Корпоративное волонтерство как инструмент внутренних и внешних коммуникаций организации

Abstract

Nowadays, companies are actively introducing corporate volunteering programs at their enterprises. In this re-gard, there is a growing interest in this topic in scientific circles: there are more and more works devoted to the study of this phenomenon as a form of corporate social responsibility. However, more attention is often paid to the social and economic effects of corporate volunteering, and an equally important communication aspect remains undisclosed. This article is aimed at studying the phenomenon of corporate volunteering as a tool of corporate communications. It analyzes the image and reputation effects from the implementation of volunteer programs at Russian enterprises. The empirical basis of the analysis was the results of a study of the nature of information coverage of volunteer activities of a large regional pipeline company in the field of oil and petrole-um products transportation. Conclusion dwells upon the fact that corporate volunteering contributes to strength-ening the information presence of the organization and reinforcing the status of a socially responsible enter-prise.