As estratégias de endomarketing utilizadas no projeto “voz dos entregadores” do iFood

Abstract

iFood is a delivery platform operating in Latin America and is a leader in its sector in Brazil. However, the platform’s operational sector relies on delivery workers to perform the delivery service. These delivery workers fulfill this role autonomously as brand partners, without being employees. Due to this indirect relationship, conducted solely through the app, this model falls under the framework of what is known as “Digital Platformization,” a term used by Rafael Grohmann, which is contextualized and referenced in this research. In this context, iFood created the “Voz dos Entregadores” (“Voice of the Couriers”) project to establish better relations with this group, aiming to understand their challenges and needs from their perspective. Thus, this study seeks to understand the use of iFood's “Voz dos Entregadores” project as an internal marketing strategy. The research examines the actions taken by the company to improve its relationship with the couriers, particularly following a series of nationwide protests and reports of dissatisfaction. The methodology used, based on bibliographic studies, relied on document analysis to also understand the motivation behind this brand positioning concerning the couriers. To support this study bibliographically, authors such as Margarida Kunsch, Chiavenato, Cecilia Peruzzo, Ferrari, and Philip Kotler were referenced. Among the final considerations, the study highlighted the brand's attempt to rebuild its image as the primary goal in seeking to improve its relationship with this audience, as well as the use of active listening as a strategic internal marketing tool.