According to Mariana Morais, Communications & Branding Manager at Sky Portugal, the secret to a successful employer brand lies in daily culture, not slogans. With a career spanning 10 years in tech, she argues that branding must be "lived from the inside out."
Devs.com.pt recently reported on the shifting priorities of the talent market, where candidates now look for authentic corporate values. For many technology companies, the challenge is moving beyond creative campaigns to foster a genuine internal experience.
The Reality of Employer Branding
For Mariana Morais, leadership is defined by consistency. She believes a true employer brand is co-constructed every day through the interactions and decisions of the entire team.
Her core insights include:
- Internal Co-Construction: Brand identity is formed in informal conversations and how mistakes are handled—not just in brainstorming sessions.
- The Power of Detail: "Small gestures," such as celebratory moments or small daily initiatives, often have a more lasting impact than any institutional video.
- Authenticity: The strongest branding is the one that doesn't need to be communicated because it is felt by the employees themselves.
Driving Innovation through Culture
As part of Sky Portugal's strategy, the focus has shifted toward creating a "silent promise" that generates internal pride. This approach helps transform employees into genuine brand ambassadors, ensuring that the company’s internal commitments match its external reputation every single day.
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