A Comunicação Corporativa e o Marketing Interno
Autor: profvalmircosta | Publicado: 2014-05-09T04:51:00-07:00

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&nbsp;&nbsp;&nbsp;&nbsp; No Mundo Corporativo
atual, no qual o Mercado revela tendências evolutivas complexas, trabalhar a
imagem e a postura da empresa junto ao público interno, essencial ao
enfrentamento dessa realidade, fica sob a responsabilidade do Marketing Interno,
diretamente relacionado com a gestão de pessoas. No entanto, em razão do custo,
as empresas buscam fazer endomarketing de massa, colocando os colaboradores no
mesmo patamar, desprezando, por vezes, as estratégias e canais informacionais
dessa ferramenta de gestão organizacional responsável por “vender” a
instituição, para seus clientes internos.

&nbsp;&nbsp;&nbsp;&nbsp; De fundamental
importância em toda e qualquer organização, a comunicação se mostra, ao mesmo
tempo, um grande desafio para os gestores. E, em que pese sua prática diária e
corriqueira nos espaços organizacionais, boa parte dos problemas que as
empresas enfrentam está relacionada a falhas nos sistemas comunicacionais, que
afetam sua reputação e imagem. O consumidor especula sobre as marcas
corporativas, seus produtos e serviços, daí o ditado: as empresas são o que os
seus clientes pensam delas. Ademais, como afirma Peter Drucker “as empresas
existem para atender as demandas da sociedade”.

&nbsp;&nbsp;&nbsp;&nbsp; A ocorrência de
ruídos ou distorções nas interlocuções entre os departamentos ou setores dos
organismos empresariais, revela a inadequação das ações comunicacionais
corporativas, e, eventualmente surgem situações conflituosas que extrapolam as
fronteiras institucionais, e profissionais, alcançando a esfera pessoal. No
entanto, o cenário não é de todo pessimista, estudos revelam que a evolução no
campo da comunicação humana e suas disciplinas têm permitido que as
organizações promovam modificações nos seus métodos de marketing, visando
estabelecer um sistema consistente de comunicação.

&nbsp;&nbsp;&nbsp; Os programas aperfeiçoados,
focados na otimização do relacionamento empresa/cliente, contando com a
assessoria de profissionais experientes e competentes, passaram a atuar num
contexto mais amplo do Marketing, de modo especial, no Marketing Interno ou Endomarketing,
que leva em conta aspectos relativos a cultura organizacional, missão, visão,
valores e práticas de gestão. A Comunicação e o Marketing Interno, buscam
alinhar os objetivos das organizações e das pessoas, de modo que esses últimos
se sintam parte da daquelas, em vez de simples recursos operacionais. 

&nbsp;&nbsp;&nbsp;&nbsp; A empresa
contemporânea não visa somente a produção de bens e serviços, mas, sobretudo,
oportunizar uma ambiência e clima organizacional que permitam aos colaboradores
sentirem-se satisfeitos e comprometidos com os interesses dela. A gestão de
pessoas assim conformada, tem permitido o crescimento e a consolidação do endomarketing como estratégia de gestão, que longe de ser um modismo, coloca-se
como excelente ferramenta de comunicação, com vários canais a disposição de
líderes e liderados, que passam a compartilhar um ambiente organizacional
produtivo, saudável e alegre.

&nbsp;&nbsp;&nbsp;&nbsp; Muito obrigado e até a próxima postagem.&nbsp;

Bibliografia

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