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Imaginario Colectivo

Myths and truths of endomarketing

Endomarketing is a marketing technique applied within organizations to keep employees connected with the brand and its value proposition. Below we share some myths and truths about the real scope and impact of an endomarketing strategy.

Marketing is commonly known as a strategy that connects the end customer or consumer with a product or service. However, it is just as important to provide experiences to the internal customer, that is, to the collaborator who interacts with the organization on a daily basis and becomes the spokesperson for its value proposition.

This is how endomarketing appears as a strategic axis through which the collaborator is sought to connect with the organization, its mission, vision, values and way of working. This results in a more favorable and productive work environment, since the understanding and appropriation of the culture leverages the fulfillment of objectives.

Along these lines, it is vital to translate the corporate value proposition internally and externally, because it is much easier to generate service experiences that have an impact abroad.

Next, we share four myths and truths about endomarketing and its implementation in organizations:

  1. Endomarketing is thinking only about the well-being of the collaborator: This is a myth with some truth. Although everything a company does for employees generates value, endomarketing goes far beyond bonuses, days off or the like. It focuses more on connecting you with the company’s mission and translating its promise of value into everyday life.

    And it is that endomarketing has an important cultural aspect in which the benefits are only the tip of the iceberg. In other words, endomarketing is a technique that allows us to connect internal audiences with the purpose of the organization through recognition, experiences and memorable moments. It is not a deliverable, but many initiatives that have an impact on a single result.

  2. Endomarketing is the responsibility of senior management and human resources: Myth. It is important to understand the reality of organizations and it is that in many of them they usually work by islands or management areas, which at the end of the day become bubbles.

    For this reason, endomarketing is a powerful tool for the leader of each area through which they will be able to identify the value that their area contributes to the company and how to articulate with other work teams to achieve objectives. Endomarketing connects areas.

    In this line, the human resources area is a facilitator that supports the integration and monitoring processes, but the results of endomarketing really depend on all the groups in the organization.

  3. Once we implement endomarketing strategies, the results are seen immediately: Myth. Endomarketing is part of the company’s culture and the truth is that it does not change overnight, a minimum of time is required after implementation to see results. In addition, it is vital to test, validate, connect and know the perception of the initiatives to improve every day.

     

  4. Endomarketing is equal to internal communication: Myth. Although they go hand in hand, it is important to know their functions and differences. Endomarketing is the strategic action of experience towards the collaborator, while internal communication is the mobilizer of these strategic actions. In other words, endomarketing is the “what” and internal communication is the “how”.

     

  5. Endomarketing can be innovative and leverage digital tools: Truth. The pandemic and the arrival of hybrid work brought with it the need to implement internal communication digital channels that help us position the promise to the employee through endomarketing initiatives.

    These internal social networks open up innovation, focused on meeting the needs of employees and identifying their role in meeting objectives.

Endomarketing then becomes necessary and must be taken into account within the strategic planning of an organization, since ultimately it is a direction that will impact the entire internal and external corporate environment, its results, experiences and problem solving.

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