{"id":11789,"date":"2021-06-22T18:34:17","date_gmt":"2021-06-22T16:34:17","guid":{"rendered":"https:\/\/thekeytalent.com\/site\/?p=11789"},"modified":"2022-07-07T11:33:20","modified_gmt":"2022-07-07T09:33:20","slug":"a-arte-do-storytelling","status":"publish","type":"post","link":"https:\/\/thekeytalent.com\/site\/a-arte-do-storytelling\/","title":{"rendered":"A arte do storytelling: tr\u00eas abordagens pr\u00e1ticas para a ativar hoje"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11789\" class=\"elementor elementor-11789\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-19f4d964 elementor-section-content-top elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"19f4d964\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-45c78a6e\" data-id=\"45c78a6e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-45cb5491 elementor-widget elementor-widget-post-info\" data-id=\"45cb5491\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-e4cee40 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/author\/santiago\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tSantiago Heredero\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7790157 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/2021\/06\/22\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>June 22, 2021<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67ab051e elementor-widget elementor-widget-heading\" data-id=\"67ab051e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">A arte do storytelling: tr\u00eas abordagens pr\u00e1ticas para a ativar hoje<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d22ac3 elementor-widget elementor-widget-text-editor\" data-id=\"3d22ac3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><b><span lang=\"PT\">Contar hist\u00f3rias \u00e9 uma arte que todos deveriam dominar.\u00a0<\/span><\/b>\u00c9 uma dos <i>soft skills<\/i> que melhora o desempenho di\u00e1rio de qualquer pessoa. Quer seja contabilista, analista ou engenheiro, compreender como funciona uma hist\u00f3ria e ser capaz de a estruturar dentro dos esquemas que funcionam melhor na hora de a contar, vai sempre faz\u00ea-la melhorar, seja no seu trabalho ou na sua vida pessoal. Para as empresas, \u00e9 tamb\u00e9m vital. <b>Se dominarem a arte de contar hist\u00f3rias, podem construir a lealdade do cliente para toda a vida<\/b>. Se n\u00e3o o fizerem, v\u00e3o e v\u00eam, chamados por necessidade ou conveni\u00eancia. Nos recursos humanos, finalmente, t\u00eam tamb\u00e9m um valor incontest\u00e1vel. <b>Uma marca empregadora ganha vida atrav\u00e9s das hist\u00f3rias das pessoas que trabalham para a empresa.<\/b><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2f1ae036 elementor-widget elementor-widget-image\" data-id=\"2f1ae036\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"541\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_-1024x692.jpg\" class=\"attachment-large size-large wp-image-11555\" alt=\"\" srcset=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_-1024x692.jpg 1024w, https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_-300x203.jpg 300w, https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_-768x519.jpg 768w, https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_-1536x1038.jpg 1536w, https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2021\/06\/blog_.jpg 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06ed7c0 elementor-widget elementor-widget-text-editor\" data-id=\"06ed7c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><span lang=\"PT\">Felizmente, a arte de contar hist\u00f3rias tem m\u00e9todos e estruturas. \u00c9 mais uma ci\u00eancia ou uma t\u00e9cnica, do que uma arte que requer um dom\u00ednio da l\u00edngua para al\u00e9m das capacidades normais de cada pessoa. <b>Hoje vamos falar de grandes sucessos; de tr\u00eas das t\u00e9cnicas mais populares quando se trata de contar hist\u00f3rias.<\/b> Tr\u00eas receitas experimentadas e testadas que nunca falham, que estamos fartos de ver, que captam sempre a nossa aten\u00e7\u00e3o e que nunca deixam de funcionar.<\/span><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f722ad8 elementor-widget elementor-widget-heading\" data-id=\"f722ad8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">T\u00e9cnica 1: A Jornada do Her\u00f3i.