Resumo

LOZADA DOMINGUEZ, Sonia; RAMOS ARROYO, Antonio  e  GOMEZ NIETO, Begoña. Internal corporate responsibility, effects on reputation and care for senior employees: a case study at Mediaset. Revista de Comunicación [online]. 2023, vol.22, n.2, pp.299-318.  Epub 14-Out-2023. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc22.2-2023-3273.

This research presents an internal Corporate Social Responsibility plan in Mediaset España for those employees who are close to retirement. It is an innovative project proposal that aims to obtain benefits for employees, the organization, and society. Firstly, through the plan, the company is committed to accompanying and caring for employees in the final stage of their working life, providing them with economic and financial advice and advice on their physical and emotional well-being so that they are ready for succesfully transitioning into their new stage of life: retirement. At the same time, the company, taking advantage of the experience of senior workers during the years before their retirement, can improve aspects of its organization such as talent management, knowledge transfer between the different generations and pride in belonging to the organization, by involving workers close to retirement in mentoring tasks, brand ambassadors, or corporate volunteering, in this way the internal CSR plan will have an external dimension and will revert in a benefit to society. The ultimate goal of the plan is for Mediaset España to improve its positioning in the corporate reputation and employer brand rankings in order to attract talent and become the best place to work in the Spanish audiovisual sector. The main goal of the plan is for Mediaset España to improve its position in the corporate reputation and employer brand rankings to position the company as the best place to work in the Spanish audiovisual sector.

Palavras-chave : retirement; corporate social responsibility; talent management; knowledge transfer; reputation; employer branding; corporate volunteering; senior employees.

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