Comunicação interna como meio de engajamento: estudo de caso Ambev Bauru

• Autor(a) principal: Prado, Victória Nardy Leme do [UNESP]
• Data de Publicação: 2018
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/203761; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2019-12-03/000926834.pdf
• topic: Comunicação; Bebidas - Indústria - Bauru; Motivação; Fábricas; Communication

The rise of globalization has profoundly changed the dynamics of the organization, and with the increase of the competition due to the wide diversity of the market, it has demanded an adjustment in labor relations. The Internal Communication has gained prominence in this scenario, being one of the driving factors to reach interest among the others, through construction of new means that will stimulate engagement, motivation, quality of life, and feelings, such as belonging. The communication ceases to be just a tool, to become a strategic means between the organization and its public, bringing together and increasingly positive image for the market, and better productive results. In this way, the employee becomes more valued and his/her well-being a priority, through the actions of the company that seeks to recognize and motivate them, increasing their engagement. The Internal Communication receives this role aligning expectations and paths with the organization, designing an advantageous possibility for both sides, since they are dependent. This research seeks to analyze how the Internal Communication participates in the engagement of the internal public, and how this can affect the vision and disposition that the employees have in it. Thus, for a better understanding, the scenario of a multinational was analyzed, Ambev, that despite having global campaigns, it is understood that local actions of communication affect more its internal public. Using, among other means participatory research, it understood how small actions can change the organizational environment, effectively improving engagement, and demonstrated gaps with a probability of improvement at Ambev