Nowadays, it is widely known by CEOs and recruiters of Brazilian technology startups, the scenario scarce of professionals to work in the area. This context, although it has been getting worse in recent years, is not new and can be attributed to the lack of public education in training these professionals for the job market. 

Still, we can mention two aggravating factors for this situation: 

• Exponential increase in demand: According to a survey carried out by the recruitment company GeekHunter in 2021, the technology segment had an increase of 136% available positions compared to the previous year. 
• Hiring of foreign companies: For companies located in the United States, or in Europe, where the local currency is worth 4 to 6 times more than the Brazilian real, it ends up being much cheaper (about 40%) hire a foreign professional in a remote model. Collaborators, on the other hand, prefer this type of opportunities, both for the high salaries and for the curriculum.

According to the projections of Brasscom (Association of Information and Communication Technology and Digital Technologies Companies), in 2025, the deficit of professionals in the sector should reach 797.000 jobs, and currently, Brazil forms about 50.000 people per year. 

To feel the impacts of this lack, it is not necessary to wait until 2025. The market is already well known how difficult it is, not only to find, but to retain tech professionals who, being so in demand, can always be reached by better job proposals.

However, in a market governed by innovation and adaptability, where 45,7% of companies embrace digital transformation (research carried out by sambatech in 2022) there are already strong strategies to overcome this situation. 

Among them, we highlight the endomarketing and employer branding, both derivations of the marriage between HR and marketing, which came to be used as true management tools in companies from all sectors. 

with the aim of engage and to retain the best talents in the market and reduce the turnover (high turnover), everything indicates that these areas will gain more and more space, conquering entire departments within companies. 

Endomarketing X Employer Branding: Do you have to choose? 

Although similar and with similar objectives, internal marketing and employer branding have some structural differences. While employer branding has to do with the building an employer brand, to make your company a desirable place to work, internal marketing is aimed at employee engagement and appreciation who already work for the company. Of course, in practice, both end up mixing, but it's important to have that initial understanding. 

are strategies complementary, and you don't have to choose just one. Intuitively, it makes much more sense to focus on current employees first, then think about building an employer brand. 

On a day-to-day basis, it turns out that, by implementing incentive and engagement actions, this naturally increases your visibility and attracts interested eyes, not only from candidates, but from sites like Glassdoor, ranking the best and worst places to work (great place to work). 

Why do Endomarketing and Employer Branding work?

Apart from the fact that we are facing a historic milestone driven by the advancement of technology and nicknamed "The Great Dismissal", where millions of people simply leave their stable jobs in search of freedom, autonomy and purpose at work, we must also consider that the priorities of the new generations in terms of work are not the same as 10 or 20 years ago. Financial stability, perhaps health insurance, and a guaranteed retirement are no longer enough reasons for younger people to stay with a particular company. 

This is where endomarketing and employer branding come in. 

Still in 2015, a survey carried out by the SHRM determined that organizations with recognition to employees have 31% less likely to receive voluntary layoffs, while companies with more humanized of recognition have 12x more chances to obtain good business results, as the team feels more valued and, therefore, “wears the shirt” of the organization. 

The lack of recognition at work, according to a survey by galup realized in 2022, is primarily responsible for 65% of voluntary layoffs.

This data is not surprising, if we remember that recognition is a psychological need. 

In terms of productivity, also enter the engagement. An engaged team, which identifies with the values of the company and sees in the work environment a opportunity for individual growth, It's a highly productive team. And again we see this statement in the Gallup poll, which ranked engagement as the factor capable of increasing in 147% the individual performance of employees. 

In summary, internal marketing and employer branding yield good results in terms of attracting and retaining talent because they offer benefits that range from beyond the basics (salary, health plan, food stamps, equipment, etc.) pleasant environment and safe where people can perform their functions and grow up professionally. Inevitably, these same people will bring better and better results, for being genuinely committed to the company and knowing that they will be recognized for it. 

Strategies to attract, engage and retain the best talent in the tech market in 2023 

Now that you understand the basics of the emergence of endomarketing and employer branding, and the importance of implementing them as soon as possible in your organization, the time has come to choose which strategies will make up your scope. At this time, there is no right answer: just what is possible to be implemented now and that really it will work in your case. 

Big companies such as CitiBank, Portobello, Toyota, Best Buy, Wise Up, Google, among many others, already invest heavily in this type of stock.

– Invest in experience: 

Moments such as job interviews, onboardings, and presentation of a career plan do not need to be immobilized and discouraging. They are also a great opportunity to engage people by investing in a differentiated communication, which represents exactly how you want employees to feel within the company. 

– Employee value proposition:

build a value proposition canvas of your collaborators, where you can align mission, vision, values, and culture of the company. 

-Offer personalized benefits:

Not all employees will enjoy the same benefits, simply because they have needs many different. While one may badly need a daycare allowance, the other may prefer gym vouchers, and so on. This is why the following item is important… 

– Create an ideal profile:

As with clients, you need to have one or more “ideal” employee profiles to fill your company’s scope. In this way, you can predict the benefits that will most make sense to them, and actions for engagement.

-Transparency, always:

Especially when talking about startups and young companies that grow very quickly, while the processes are not yet 100% established, it is likely that employees often need to carry out tasks that were not previously agreed, or even receive a greater flow of responsibilities for a while. 

In order not to provoke frustration, align expectations from the beginning.  

-Use and abuse of recognition:

As we said earlier, recognition is a must. And it's more than proven its importance in the work environment to increase productivity. 

The way to recognize your collaborators is highly customizable. 

For more significant milestones, material and monetary rewards are always welcome. But on a daily basis, praise for a job well done, and the recognition of daily efforts can be enough to improve the quality of the environment and people's predisposition. 

-HR and Marketing:

To plan specific actions and commemorative dates, bring together the efforts of these teams. While one has right information about each employee and the work climate, the other has extensive experience in creating impactful messages, employer brand identity and communication. 

-Invite teams to participate:

Here you have to be careful not to impose this on your employees. but an invitation relaxed for meetings that do not necessarily have to do with a specific area, but with the company itself and the directions it can take, making room for suggestions, even anonymous ones, will make people feel heard. 

- Hire endomarketing software:

Currently, there are several tools available to take care of the engagement of your employees. Tools that help with the organization of tasks and interpersonal communication, avoiding having to resort to WhatsApp, which can be considered invasive, and less formal than email, which may not apply to all needs. 

-Have an active digital presence:

To build your employer brand, and to show the world the quality of your company's work environment, whether active on social networks and encourage employees to post spontaneous content about certain actions (Again, be careful not to make this an imposition) 

-Take care of the visual identity:

Standardize all your internal communication with a strategic design that represents the company's identity and intent towards employees. 

-Do a performance analysis:

Of all the adopted strategies, measure from time to time your efficiency in numbers (performance indicators) and internal climate surveys. This will dictate your next steps and ensure you are putting the company's money on the right place. 

Last but not least, understand about people and know that an employment/business relationship is a relationship like any other, and requires empathy, consideration and respect from both parties. 

THE Links offers services of mapping of collaborators, partners and suppliers, as well as the standardization of the Communication focusing on endomarketing and not engagement of your team.

To learn more about how our services can boost your company's bottom line, schedule a meeting with us.