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34bb53f elementor-widget elementor-widget-text-editor\" data-id=\"34bb53f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><span lang=\"PT\">Embora tenha sido utilizada desde tempos imemoriais, foi Joseph Campbell quem lan\u00e7ou os alicerces da &#8220;Jornada do Her\u00f3i&#8221; em meados do s\u00e9culo passado. Desde ent\u00e3o temos sido capazes de a batizar, porque, como acab\u00e1mos de mencionar, tem sido utilizada desde o in\u00edcio dos tempos e \u00e9 hoje provavelmente a t\u00e9cnica mais popular de contar hist\u00f3rias. Est\u00e1 em O Senhor dos An\u00e9is, Harry Potter, Cinderela ou na B\u00edblia. Pode ser utilizada em qualquer situa\u00e7\u00e3o. E, claro, <b>\u00e9 tamb\u00e9m uma excelente t\u00e9cnica para as empresas que a pretendam utilizar.<\/b><\/span><\/div><div><p>Embora esta seja uma t\u00e9cnica que est\u00e1 normalmente dividida em sete atos, <strong>podemos simplific\u00e1-la perfeitamente em tr\u00eas:<\/strong><\/p><ol><li><strong>Ato de in\u00edcio:<\/strong> O her\u00f3i embarca numa viagem para atingir um objetivo.<\/li><li><strong>Ato de inicia\u00e7\u00e3o<\/strong>: O her\u00f3i enfrenta v\u00e1rios problemas antes do cl\u00edmax da hist\u00f3ria.<\/li><li><strong>Ato de retorno:<\/strong> O her\u00f3i supera todos os desafios e regressa depois de atingir o objetivo.<\/li><\/ol><p>\u00a0<\/p><p><strong>Agora, pode substituir o her\u00f3i por um cliente ou pelo seu talento cr\u00edtico.<\/strong> O cliente ou aquele melro branco que pretende contratar tem procurado um resultado em v\u00e3o. Embarca numa jornada para encontrar a solu\u00e7\u00e3o. <strong>Encontra o seu produto ou servi\u00e7o, ou compreende o que \u00e9 trabalhar para a sua empresa e regressa triunfante a casa. <\/strong><strong>T\u00e3o simples como eficaz.<\/strong><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d6fbbb7 elementor-widget elementor-widget-heading\" data-id=\"d6fbbb7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">T\u00e9cnica 2: A ponte entre o antes e o depois.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18d079b4 elementor-widget elementor-widget-text-editor\" data-id=\"18d079b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><b><span lang=\"PT\">Esta t\u00e9cnica centra-se em abordar as preocupa\u00e7\u00f5es de um cliente ou colaborador desde o in\u00edcio<\/span><\/b><span lang=\"PT\">, como seria a vida\/neg\u00f3cio sem esses problemas, e depois inform\u00e1-lo de como o pode ajudar a chegar l\u00e1. <\/span><span lang=\"ES-TRAD\">Aqui est\u00e1 o resumo.<\/span><\/div><div>\u00a0<\/div><div><p>Intencionalmente, estamos a mostr\u00e1-la aqui como uma t\u00e9cnica semelhante \u00e0 viagem do her\u00f3i, embora seja bastante diferente. Marcamos um pouco mais essa <strong>diferen\u00e7a narrativa entre os dois para facilitar a compreens\u00e3o:<\/strong><\/p><p><strong>O Antes: \u00c9 uma fase descritiva de uma realidade inicial.<\/strong> Limita-se a revelar o estado atual das coisas. Aborda os seus problemas e desafios de uma perspetiva est\u00e1tica.<\/p><ol><li><strong>O Depois: A vida nem sempre tem de ser assim.<\/strong> Neste caso, a relva \u00e9 mais verde na casa do vizinho. O Depois contrasta a realidade em que vivemos com a realidade desejada. <strong>Demonstra os benef\u00edcios de uma mudan\u00e7a pela qual ansiamos<\/strong>. Mostra-nos tudo o que se pode ganhar; uma vida diferente a partir de uma perspetiva cor-de-rosa.<\/li><li><strong>A Ponte:<\/strong> Fala sobre a solu\u00e7\u00e3o e como algu\u00e9m pode ir do Antes para o Depois. Esta t\u00e9cnica \u00e9 uma narrativa menos linear e tira partido na sua estrutura de certos truques psicol\u00f3gicos como a primazia e a rec\u00eancia (olhamos muito para o in\u00edcio e o fim; n\u00e3o tanto para o que acontece no meio). Aqui, a solu\u00e7\u00e3o, n\u00f3s, a nossa empresa, a parte que queremos vender, est\u00e1 no fim; \u00e9 contada como o catalisador da hist\u00f3ria, como o ingrediente principal que a pode fazer acontecer.<\/li><\/ol><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c268981 elementor-widget elementor-widget-heading\" data-id=\"c268981\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">T\u00e9cnica 3: Os quatro P's (do ingl\u00eas: Promise, Picture, Proof e Push).<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0efec03 elementor-widget elementor-widget-text-editor\" data-id=\"0efec03\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div><b><span lang=\"PT\">Esta t\u00e9cnica consiste em contar uma hist\u00f3ria em torno dos desejos dos nossos clientes, do talento que queremos atrair, do leitor que temos \u00e0 nossa frente.