COMMUNICATION OF CORPORATE SOCIAL RESPONSIBILITY ON THE INTERNET: AN EMPLOYEE APPROACH

Thiago Braga Martins, Roberta Feitosa de Lucena Cavalcante, José Milton de Sousa-Filho
DOI: https://doi.org/10.21529/RECADM.2014015

Abstract

This article aims to identify initiatives to address workforce (employees), focusing on the actions of corporate social responsibility, communicated on the Internet by companies classified in Great Place to Work 2013 Ceará Ranking. This paper focuses in discover how such companies considered "reference" in relationship with its employees, communicate their initiatives to internal stakeholders on their corporate websites, and to present a proposal for measuring and evaluating the content of disclosure on corporate websites initiatives for the internal audience. The research approach is quantitative and descriptive, to verify the occurrence of certain previously established indicators. With respect to data collection, it is a documentary research, telematic way, over the internet, in that it explores and analyzes the content of the websites of the 40 best companies to work in Ceará. The theoretical dimensions used for data analysis include the areas of corporate social responsibility and corporate reputation. It was found that the indicator was more referring is the announcement of awards received by good relationships with internal stakeholders (86.8 %) and the least were the gifts related to inclusive and affirmative practice for the developer, and the transparency and accountability (social report available) (15.8%).


Keywords

Corporate social responsibility; Internet; Corporate reputation; Employees; Great Place to Work

Compartilhe

References


ABNT (2010). ABNT NBR ISO 26000. Diretrizes sobre responsabilidade social.

Adams, C. A.; Frost, G. R. (2004). The Development of Corporate Web-sites and Implications for Ethical, Social and Environmental Reporting through these Media, The Institute of Chartered Accountants of Scotland.

Aguinis, H., Glavas, A. (2012). What we know and don’t know about corporate social responsibility: a review and research agenda. Journal of Management, 38, 932-968.

Bardin, L. (2009). Análise de conteúdo. Lisboa: Edições 70.

Barakat, S. R. (2013). Alinhamento entre estratégia e responsabilidade social corporativa à luz da RBV. Anais do XXXVII Encontro do ANPAD, Rio de Janeiro-RJ.

Barbieri, J. C. & Cajazeira, J. E. R. (2009). Responsabilidade social empresarial e empresa sustentável: da teoria à prática. São Paulo: Saraiva.

Bayoud, N. S., Kavanagh, M. & Slaughter, G. (2010). Factors influencing levels of corporate social responsibility disclosure by Libyan firms: a mixed study. International Journal of Economics and Finance, 4(4), 13-29.

Birth, G., Illia, L., Lurati, F. & Zaparini, A. (2008). Communicating CSR: practices among Switzerland’s top 300 companies. Corporate Communications: An International Journal, 13(2), 182-196.

Branco, M. & Rodrigues, L. (2006). Corporate social responsibility and resource based perspectives. Journal of Business Ethics, 69(2), 111-132.

Capriotti, P. & Moreno, A. (2007). Corporate citizenship and public relations: the importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33, 84-91.

Carroll, A. B. (1979). A three dimensional conceptual model of corporate social performance. Academy of Management Review, 4(4), 497-505.

Carroll, A. B. (1991). The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons, July/August, p. 39-48.

Carroll, A. B. (1999). Corporate social responsibility. Business & Society, 38(3), 268‐295.

Chapple, W. & Moon, J. (2005). Corporate social responsibility in Asia: a seven-country study of CSR web site reporting. Business and Society, 44(4), 415–441.

Chaudhri, V. & Wang, J. (2007). Communicating corporate social responsibility on the internet: a case study of the top 100 information technology companies in India. Management Communication Quarterly, 21(2), 232-247.

Cooper, D. R. & Schindler, P. S. (2003). Métodos de pesquisa em administração. Porto Alegre: Bookman.

Davis, K. (1960). Can business afford to ignore social responsibilities? California Management Review, v. 2, p. 70-76.

Dawkins, J. & Lewis, S. (2003). CSR in stakeholders’ expectations and their implication for company strategy. Journal of Business Ethics, 44, 185-193.

Dias Filho, J. M. (2007). Políticas de evidenciação contábil: Um estudo do poder preditivo e explicativo da teoria da legitimidade. Anais XXXI EnANPAD, Rio de Janeiro-RJ.

Du, S., Bhattacharya, C. B. & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): the role of CSR communication. International Journal of Management Reviews, 12(1), 8‐19.

Ethos (2007). Público interno. In: Indicadores Ethos de Responsabilidade Social Empresarial. São Paulo: Instituto Ethos.

França, A. S. T., Favoretto, J. R. & Braga, S. S. (2011). Estratégias de responsabilidade social das empresas na internet: uma análise comparativa dos conteúdos dos websites corporativos no Brasil. Revista de Gestão Social e Ambiental – RGSA, 5(3), 150-167.

Gil, A. G. (1989). Como elaborar projetos de pesquisa. 2. ed. São Paulo: Atlas.

Great Place To Work. GPTW – Melhores Empresas para Trabalhar Ceará. Disponível em . Acesso em 5 dez. 2013.

Hair Jr. J. F., Babin, B., Money, A. H. & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Porto Alegre: Bookman.

