A comunicação interna e o employer branding

: uma investigação sobre o envolvimento dos profissionais do grupo Benfica

Abstract

Internal communication has gained organizational relevance over time, especially for the role it plays when conserving organizational culture, since is this internal organization that allows to motivate, involve and commit the employees with the organization’s mission, vision and culture. Therefore, considering that Employer Branding has been used as an effective strategy to motivate the employees to be more involved within the company, internal communication itself is also very important when matching the expectations between employee and employer, in order to unite people and create a good relation between employees and top management.Thereupon, this dissertation arises from the analysis of the intrinsic organizational context of Grupo Benfica and the problematic concerns itself with finding out how the internal communication can help the Employer Branding strategy in order to optimize the involvement of the employees. In order to achieve that, we decided to use a qualitative methodology by interviewing both the coordinators responsible for the Employer Branding and internal communication, and two focus groups composed by Group Benfica's employees.The studies suggest the use of practices that aimed towards internal cohesion, employee’s projection, to the adoption of new communication channels, and lastly to the optimization of the Group Benfica's internal communication. In summary, we came to the conclusion that internal communication and Employer Branding should be managed as one, considering that the first enables the involvement of the employees within the brand.

Date of Award	19 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)