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(IM) is a process that occurs within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to deliver a satisfying customer experience. Over recent years internal marketing has increasingly been integrated with employer branding, and employer brand management, which strives to build stronger links between the employee brand experience and customer brand experience.
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Key concepts
Key concepts of internal marketing include: IM functioning as a continual internal 'upskilling' process.
Benefits :
Benefits of Internal Marketing:
encourages the internal market (employees) to perform better; empowers employees and gives them accountability and responsibility;
Cont..
improves customers retention and individual employee development; integrates business culture, structure, human resources management, vision and strategy with the employees' professional and social needs;
Cont.
Rigid organisational structure coupled by bureaucratic leadership hinders success of internal Marketing. Ignoring and not listening to subordinate staff. The tendency of ignoring employees' importance and treating them like any other tools of the business. Unnecessary protection of information against employees. Resistance to change.
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