Hamayoun, S., Rahman, R. A., Johansson, J. & Malmstron, M. (2012). Internet corporate social responsibility disclosure among Malaysian listed companies. Bioinfo Financial Management, 2(1), 42-50.

Hopkins, M. (2007). Corporate social responsibility and international development: is business the solution? London; Sterling, VA: Earthscan.

Hosmer, D. W. & Lemeshow, S. (1989). Applied logistic regression. New York: John Wiley & Sons.

Garriga, E. & Melé, D. (2004). Corporate social responsibility theories: mapping the territory. Journal of Business Ethics, 53, 51-71.

Giavina-Bianchi, D. & Pinedo, A. (2012). Como a cidadania corporativa pode fortalecer uma marca. Harvard Business Review Brasil, 90(4), abr.

Harrison, J. S. (2005). Administração estratégica de recursos e relacionamentos. São Paulo: Bookman.

Jahdi, K. S. & Acikdilli, G. (2009). Marketing communications and corporate social responsibility: marriage of convenience or shotgun wedding. Journal of Business Ethics, 103-113.

Keller, K. L. (2003). Understanding brands branding and brand equity. Interactive Marketing, 5(1), 7-20.

Kim, D. & Nam, Y. (2012). Corporate relations with environmental organizations represented by hyperlinks on the Fortune Global 500 companies’ websites. Journal of Business Ethics, 105, 475-487.

Kotler, P. & Caslione, J. A. (2008). Vencer no caos: lições para uma gestão eficaz em tempos de turbulência. Rio de Janeiro: Campus.

Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. Journal of Consumer Marketing, 18(7), 595‐632.

Laville, E. (2009). A empresa verde. São Paulo: Ote.

Maignan, I. & Ferrell, O. C. (2004). Corporate social responsibility and marketing: an integrative framework. Journal of the Academy of Marketing Science, 32(1), 3‐19.

Meyskens, M. & Paul, K. (2010). The evolution of corporate social reporting practices in Mexico. Journal of Business Ethics, 91, 211-227.

Mohammed, R., Alwi, K. & Jamil, C. Z. M. (2010). Sustainability disclosure among Malaysian Shari’ah-Compliant listed companies: web reporting. Issues in Social and Environmental Accounting, 3(2), 160-179.

Morsing, M.; Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, vol. 16(4), pp. 323-338.

Patten, D. M. & Crampton, W. (2004). Legitimacy and the internet: an examination of corporate web page environmental disclosures. Advances in Environmental Accounting and Management, 2, 31-57.

Pearce II, J. A. & Doh, J. P. (2005). The high impact of collaborative social initiatives. MIT Sloan Management Review, 46(3), 30-39.

Scarlett, A. (2011). Communicating corporate social responsibility: challenges to companies with low company cause fit. A capstone project presented to the Faculty of the School of Communication, American University, for the degree of Masters of Arts in Public Communication. Washington D. C., April 26.

Schlegelmilch, B. B. & Pollach I. (2005). The perils and opportunities of communicating corporate ethics. Journal of Marketing Management, 34(21), 267-290.

Silva, A. H. C. & Sancovschi, M. (2006). Evidenciação social corporativa: estudo de caso da Empresa Petróleo Brasileiro S.A. Anais do XXX EnANPAD, Salvador/BA.

Sisodia, R. S., Sheth, J. N. & Wolfe, D. B. (2008). Os segredos das empresas mais queridas. Bookman.

Sousa-Filho, J. M., Wanderley, L. S. O. & Farache, F. (2010). Websites corporativos na comunicação de responsabilidade social em distribuidoras de energia: um estudo longitudinal. Pretexto, 11, 72-89.

Sousa-Filho, J. M., Abreu, M. C. S. & Wanderley, L. S. O. (2007). Governança da responsabilidade social e vantagem competitiva: o caso Petrobras/Lubnor. Anais do X SEMEAD – Seminários em Administração FEA-USP.

Spitzeck, H., Hansen, E. G. & Alt, E. (2011). Impactos do engajamento das empresas com seus stakeholders. DOM – Revista da Fundação Dom Cabral, 5(15), 28–33.

Stanley, C. A. (2011). A urgência da inovação. HSM Management, 5(88), set./out.

Tang, L. & Li, H. (2009). Corporate social responsibility communication of Chinese and global corporations in China. Public Relations Review, 35, 199-212.

Vance, P. S., Angelo, C. F. (2007). Reputação corporativa: uma revisão teórica. Revista de Gestão (Rege-USP), 15, Disponível em http://www.usp.br/rege/ojs/index.php/rege/article/view/313 Acesso em 17 de outubro de 2013.

Zyglidopoulos, S. C. (2001). The impact of accidents on firm’s reputation for social performance. Business & Society, v. 40, n. 4, p. 416-441.

Wanderley, L. S. O., Lucian, R., Farache, F. & Sousa Filho, J. M. (2008). CSR information disclosure on the web: a context-based approach analysing the influence of country of origin and industry sector, Journal of Business Ethics, 82, 369–378.

Wang, J. & Chaudhri, V. (2009). Corporate social responsibility engagement and communication by Chinese companies. Public Relations Review, 35, 247-250.

Wood, D. J. (1991). Corporate social performance revisited. Academy of Management Review, 16(4), 691-718.

Wurman, R. S. (2005). Ansiedade de informação 2. São Paulo: Cultura.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.