Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37421 |
Resumo: | Sustainability is a key concern of our times. In order to ensure that future generations will be able to live in a healthy planet and robust society, today’s world must be able to increase economic growth, while dealing with the most pressing environmental and social issues. When companies decide to be part of the solution, integrating externalities into their corporate strategy, it is indispensable that employees are aligned with this mission. The more employees are engaged in the company’s sustainability strategy, the more they support it, whether through changing their own behaviours, communicating this commitment to external stakeholders, or actively contributing to greening corporate processes. Internal communication enters the picture by promoting this engagement, being a strategic tool for companies to use when they decide to pursue corporate sustainability. This Internship Report conducted a case study-mixed methods in order to analyse a sustainable company, Hi Fly airline, and explore the best internal communication practices to increase employee engagement in corporate sustainability. Results showed that the airline applies a variety of internal communication practices to communicate about corporate sustainability, ranging from electronic channels, such as the intranet and email, to sustainability training and participatory activities, like beach clean-ups. It was possible to understand, however, that employees prefer the email for this communication. Although Hi Fly employees are engaged in the company’s sustainability work, a significant portion wants more communication on the subject and do not feel that they have an open channel to share their suggestions and contribute to making the airline more sustainable, highlighting what should be improved at Hi Fly. This research adds clues to the scarce literature on the topic, taking advantage of Hi Fly’s best practices and its employees’ suggestions to provide some lessons learned on how to communicate with employees about corporate sustainability. Applying these practices can benefit both the employees and the companies that have sustainability at the heart of their activities. |
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Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case studySustainabilityCorporate sustainabilityInternal communicationEmployeesEngagementSustentabilidadeSustentabilidade corporativaComunicação internaColaboradoresDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoSustainability is a key concern of our times. In order to ensure that future generations will be able to live in a healthy planet and robust society, today’s world must be able to increase economic growth, while dealing with the most pressing environmental and social issues. When companies decide to be part of the solution, integrating externalities into their corporate strategy, it is indispensable that employees are aligned with this mission. The more employees are engaged in the company’s sustainability strategy, the more they support it, whether through changing their own behaviours, communicating this commitment to external stakeholders, or actively contributing to greening corporate processes. Internal communication enters the picture by promoting this engagement, being a strategic tool for companies to use when they decide to pursue corporate sustainability. This Internship Report conducted a case study-mixed methods in order to analyse a sustainable company, Hi Fly airline, and explore the best internal communication practices to increase employee engagement in corporate sustainability. Results showed that the airline applies a variety of internal communication practices to communicate about corporate sustainability, ranging from electronic channels, such as the intranet and email, to sustainability training and participatory activities, like beach clean-ups. It was possible to understand, however, that employees prefer the email for this communication. Although Hi Fly employees are engaged in the company’s sustainability work, a significant portion wants more communication on the subject and do not feel that they have an open channel to share their suggestions and contribute to making the airline more sustainable, highlighting what should be improved at Hi Fly. This research adds clues to the scarce literature on the topic, taking advantage of Hi Fly’s best practices and its employees’ suggestions to provide some lessons learned on how to communicate with employees about corporate sustainability. Applying these practices can benefit both the employees and the companies that have sustainability at the heart of their activities.A sustentabilidade é uma preocupação central nos dias que correm. De modo a assegurar que as gerações futuras terão a possibilidade de viver num planeta saudável e sociedade robusta, o mundo de hoje deve ser capaz de gerar crescimento económico, ao mesmo tempo que lida com problemas ambientais e sociais. Quando as empresas decidem contribuir, integrando aspetos externos na sua estratégica corporativa, é indispensável que os colaboradores estejam alinhados com esta missão. Quanto mais engaged os colaboradores estiverem na estratégia de sustentabilidade, mais irão apoiá-la, seja pela mudança dos seus próprios comportamentos, pela comunicação deste compromisso a stakeholders externos, ou contribuindo ativamente para tornar os processos corporativos mais sustentáveis. A comunicação interna surge como promotora deste engagement, sendo uma ferramenta estratégica que as empresas podem usar quando decidem incorporar a sustentabilidade. Este Relatório de Estágio implementou um estudo de caso com métodos mistos para analisar uma empresa sustentável, a companhia aérea Hi Fly, e explorar as