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72% of HR professionals in Brazil say finding talent is becoming more challenging, according to LinkedIn research

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72% of HR professionals in Brazil say finding talent is becoming more challenging, according to LinkedIn research

In an increasingly dynamic and competitive market, a new LinkedIn survey, the world's largest professional network, showed that Brazilian recruiters are struggling to find professionals with the skills needed to fill available positions. According to the new study, 72% of HR professionals say that hiring talent has become more challenging in the past year.

Among the main obstacles identified by experts are the shortage of candidates with the right technical skills (65%) and behavioral skills (58%), and the increase in the volume of applications without the proper qualifications (55%). This reality poses a double challenge: while recruiters need to deal with a more laborious and time-consuming process, qualified candidates often face greater competition and difficulties in standing out. In this scenario, innovative solutions such as the use of Artificial Intelligence and a skills-focused recruitment model have been gaining ground as alternatives to optimize hiring and reduce the talent gap in the country.

The study indicates that 89% of HR professionals believe that AI helps reduce operational tasks and optimize time, allowing recruitment teams to focus on more strategic activities such as candidate engagement and negotiations. Additionally, 89% also state that technology has accelerated talent identification, and 88% highlight that AI assists in creating more accurate job descriptions, making the ads more attractive to the right candidates.

The job market is undergoing an accelerated transformation, and companies that do not adapt will be at a significant disadvantage. Finding and retaining qualified talent requires new strategies, and Artificial Intelligence has already established itself as an indispensable tool in this process. With the right technology, recruiters can reduce bottlenecks, expand access to candidates, and make more strategic decisions, ensuring that hiring processes are faster and more accurate.“, says Ana Claudia Plihal, Talent Solutions Executive at LinkedIn in Brazil.

From Experience to Skills: A New Hiring Model

The research also reveals a misalignment between companies' requirements and the qualifications available in the market, with 69% of HR professionals in Brazil stating that there is a gap between the skills that candidates have and those that companies actually need.

To reduce this discrepancy, 56% of recruiters say that access to new HR technologies, such as AI tools, would help make the process more efficient, while 44% believe that prioritizing skills over degrees and past experience could be the solution to filling vacancies more quickly.

“We are seeing a paradigm shift in recruitment. Companies that adopt a more skills-focused approach, rather than just academic background or experience, are more successful in hiring and retaining talent. This new model opens opportunities for a larger number of candidates and allows organizations to broaden their horizons in the search for qualified professionals“,complements Ana Plihal.

In this sense, the transition to a skills-focused hiring model, supported by recruitment technologies, emerges as a key way to reduce the labor market gap, expanding access to qualified talent and making companies more competitive and inclusive.

Methodology

The survey was conducted by Censuswide, with a sample of 500 HR professionals and talent acquisition leaders in Brazil (18+). The data was collected between November 28, 2024, and December 13, 2024. Censuswide is affiliated with and employs members of the Market Research Society, adhering to its code of conduct and the principles of ESOMAR. Additionally, Censuswide is a member of the British Polling Council.

External view: how shoppers contribute to more competitive retail aligned with consumer interests

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External view: how shoppers contribute to more competitive retail aligned with consumer interests

With increasing competition, retail finds itself at a crossroads in the quest for customer loyalty. The shopping experience, which represents a combination of various factors such as price, stock, and service, has become a decisive factor for the public, directly impacting the profitability of establishments. An Opinion Box study reveals that 81% of consumers are willing to spend more on companies that provide a good shopping experience, reinforcing the importance of investing in this sector.

With this, the concept of shopper has gained prominence as a strategic solution focused on optimizing store and brand performance by promoting customer satisfaction. Defined as people hired for on-demand work, shoppers are responsible for carrying out strategic tasks for retail, such as market audits, price verification, customer satisfaction surveys, stock and gondola organization, and even making purchases in physical stores for orders placed online. From these functions, professionals provide data that allow retailers to adjust processes and improve the management of points of sale.

According to Thales Zanussi, founder and CEO ofMission Brazil, the largest rewarded service platform in the country, shoppers will be responsible for testing a brand's services and products, identifying ways to improve, enhance its perception among consumers, and also facilitate the shopping experience. "Basically, the contractors are responsible for testing the end-to-end purchase journey in order to generate insights about brand perception and competition, as well as providing essential services for retail that facilitate the daily life of the retailer," he explains.

