O PAPEL DA COMUNICAÇÃO ORGANIZACIONAL NA PROMOÇÃO DE DIVERSIDADE NAS EMPRESAS

Abstract

In the contemporary corporate landscape, the promotion of diversity is an ethical and strategic pillar that transcends external image, demanding effective internal structuring. This study's central objective was to analyze the organizational communication strategies employed by the JUNT+S diversity program, at the company Neoenergia, in order to understand its role in promoting and consolidating an inclusive internal culture. To this end, a case study methodology was adopted, with an approach that combined the application of an online questionnaire to members of affinity groups and the completion of four semi-structured interviews with managers and employees involved in the program. The results indicate that the effectiveness of JUNT+S is based on a multi-platform and strategic communication, whose main strength lies in the co-participation and active listening of the affinity groups, ensuring authenticity and high engagement. The analysis also revealed areas for improvement, such as the need for more robust training beyond just informational communication. It is concluded that organizational communication, when based on dialogue and co-creation, acts as a catalyzing agent capable of transforming the culture and promoting genuine diversity that is integrated into the business strategy.