melhores práticas de comunicação interna para aumentar o engagemet dos colaboradores na sustentabilidade corporativa. Os resultados mostraram que a companhia aérea utiliza múltiplas práticas de comunicação interna para comunicar acerca desta temática, desde o uso de canais eletrónicos, como a intranet e o email, à implementação de treinos de sustentabilidade e atividades participativas, como limpezas de praia. Foi possível perceber, porém, que os colaboradores preferem o email para esta comunicação. Embora os colaboradores da Hi Fly estejam engaged no trabalho de sustentabilidade da empresa, uma porção significativa quer mais comunicação sobre este assunto e não sente ter um canal aberto para partilhar as suas sugestões e contribuir para tornar a companhia aérea mais sustentável, salientando-se assim o que deve ser melhorado na Hi Fly. Esta investigação adiciona novas pistas à escassa literatura sobre este tópico, partindo das melhoras práticas da Hi Fly e das sugestões dos seus colaboradores para providenciar algumas lições aprendidas sobre como comunicar com os colaboradores sobre sustentabilidade corporativa. A aplicação destas práticas pode beneficiar tanto os colaboradores como as empresas que têm a sustentabilidade no centro das suas atividades.Simão, João Duarte Borges Martins de VasconcelosVeritati - Repositório Institucional da Universidade Católica PortuguesaSobreiro, Susana Maria Tavares2022-05-17T00:31:26Z2022-03-0820212022-03-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/37421TID:202990044enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:42:52Zoai:repositorio.ucp.pt:10400.14/37421Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:29.019178Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
title |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
spellingShingle |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study Sobreiro, Susana Maria Tavares Sustainability Corporate sustainability Internal communication Employees Engagement Sustentabilidade Sustentabilidade corporativa Comunicação interna Colaboradores Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
title_full |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
title_fullStr |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
title_full_unstemmed |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
title_sort |
Exploring the best internal communication practices for optimal employee engagement in corporate sustainability : Hi Fly case study |
author |
Sobreiro, Susana Maria Tavares |
author_facet |
Sobreiro, Susana Maria Tavares |
author_role |
author |
dc.contributor.none.fl_str_mv |
Simão, João Duarte Borges Martins de Vasconcelos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Sobreiro, Susana Maria Tavares |
dc.subject.por.fl_str_mv |
Sustainability Corporate sustainability Internal communication Employees Engagement Sustentabilidade Sustentabilidade corporativa Comunicação interna Colaboradores Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Sustainability Corporate sustainability Internal communication Employees Engagement Sustentabilidade Sustentabilidade corporativa Comunicação interna Colaboradores Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
Sustainability is a key concern of our times. In order to ensure that future generations will be able to live in a healthy planet and robust society, today’s world must be able to increase economic growth, while dealing with the most pressing environmental and social issues. When companies decide to be part of the solution, integrating externalities into their corporate strategy, it is indispensable that employees are aligned with this mission. The more employees are engaged in the company’s sustainability strategy, the more they support it, whether through changing their own behaviours, communicating this commitment to external stakeholders, or actively contributing to greening corporate processes. Internal communication enters the picture by promoting this engagement, being a strategic tool for companies to use when they decide to pursue corporate sustainability. This Internship Report conducted a case study-mixed methods in order to analyse a sustainable company, Hi Fly airline, and explore the best internal communication practices to increase employee engagement in corporate sustainability. Results showed that the airline applies a variety of internal communication practices to communicate about corporate sustainability, ranging from electronic channels, such as the intranet and email, to sustainability training and participatory activities, like beach clean-ups. It was possible to understand, however, that employees prefer the email for this communication. Although Hi Fly employees are engaged in the company’s sustainability work, a significant portion wants more communication on the subject and do not feel that they have an open channel to share their suggestions and contribute to making the airline more sustainable, highlighting what should be improved at Hi Fly. This research adds clues to the scarce literature on the topic, taking advantage of Hi Fly’s best practices and its employees’ suggestions to provide some lessons learned on how to communicate with employees about corporate sustainability. Applying these practices can benefit both the employees and the companies that have sustainability at the heart of their activities. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021 2022-05-17T00:31:26Z 2022-03-08 2022-03-08T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/37421 TID:202990044 |
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http://hdl.handle.net/10400.14/37421 |
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TID:202990044 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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