Comunicação interna como ferramenta estratégica para o fortalecimento da imagem organizacional: caso de estudo da Empresa Jossefa Consultoria e Serviços

Abstract

This research investigates the fundamental role of internal communication as a strategic tool to strengthen the organizational image, focusing on the case study of Jossefa Consultoria e Serviços. The main objective was to understand how internal communication contributes to improving the organizational image. The specific objectives included investigating employee perceptions, evaluating internal communication practices, and examining the relationship between internal communication and the perception of the organizational image. The theoretical foundation is anchored in the works of scholars such as Argenti (1998), Argenti and Druckenmiller (2004), and Riel and Fombrun (2007), highlighting the crucial role of effective internal communication in shaping a positive organizational image. The methodology employs a quantitative research approach. Data collection involves surveys and questionnaires with employees. Descriptive statistical analysis was applied to interpret the quantitative data. The results indicate that continued investment in internal communication strategies aligned with organizational values ​​is essential. Statistical analysis reveals specific areas, such as clarity of messages, that require improvement. A holistic approach is recommended, incorporating the findings of this research into internal communications management, to improve specific areas identified. Active and ongoing employee involvement is crucial to jointly building a robust and positive organizational image.(TRADUÇÃO NOSSA)