72% of professionals are dissatisfied: learn how H2H Marketing can change this reality

At the invitation of Exame, co-authors of the book Marketing H2H shared with HR leaders how the new concept can be applied to promote engagement, productivity, talent retention, and individualize people management.

The Brazilian market registered a record number of resignations last year. More than 7 million professionals left their jobs, 42% without a salary increase, motivated by lack of recognition, ethical dilemmas, dissatisfaction with the work method or poor relationship with superiors, according to data from the Ministry of Labor and Employment.

Even with this high movement, 72% of Brazilian professionals declared themselves dissatisfied with their work (Isma, 2024) and 69% do not feel engaged (Gallup, 2024).

"HR needs to move in the direction of H2H marketing to achieve a new way of individualizing management, meeting the current needs of professionals and building long-term relationships," said German Waldemar Pfoertsch, co-author of Philip Kotler in the book Marketing H2H, applied to large companies such as Nubank, Amazon, Spotify and Apple.

H2H marketing engagement, loyalty, and humanization strategies can bring many improvements to the employee experience, this was the theme of the event held by Exame Corporate Education to contribute to this challenging moment that HR is experiencing.

What is H2H Marketing?

H2H (Human to Human) marketing is a strategy focused on establishing a genuine and humanized relationship between brands and people, integrating the principles of trust, personal connection, emotional engagement, and authentic interaction, while using technology to offer personalization and innovation.

Defended by the "father of modern marketing", Philip Kotler and Professor Waldemar Pfoertsch, in the book Marketing H2H, this approach offers a way for companies to remain competitive in the long term, promoting humanization, loyalty and innovative experiences.

How can H2H Marketing improve people management?

"The most valuable products are the ones that best meet the needs of the customer, and the best strategies are those that generate emotional connection, so HR must look at employees," said Waldemar.?

In the Human Resources sector, this strategy represents a new way of leading and engaging employees, connected to individual needs and with a more humane culture, focused on the well-being and development of employees.

"More than offering jobs, we must impact people with the company's purposes to create a long-term emotional bond," said Marcos Bedendo, co-author of the Brazilian edition of the book Marketing H2H.

"Use data and AI to personalize and make each interaction unique. Share experiences and encourage feedback, as this brings authenticity. Tell brand stories to create emotional connection. Train teams to be empathetic and emotionally intelligent", added Waldemar Pfoertsch.

The employee experience as a differential

The basis of H2H marketing emphasizes the importance of the experiences created for the consumer during the use of a product or service and according to Waldemar Pfoertsch, a company does not achieve excellence in the customer experience without first doing the same with the employee's.

"Based on the dominant logic of service, it is the customer experience that creates value and generates permanence in the face of the competition, and the employee experience directly reflects this result, generating a positive cycle of trust and loyalty," said Pfoertsch.

Giovanna Campos, HR director at Copacabana Palace, gave a practical example of this relationship during her lecture at the event.

People first, profit then

"Dehumanization in the corporate world is so real that we see companies taking advantage of human and economic vulnerabilities to profit and few people worrying about the long term," said Marcos Bedendo.

According to Waldemar Pfoertsch, the mindset of H2H management puts the human being as the focus to lead to better solutions, innovations and, consequently, profit.

This was another concept that the HR director of Copacabana Palace reinforced with a practical example: the focus on the employee made the hotel give up a large guest room to transform it into a breastfeeding room.

"Support for women returning from maternity leave is a value of the company, we have even promoted professionals at this point in their careers. I believe that coherence between leadership and culture is what makes the company attract and retain talent, this requires cultural coherence and alignment of principles", added Giovanna.

Culture deserves attention?

Bruno Leonardo, VP of Exame Corporate Education, invited HR leaders to look at H2H Marketing as an opportunity to reinforce crucial aspects of the business culture, with humanization strategies with proven results, and eliminate ingrained habits that no longer match the company's long-term goals.

"A solid culture, which really impacts the decisions of the entire company, depends directly on how the CHRO reinforces these aspects on a daily basis, whether through integration processes, internal rituals, leadership training or continuous engagement campaigns," said Bruno.

Trust is the common thread of "H2H management"

"The main trend that is consolidated in management guided by H2H Marketing is transparency in the relationships between companies and people, which, if well used, generates long-term relationships and trust," said Marcos Bedendo.

"Trust and personalization are the biggest differentials of this management. This trust must be built by connection, transparency, constancy, and a process of doing what is necessary so that there is no disappointment. It is important that the employee understands what the company represents and what it expects from him", concluded Waldemar?Pfoertsch.

This the translation from Marcos Bendedo of Brazilian article https://exame.com/carreira/72-dos-profissionais-estao-insatisfeitos-saiba-como-o-marketing-h2h-pode-mudar-essa-realidade/