Endomarketing: o caso do projeto Elo com Vida

Abstract

This study analyzes the endomarketing practices carried out by the company Cimento Elo, with a focus on the Elo com Vida program. A qualitative and quantitative approach was used, including the application of a questionnaire to employees and an interview with the program leader, aiming to understand the effects of internal actions on employee motivation and appreciation. The data obtained show that the program is positively perceived by employees for promoting active listening, assertive communication between departments, and encouraging teamwork, strengthening the sense of belonging. It is concluded that the endomarketing actions of the Elo com Vida project represent an effective tool for promoting engagement, well-being, and productivity at Cimento Elo.