Com o mercado em busca de perfis cada vez mais especializados, as empresas estão adotando soluções digitais para agilizar seus processos seletivos e alcançar profissionais que realmente se alinhem às suas vagas. As plataformas de recrutamento digital têm ganhado espaço ao simplificar a divulgação de vagas e facilitar a triagem de candidatos, agilizando o processo e atraindo perfis qualificados.

Uma pesquisa da revista Gestão e Sociedade aponta que o uso de tecnologia no recrutamento não apenas economiza tempo, mas também permite uma melhor gestão das informações dos candidatos. Com a centralização de dados e a automação de etapas, essas plataformas ajudam a reduzir custos e ampliar a eficiência do processo seletivo.

Alisson Souza, CEO e fundador da abler, startup dedicada a gerar empregabilidade em Consultorias de RH e PMEs, explica que o banco de talentos digital oferece uma vantagem importante. “A tecnologia permite que as empresas alcancem profissionais com diferentes habilidades e experiências, acelerando a busca por candidatos que correspondem às expectativas do mercado. Um sistema confiável com milhões de profissionais cadastrados é uma ponte direta para as melhores contratações, como o banco de talentos da abler, que conta com mais de 7 milhões de profissionais”, comenta.

Candidaturas simplificadas e agilidade no processo

Uma das grandes vantagens das plataformas de recrutamento é a facilidade das candidaturas. Com um sistema de inscrição intuitivo e acessível, os candidatos encontram menos barreiras para se inscrever nas vagas, o que acaba ampliando o número de profissionais interessados. 

Souza destaca que essa simplificação é estratégica para atrair pessoas realmente engajadas. “Algumas empresas acham que colocar empecilhos no processo de aplicação para a vaga irá fazer uma ‘seleção natural’ daqueles que realmente a desejam, mas este é um engano. A candidatura simplificada faz diferença. Quanto mais fácil for para o candidato participar, maior a chance de atrairmos profissionais dedicados ao processo seletivo”, afirma.

Besides, uh a visibilidade das vagas é reforçada por meio de integrações com redes sociais e portais especializados, garantindo que a empresa alcance profissionais que estejam em sintonia com o perfil desejado. Assim, as empresas conseguem um retorno mais qualificado, direcionando tempo e recursos para etapas estratégicas da seleção.

Humanizando o recrutamento digital

Embora alguns ainda tenham receio de que a automação possa “desumanizar” o processo seletivo, o uso de tecnologia é benéfico tanto para as empresas quanto para os candidatos. Souza aponta que, ao contrário do que se pensa, a automação permite uma abordagem mais inclusiva e justa, pois elimina vieses humanos e dá mais transparência às escolhas. “A tecnologia, quando usada de forma responsável, aproxima os candidatos das oportunidades certas e elimina muitos dos entraves que ocorrem em processos convencionais”, explica.

Para os candidatos, o ganho também é relevante. A automatização possibilita uma experiência mais prática e rápida, com feedbacks mais ágeis e uma visibilidade maior para seu perfil profissional. “Nossa plataforma ajuda o candidato a se destacar de acordo com suas habilidades e experiência, sem que ele precise se preocupar em enviar múltiplas candidaturas. Isso facilita muito o processo e cria uma ponte direta entre o candidato e a empresa”, finaliza o CEO da abler.

One of the favorite moments of the Brazilian during the year to buy tickets and accommodations is Black Friday. A search conducted by Google in July 2024 shows that the date promises to be relevant: 72% of consumers heard would like to have some kind of travel offer. In the overall product ranking, the study showed that among the most desired items in the period, trips are in seventh place, with 15% of preference.

Marcelo Linhares, CEO of Only, the largest B2B travel tech in Latin America he says that the fraud of non-existent air tickets is one of the main scams, when consumers buy tickets on fake websites that mimic companies that actually exist.“Na Black Friday, scammers become more daring, offering unreal promotions that will never be fulfilled. Offers such as tickets to the Maldives by R$ 4 thousand or flights to Sao Paulo by R$ 69 are typical examples of these impossible situations”, he explains. 

There is also an increase in the practice of phishing, where emails, websites and malicious messages are passed on by promotions of known companies to request personal or payment data.

