Does your company invest in internal communication? Or in internal marketing? Although similar, these two concepts are different. Internal marketing and internal communication focus on the same audience: the company's internal employees. However, their objectives and practices are different. Want to understand more? Continue reading and learn the details of each concept.
What is internal marketing?
The term internal marketing was first used in the 1990s by Professor Saul Bekin. In his book “Conversations about Internal Marketing” , he explains the importance of focusing on the internal public of companies and that employees are often forgotten. This can harm the brands’ results.
Furthermore, the author clarifies that internal marketing is the company's internal marketing with the objective of engagement and not just communication. This, in itself, already differentiates internal marketing from internal communication.
Therefore, an internal marketing action is not just an email marketing honduras phone number data communication about changes in the system. It encompasses relationship actions with internal employees so that there is a healthy relationship and the employee feels part of the company .
By doing so, the organization creates loyalty so that employees work towards the brand with better alignment and integration . This is called a sense of belonging. The goal is to win them over and make them loyal by sharing the company's values, vision and purpose.
Therefore, this type of communication can generate advantages for the brand, such as:
• Increased employee productivity;
• More motivated employees;
• Lower employee turnover;
• Better organizational climate.
However, this requires strategic planning and a variety of actions . Motivation must be provided in practice, not just with phrases. Some examples include lectures and workshops on health and communications that encourage healthier habits that benefit employees . In addition, training and courses can also be provided so that employees can perform their tasks more effectively.
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Learn about the responsibilities of internal communication!
On the other hand, in internal communication the objective is to communicate more institutional information . Messages can be transmitted through various channels, such as email, corporate social networks, office bulletin boards, etc. These are points of contact with employees that show that the company is open to dialogue and is transparent.
Furthermore, it is important to know that this type of communication requires preparation, choice of language and formats to communicate actions, results, programs and goals, always in an objective and clear manner. Communicating correctly and clearly within the company is very important. In this scenario, good internal communication leads to several benefits for the company:
Employee alignment;
Dissemination of information quickly and accurately;
Agility in processes;
Company credibility and transparency;
Minimizing the effects of the crisis.
Endomarketing and internal communication are allies
Internal marketing and internal communication are complementary strategies and must be applied together for good results. This is because companies often have several benefits and incentives, but if there is no good communication, these values will not be perceived by employees.
Therefore, regardless of the size of the organization, a good relationship between internal marketing and internal communication tends to generate qualitative gains for all sides.
How are you doing in your company? Do you usually balance these two methodologies?