With the market looking for increasingly specialized profiles, companies are adopting digital solutions to streamline their selection processes and reach professionals who really align with their jobs. Digital recruitment platforms have gained ground by simplifying the disclosure of vacancies and facilitating the screening of candidates, streamlining the process and attracting qualified profiles.

Research from the journal Management and Society points out that using technology in recruitment not only saves time, but also it allows better management of information of candidates. With data centralization and step automation, these platforms help reduce costs and increase the efficiency of the selection process.

Alisson Souza, CEO and founder of abler, startup dedicated to generating employability in HR Consultancies and SMEs, explains that the digital talent bank offers an important advantage.“Technology allows companies to reach professionals with different skills and experiences, accelerating the search for candidates that match market expectations. A reliable system with millions of registered professionals is a direct bridge to the best hires, such as abler's talent bank, which has more than 7 million professional”, comments.

Simplified applications and agility in the process

One of the great advantages of recruitment platforms is the ease of applications. With an intuitive and accessible application system, candidates find fewer barriers to enroll in vacancies, which ends up increasing the number of interested professionals. 

Souza points out that this simplification is strategic to attract really engaged people. “Some companies think that putting obstacles in the application process for the vacancy will make a natural selection of those who really want it, but this is a mistake. The simplified application makes a difference. The easier it is for the candidate to participate, the greater the chance of attracting professionals dedicated to the selection process”, he says.

Besides, uh the visibility of vacancies it is reinforced through integrations with social networks and specialized portals, ensuring that the company reaches professionals who are in tune with the desired profile. Thus, companies achieve a more qualified return, directing time and resources to strategic stages of the selection.

Humanizing digital recruitment

Although some are still afraid that automation can “dehumanize” the selection process, it is using technology is beneficial both for companies and candidates.Souza points out that, contrary to what is thought, automation allows a more inclusive and fair approach, as it eliminates human biases and gives more transparency to choices. “A technology, when used responsibly, brings candidates closer to the right opportunities and eliminates many of the obstacles that occur in conventional” processes, he explains.

For candidates, the gain is also relevant. Automation enables a more practical and fast experience, with more agile feedback and greater visibility for their professional profile. “Our platform helps the candidate stand out according to their skills and experience, without him having to worry about sending multiple applications. This greatly facilitates the process and creates a direct bridge between the candidate and the company”, concludes the abler CEO.

One of the Brazilians' favorite times of year to buy flights and accommodations is Black Friday. A Google survey conducted in July 2024 indicates that the date promises to be significant. Of the 72% consumers surveyed, some desired travel offers. In the overall product ranking, the study showed that travel was the seventh most desired item in the period, with a preference score of 15%.

Marcelo Linhares, CEO of Only, the largest B2B travel tech in Latin America A report states that the fraud of nonexistent airline tickets is one of the main scams, when consumers buy tickets on fake websites that mimic legitimate companies. "During Black Friday, scammers become bolder, offering unrealistic promotions that will never be fulfilled. Deals like tickets to the Maldives for R$$ 4,000 or flights to São Paulo for R$$ 69 are typical examples of these impossible situations," it explains. 

Furthermore, there is an increase in practices of phishingwhere malicious emails, websites, and messages impersonate promotions from well-known companies to solicit personal or payment information.

Tips to Avoid Fraud During Black Friday

1. Check the website's reputation.Research the company before completing the purchase and always verify that the website's domain matches the company's official domain. Opting to make purchases through traditional travel agencies or well-known platforms can reduce the risk of fraud.
2. Beware of fake URLsBe wary of websites that visually mimic legitimate ones but subtly alter the URL. These details can indicate fraud.
3. Check the company's social media.Dissatisfied consumers often lodge complaints via social media, targeting travel companies. Comments requesting refunds and negative reviews can expose scams or recurring service issues.
4. Use credit cardCredit cards offer greater protection against fraud and the possibility of disputing charges if problems arise. Fraudsters often offer larger discounts for PIX payments, as the money cannot be recovered with 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 advancement 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 overseeing integrated communication initiatives and customer narratives, 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, at just 24 years old, Laila Martins founded the edtech Saber em Rede, serving as CEO ever since. And in just five years, she grew the company from zero to a valuation of R$50 million. 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 be entrepreneurial in this process. Active in the innovation and entrepreneurship ecosystem, the executive has been mentoring acceleration programs since 2020 at the Brazilian Startup Association, SEBRAE, and Inovativa. In 2023, Laila also joined other entrepreneurs to found a Venture Builder, X5 Ventures, to foster the innovation and investment ecosystem in the country. 