Tips to prevent fraud during Black Friday

1. Check the reputation of the site: research the company before finalizing the purchase and always check if the domain of the site corresponds to the official of the company. Choose to keep purchases through traditional travel agencies or platforms already known can reduce the risks of fraud;
2. Beware of fake URLs: be aware of sites that visually copy legitimate ones, but that make minor changes to the URL address. These details may indicate fraud;
3. Check the social networks of the company: dissatisfied consumers usually make complaints through the social networks of tourism-focused companies. Comments asking for money back and reviews can reveal scams or recurring complaints about the service;
4. Use credit card: the credit card offers greater protection against fraud and the possibility of challenging charges in case of problems. Scammers usually offer larger discounts for payments via PIX, since the money can not be recovered in this payment method.

November is recognized as the World Female Entrepreneurship Month, highlighting the significant impact that women have on the corporate scene. The date, officially celebrated on the 19th, emerges as an opportunity for global recognition of female achievements. According to data from the Brazilian Institute of Geography and Statistics (IBGE), 39% of managerial positions are occupied by women, a positive sign of progress towards gender equity in the workplace.

This increase in female representation in leadership positions not only defies stereotypes, but also brings significant financial results. McKinsey & Company studies show that companies with female leadership have 34% more profitability. To understand a little more of the impact that these statistics show, meet seven women who occupy leadership positions in companies from the most varied segments:

Ana Laura Motta is Chief Brand Strategy Officer at MOTIM. With over 8 years of experience in public relations and digital marketing, she has developed brand and content strategies for more than 150 companies and executives, focusing on startups, scale-ups and unicorns. Currently, she is responsible for leading the brand area and supervising the integrated communication and narrative initiatives of clients, strengthening the presence and reputation in the market. 

Asked what impact women in leadership positions have on the market and society as a whole, the executive believes that one of the main gains is the diversity of repertoire and worldview.“E I speak not only with a social bias, but rather as a competitive advantage. The combination of different views and experiences allows more creative solutions to complex problems and better decision making”, she points out.

Camila started her career still in traditional advertising, in Salvador (BA), but it was in Sao Paulo that she faced the challenge of expanding an activation agency to a market with greater potential, more complex and competitive. Immersed in the digital world since the Orkut era, she acquired experience and pioneering in digital platforms, technology and media. Currently, 10 years ahead of iD\TBWA, as CEO, Camila leads an agency with more than 240 talents, employing a business vision that integrates data, creativity and innovation to develop growth platforms for customers. With more than 20 years of experience, the professional of Communication and Marketing has built a solid journey through a.

According to the executive, the development of a culture capable of boosting women and generating advances in diversity is one of her main goals within the agency.“Being at the head of an agency makes much of my time dedicated to empowering talents and creating an environment in which people feel fulfilled and motivated in their careers. This is what reflects in the quality of deliveries and strong partnership with our customers.”, says Camila.

Graduated in Production Engineering and with a Postgraduate degree in Business Management from the Dom Cabral Foundation and MBA from INSEAD (France/Singapore), she has been working at Arco Education since 2014. She also has experience in artificial intelligence through her work at SkillLab, a Dutch company. Currently, Debora Montenegro is General Director at Geekie.

For the executive, the presence of women in leadership positions is not only an achievement, but a necessity to drive innovation and diversity in the market and society. “As General Director of Geekie, I have the responsibility and privilege to lead a team committed to educational solutions that transform education in Brazil.”

Fanny Moral is Chief Operating Officer and co-founder of Eureka Coworking, one of the main global networks in the sector. With more than 10 years of experience in the market, COO leads the company's operations, assuming the complete management of the space, the development of new partnerships and the organization of networking events. In his previous trajectory, he held positions in the administrative and accounting areas, where he stood out for project management and process automation. He has worked in renowned institutions such as Itau BBA, Itau-Unibanco and Bike Tour SP. His experience unites deep technical knowledge and a skill of creating unique connections in the market.

“Understanding as a woman is an intense and nuanced journey. Despite being at the head of Eureka, a business I created from scratch with my husband, Daniel, I still face challenges that are often specific to us women. From small things, such as having to reaffirm my position in meetings and negotiations, to dealing with the pressure of balancing professional and family responsibilities. Sometimes I feel that there is an invisible expectation for me to “prove my value more steadily, which can be exhausting. But at the same time, these challenges drive me to go further, showing that female leadership brings a more force and a differentiated environment to build.

The trajectory of the executive in the financial and technological sector began in 2011 unexpectedly, when she entered the payment market as an intern. This first contact aroused a true passion for the area, motivating her to deepen her knowledge with a Digital Law course and to dive deeper into the universe of technology. It was in this context that she met Pinbank, where she seeks to foster gender equity and inclusion, encouraging a diverse team with different perspectives, who can find innovative solutions to old problems. In addition, she acts as a counselor in a social project that welcomes, cares and qualifies young people in a situation of vulnerability, which helps me to maintain a perspective of always being a sensitive to the reality.