According to the specialist, who leads a brand with over 800,000 registered users and 700,000 completed missions in more than 5,000 Brazilian municipalities, adopting the shopper service provides direct benefits to retail. Based on the performance and the information collected by the professionals, the client can identify consumption trends, correct operational failures, improve customer service, and also perform daily tasks more quickly and efficiently.

"To give an idea of the impact, in 2024, 18,703 shopper missions were carried out on our Mission Brazil platform, addressing calls such as shelf replenishment and organization, stock maintenance, and online order purchases," emphasizes Zanussi. According to him, the data represents a 289% increase compared to the same period of the previous year.

"We are talking about a current market where the shopping experience has become essential to attract and retain customers, so a complete, agile, and quality service makes all the difference in ensuring customer loyalty. In other words, the shopper provides an external perspective on the operation and promotes essential activities for retail, helping to ensure that what is being offered aligns with what the audience expects and desires," he adds.

Among the examples of practical improvements supported by the service, Zanussi highlights attention to accessible product placement for the target audience, improved customer service, reduction of stock rupture effects, as well as the identification of consumer trends and the agility in processing and receiving orders made through apps. "The analysis conducted by shoppers helps brands to quickly adjust their strategies, ensuring a competitive advantage in a sector that increasingly demands personalization and efficiency," concludes the CEO of Mission Brazil.

DeepSeek and the future of AI in Brazil: innovation or risk for companies?

Philip of Caesar
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DeepSeek and the future of AI in Brazil: innovation or risk for companies?

Driven by technological advances and growing market acceptance, artificial intelligence has established itself as a strategic element for companies in Brazil. According to a survey by IPSOS and Google, 54% of Brazilians used generative AI in 2024, surpassing the global average of 48%. However, this rapid growth also brings challenges, mainly regarding the security and governance of corporate data.

The arrival of DeepSeek, an open-source Chinese AI chatbot, intensified this debate. Launched discreetly in Brazil in January 2025, the platform quickly gained popularity and became a promising competitor to OpenAI's ChatGPT and Google's Gemini. Because while these giants required billion-dollar investments, DeepSeek was created with a significantly smaller budget, raising doubts about the true necessity of these super investments.  

The supposed efficiency and performance of the Chinese model suggest that perhaps the AI market may be moving along a more cost-effective path, prompting reflection on the viability of such substantial investments in Western companies, whose business models now seem to be surpassed by more affordable and equally efficient alternatives.

Meanwhile, Deepseek raises critical questions, beyond different ethical sensitivities. The open nature of the platform raises questions regarding security, so companies that use open-source AI need to be attentive to the preservation of their information.

Recently, a Deepseek breach exposed user prompts and API keys, increasing concerns about privacy in the system. Furthermore, several countries, such as Australia, South Korea, Taiwan, the Netherlands, and Italy, have restricted its use due to the risk of sharing information with Chinese servers.

AI in the corporate world: how to balance innovation and security
While some nations adopt a more cautious stance, Brazil is rapidly advancing in the adoption of artificial intelligence. The IPSOS and Google study still shows that 65% of Brazilians see technology as promising, and 60% believe it will create more jobs. Trust in the transformation of the labor market by AI increased from 62% to 68% in one year, while the fear of job loss decreased from 20% to 15%.

For companies, this reality represents both an opportunity and a challenge. The growth of AI use requires a balance between innovation and safety, with guidelines that include a thorough risk assessment, implementation of transparency and governance, team training, and partnerships with reliable suppliers. Adopting technologies like DeepSeek without a solid strategy can expose businesses to regulatory risks, information leaks, and operational instabilities.  

Furthermore, non-compliance with local data protection regulations and vulnerability to cyberattacks can compromise the company's integrity, damaging its reputation and customer trust. Therefore, it is essential for organizations to conduct a careful assessment before implementing these technologies, ensuring that their choices are aligned with regulations and the protection of sensitive data, minimizing potential long-term damages.  

A strategy that helps companies keep their cybersecurity always up-to-date and efficient, for example, is Security Lifecycle Management (SLM). She ensures that all stages of information protection – from risk identification to incident response – are continuously monitored and improved.

