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DEEL

COLOMBIA - Industry

Natalia Jiménez

Regional Manager LATAM, Deel

Bio

Natalia Jiménez is a distinguished professional with over 14 years of experience in the technology, SaaS, startups, and digital marketing industry. Her focus is on market expansion in Latin America, business positioning, and the development of strategies for multi-segment scalability. With an MBA and specialization in marketing management, Natalia has excelled as a mentor and advisor in leadership programs for women, providing support to both Chamber of Commerce programs and non-profit foundations. In addition to her business experience, Natalia is passionate about art and is dedicated to democratizing access to art pieces. Her emphasis on remote work and flexibility in the future of work has made her a distinguished speaker in this field. Having lived in Argentina, Mexico, Colombia, and the Dominican Republic, Natalia is the first to experience the importance of flexibility in work and has devoted her career to expanding businesses throughout the Latin American region.

"Deel's mission is to enable anyone to be hired by any company they want. Talent is global and shouldn't be limited in terms of where you are hired based on your passport."
TBY talks to Natalia Jiménez, Regional Manager LATAM at Deel.
Can you tell our readers about the company’s socio-economic contribution in Colombia?

Deel’s mission is to enable anyone to be hired by any company they want. Talent is global and shouldn’t be limited in terms of where you are hired based on your passport. So, that’s why we enable companies and people to be hired anywhere, which alone is impactful. We started seeing that remote work wasn’t only good for an individual, but also had a far broader impact in terms of democratization. A person may today live in a small- or medium-sized city and work for the best companies, without the traditional need to move to the major cities for work. This reality then transfers income and revenue to cities that normally didn’t have it. Moreover, this employment model brought education, infrastructure, groceries, pharmacies, and commodities to communities where they may have yet to be in demand as people were leaving to seek employment. Colombia has been growing notably in terms of technological service startups with highly innovative companies. Before it was more difficult for companies to set up or expand as it required establishing an identity, securing financial services, and numerous expenses. With Deel, you have the option to start global if you want to. You can have a founder in Colombia, another person in Spain or Dubai for example, who will create a company that is global from the get-go. So, that’s a change-maker because now you don’t have to go to these big companies that charge huge amounts of money, to transfer your business. Instead, you can be paid in five minutes and have a contract in over 150 countries very easily. With Deel, you will be able to hire anyone, irrespective of location, which will make the company more efficient, and operationally better in terms of innovation simply through a swift and effective hiring process.

Deel reported a 67% growth in the hiring of Colombian professionals by U.S. companies. What specific value do Colombian workers bring?

One of the reasons why Colombian talent is attractive is because we are loyal. We, as a talent pool, are highly committed. We want to learn and achieve new things. There’s also some urgency to remain informed and secure better jobs. Colombians are generally keen to do something different. So, that’s why we are being highlighted as an interesting talent pool. It is not a coincidence that the number of hirings of Colombians from abroad has grown by 74% in the last year. Moreover, it is noteworthy that countries such as the United States and the United Kingdom are increasingly focusing on local talent. This is attributed to factors such as the rapid increase in English fluency and the skills acquired for the most demanding roles. We are growing in terms of the number of developers, including technical roles, translators and support services. Latin American talent, and Colombian talent specifically, have been growing. So, what this means is that it’s not only the world hiring here, but also Colombian companies moving and hiring abroad. What we are seeing, then, is that basically, borders are non-existent.

How is the company leveraging technology to improve process automation?

Deel is a product-driven company. One of our key features is our automation mindset, whether it concerns sales, support, operations, or product management. You have to make it an efficient process through the effective employment of technology. Our co-founders are French, Israeli, Chinese, and American. So basically, we have been working remotely since we were born. We have always created our own solutions to our needs, which also include AI. For example, some months ago, we launched Deel IQ, our global AI-powered work assistant. This tool enables companies of any size to easily retrieve dependable human resources information, such as maternity leave details in Germany or the variance in employee costs between Mexico and the US. Instant answers are provided to inform decision-making. Additionally, we have automated financial procedures to enhance convenience and ensure immediate access to data. The truth is that we are constantly innovating to achieve our goal: democratizing access to work through the benefits of technology. We aim to strengthen the competitiveness of Colombian companies by helping them gain a global perspective on their business in line with current dynamics, positioning ourselves as the one-stop-shop for Human Resources and leading the market. This purpose has led us to experience sustained growth. In just four years, Deel now boasts a valuation of 12 billion dollars. In our latest funding round, we raised over 630 million dollars, with key investors including Y Combinator, Andreessen Horowitz, Spark Capital, among others.

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