“Women in leadership positions bring diverse and innovative perspectives, essential for a more inclusive and resilient business environment.In the financial market, this presence fosters creative and effective solutions, while in society, it inspires and opens paths for other women to also reach prominent positions, promoting gender equity and collective development”, says Fernanda.

In 2017, with only 24 years, Laila Martins founded edtech Saber in Network, exercising the position of CEO since then. And in just five years, led the company from scratch to the valuation of 50 million reais. Driven by innovation in reaching new students and valuing the academic community, Laila founded the startup with the purpose of disseminating education and enabling people to undertake in this process. Active in the innovation and entrepreneurship ecosystem, the executive operates since 2020 as a mentor in the programs of the Brazilian Association of Startups, SEBRAE and Innovative. In 202, she joined the Ventures to investimento. 

For the CEO, women in leadership positions promote a more inclusive and balanced organizational culture, inspiring future generations.“This representation helps to break down stereotypes and encourages girls to aim for prominent positions and achieve higher” flights, she comments. 

Graduated in marketing, the executive, who is since 2011 at Aurum, began her journey as User Experience Design and, over time, took over the Marketing area, until becoming a partner and participating in the acquisition of the company by the Vela group in 2019. In July 2022, became CEO of legaltech which is based in Florianopolis, with operations in several regions of Brazil. Over the last 12 years, she has been responsible for impacting more than 100 thousand lawyers with products and with the Aurum brand that has been growing in the market, following the constant expansion of the legaltech. 

“When a woman takes a leadership position, she opens a door for other women, showing that it is possible to get there. Her presence brings a unique and diverse perspective to management, which is reflected in the team, creating opportunities for more women and people of different profiles to occupy prominent positions. This not only makes the company more inclusive and equitable, but also makes it more innovative and enriched by the diversity of thoughts”, comments Marcela.

According to the Artificial Intelligence in Retail study, 47% of retailers use Artificial Intelligence (AI) in some of their processes. According to the report, 56% of this technology is used in customer service with chatbots. Similarly, the Manager's Yearbook: CX Trends 2024 report, prepared by Octadesk in partnership with OpinionBox, revealed that only 20% of consumers report having had a good experience interacting with chatbots. 

In this scenario, Marcos Schütz, CEO of VendaComChat, A network specializing in WhatsApp automation services, he states that what tends to turn consumers off to automated customer service is an overly formal or robotic tone. He warns that the key to maintaining the human touch involves strategy and conversational design. According to him, it's crucial to make the chatbot's language seem natural and friendly. "Working on the bot's 'personality,' using language that reflects the company's values and communication style, helps the customer feel a stronger connection with the brand. Furthermore, investing in a more informal, inclusive, and empathetic tone can provide a more humanized customer experience," explains the executive.

According to Marcos, creating customer service scripts that are more casual and conversational is a challenge for most companies, but it can be easily solved. "One of the most effective methods is to automate a warm welcome message at the beginning of the interaction, personalizing messages with the customer's name and specific information from their history, mentioning previous purchases, recommending products related to what they've already purchased, or making suggestions based on their registered preferences. In addition, scheduling follow-up content after the interaction is complete, making the customer feel valued," he explains.

The CEO of VendaComChat also reveals that to create a pleasant and effective automated customer service experience, constant adjustments are essential. "Reviewing dialogues and adding new customer service flows based on product changes or new customer needs is crucial to keeping interactions up-to-date and accurate," explains Marcos.

Also according to the Octadesk report in partnership with OpinionBox, 511% of consumers say that for a bot to provide effective service, it needs to connect with a human when necessary. In this regard, Marcos emphasizes that automation should handle simple tasks such as frequently asked questions, order status, and scheduling, so that, upon detecting signs of doubt or dissatisfaction, the conversation is automatically transferred to a human representative. "Adjusting where the bot interacts and where the human intervenes should be a recurring practice, ensuring that automation is always aligned with the desired experience. A straightforward solution that helps manage customer expectations is for the chatbot to briefly explain what it can and cannot do at the beginning of the conversation. This way, the consumer will know when they can get a direct answer and when they need to speak to a human representative," he comments.

Marcos emphasizes that automation enables speed, agility, and accuracy in customer service, in addition to providing detailed metrics such as response time and satisfaction. "When implemented well, technology can transform the user experience, offering speed, convenience, and personalization. The key is balancing the efficiency of automation with the human touch, so that the customer feels well-served," he concludes. 

Success on Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, the success of companies does not depend only on good promotions, such as discounts of up to 80% in some categories.

