Endomarketing na pandemia: ações desenvolvidas para o colaborador interno da empresa Unimed na cidade de Teresina/PI

Abstract

Endomarketing, also called internal marketing, is a set of marketing actions aimed at the internal customer, that is, the employee. The year 2020 was marked by a global health crisis, caused by the spread of SARS Covid-19 and companies had to quickly adapt to different ways of working to keep their businesses running. The present study analyzed how the SARS Covid-19 pandemic influenced the Endomarketing strategies at Unimed Teresina and how these actions were utilized to maintain employee integration and motivation during a health crisis. The methodological approach involved a case study conducted at Unimed Teresina. Data collection comprised a semi-structured interview with two employees from the HR department, using an interview script and an Informed Consent Form. Based on the collaborators' statements, it was observed that Unimed Teresina implemented strategies that effectively nurtured a sense of belonging, integration, and motivation through actions planned by the collaborators.