COMO ESTAMOS NA FITA? OS VíDEOS INSTITUCIONAIS PARA A MOBILIZA O DA CONFIAN A ENTRE ORGANIZA O E FUNCIONáRIOS

Society nowadays has become more vulnerable to the rule and operation of organizations which, on the other hand, may collapse if they do not earn society’s trust in their organizational behaviour. Furthermore, in a context which is characterized by uncertainty, risk, and intense competition,organizations need more cooperation from their employees than ever. This article analyses how institutional videos contribute to the process of creation, maintenance and increase of trust-based relationships between organizations and employees. The aim of this study is to identify, using the rhetorical analysis, how three companies use institutional videos to mobilize their employees’ trust. The rhetorical analysis of the researched videos examines the four main tasks of a speaker: invention, arrangement, style, and action. The conclusions point out that companies use several rational, affective and emotional arguments in articulate ways in order to reach an immediate goal as well as a long-term one, respectively, to assure labour which satisfies the needs of the company and to develop employees’ trust.