#EuIncluo: uma análise do Programa de Diversidade da Solar Coca-Cola no LinkedIn e do papel do endomarketing na sua construção

Abstract

This research aims to analyze the repercussion of the #EuIncluo Diversity Program of the company Solar Coca-Cola, through the mapping of the hashtag on LinkedIn. For this, we discuss the strategic influence of endomarketing in building the perception of employees, which, when expressed in a positive way on the social network, can contribute to the promotion of the company's image and its professional identities. This work is constructed and contextualized in three parts. First, presenting the current scenario of corporate trends and the new social role assumed by organizations that address practices aimed at the Environmental, Social and Governance (ESG) sphere, based on the references of Almeida (2003) and Kotler (2012; 2017; 2021). Second, from the perspective of endomarketing, as a communication mediation tool between company and employee, based on the works of Brum (2010; 2017; 2020). And, third, it presents an overview of diversity in organizations, based on the concepts of Cox (1991; 1993), Fleury (2000) and Alves and Galeão-Silva (2004). The research, with a qualitative focus, evaluates the diversity management program of the object of study and uses discourse analysis to investigate LinkedIn posts that use the hashtag, published by the company or by employees. The results found question the passive position of the employee, seeing his ability to produce meanings predicted by Martín-Barbero (1997), and discuss the duality between the ethical-moral commitment and the economic factor of profitability that permeate the motivation for behind the adoption of diversity practices in organizations.