Definition

Internal marketing - it is a promotion of the company and updating knowledge about goals, processes and products, addressed to employees (i.e. "internal customers") and serving to increase the level of brand understanding and awareness of individual products. These are also activities related to improving internal communication and aimed at maintaining employee motivation and commitment at the highest possible level.  

Trivia 

1. Internal marketing is not uniform - the way of transmitting information and the scope of knowledge is different for different groups of employees.
2. In this approach, the employee is perceived in a similar way to the customer, considering his needs and appropriate communication strategies.
3. According to Gallup researchers, only 15% employees are actively engaged in their work, and their contribution results in 21% greater profitability compared to others.

Information

The specificity of internal marketing lies mainly in its persuasive nature. These activities are not the same as internal communication, focused on providing information and updating knowledge among employees. The aim is rather to promote the brand's values, spread knowledge about its identity, increase the motivation and commitment of employees, indicate the meaning of their work and promote pride in belonging to the organization. 

These types of activities bring a number of benefits, ranging from building a friendly atmosphere in the work environment, through reducing employee turnover, image benefits, to greater efficiency and higher quality of customer service. When deciding to introduce an internal marketing strategy, one should bear in mind the need to unify departments so that, in addition to specific goals specific to a given group, all employees are also guided by common goals, in relation to which everyone is able to define their role and contribution.

When creating your own internal marketing strategy, it is worth determining what is expected in connection with the introduction of this type of practices to your company. 

1. Brand image - if the purpose of the planned activities is to ensure coherence of the vision guiding the business, promote specific values and strengthen employees' belief in the idea on which they work for success, it is necessary to ensure that everyone has access to appropriate knowledge, both in terms of the promoted message and in the context of purposefulness and the validity of the activities undertaken by the organization.
2. Care for employees - it is a multi-faceted issue because it should respond to many different needs of people who contribute to the brand's success, as well as stimulate their actions in the desired direction. On the one hand, it will mean creating a friendly atmosphere at work, emphasizing the importance of the employee's contribution, taking into account his or her opinion, enabling development and education, appreciation and remuneration, and on the other hand, motivating and encouraging increased commitment and taking up new challenges.
3. Increasing efficiency - is strongly dependent on employee involvement, but issues such as improving communication using technology, setting indicators and goals related to the flow and quality of messages, or appointing leaders to coordinate the flow of information cannot be omitted.  

Summary

Internal marketing is a comprehensive set of activities addressed to employees. Its goal is to promote the brand, increase engagement and improve internal communication. A positive atmosphere, maintaining motivation, a clear message and clear goal setting translate into higher company efficiency and better customer service. 

Related entries:

Marketing plan, image creation, brand management, marketing planning, image creation, customer acquisition, sales audit, branding activities, creating a company brand, image creation