In a market that moved R$ 5.2 billion in Brazilian e-commerce in 2023, the projections of Abcomm (Brazilian Association of E-Commerce) indicate that Brazil should surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and more than 90 million virtual consumers, the technology is consolidated as a decisive factor for the success of companies.“It is no use to offer incredible discounts or advantageous combos if the sales system and customer service does not collaborate with the brand, Rodrigo Nucci

The Digital Nation, a marketing agency reference in Brazil and partner of some of the largest e-commerce in the country, implements technological solutions that ensure scalability, security and efficient integration with payment systems. All this is done to avoid failures that could compromise the results of Black Friday. In addition, the agency uses inbound marketing, automation and segmentation, maximizing the billing of e-commerce.

Martucci explains: “We understand that an unstable system, which falls or takes time to process transactions, turns Black Friday into a frustrating experience for both the retailer and the consumer.” Therefore, the Digital Nation faced these technical problems and specialized in preparing large companies, ensuring that not only promotions are attractive, but that the technology behind them supports the large volume of traffic and transactions, making it possible to make the most of the potential of the event.

This preparation goes beyond just ensuring that the site does not go down. It includes optimizing the user experience, with platforms that are fast, secure and capable of supporting multiple simultaneous transactions.

The team highlights the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overwhelming staff or leaving consumers waiting for answers or products to go unavailable.

“A memorable, secure and transparent shopping experience not only attracts customers on Black Friday, but also turns them into loyal customers in the long term”, concludes Martucci.“With the right technological tools and strategies, companies can focus on what really matters: taking advantage of the business opportunities that Black Friday offers.”

An example of technology focused on retail is KIGI, developed by the IRRAH Group. According to Chrystian Teodoro Scanferla, head of Business of the IRRAH Group, “o KIGI is an ERP that helps in real-time control, organizing management in a strategic way.” Widely used in the fashion sector, this tool allows retailers to identify products with greater turnover, adjust their purchasing strategies and predict sales trends, thus optimizing their operation during the period of high demand.“O KIGI was born to transform an ERP into a more efficient business practices for the fashion sector.0 years with the company.

In addition to KIGI, the group offers other technological tools that serve more than 35 thousand users globally. Among them are GTP Maker, AI that allows the creation of virtual assistants via Artificial Intelligence for customer service and sales and E-vendi, an e-commerce platform integrated with ERP, facilitating management and sales. There is also Z-Api, an integration solution with WhatsApp so that technology entrepreneurs and software companies can create automatic messages for both customer engagements and notices, and PlugChat, for service management in WhatsApp. 

Another solution is Dispara.ai, a platform with automated processes, which allows the entrepreneur to create automation flows, recovery of abandoned carts.“Processes that transform WhatsApp interactions into golden opportunities!”, highlights Chrystian. “These solutions are essential to ensure that retailers in the fashion sector can make the most of Black Friday opportunities, optimizing their operations and improving the consumer experience”.

Adopting creative strategies that make technology a business ally is essential, but we must not forget that, in addition to a robust technological infrastructure, it is necessary to present innovative business ideas.With increasingly tight profit margins, companies need to be creative to ensure a healthy Black Friday. According to Martucci, “the focus should be on increasing the average ticket without compromising the profit margins”. 

For companies, he suggests some strategies to achieve this balance:

1. Promotions in combo: Offer higher discounts on multi-item purchases, encouraging increased value per customer.
2. Progressive discounts: Grant discounts that increase as the customer buys more or indicates friends, helping to reduce the Customer Acquisition Cost (CAC).
3. Low turnover: Use products with low demand in promotions, helping to reduce inventory costs.
4. Partnerships with influencers: Invest in collaborations with influencers in the revenue-share model, expanding reach without the high costs of traditional campaigns.

In addition, the IRRAH head reinforces the importance of preparing inventory and diversifying payment methods to deal with increased demand during Black Friday, avoiding operational failures that could compromise sales.

Black Friday is also a time of fraud, which requires attention from both businesses and consumers. Investing in security certificates and joining effective initiatives increases customer trust.

For consumers, however that, according to a survey conducted by OpinionBox, 79% agree that technology helps a lot in the buying process, Martucci offers important tips to avoid scams, ensuring a “Black Friday Legal”:

• Check CNPJ: Always confirm that the CNPJ of the store is available in the footer of the website.
• Read reviews: Research the reputation of the company before finalizing the purchase and check complaints on consumer platforms.
• Be wary of suspicious offers: Prices far below the market can be a sign of fraud, so it is important to be cautious.