What is the role of internal marketing in the company’s organizational culture? – WAU
When it comes to people management, one of the first concepts that comes to the minds of managers and business owners is that of organizational culture. Within this context, endomarketing actions appear as a powerful tool to modify, improve or maintain a good culture in the company. In today’s post, you will understand better […]
When it comes to people management, one of the first concepts that comes to the minds of managers and business owners is that of organizational culture.
Within this context, internal marketing actions appear as a powerful tool to modify, improve or maintain a good culture in the company.
In today’s post, you will better understand the concept of internal marketing and its role in organizational culture. In addition, you will know and be able to analyze the reasons that companies have to develop endomarketing and how it can be done.
Are you interested? So read on and learn from us!
What is endomarketing?
It is quite common that in companies there is confusion between the concepts of internal communication and internal marketing, which are mistaken, many times, as synonyms. Therefore, understanding the difference between these two terminologies is important.
Internal communication encompasses all the actions that a company takes to communicate something to its employees. These practices include the production of notices and memos, sending a newsletter, producing a newspaper or internal magazine, among others.
Internal marketing, in turn, goes further and is related to the company’s culture.
It is a methodology that aims to implement collective awareness among employees, so that they feel valued, become more productive and perform their jobs with more quality.
This is not to say, however, that internal communication and internal marketing cannot go together, as internal marketing strategists use internal communication tools to carry out many of their actions.
What is the role of internal marketing in the development of organizational culture?
Firstly, it is necessary to keep in mind that the term culture is quite broad and has multiple meanings, such as the representation of the arts, education and even the cultivation of agricultural products.
When we talk about organizational culture, however, we are referring to the values, beliefs and behaviors of people who are part of a company.
In this way, endomarketing actions aim to establish among all employees, regardless of the hierarchical level they occupy, a cultural standard founded by the top management of the organization.
According to scholars Davel and Vasconcelos, in London culture, due to the legacy of the colonial period, family structures are based on the figure of the father as the person who manages the house and makes the decisions of the home.
In companies, for a long time, this concept was also adopted, with the owners or directors assuming the centralizing role of the “father”.
It turns out that young people from generations Y and Z no longer adapt to this type of culture, as they grew up at a time when the father is no longer necessarily a central figure in their families, so organizations had to adapt and adopt a more linear structure, in which everyone has a voice, and not only the heads.
This is an example of a change in organizational culture, which can be done with the use of internal marketing strategies.
You may also be interested in this content!
Organizational Development: what is it and how does it work?
What are the reasons that companies have to develop organizational culture through endomarketing?
Over the decades, large companies have solidified a very paradigmatic cultural model and based on Taylorist and Fordist principles, in the post-industrial revolution period. Wood Jr., a renowned scholar of the organizational environment, believes that the model was responsible for the decline of many Western companies.
For this reason, establishing a new culture, more modern and based on trust and mutual exchange of relationships between people is so important.
Within this context, we list some reasons that companies have to develop the organizational culture through endomarketing. Look!
1. Employee motivation
American psychologist Abraham Maslow developed a hierarchy that became popular under the name of Maslow’s Pyramid.
According to this theory, people are motivated by five basic factors: physiological needs, security needs, social needs, status or esteem needs and self-fulfillment needs.
One hierarchical level leads to another, and after meeting his physiological needs, the individual will seek to meet his security needs, and so on.
The idea is that in companies, through endomarketing actions such as a career or professional growth program, employees reach the top of the pyramid and feel fulfilled in being part of the company.
2. Decrease in turnover
Anyone who thinks that high turnover rates in companies is only due to low wages is wrong.
Often, people leave jobs in which they have a good remuneration to work in a place that pays less, but that offers better conditions for their professional fulfillment.
It is common for workers to spend more time in the company than at home with their families. Therefore, it is normal for them to look for a pleasant environment. Internal marketing actions such as programs that reward suggestions for improvements in the company, therefore, reduce the turnover of employees in the organization.
3. Improvement in the relationship between teams
Gareth Morgan is a respected management theorist who classifies organizations as metaphors. In one of his allusions, the theorist sees the organization as a machine, in which several parts are interconnected and when one of them stops, it compromises the functioning of all the rest of the equipment.
From this view, we can interpret that the good relationship between the teams of a company should be encouraged by the entrepreneurs.
Internal marketing also plays an important role in this regard, so that the relationship between teams can be worked on in strategies such as integration events.
4. Employee intellectual development
Another important principle of internal marketing is to ensure that companies have qualified teams. To this end, it is common for employees to be encouraged to develop more and more as professionals and human beings.
Simple actions such as the agreement with technical schools and universities, as well as the creation of a collaborative library in the company, can make professionals develop intellectually and consequently bring more positive results for the organization.
Now that you know more about the role of internal marketing in the organizational culture of companies, you can put it into practice!
Have any questions? Leave it in the comments.