Evento corporativo: um estudo sobre a promoção de eventos como estratégia de engajamento dos funcionários

Abstract

In recent decades, great changes have occurred in the labor market in relation to the demand and concern for the well-being of the employee. Intense market competitiveness means that more and more organizations are betting on employee engagement as a way of differentiating themselves and producing innovations. The issue then arises about which strategies generated benefits in terms of employee engagement and whether the events acted in that direction. In order to answer the question, it was necessary to outline objectives, with the objective of analyzing the general use of corporate events, as a means of communication, used by companies, to provide engagement. For the construction of answers, the research methods used were a bibliographic review and in-depth interviews with seven professionals from Caxias do Sul, working in the area of internal communication and corporate events. Through the interviews, it was possible to identify that the participants understand that engagement is one of the objectives that corporate events generate. For them, the events induced engagement mainly because they improved the organizational environment and controlled it with organizational strategies. For events to create this benefit, they must be well aligned with the profile of employees and have the active participation of top management. Those tolerated also understand that, although events contribute to engagement, by themselves, as an educational strategy, they are not enough. [resumo fornecido pelo autor]