Comunicação interna como impulsionadora de mudança para a cultura cultural organizacional: caso Manica Freight Services (MOÇ) S.A.

Abstract

The public relations paradigm has contributed to changes in organizational culture by fostering internal communication tools, leadership styles and diagnosing perceptions of the organizational climate. Planned internal communication reduces biases in the context of cultural change, leading employees to engagement, commitment, a favorable organizational climate, motivation and satisfaction with the principles adopted by the organization. Hence, the work has as its theme “Internal Communication as a driver of change for organizational culture: CASE MANICA FREIGHT SERVICES (MOÇ) S.A.”, whose general objective is to analyze the level of internal communication used to promote change in organizational culture and the specific objectives are: (i) to investigate the contribution of internal communication in the transitional phase to identify the factors that influence the organizational climate; (ii) to describe the leadership style exercised in the context of organizational culture change; (iii) to evaluate the impact of changes in organizational culture on employee motivation and engagement. The methodology used was a qualitative approach, through bibliographic and documentary research, supporting the survey of closed questions in a random probabilistic sample of 50 employees out of a total of 200 workers, and the data were presented in tables. The results of the study show (i) The results reveal that internal communication is inefficient, with low circulation of information, limited use of internal channels and unclear content, which undermines employee trust and involvement; (ii) Leadership is not open to dialogue, does not encourage employee participation in meetings and decision-making, making engagement and the implementation of cultural changes difficult; (iii) Regarding the organizational climate, there is little motivation, low satisfaction with recognition policies and appreciation actions, contributing to a demotivating environment. In summary, the socio-demographic data (year of career, level of education) explain the low index of averages, standard deviations and variations in the four dimensions, showing that the current change in organizational culture tends to add less value to employee engagement, motivation and satisfaction.(TRADUÇÃO NOSSA)