Although the term Endomarketing has already been introduced in the 90´s, it is a term that has become more popular in the last years and that can be understood as the Marketing actions turned to the inside of the company, with the objective of selling internally to its employees the image, ideas and brand of the company.
Although Endomarketing is often wrongly referred to as "Internal Marketing", both have several aspects in common, the main one being their target audience or key audience, which are the companies´ employees.
Unlike "Internal Marketing", Endomarketing is associated with a strong commercial component, and is based on traditional marketing techniques and strategies that are applied to its internal audience. It aims to turn the company´s employees into true brand advocates, and also advocates of the purpose and what the company offers.
Through this conquest of employees by the companies, they gain the feeling of belonging to something higher, thus giving companies a better connection to their teams, leading to better performance by them, and also helping to:
- Promote your brand
- Increase your visibility in the market
- Improve the overall results of the company
It can thus be said that the endomarketing only begins when the employees are considered the first internal market for companies, where they begin to be seen as allies to the success of the business and not as a mere workforce paid.
Internal Marketing, also known as internal communication, is related to the training or qualification actions of the companies´ employees with the aim of providing a better overall service, both to the final customer (the consumer) and to the company itself, making the work environment better, and thus managing to increase talent retention.
Thus, the internal marketing is associated with the practice within companies of all communication between the organization and its employees, having a social character, which always values the interpersonal relationship, through a uniform communication that shares with all employees the culture of the company.
In summary, it can be stated that if in endomarketing the employee is seen from the customer´s point of view, in internal marketing the company aims to achieve its transformation into a collaborator.