In practice, this means that security is not treated as something static, but rather as a continuous process. New threats emerge all the time, and therefore, it is essential to regularly review, adjust, and strengthen protection measures. The SLM allows organizations to anticipate potential problems and keep their data and systems always protected. In other words, the adoption of AI should be accompanied by clear compliance and security policies, ensuring that its use aligns with corporate objectives and the protection of sensitive data.

Generative artificial intelligence is already part of the Brazilian business reality and will continue to expand in the coming years. The DeepSeek case highlights the need for a critical perspective on security and governance, but also reinforces the transformative potential of AI in the corporate world. Companies that know how to integrate this technology responsibly and strategically will have a competitive advantage, driving innovation and growth without compromising data protection and customer trust.

7 reasons to use artificial intelligence in marketing actions

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7 reasons to use artificial intelligence in marketing actions

The marketing landscape is undergoing significant transformations, driven by technological advances and changing consumer expectations. To stay competitive, brands need to pay attention to the future, such as benefiting from artificial intelligence in digital actions.

To explore the topic further, marketing expert Gleyber Rodrigues, recognized for combining innovative strategies and technological tools in the Brazilian and American markets, outlined the 7 main benefits of using artificial intelligence in digital marketing. Check it out below

  1. Improvement in customer relations: AI tools provide continuous support with virtual assistants, being extremely useful for optimizing service;
  2. Data-driven decision making: AI tools enable the collection and analysis of data in real time, allowing companies to personalize their offerings, as they generate valuable insights by analyzing data and identifying patterns, behaviors and trends, helping companies better understand their preferences;
  3. Optimizes investments:with more accurate analysis of the customer profile and journey, AI qualifies leads and the ROI of marketing strategies is optimized and better targeted;
  4. Positioning ahead of the market: with AI it is possible to personalize distributed content, putting the brand ahead in the market and in the competition;
  5. Task automation:AI allows you to automate repetitive tasks like sending emails, creating reports, managing campaigns, and more;
  6. Less chance of errors: AI corrects typing errors and information exchange in CRMs, for example.
  7. Target audience segmentation: with the use of artificial intelligence, it is possible to segment audiences more precisely, generating actions with much greater returns.

All these points tend to scale results, benefiting brands to be more assertive in their digital marketing campaigns. Welcome to the future!

Brazil registers one fraud attempt every 2.5 seconds in November, reveals Serasa Experian

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Brazil registers one fraud attempt every 2.5 seconds in November, reveals Serasa Experian

November marked the fifth consecutive month of 2024 in which Brazil surpassed 1 million scam prevention efforts, totaling 1,020,304 cases — an occurrence every 2.5 seconds and a 14.2% increase compared to the same period in 2023. The data is from theFraud Attempt Indicatorfrom Serasa Experian, the first and largest datatech in Brazil.

"Digital fraud poses an increasing risk to consumers and businesses, and our goal is to strengthen security at every stage of the journey," emphasizes Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian. "The technologies we use to identify fraudulent patterns and prevent scams have been essential for companies to detect attempts before causing losses," she adds.

More than half of fraud attempts are detected by inconsistencies in registration information

In the view by attempt modality, more than half (56%) of the occurrences were identified due to inconsistencies in registration information, which include discrepancies between the data provided by users and the information recorded in reliable or official databases, such as CPF, address, date of birth, or financial history. Rocha explains that "these inconsistencies often indicate attempts to create false identities, manipulate existing data, or use third-party information fraudulently."

Furthermore, fraudulent patterns related to document authenticity and biometric validation accounted for 36.7% of occurrences, while device verification contributed 7.3%, reinforcing the need for integrated solutions to combat different types of fraud.

Banks and Cards accounted for more than 50% of fraud attempts

In the total number of fraud attempts prevented in November, the "Banks and Cards" segment led as the criminals' preferred target (52.7%), while "Retail" had the lowest incidence (2.1%). Regarding age groups, citizens between 36 and 50 years old were the most targeted for scams, accounting for 33.3% of cases.

State view: drop in monthly variation in all Federative Units (UFs)

Even in November 2024, the Serasa Experian Fraud Attempt Indicator revealed that all Federal Units (UF) experienced a decrease in investigations compared to the previous month. The largest was in Santa Catarina (-4.1%). Still, the volume-based view indicated that the states of the South and Southeast remained in the crosshairs of the coup plotters.

