This article is part of the special “Employer Branding Best Practices” published in the January 2024 edition of Human Resources, within the Employer Branding Conference 2024, promoted by Talent Portugal.
O Doutor Finanças is the place where you can find your purpose. Here you can be different, do things differently and make a difference in people's financial health. Here you can be you.
Fernando Rente – Corporate Marketing Director
Between 2020 and 2021, the Doutor Finanças registered growth that implied more intensive recruitment for the various areas of the company. During this period, which coincided with the different phases of the pandemic, the team almost doubled, going from around 100 employees to 180. This phase implied new challenges for the company, one of which was talent attraction, particularly in more competitive areas such as tech, which is critical for the Doutor Finanças while fintech.
On the other hand, Fernando Rente, Corporate Marketing Director, recalls that «this was a period of adaptation to a new work format - remote – and everything that this implies from the point of view of leadership, team management and, above all, in terms of culture, which has placed the employer brand, also from an internal perspective, at the center of attention of the management team».
To develop this strategy, the company started by revisit the corporate brand, as a whole, for later clarify the brand's values and mission via internal communication. This process was completed in 2022.
Regarding EVP, Fernando Rente states that “the value proposition must be felt, perceived and recognized by our internal customer who is in contact with the most material aspects of the brand every day, through the culture and behavior of the team. During this process, we were very aware that the employer brand of the Doutor Finanças exists, first of all, inside, for promote people's identification with the organization with your values, your purpose, what it represents».
O Doutor Finanças seeks that your employer brand is unique in the market and has as purpose «empowering people's lives through better financial decisions». So the goal for the outside is that the experience with the Doutor Finanças add value to people, whether in the form of knowledge or through savings in their monthly budget. “Knowing the positive impact we can generate in people’s lives gives us a huge sense of mission”, comments Fernando Rente.
Another strategic pillar for the company is valuing difference, that is, "the recognition of the importance of individuality and individual empowerment (not individualism) for the construction of the collective. Different ways of seeing the world add great value to what we do and the way we do it."
This idea of being able to make a difference is aligned with the company's values and, therefore, the employer brand narrative was created with this basis: «the Doutor Finanças is the place where you can find your purpose. Here you can be different, do things differently and make a difference in people’s financial health. Here you can be yourself”, explains the Corporate Marketing Director. This is the idea behind the employer brand signature “Here you can”.
The company is currently in the strategy consolidation phase. A new product will be launched in 2024. project to approach faculties, essential partners for initiatives such as training in personal finance; awarding of merit scholarships; and support for academic projects, among others. In this new year, a Campus Ambassador Program.
Attraction and Loyalty
The process of attracting and recruiting candidates is based on behavioral skills, which we value much more than technical skills. Proof of this is that our doctors' backgrounds are distinct from each other – the areas of veterinary medicine and nutrition are the best examples of this diversity of professional experiences.
Marisa Rosa – Director of People and Organizational Culture
The person in charge adds that the attraction, Recruiting e talent maintenance No. Doutor Finanças mirror the digital company culture because the entire process, from announcement to onboarding, It's online. In interviews, the main objective is to «assess behavioral skills and cultural fit, aspects to which we give priority. Technical characteristics, although they also have weight, are something that we can train through training, which, as already mentioned, is one of our main focuses when it comes to people management practices. It is balance between behavioral skills (aka soft skills) and the cultural alignment and technical skills (hard skills) that allows us to identify the Doctors who bring added value to the organization. This way of being and acting has allowed us to be accurate when it comes to strengthening our human assets, and this translates into a rate of turnover lower than what we can observe in other business realities».
With respect to talent loyalty, over time, the company has invested in employee development projects. Marisa Rosa explains that «the investment in training our doctors has undergone continuous and significant growth in 2022 and 2023. We currently have, on average, around 45 hours of training per doctor. It was only possible to achieve this average through fluid communication which has been our barometer, in the sense of knowing and feeling what our people want and have as their objectives, not only in terms of improving skills, but also in obtaining new skills».
No Doutor Finanças, employees participate in the process of building their annual training plan, so that each one has their own personalized training plan e individualized. In addition to operational needs, each person’s motivations are taken into account when constructing their own training plan.
In conclusion, Marisa Rosa adds that “believing firmly that organizations are people makes it easier to identify measures that enhance their well-being and progression in an organizational context. As for the future, our people will continue to be at the heart of decisions».
