Akhilesh Saxena,

IIM Ahmedabad Alumni,

Ex Executive Director & Country General Manager for World’s top MNC.

Any company’s employees are among its most valuable assets. Internal marketing strategies can boost important efforts such as reducing employee turnover. They help create a stronger company culture, align Company’s mission across all levels and ultimately improve employee and customer satisfaction. By helping your employees to better understand your organization’s mission, you can help them to become powerful brand advocates online and offline.

What is Internal Marketing?

Internal marketing represents the set of activities that promote an organization’s Objectives and Goals to its employees. 

We need to approach internal marketing differently than external marketing efforts, but the two strategies should align with one another. Ultimately, internal and external efforts should promote a holistic view of the organization and its Objectives.

When employees feel a stronger sense of belonging with their organizations, they’re ultimately more productive and better able to respond to client needs. Internal marketing also helps enhance collaboration by promoting information exchange, ensuring customers are getting an optimal experience.

Benefits of Internal Marketing

Employees who feel deeply connected to their work and to the overall mission of their company are more likely to represent your brand in a positive light. Employee advocacy begins with employee education and engagement.

The benefits of internal marketing extend to many aspects of the business. Some of the top benefits include:

• Reduced employee attrition. When employees feel valued — and feel that their work is important — they’re less likely to look out for change.
• Lower hiring costs. Organizations perceived as great places to work don’t need to spend as much money to attract top talent.
• Higher productivity. Employees are more likely to focus on producing great work when they feel they are contributing to a worthy mission.
• Improved employee satisfaction. Recognizing the hard work employees do helps them to feel proud of their accomplishments.
• Better company cohesion. Employees have a better grasp of their expectations and long-term goals when they are angling toward a clearly defined mission.
• Stronger alignment. When broader company goals are widely understood, there is a greater sense of alignment between leadership and team members.
• Enhanced customer interactions. Customers want to work with businesses they believe in. Mission alignment shows customers that your business is consistent and authentic.