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Wandreza Bayona

Our Positive Woman is Wandreza Bayona, who tells us about her journey. She started her career in customer service until moving into the third sector. Wandreza also addressed his aptitude for social issues in this interview. “Only through education can we achieve a better future. Therefore, today our biggest job is to show people the importance of investing in education and see that young people are a powerhouse that can add a lot to your company. Invest in our young people and train them so that in the future we can reap these fruits in all areas”, said the executive director of Instituto Ser+.




1. How did your career start?

I started my career at Credicard when I was 17 years old. I started to work in customer service and there I decided to apply for a position as a junior project analyst at Instituto Credicard. That was when I started my career in the third sector. I stayed there for 11 years as the institute's project coordinator, then joined Nextel Telecommunications, where I was social responsibility manager for more than seven years.


2. How is the Ser+ business model formatted?

Ser+ was designed to be a tool in the lives of young people, helping to build and carry out their life projects. To achieve this, we created five areas of action: learning, career acceleration, connections, diversity and In Company. In addition, we also promote initiatives for the personal and professional development of specific audiences such as women, black and brown people, LGBTQ+ groups and people with disabilities. In this format, we were able to reach several young people in vulnerable situations and give them a new perspective on life. In 2021, the institute trained more than 6 thousand young people, and, of this number, more than 70% are involved in the world of work. All of our work is done with the support of partner companies, which sponsor these programs through incentive laws or direct investment. These brands also receive our full support to strengthen their areas of social responsibility.


3. What was the most difficult moment in your career?

I went through intense moments throughout the journey and some difficulties always appear, but in all of them we found an opportunity. Therefore, the most tense moment of my career was also the most incredible. ESG issues began to be discussed some time ago, under a different name, but with the same intention. And starting these initiatives was very challenging. Still leading an ESG area, one of the fronts linked to young people, I was informed that there was no more budget to maintain this area and perhaps the initiative, as a whole, would end. Given the intensity of the process and with 400 young people in training, I understood that it was necessary to start the search for fundraising, even though I was at a business institute. Despite all our efforts, we received the news that we would have to close our activities, but, as we never gave up, and met wonderful people along the way, in this difficult time we started Ser+, as a third sector institute. And here we are, for more than 14 years, training more than 7,000 young people per year.


4. How do you manage to balance your personal life x corporate/entrepreneurial life?

With a lot of organization and teamwork. At the institute, I have a team made up of educators, a marketing team, a team responsible for partnerships with companies and other professionals who help me a lot. We align each action and make it happen. Thanks to this support, I am able to organize myself and balance my personal life so that I can enjoy quality time with my family, which is a priority in my life.


5. What is your biggest dream?

See Brazil's education among the best in the world. Only through education can we achieve a better future. Therefore, today our biggest job is to show people the importance of investing in education and see that young people are a powerhouse that can add a lot to your company. Invest in our young people and train them so that in the future we can reap these fruits in all areas.


6. What is your greatest achievement?

I believe in daily achievements, small achievements that bring us closer to the purpose and ambition of seeing our young people as protagonists of their stories and their own lives, resulting in quality education, adequate productive inclusion and equal rights. And of course I can't help but say about my four children, who are my greatest achievements in life!


7. Book, film and woman you admire.

We have classics that I can’t help but mention, like “Dom Casmurro”, by Machado de Assis. Another one I really liked is “Assertive Empathy”, by Kim Scott, the idea of ​​focusing on results without losing the humanization of relationships. In addition to several other authors who talk about the challenge of education and management today. Movies, I already really like novels, it's my time to relax and watch something with my children... And I really love Christmas stories. They remind me of childhood, sweet dreams and enjoying this magical moment with the children is priceless. I could mention many women here that I admire, there are several personalities I know, but I have arrived at a time when I value and admire more women who are close to me, from whom I can really be inspired and who lead wonderful initiatives and are examples of life for others women and young people.

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