O papel estratégico da comunicação interna para o reforço da responsabilidade social interna - Grupo Jerónimo Martins

The present article seeks to understand the way those responsible for the structure of Recheio perceive the communication processes and efforts in the area of Internal Social Responsibility (RSI) defined by the Jerónimo Martins Group. In this context, the theoretical framework was built based on the triad 'organization, internal communication and internal social responsibility', addressing these concepts and all the others that are inherent to them. The problem under analysis motivated an qualitative investigation, included exploratory interviews with the heads of Internal Communication and Internal Social Responsibility of the Jerónimo Martins Group and the latter in interviews to the decision-making elements of Recheio, respectively. The main results of this article indicate, not just, the need for betting on communicational and socially responsible strategies that are win-win for the organization and its employees, which is more and more pulsating, but also the need to assume internal communication as a continuous process, clear, with closeness and based on active listening, so that it is possible to identify the difficulties and fears of employees, carrying them out and satisfying them.