\u00a0<\/span><\/b>Bem utilizada, pode ajudar-nos a levar o nosso p\u00fablico do mundo dos desejos para o mundo dos resultados. Centra-se, acima de tudo, em <b>ajudar-nos a gerar convers\u00f5es<\/b> (inscri\u00e7\u00f5es, clientes&#8230;).<\/div><div>\u00a0<\/div><div><p>Nesta t\u00e9cnica, jogamos com <strong>quatro ingredientes fundamentais aos quais temos de dar a visibilidade certa.<\/strong><\/p><ol><li><strong>A Promessa:<\/strong> Aqui teremos de <strong>encontrar os obst\u00e1culos e desafios<\/strong> que os nossos clientes ou talento cr\u00edtico est\u00e3o a enfrentar e prometer que somos capazes de os ajudar a resolver.<\/li><li><strong>A Imagem:<\/strong> Nesta fase, <strong>convidamos o nosso p\u00fablico a juntar-se a n\u00f3s numa viagem visual.<\/strong> Nessa viagem, vamos pintar um futuro no qual super\u00e1mos os desafios e obst\u00e1culos que t\u00ednhamos apresentado na Promessa.<\/li><li><strong>A Prova:<\/strong> Esta \u00e9 uma das chaves para esta t\u00e9cnica. <strong>Ser capaz de apresentar os dados e as provas que suportam a sua promessa<\/strong>. S\u00e3o testemunhos, n\u00fameros, relat\u00f3rios, inqu\u00e9ritos, resultados &#8230; qualquer elemento que valide a imagem de supera\u00e7\u00e3o que levant\u00e1mos na fase anterior.<\/li><li><strong>O Incentivo:<\/strong> o nosso p\u00fablico est\u00e1 pronto. Eles querem come\u00e7ar, mas n\u00e3o sabem como. <strong>Aqui vem o apelo \u00e0 a\u00e7\u00e3o<\/strong> (o eterno CTA de que falamos sempre no marketing para os encorajar a dar o primeiro passo e iniciar uma viagem connosco).<\/li><\/ol><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a93794 elementor-widget elementor-widget-text-editor\" data-id=\"1a93794\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Na guerra, para ser capaz de criar conte\u00fados de qualidade e textos convincentes, a arma definitiva \u00e9 uma estrutura s\u00f3lida<\/strong>. A escrita desorganizada impede a compreens\u00e3o, desencoraja as pessoas de prosseguirem a investiga\u00e7\u00e3o e torna dif\u00edcil para qualquer um iniciar uma viagem connosco. Al\u00e9m disso, sem orienta\u00e7\u00f5es estruturais claras que possamos seguir, \u00e9 f\u00e1cil acabar por deixar de fora a informa\u00e7\u00e3o necess\u00e1ria para a sua proposta de valor ou promo\u00e7\u00e3o.<\/p><p>A persuas\u00e3o n\u00e3o se trata de manipula\u00e7\u00e3o ou coer\u00e7\u00e3o com amea\u00e7as (esse tipo de narrativas que os nossos pol\u00edticos dominam). <strong>A persuas\u00e3o \u00e9 uma quest\u00e3o de compreens\u00e3o<\/strong>. E essa compreens\u00e3o leva \u00e0 aceita\u00e7\u00e3o quando a marca ou produto \u00e9 relevante e de alta qualidade, e quando a ideia \u00e9 s\u00f3lida e bem orientada.<\/p><div><span lang=\"PT\">Mas nunca devemos assumir que as coisas s\u00e3o autoexplicativas ou que as pessoas s\u00e3o capazes de as compreender por si pr\u00f3prias. O mundo est\u00e1 cheio de barulho, por isso <b>cabe-nos a n\u00f3s guiar a nossa audi\u00eancia e educar os leitores.<\/b><\/span><\/div><div>\u00a0<\/div><div>Um bom texto ou um bom v\u00eddeo \u00e9 capaz de educar o nosso p\u00fablico de uma forma que o c\u00e9rebro considera atraente. <strong>E o grande segredo dessa atra\u00e7\u00e3o para o nosso c\u00e9rebro \u00e9 ser capaz de gerar uma estrutura convincente, que \u00e9 o que as pessoas precisam para ver e compreender as coisas \u00e0 sua pr\u00f3pria maneira.<\/strong><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-206d99d2\" data-id=\"206d99d2\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-738d53fd elementor-search-form--skin-classic elementor-search-form--button-type-icon elementor-search-form--icon-search elementor-widget elementor-widget-search-form\" data-id=\"738d53fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;skin&quot;:&quot;classic&quot;}\" data-widget_type=\"search-form.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<search role=\"search\">\n\t\t\t<form class=\"elementor-search-form\" action=\"https:\/\/thekeytalent.com\/site\" method=\"get\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-search-form__container\">\n\t\t\t\t\t<label class=\"elementor-screen-only\" for=\"elementor-search-form-738d53fd\">Search<\/label>\n\n\t\t\t\t\t\n\t\t\t\t\t<input id=\"elementor-search-form-738d53fd\" placeholder=\"Buscar...