Desarrollo de una guía para la implementación de un programa de embajadores interno de marca para la empresa Veris S.A: modalidad propuesta de innovación Universidad Casa Grande

Abstract

The development of this guide for internal brand ambassadors seeks, through the construction of a community of spokespersons, to reinforce and enhance the image of Veris as an employer brand, thus improving institutional reputation, facilitating the processes of selecting and attracting talent and reducing the job desertion gaps that every company faces. In order to develop this proposal, a qualitative research was carried out through interviews that evidenced the perception that the employees have about the Veris business culture. This analysis allowed us to learn more about the profile and personality aspects of the target, as well as the affinity to the brand's core values, the strengths and digital communication skills. The perception of the internal employer brand is quite favorable according to the results of the investigation, evidencing this as an opportunity for improvement to expose Veris as an attractive employer brand. Thanks to the results of this research and the situational analysis carried out, the design and execution program of internal brand ambassadors is proposed as a minimum viable product that groups collaborators with the profile of spokespersons to viralize and communicate the good deeds that the company do for your collaborators.