Ação de comunicação organizacional para promoção da saúde mental estruturada por meio de uma campanha de endomarketing

Resumo (EN)

The individual-work relationship, especially in relation to organizational culture, has been a source of great concern. From these considerations, it was understood that it was necessary to have a multifactorial understanding of the issue of mental health and work, which involves, among other variables, the good integration of the individual with the organizational culture through organizational communication. The aim of this experience report was to analyze the scope of an organizational communication action through Endomarketing, based on cognitive-behavioral psychology and aimed at generating cultural change, promoting civility in the workplace, better self-management of stress and, consequently, promoting mental health. This experience report outlines an intervention conducted in a hotel located in the countryside of São Paulo, Brazil. The intervention comprised three phases: 1) a test for organizational diagnosis using quantitative instruments (IBACO - Brazilian Inventory of Organizational Culture, IPEEB - Benzoni Inventory of Perception of Stress and Stressors, WCS - Workplace Civility Scale and SIS - Straightforward Incivility Scale); 2) an intervention using an endomarketing campaign and 3) a retest to identify the scope of the intervention, using the same instruments used in the test phase. The endomarketing campaign was tailored to address themes identified through the initial assessment, where results fell at or below the group averages. It involved distributing four A4 posters and sending four email marketing blasts to employees. To assess the intervention's effectiveness, data from 21 employees who answered the questionnaires in the diagnostic phase and 10 who answered the same questionnaires in the retest phase were analyzed. Regarding organizational culture, the comparative results of the test and retest phases indicated that the percentages of perceived appreciation of Cooperative professionalism, Employee satisfaction and well-being, Reward and training and Promotion of interpersonal relationships showed higher percentages of appreciation after the endomarketing action; Regarding the perception of stress and stressors, no significant differences were observed in the factors assessed between the initial assessment (test) and the follow-up assessment (retest). However, it is noteworthy that all evaluated factors demonstrated a decrease in the percentage of respondents reporting stress levels above the population average, coupled with an increase in the percentage of respondents reporting stress levels within the average range during the retest. Special attention should be directed to specific items within the IPEEB scale, which exhibited a notable and statistically significant decrease (p ≤ 0,05) from the test to the retest: "I notice a general discouragement in the people where I work" (Test = 1.48, Retest = 0.50); "I dwell on problems all the time" (Test = 1.52, Retest = 0.90); "My personal life is very disorganized" (Test = 1.33, Retest = 0.40). Furthermore, the evaluation of workplace incivility, as measured by the SIS scale, demonstrated a reduction across all items, although these changes did not reach statistical significance. These findings suggest that the endomarketing intervention had a positive impact, providing valuable insights for future initiatives of a similar nature.