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.

De acordo com o estudo Inteligência Artificial no Varejo, 47% dos varejistas utilizam Inteligência Artificial (IA) em alguns de seus processos. Segundo o relatório, 56% do uso dessa tecnologia é feito no atendimento ao cliente com chatbots. Ao mesmo passo, o relatório Anuário do Gestor: CX Trends 2024, elaborado pela Octadesk em parceria com a  OpinionBox, revelou que apenas 20% dos consumidores alegam ter tido uma boa experiência ao interagir com chatbots. 

Neste cenário, Marcos Schütz, CEO da VendaComChat, rede especializada nos serviços de automação do Whatsapp, afirma que o que tende a afastar o consumidor dos atendimentos automatizados é o tom excessivamente formal ou robótico, desta forma, ele alerta que o segredo para não perder o toque humano envolve estratégia e design de conversação. Segundo ele, é fundamental fazer com que o linguajar do chatbot pareça natural e amigável. “Trabalhar a ‘personalidade’ do bot, utilizando uma linguagem que reflita os valores e o estilo de comunicação da empresa ajuda o cliente a sentir uma conexão mais forte com a marca. Além disso, investir em um tom mais informal, inclusivo e empático pode fazer com que o cliente tenha uma experiência mais humanizada”, explica o executivo.

Conforme Marcos, criar scripts de atendimento que sejam mais casual e coloquial é um desafio para a maioria das empresas, mas pode ser solucionado de maneira simples. “Um dos métodos mais eficazes é automatizar um recado de boas-vindas caloroso no início da interação, personalizar as mensagens com o nome do cliente e dados específicos do histórico dele, mencionando compras anteriores, recomendando produtos relacionados ao que ele já adquiriu ou fazendo sugestões com base nas preferências registradas, além de programar conteúdos de acompanhamento após a conclusão da interatividade, fazendo com que o cliente se sinta valorizado”, esclarece.

O CEO da VendaComChat, também revela que para gerar uma experiência agradável e eficaz no atendimento automatizado, é fundamental realizar ajustes constantes. “Revisar os diálogos e adicionar novos fluxos de atendimento com base em mudanças no produto ou novas necessidades do cliente é crucial para manter a interação atualizada e precisa”, explica Marcos.

Ainda de acordo com o relatório da Octadesk em parceria com a OpinionBox, 51% dos consumidores afirmam que para o atendimento de um robô ser bom, ele precisa fazer a conexão com um humano quando necessário. Neste aspecto,  Marcos ressalta que a automação deve lidar com tarefas simples como perguntas frequentes, status de pedidos e agendamentos, de modo que, ao perceber sinais de dúvida ou insatisfação do cliente, a conversa seja automaticamente transferida para um atendente humano. “Ajustar onde o bot interage e onde o humano intervém deve ser uma prática recorrente, garantindo que a automação esteja sempre alinhada com a experiência desejada. Uma saída descomplicada que ajuda a gerenciar as expectativas do cliente é no início da conversa, o chatbot explicar brevemente o que pode ou não fazer. Desta forma, o consumidor saberá quando pode obter uma resposta direta e quando precisa falar com um atendente humano”, comenta.

Marcos ressalta que a automação viabiliza velocidade, agilidade e precisão no atendimento ao cliente, além de fornecer métricas detalhadas como tempo de resposta e satisfação. “Quando bem implementada, a tecnologia pode transformar a experiência do usuário, oferecendo rapidez, conveniência e personalização. O segredo está em equilibrar a eficiência da automação com o toque humano, para que o consumidor se sinta bem atendido”, finaliza. 

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.