Federal District: rate of occurrences per million inhabitants above the national average

Despite the decrease in the total volume of frauds across all Federal Units (FUs), the attempt rate per million inhabitants remains concerning, exceeding 4,700 records per million. The Federal District led the ranking with more than 7,000 occurrences per million inhabitants, followed by São Paulo, Mato Grosso, and five other states that also exceeded the national average.

"Combining anti-fraud solutions without impacting the user experience and adding consumer awareness is essential so that we can increasingly inhibit the actions of scammers and protect the digital identities of individuals and company operations," emphasizes Rocha. According to the director, it is necessary to continue investing in technology and awareness to combat fraud.

Rocket Lab celebrates 30% growth in purchases per install in campaigns with Apple Search Ads

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Rocket Lab celebrates 30% growth in purchases per install in campaigns with Apple Search Ads

Rocket Lab, a multinational App Growth Hub founded in 2019 and known for accelerating app growth, celebrates the results of the ASA (Apple Search Ads) solution in the Brazilian market, with more than a dozen clients adopting it in just 6 months. Designed to optimize advertising campaigns in the iOS ecosystem, the solution presents a robust technical approach, with a strategic focus on sustainable growth for brands' and clients' businesses in apps through marketing campaigns.

"The success of adopting the ASA solution demonstrates the correctness of our strategy as an App Growth Hub and the projected business growth on the iOS platform. Additionally, we work on diversifying channels and growth loops, cyclically refining our app campaigns with data and insights at each stage of the user journey, which also ensures strategic decision-making based on data," guarantees Daniel Simões, Country Manager of Rocket Lab.

The company emphasizes the use of ASA as the most efficient channel for iOS campaigns compared to other traditional channels. iOS collects increasing and consistent numbers such as Average Revenue Per User (ARPU) from apps 1.7 to 2 times higher compared to Android, as well as a ROI up to 50% higher in the same comparison. Furthermore, since Apple Store users are already predisposed, that is, looking for a product or service, they become even more valuable. "One of our clients in the health sector saw ASA account for 49% of their installations and 34% of their purchases on iOS in just one month of the campaign," says Simões.

To get an idea of the scale and loyalty, approximately 70% of iOS users discover new apps through searching the App Store, and 65% of downloads occur after a search. In practice, with ASA, brands can purchase ads from the App Store inventory in formats such as:

Today Tab:Use a customized product page as the click destination. The selected page is animated in the background of your ad, with the colors of your app's icon.

Search Tab:ads that appear at the top of the suggested apps list in the App Store, delivering awareness and downloads.

Search Results:When a user searches in the App Store, your ad may appear at the top of the search results.

Product Page:ads that appear while the user browses different pages of the App Store, at the top of the "You may also like" section, for users with potential interest in the app.

Differential in numbers 

So why use Rocket Lab's solution and its business consulting to achieve the desired results for companies and brands?

Instead of limited visibility, manual campaign management, and a multitude of taxes with international billing, Rocket Lab allows you to optimize iOS campaigns based on post-installation events, promote data integration with MMP in unified reports, perform smart bidding, analyze competitors, and create benchmarks through automation and AI usage, all with local billing in Brazil—which results in up to 35% savings on taxes. Through the app growth Hub, clients experience, on average, an increase of over 50% in installs, 60% in TTR (total response time), and more than 50% in conversions, according to the company's data.

With ASA, Rocket Lab also recommends to its clients a strategic mix of 45% in branding campaigns, that is, with keywords related to the brand, and 55% in non-brand campaigns – with keywords related to the category and competitors, to achieve a balanced combination of reach and brand protection. And this balance can be adjusted according to demand and the market period.

The success of the solution is evident in the timeline so far. In November, when Black Friday campaigns were carried out, ASA clients achieved such remarkable results that they increased the budget invested in the solution by more than 3,000 times throughout the month. And to demonstrate that there was also support after Black, one of the Hub's retail clients achieved a TTR of 66% and a purchase rate per installation of 32% in the first week of January.

In other words, it is no coincidence that from August (when it was launched) until now, the solution has quickly gained the trust of clients, growing from two initial testing clients to 20 current ones, covering companies and brands in sectors such as Retail, Entertainment, Travel, Sports, Fashion, Pet, and Supermarkets.

