Internal marketing is the promotion of a company’s objectives, products and services to employees within the organization. The purpose is to increase employee engagement with the company’s goals and fostering brand advocacy.
Employees who are enthusiastic about their company and its offerings are likely to share that enthusiasm with their social networks. As a result, internal marketing can be an effective part of external branding and marketing efforts. However, internal marketing can only go so far since an employee’s attitude toward the organization is affected by every element of that individual’s experience working for the business. Keeping employees happy and engaged is important to external marketing efforts as well.
Common internal marketing efforts include:
- Ensuring that all employees know that their contributions are essential to the company’s success.
- Educating all employees about the company’s products and services.
- Reinforcing the concept that customers are, when all is said and done, the source of employees’ salaries.
- Providing adequate salaries and benefits, plus a pleasant work environment.
- Encouraging employee input on corporate policies, management and operation – including criticism.
- Acting on employee suggestions that have merit and publicly acknowledging the value of the input.
- Confirming that the corporate mandate and objectives are clearly described and disseminated throughout the organization.
- Providing opportunities for advancement, professional development and promotion.
- Ensuring that the corporate culture is consistent with work-life balance.
- Fostering communication and collaboration among employees through various methods from formalized settings and to casual areas for gathering, such as lounges.
Internal marketing operates on the idea that customer opinions of a company are based on their experiences with the business, not just with the products. By treating employees as “internal customers", internal marketing helps employees align with the company’s vision and operations. In turn, they provide their customers with a consistent and valuable experience. Internal marketing campaigns are often lead by a company’s human resources department, which is responsible for distributing information and providing training on the company’s objectives and strategies.