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http://hdl.handle.net/10609/130346
Title: | Últimas tendencias de la comunicación interna en el ámbito corporativo |
Author: | Pardinas Duró, Elena |
Tutor: | Simancas González, Esther |
Abstract: | Internal communication is, through the eyes of several scholars, a rising trend that provides organizations with an essential intangible value to achieve employee recruitment, retention and engagement. A trend that, however, is often described as the "little sister" of communications. Through a bibliographic review and interviews with internal communication directors in the companies awarded in the XI edition of the Internal Communications Observatory Awards, this academic research aims to find out what the current trends in corporate internal communications are in Spain. It looks like the future of this discipline will be driven by digitization, emotion, sustainability, social commitment, and the rise of corporate social media. Its location in the organizational map is essential to give the profession the recognition it deserves. Management should be aware of this dichotomy, which has not been overcome to date, as well as the need to carry out the segmentation of internal audiences or the importance of introducing specific key performance indicators. |
Keywords: | internal communications trends associate engagement digitization corporate social media target key performance indicators |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 1-Jan-2021 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
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epardinasTFM0121memoria.pdf | Memoria del TFM | 1,06 MB | Adobe PDF | View/Open |
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