a triangulation analysis. Supported by a Design Thinking approach, as well as the Stakeholder Theory and Social Exchange Theory, this project reinforces the fundamental role of employees in the effectiveness of CSR. The results show that employees value CSR iniciatives and benefits, despite varying levels of engamenent. Addicionaly, the active inclusion of employees is essencial for developing an effective communication strategy, that integrates their feedback and adresses their needs. Including employees in the various project stages enable the development of a more human-centered and impactful internal CSR communication.
Description
Keywords
Responsabilidade social corporativa Design thinking Comunicação interna Colaboradores Inclusão