\" class=\"elementor-search-form__input\" type=\"search\" name=\"s\" value=\"\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button 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linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_whatsapp\" role=\"button\" tabindex=\"0\" aria-label=\"Share on whatsapp\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-whatsapp\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_email\" role=\"button\" tabindex=\"0\" aria-label=\"Share on email\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fas fa-envelope\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11a4f26d elementor-widget elementor-widget-heading\" data-id=\"11a4f26d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Autores<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7323c16c elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"7323c16c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/thekeytalent\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/The-Key-Talent-Perfil-293x300.jpg\" alt=\"Picture of The Key Talent\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/thekeytalent\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tThe Key Talent\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-248ca713 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"248ca713\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/jose-luis-gugel\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Jose-Luis-Gugel-Perfil-293x300.jpg\" alt=\"Picture of Jose Luis Gugel Giron\u00e9s\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/jose-luis-gugel\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tJose Luis Gugel Giron\u00e9s\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6247ee8a elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"6247ee8a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/santiago\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Santiago-Herdero-perfil-blog-293x300.jpg\" alt=\"Picture of Santiago Heredero\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/santiago\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tSantiago Heredero\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63348e7f elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"63348e7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/david-martinez\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/David-Martinez-perfil-293x300.jpg\" alt=\"Picture of David Mart\u00ednez\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/david-martinez\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tDavid Mart\u00ednez\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48dbf326 elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"48dbf326\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/juan-luis-plaza\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Juan-luis-plaza-293x300.jpg\" alt=\"Picture of Juan Lu\u00eds Plaza\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/juan-luis-plaza\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tJuan Lu\u00eds Plaza\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fa0346d elementor-author-box--layout-image-left elementor-author-box--align-left elementor-author-box--image-valign-middle elementor-widget elementor-widget-author-box\" data-id=\"7fa0346d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/patricia\/\" target=\"_blank\" class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/thekeytalent.com\/site\/wp-content\/uploads\/2020\/05\/Patricia-Garcia-Eloy-perfil-293x300.jpg\" alt=\"Picture of Patricia Eloy - Garc\u00eda\" loading=\"lazy\">\n\t\t\t\t<\/a>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.thekeytalent.com\/author\/patricia\/\" target=\"_blank\">\n\t\t\t\t\t\t<h4 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tPatricia Eloy - Garc\u00eda\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t<\/a>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-314f970 elementor-widget elementor-widget-heading\" data-id=\"314f970\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00daltimas entradas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-261f6b22 elementor-grid-1 elementor-posts--thumbnail-none elementor-grid-tablet-1 elementor-grid-mobile-1 elementor-widget elementor-widget-posts\" data-id=\"261f6b22\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;classic_columns&quot;:&quot;1&quot;,&quot;classic_columns_tablet&quot;:&quot;1&quot;,&quot;classic_row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:13,&quot;sizes&quot;:[]},&quot;classic_columns_mobile&quot;:&quot;1&quot;,&quot;classic_row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;classic_row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-classic