Covid-19 has brought transformations and social impacts never seen before, it
has suddenly forced people to change their habits, daily routines have changed,
physical contact should be avoided, as well as any kind of agglomeration. In
response to the pandemic, many changes were and are being implemented by
companies, causing important transformations in work relationships, communication
and in the acceleration of digitalization. In this sense, the objective of this study was
to present how endomarketing was used to minimize the effects of the Covid-19
pandemic, at the Sabin laboratory. This is an exploratory and descriptive research, in
which the case study was used. Primary and secondary data were collected, the first
being carried out with Sabin's internal communication coordinator, through a
semi-structured interview, while the secondary data were: reports, interviews,
presentations and the website itself; all public domain materials, in addition to those
provided, with authorization, by the company itself. The results showed that the
organization already had a well-structured internal marketing sector even before the
pandemic. Therefore, they already used internal communication tools and
endomarketing strategies. Among the changes that took place in the face of the
Covid-19 pandemic, it was identified that the biggest challenge was ignorance,
changes happened very quickly, health measures were imposed and employees had
to be informed. It was necessary to put employees to work from home, and there was
also a virtualization of internal communication, from lives and videoconferences.
Because it is an organization with humanized management, both mental and physical
care of the employee was perceived. The internal marketing practices proved to be
effective, being verified according to the campaign carried out. It was noted that
many changes that occurred due to the pandemic will remain over time, especially
the virtualization of communication.
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