Bibliographic citations
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Grandez, E., (2023). Desafíos y aprendizajes del voluntariado corporativo durante la pandemia de COVID-19 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/26431
Grandez, E., Desafíos y aprendizajes del voluntariado corporativo durante la pandemia de COVID-19 []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/26431
@misc{renati/16737,
title = "Desafíos y aprendizajes del voluntariado corporativo durante la pandemia de COVID-19",
author = "Grandez Garay, Elsa Maria",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
Title: Desafíos y aprendizajes del voluntariado corporativo durante la pandemia de COVID-19
Authors(s): Grandez Garay, Elsa Maria
Advisor(s): Carrillo Hoyos, Sandra Veronica
Keywords: Voluntariado; Comunicación--Aspectos sociales; Comunicación para el desarrollo; Planificación estratégica; Pandemia de COVID-19, 2020-
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 15-Nov-2023
Institution: Pontificia Universidad Católica del Perú
Abstract: Ante la emergencia generada por la pandemia de COVID-19, en Perú y alrededor del mundo
se desplegaron diversas acciones de ayuda para los grupos más vulnerables ante la crisis
sanitaria, social y económica que se produjo. Una de estas fue el voluntariado corporativo, que
tuvo el desafío de pasar a la modalidad virtual para seguir generando apoyo en un contexto de
incertidumbre. Este Trabajo de Suficiencia Profesional busca describir y analizar el proceso de
virtualización e internacionalización del voluntariado corporativo Belcorp con el fin de afrontar
los retos de la coyuntura COVID-19. Considerando un enfoque de comunicación para el
desarrollo, se presentan los aciertos, lecciones aprendidas y recomendaciones de esta
experiencia, con el fin de contribuir al fortalecimiento de las estrategias de los programas de
voluntariado corporativo, tanto en situaciones regulares como de cambio social. En ese sentido,
a lo largo del documento se evidenciará el aporte de la comunicación en aspectos como la
planificación estratégica, la articulación de equipos y alianzas, el relacionamiento con el
público objetivo, la vinculación del programa con la estrategia empresarial y el
posicionamiento del voluntariado como un elemento de valor, con el propósito de contribuir a
la generación de triple impacto: para la sociedad, la empresa y los colaboradores voluntarios.
Asimismo, se revisarán los retos pendientes que se deben trabajar para asegurar que los
programas de voluntariado corporativo potencien y visibilicen su aporte estratégico, como el
avanzar hacia una gestión más participativa y robustecer los sistemas de medición de impacto.
En suma, este documento busca ser una referencia de utilidad para gestores de voluntariado y
contribuir a futuros análisis sobre la transformación del voluntariado a partir de la pandemia.
Due to the emergency created by the COVID-19 pandemic, several activities were conducted in Peru and around the world to assist the most vulnerable groups during the subsequent health, social and economic crisis. Corporate volunteering was one example of these and faced the challenge of transitioning to a virtual mode of operation to continue to generate support in an uncertain environment. This Professional Report aims to describe and analyze the process of virtualization and internationalization of Belcorp corporate volunteering to meet the hardships of COVID-19 scenario. Based on a communication for development approach, it discusses the accomplishments, lessons learned, and recommendations of the experience, thereby assisting in strengthening corporate volunteer program strategies, both in regular and social change situations. Throughout the document, the contribution of communication will be demonstrated in aspects such as strategic planning, articulating teams and alliances, relationships with target audiences, integrating the program with business strategy, and positioning the value of volunteering, with the purpose of supporting the generation of a triple impact: for society, the company, and the volunteer employees. Furthermore, it will address the outstanding challenges that need to be handled to ensure that corporate volunteer programs enhance and make visible their strategic contributions, such as moving to a more participatory management approach and strengthening impact measurement tools. To summarize, this document intends to serve as a useful reference for volunteering managers and add to future analyses of volunteering following the pandemic.
Due to the emergency created by the COVID-19 pandemic, several activities were conducted in Peru and around the world to assist the most vulnerable groups during the subsequent health, social and economic crisis. Corporate volunteering was one example of these and faced the challenge of transitioning to a virtual mode of operation to continue to generate support in an uncertain environment. This Professional Report aims to describe and analyze the process of virtualization and internationalization of Belcorp corporate volunteering to meet the hardships of COVID-19 scenario. Based on a communication for development approach, it discusses the accomplishments, lessons learned, and recommendations of the experience, thereby assisting in strengthening corporate volunteer program strategies, both in regular and social change situations. Throughout the document, the contribution of communication will be demonstrated in aspects such as strategic planning, articulating teams and alliances, relationships with target audiences, integrating the program with business strategy, and positioning the value of volunteering, with the purpose of supporting the generation of a triple impact: for society, the company, and the volunteer employees. Furthermore, it will address the outstanding challenges that need to be handled to ensure that corporate volunteer programs enhance and make visible their strategic contributions, such as moving to a more participatory management approach and strengthening impact measurement tools. To summarize, this document intends to serve as a useful reference for volunteering managers and add to future analyses of volunteering following the pandemic.
Link to repository: http://hdl.handle.net/20.500.12404/26431
Discipline: Comunicación para el Desarrollo
Grade or title grantor: Pontificia Universidad Católica del Perú. Facultad de Ciencias y Artes de la Comunicación.
Grade or title: Licenciado en Comunicación para el Desarrollo
Juror: Humberto Cardenas, Luis Olivera; Carrillo Hoyos, Sandra Veronica; Espinoza Espinoza, Pablo De Jesus
Register date: 15-Nov-2023
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