elementor-grid\" role=\"list\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-25331 post type-post status-publish format-standard has-post-thumbnail hentry category-lideranca tag-sucessao-nas-organizacoes-por-que-falhamos-e-como-os-dados-podem-corrigir-o-rumo\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/psicometria-sucessao-nas-organizacoes\/\" >\n\t\t\t\tSucess\u00e3o nas Organiza\u00e7\u00f5es: Por que Falhamos \u2014 e Como os Dados Podem Corrigir o Rumo\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/psicometria-sucessao-nas-organizacoes\/\" aria-label=\"Read more about Sucess\u00e3o nas Organiza\u00e7\u00f5es: Por que Falhamos \u2014 e Como os Dados Podem Corrigir o Rumo\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-24502 post type-post status-publish format-standard has-post-thumbnail hentry category-employer-branding-pt-pt tag-employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivaisto\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivais\/\" >\n\t\t\t\tEmployer Branding na era da IA: porque GEO e SEO n\u00e3o s\u00e3o rivais\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/employer-branding-na-era-da-ia-porque-geo-e-seo-nao-sao-rivais\/\" aria-label=\"Read more about Employer Branding na era da IA: porque GEO e SEO n\u00e3o s\u00e3o rivais\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-23423 post type-post status-publish format-standard has-post-thumbnail hentry category-assessment-center-pt-pt tag-de-perfis-a-competencias-a-nova-era-do-recrutamento\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/de-perfis-a-competencias-a-nova-era-do-recrutamento\/\" >\n\t\t\t\tDe Perfis a Compet\u00eancias: A Nova Era do Recrutamento\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/de-perfis-a-competencias-a-nova-era-do-recrutamento\/\" aria-label=\"Read more about De Perfis a Compet\u00eancias: A Nova Era do Recrutamento\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-22959 post type-post status-publish format-standard has-post-thumbnail hentry category-plataforma-de-gestao-de-talento tag-business-case\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/estudo-de-caso-como-os-ctt-impulsionaram-a-transformacao-da-sua-rede-de-retalho-atraves-do-mapeamento-de-talento-comercial\/\" >\n\t\t\t\tCase Study: Como os CTT impulsionaram a transforma\u00e7\u00e3o da sua rede de retalho atrav\u00e9s do mapeamento de talento comercial\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/estudo-de-caso-como-os-ctt-impulsionaram-a-transformacao-da-sua-rede-de-retalho-atraves-do-mapeamento-de-talento-comercial\/\" aria-label=\"Read more about Case Study: Como os CTT impulsionaram a transforma\u00e7\u00e3o da sua rede de retalho atrav\u00e9s do mapeamento de talento comercial\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-22686 post type-post status-publish format-standard has-post-thumbnail hentry category-engagement category-evaluacion category-panorama category-sin-categorizar category-talent-assessment category-user-experience tag-recursos-humanos tag-transformacion-digital\" role=\"listitem\">\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<h3 class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/thekeytalent.com\/site\/la-inteligencia-artificial-en-el-trabajo-aliada-o-desafio-para-los-profesionales\/\" >\n\t\t\t\tLa Inteligencia Artificial en el Trabajo: \u00bfAliada o Desaf\u00edo para los Profesionales?\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/thekeytalent.com\/site\/la-inteligencia-artificial-en-el-trabajo-aliada-o-desafio-para-los-profesionales\/\" aria-label=\"Read more about La Inteligencia Artificial en el Trabajo: \u00bfAliada o Desaf\u00edo para los Profesionales?\" tabindex=\"-1\" >\n\t\t\tLeer m\u00e1s \u00bb\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>E o grande segredo dessa atra\u00e7\u00e3o para o nosso c\u00e9rebro \u00e9 conseguir gerar uma estrutura convincente, que \u00e9 o que as pessoas precisam para ver&#8230;<\/p>\n","protected":false},"author":12,"featured_media":11555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275],"tags":[],"class_list":["post-11789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employer-branding-pt-pt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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