Engaging Employees Through Corporate Volunteering: Case Study of SPARK Program, PT Merck Chemicals and Life Sciences Indonesia

Abstract

This study examines how corporate communication enhances employee engagement through corporate volunteering, focusing on the SPARK program at PT Merck Chemicals and Life Sciences Indonesia. The problem addressed is the limited understanding of how internal communication shapes employees’ emotional and motivational responses to volunteering initiatives, despite the growing emphasis on corporate social responsibility (CSR). The objective is to identify how communication strategies support participation, strengthen organizational identification, and translate volunteering into meaningful engagement. Using a qualitative case study method, the research collected data through in-depth interviews with key internal stakeholders and analyzed the data using thematic analysis supported by NVivo 14. The findings show that corporate communication plays a strategic role not only in delivering information but also in building emotional connection, shared identity, and a sense of ownership. Storytelling, testimonials, and value-driven messages successfully position SPARK as a meaningful initiative that aligns employees’ personal motivations with organizational purpose. Participation is reinforced by peer influence and the program’s alignment with individual passions, though challenges such as time limitations and unclear participation pathways remain. The study reveals that volunteering fosters cognitive, emotional, and behavioral engagement, with employees expressing increased purpose, belonging, and identification with the company. These insights imply that well-designed communication around volunteering can strengthen employee–organization relationships and support organizational performance. The study contributes practical guidance for integrating corporate volunteering into strategic communication, emphasizing empathy, clarity, and value-based messaging.ReferencesAfridah, & Lubis, M. (2024). 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