O endomarketing como instrumento de satisfação dos colaboradores em uma fintech no modelo híbrido

Abstract

Over time, companies have increasingly emphasized the enhancement of employee engagement, satisfaction, and retention in the workplace, aiming for cost reduction and increased productivity. In this context, the concept of endomarketing or internal marketing stands out, contributing in various ways to effective organizational climate management. The term can be subdivided into four dimensions, referred to by Inkotte (2000) as the endomarketing mix, represented by the 4 Cs: Company, Cost, Coordinators, and Communication. In this vein, it is the responsibility of organizations to undertake actions within these pillars, regardless of their work model, whether remote, in-person, or hybrid. That said, this study aims to identify how endomarketing has functioned as an instrument for employee satisfaction in a fintech operating in a hybrid model. The study is based on the post-pandemic period and has specific objectives: a) describe how and why endomarketing strategies are implemented in remote and hybrid work models; b) identify the level of satisfaction of these employees with fintech; c) correlate the satisfaction of employees in this fintech with the elements of the endomarketing mix (4 Cs). The analysis is conducted through quantitative and descriptive research and constitutes a case study conducted in a 19-year-old fintech based in Ceará, with the 2022 GPTW survey conducted in the company serving as the documentary basis. Its main results indicate that the elements of the endomarketing mix "Company" and "Communication" are the ones that have contributed the most to the satisfaction of workers in this fintech, which shows a good overall rating in the survey.