Business
Turning Employees into B2B Brand Ambassadors
Simone Justiniano explains the role of corporate universities and internal marketing in Delfia's strategy.
Simone Justiniano, Marketing Director at Delfia, shares how corporate education and internal marketing help develop talent and build brand advocates in the B2B sector. She addresses tech recruiting challenges and the value of aligning career purpose.
In an interview with Bruno Gimenes on Marketing - The Podcast, Simone Justiniano, Marketing Director at Delfia, discussed how corporate education impacts talent acquisition and how internal marketing turns employees into brand advocates in the B2B space. As part of a broader conversation on technology marketing management, Justiniano explained how the Delfia Corporate University (UCD) was created to tackle the tech talent shortage and reinforce internal culture.
PUBLICIDADE (GAM) — 1250x250
A talent incubator and the role of UCD
The corporate university was born from the need to address the scarcity of qualified tech talent while ensuring alignment with organizational values. According to Justiniano, recruiting from the external market involves high costs and cultural integration hurdles. "So why not build a talent pool, a talent incubator? The answer to that opportunity was UCD, the Delfia Corporate University," she said.
The initiative is led by the human resources team, with marketing serving as a strategic partner to promote programs and solidify a culture of continuous learning. For Justiniano, offering professional growth opportunities is an essential magnet for newer generations who prioritize purpose in their careers: "Work needs to be part of a person's life purpose. We truly see that UCD has a real social role, because at Delfia, many people have developed their careers through this internal training and now hold leadership positions."
Internal marketing before external advertising
When she stepped in to build the marketing department at Delfia, Justiniano prioritized internal communications over traditional advertising or market intelligence. This strategic choice was shaped by the company's operating model, where employees—internally referred to as curators—are embedded directly on-site with clients, serving as the primary touchpoint for the brand.
While this approach raised internal doubts at first, it laid the foundation for transforming teams into organic brand champions. "For a long time, we invested in the relationship between the brand and the curator. I am very proud of that, even though I was heavily scrutinized. Today, I see that it paved the way for Delfia's marketing to expand into other strategies such as advertising, market intelligence, and CRM," Justiniano noted.
In the video above, Simone Justiniano and Bruno Gimenes explore the practical outcomes of these initiatives and examine how to turn employees into active brand advocates across social media and the workplace.
PUBLICIDADE (GAM) — 1250x250
