(Re)pensando a comunicação organizacional na era digital

Mainieri, Tiago

doi:10.15448/1980-3729.2011.2.9473

Cited by 1 publication

(1 citation statement)

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“…For the start mass of communication, the most important thing was paper, which boosted the emergence of the press, and which, with printing techniques, allowed the storage and transmission of information. Now, in the digital age, we have an unimaginable capacity to store, manipulate, and transmit information, which revolutionizes the communication medium (Mainieri 2011). With globalization and the new digital communication, we see a change of roles in which mass communication is no longer used and people begin to favor interpersonal communication as well as mere spectators and they begin to be co-producers.…”

Section: Digital Marketing and Social Responsibilitymentioning

confidence: 99%

Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

Fernandes

Sousa

Fonseca

et al. 2023

Administrative Sciences

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Human capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and determines the success or failure of what the customer experiences. Technological developments have changed our lives and habits, and even the way we relate to others, so the online increasingly influences the offline. The purpose of this manuscript was to examine the relationship between the Digital Communication of companies and their Employer Branding, with a special focus on the close relationship that employees feel with the company. To perform this analysis, a case study was carried out using a qualitative approach. Interviews with seven managers from three different companies, two of whom are responsible for the Digital Communication of their organizations, were performed. With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the employees is of a positive image of the company, but they do not feel emotionally more connected with the organization through the Digital Communication practiced by it. With this study, it is expected that organizations recognize the importance that an online presence has in the image of their brand as a whole, and that it is important to invest in Digital Communication, but it has to be performed with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the manuscript presents insights for marketing (digital marketing and employer branding) and for socially responsible behavior by organizations (in a Portuguese context).

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Section: Digital Marketing and Social Responsibilitymentioning

confidence: 99%