Práticas de gestão para Stakeholders externos: um estudo de caso sobre o voluntariado corporativo

Abstract

Corporate volunteering has emerged as an initiative of Corporate Social Responsibility characterized by the execution of social and voluntary activities by employees, encouraged by management through dedicating part of their work hours to promoting social well-being. However, corporate volunteering is often highlighted as a significant mechanism for creating value for employees, emphasizing the program’s ability to impact retention and talent attraction. On the other hand, the impact on other stakeholder groups tends to be neglected. Therefore, this dissertation aims to explore how the adoption of corporate volunteering practices contributes to the strategic management of external stakeholders of the company. This study was conducted, grounded in Stakeholder Theory and corporate volunteering literature, at a major Brazilian company recognized for its consistent sustainable initiatives and located in a socially vulnerable environment. This is a qualitative case study, with primary data collected through semi-structured interviews and secondary data from the analysis of the company’s institutional website and official documents. Thematic analysis with a deductive approach was used as the data analysis strategy, exploring themes withing the existing theoretical framework and employing source triangulation. The results demonstrate that the program is an important mechanism to strengthen community relationships, influenced by the authenticity of actions taken, positively impacting the company’s reputation, employee engagement, and community development. It is emphasized that community interests should be prioritized withing the program, although other stakeholder groups in corporate volunteering are often highlighted to justify actions to skeptical groups about success of social initiatives. Additionally, the success of these initiatives lies in the organized structure of the program, as exemplified in this case study, balancing the interests of multiple stakeholders while aligning social responsibility initiatives with long-term strategic objectives.