"It is a product with an extremely high fit with the Brazilian market, and the results have exceeded our clients' expectations. The scalability of the investment reflects the growing interest in the market for tools that optimize campaigns and ensure consistent results on iOS," assures Simões. "Our goal is to sustain campaign performance not only during promotional peaks but over time. The ASA solution has been one of the first steps for companies to expand their strategies with us and explore other platforms we offer, ensuring lasting results," he concludes.  

Duo&Co Group strengthens executive team with the arrival of Cristian Ross as CSO

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Duo&Co Group strengthens executive team with the arrival of Cristian Ross as CSO

With the aim of consolidating its growth strategy and expanding its operations to new markets, the GroupDuo&Co, one of the leading digital marketing companies in Brazil, announced the hiring of Cristian Ross for the position of Chief Sales Officer (CSO). With 15 years of experience in the market, multiple awards in the sector, and established as one of the leading references in sales and performance in the channel sales model, the C-level assumes the mission of structuring and leading the company's commercial goals and objectives, covering the areas of marketing, branding, technology, and education.

Graduated in Advertising and Propaganda from Unipampa (RS) and with an MBA in Branding & Business from Centro Universitário Univates, Cristian has built a solid career spanning various roles, from the creative department to the technology sector. Worked as a marketing manager in the real estate sector before joining RD Station in 2018 as a Success Manager for partners, serving over 300 agencies. In the following years, he directed his career towards sales, taking on the Top Tier portfolio of the main partners in the ecosystem.

“More than numbers, sales are about building connections and generating real value for each customer. I am committed to aligning the team with a clear strategic vision, where innovation, efficiency and customer focus are fundamental pillars”, says Ross.

The hiring reinforces the growth plan of the Duo&Co Group, which seeks to expand its operations to the United States and other Latin American countries, in addition to achieving 30% growth in revenue in 2024.

For João Brognoli, CEO and founder of Grupo Duo&Co, Ross's entry strengthens the company's commercial structure and expands business opportunities. "We believe that sustainable growth requires well-structured processes and a clear vision of new markets and technologies. Cris's experience and performance will be essential to achieving these goals," emphasizes Brognoli.

Used to breaking sales records and accumulating excellent results, Ross takes on the challenge of boosting revenues and driving the company's growth. "Upon taking over the area, I bring a collaborative approach, seeking to actively listen to the team, understand the market, and identify new growth opportunities. I know that each challenge is a chance to turn insights into concrete results," concludes the new CSO.

Tomorrow, Winnin will bring together leaders from major brands to discuss real behaviors that are shaping culture in 2025

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Tomorrow, Winnin will bring together leaders from major brands to discuss real behaviors that are shaping culture in 2025

Tomorrow, February 20th,Winnin,platform that uses proprietary AI to map cultural trends based on video consumption on the internet, will bring together leaders from the most relevant brands in Brazil for theWinnin NOW, an exclusive event that reveals the real behaviors that are already shaping culture in 2025.

While many still try to predict the future, theWinnin NOWIt differs in presenting, based on data, what is actually capturing people's attention and transforming the way marketing is done. The programming will bringpractical insightsand illustrated withreal cases, helping brands anticipate trends, strengthen their planning and discover new strategic opportunities.

“The future is already happening – and it’s urgent. At Winnin NOW, we’ll reveal the cultural movements that are redefining the rules of the game and how brands can position themselves to lead this new era of attention,” he says.Gian Martinez, co-founder and CEO of Winnin.

In addition to the transformative content, participants will have the opportunity to exchange experiences in aexclusive brunch, promoting qualified networking between market leaders and decision makers.

Essential strategies for sales representatives to stand out in the competitive market

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Essential strategies for sales representatives to stand out in the competitive market

In an increasingly dynamic and competitive sales environment, the continuous updating of professionals in the commercial sector has become a decisive factor for success. The sector requires in-depth knowledge of products, market trends, and effective negotiation techniques to stand out from the competition.

One of the main recommended strategies to optimize results and improve customer management is the implementation of CRM (Customer Relationship Management) software. This technology enables more efficient tracking of the sales funnel, allows for personalized service, and contributes to customer loyalty.

According to Paulo Nauiack, president of the Regional Council of Commercial Representatives of Paraná (CORE-PR), customer relationship management is one of the main benefits that sales CRM brings to industries. "With this tool, all interactions with customers, from the first contact to order closure, are centralized in one place. This allows the sales team to have a complete view of each customer's purchase history, preferences, and needs, making the service easier and more personalized," explains Nauiack.

In addition to automation and data analysis, personalization in customer service remains one of the essential pillars for commercial success. Adapting the approach to each client's specific needs creates a closer relationship and builds trust, resulting in higher sales conversion. According to a PwC study (2024), 73% of consumers consider the shopping experience as important as the quality of the product or service offered.

Another crucial point for professionals in the field, according to Nauiack, is the development of effective networking: “Participating in industry events, using platforms such as LinkedIn for strategic interactions and maintaining frequent contact with clients and business partners are actions that strengthen market presence and expand business opportunities.”

The growth of e-commerce and the digital environment has also significantly impacted the role of representatives. With the growth of online sales, understanding and applying relationship marketing and inbound sales strategies has become essential.

Brazilian e-commerce revenue exceeded R$200 billion in 2024, with growth over 10%, driven by Artificial Intelligence personalization, which increased sales and customer loyalty. By 2025, ABComm forecasts revenue above R$ 234 billion (+15%), an average ticket of R$ 539.28, and three million new buyers.

“To remain relevant and competitive, sales professionals must continually invest in training and innovation. Refresher courses, training in new technological tools and monitoring industry trends are differentiators that ensure growth and prominence in the market,” says the president of CORE-PR.

Tips and strategies for sales professionals:

  • Competition in the commercial representation sector requires constant updating on products, market trends and sales techniques.
  • Some best practices include using CRM for customer management, personalizing customer service, and developing effective networking.
  • Adapting to the digital environment and e-commerce becomes essential, with an emphasis on relationship marketing and customer loyalty.

How to orchestrate the symphony of AI in marketing

Patricia Artoni
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How to orchestrate the symphony of AI in marketing

In a scenario where 84% of marketers see theArtificial intelligenceAs the most impactful trend, according to the 2025 Marketing and Branding Trends Survey conducted by LabMKT-FIA and TopBrands, a new figure emerges: the digital conductor. This professional is not just a strategist or creative, but a conductor capable of harmonizing AI, data analysis, and human creativity into a symphony of innovative marketing.

The survey, which involved industry professionals, reveals that 61% consider expertise in data analysis and AI as the most crucial skill for the future. This is not surprising when considering that 53% believe that generative AI will be essential for creating personalized content at scale.

But what does it really mean to be a digital maestro?

Imagine yourself in front of an orchestra where each instrument is an AI algorithm, each note a personalized interaction with the customer. Your challenge? Ensure that each element is perfectly synchronized to create a memorable brand experience.

The task is arduous. With 37% of companies reporting that they struggle to integrate data from different channels, the digital maestro must overcome fragmentation and create a cohesive experience across all customer touchpoints. It's like conducting an orchestra playing in separate rooms and still producing a harmonious symphony.

While AI offers scale and precision, it is human creativity that gives soul to the digital symphony. This balance is crucial, especially when 59% of surveyed professionals cite generating relevant content as their main future challenge.

The "final concert" – the brand's complete experience – should captivate and surprise. The digital master uses AI not only to produce content but also to predict trends, understand emotional nuances, and create narratives that truly matter to the audience.

Becoming a digital maestro is a continuous learning process. 65% of respondents cite a limited budget as the main barrier to creating relevant experiences; thus, the ability to do more with less will be crucial. The good news? The stage is set for those willing to take on the challenge.

In 2025, the line between traditional marketing and technology will continue to blur. The future belongs to those capable of orchestrating this fusion with mastery, creating brand experiences that are simultaneously data-driven and deeply human.

The question is: are we ready to take the baton and become the digital maestros that the future of marketing demands? The challenge is great, but the opportunities are even greater. With 50% of professionals believing that AI will significantly increase the efficiency and productivity of marketing teams, it's time to embrace this transformation. Let's prepare to harmonize data, technology, and creativity in a symphony that not only reaches our audience but captivates them. The marketing stage in 2025 is ready!

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