Nowadays, permanence in the market depends on the reputation of your company, which is why You should not neglect the most valuable asset that is your work team, the fundamental pillar of your company, Do not see them only as your workers, employees or collaborators, they are people and human power is unimaginable, by valuing people, you will be able to generate surprising results, as it is the strongest weapon to build a powerful brand. Today every company faces the issue of competition and making its customers fall in love, but for this, you must first make its workers fall in love.
Well yes, that is what EndoMarketing or internal marketing is about, applying the same strategies that you do to attract the attention of customers but inside your company, if people are happy, productivity increases, and they will also be the perfect ambassadors of your business as a brand, not only of the products and/or services you offer but of the organization as such, the connection that exists between them and your company will allow you to attract them first as customers and build loyalty.
Purpose of Endomarketing
EndoMarketing seeks to sell the idea of the company to a market made up of the people who are part of your work team, with the aim of increasing their motivation and, consequently, their productivity.
- General Objective: Achieve constant motivation in such a way that it consciously extends to clients.
- Strategic: Create an internal environment conducive to the empowerment and service of clients with efficiency and quality.
- Tactical: Promote marketing efforts internally, so that they understand that the company’s first market is its employees, workers or collaborators.
Pillars of EndoMarketing
There are 3 fundamental pillars that characterize EndoMarketing as an improvement technique for the performance and loyalty of your workers.EndoMarketing
1. Communication
Communication is the fundamental basis for good understanding in all phases of your life. EndoMarketing promotes change in collaborators, two-way and fluid communication being of vital importance, you must have sufficient openness to accept and evaluate proposals, as well as admit criticism, you must listen to what your employees have to tell you, speaking in two ways.
Remember that beyond employees, what you have are people and what you are transmitting to them are beliefs, principles, values, that is, your own habits, you have to win their hearts in this two-way communication, through the exchange of information.
It is really disappointing when there is information that flows to consumers and never passes internally to the company, finding out about the efforts they are making through other means. This translates into low productivity due to demotivation and dissatisfaction.
2. Employee motivation
You must discover what really keeps your workers motivated to achieve. Many times, motivation at work tends to be confused as something purely monetary; but it’s not like that. There are many employees who are looking for job stability, a place where they can develop and carry out their ideas with complete freedom or be able to contribute something to the organization.
So the best technique you can apply is to do an exhaustive study with which you can determine what your employees need to be the best at what they do and this will result in an increase in Engagement. An employee engaged with the company is totally involved and enthusiastic, acting in a way that goes beyond his own interests, doing unimaginable acts of love.
3. Integration
You need to make your workers understand that they are participants in and responsible for every achievement and failure in the company. Additionally, you must integrate them so that they feel part of the team. Let them know that their decisions will be taken into account, but above all, you must promote teamwork to achieve objectives.
How is an EndoMarketing plan implemented?
In the same way that you apply marketing strategies, they should be used internally in your company. It is necessary that you do a deep analysis of the state of your company and its needs. It is also important that you have the support of the managers and Human Resources of your organization. The 4 stages that point the way to an EndoMarketing plan are described below.
1. Analysis of the environment
The main thing you should take into account when starting the Plan is to study the way in which the work environment develops in your company. Many times the internal problems that arise come from the influence of external factors.
The factors on which you can rely to analyze your environment can be: the company’s policies, the sector in which it operates, the selection and promotion of personnel, the size of the company, internal communication and everything that helps you do a comparative analysis.
2. Study of the Internal market
Once you have identified the external factors that can directly affect the performance of your company’s staff, you can analyze the internal environment. For this, I suggest that you use some of these techniques: therapies and/or team meetings, in-depth interviews, surveys that help you identify their expectations or problems that occur.
3. Adaptation Process
This stage consists of implementing necessary policies that help you solve, cover and satisfy the needs of your workers. During this phase, it is important that your collaborators know the new approaches and demands required. As well as the various Human Resources policies that you implement, The objective is to facilitate the adaptation of your employees and that when making the changes it does not generate negative impacts.
4. Plan Control
You are already in the final stage of your EndoMarketing Plan, this is where you will execute and test the bases with which you established your plan. It is important that you verify the effectiveness of the policies you implemented so that you can make the appropriate corrections, in the event that you detect failures in the established parameters in relation to the fulfillment of the objectives that you set at the beginning of the plan.
Benefits of EndoMarketing
EndoMarketing generates great benefits that will help you boost your business. The main benefit is that it achieves coordination between the different areas, which allows the development and correct implementation of plans and strategies. Below we present other relevant benefits:
- Increase Productivity: your workers will be motivated to achieve goals in a given time. It should be noted that with increased productivity, the profitability of your business will increase.
- Build employee loyalty: if the worker performs his duties in a pleasant environment, he will never want to leave his workplace.
- Feedback and Promotion of new ideas: once employees are in their comfort zone, their level of commitment to the company is such that they take their activities as a challenge to achieve and to do so they let their creative and innovative capacity flourish to the maximum.
- Feeling of being in their “Best Work Place”: if you make your employee feel that their work is as comfortable as feeling at home, you will have made EndoMarketing a success for your company.
Tools to apply EndoMarketing
Technology has advanced exponentially and together with it it has created various tools that make it easier for you to manage your company, help you carry out your activities more efficiently, or measure its performance and evaluate its results. They have also created tools for EndoMarketing that will allow you to achieve your goal: make your employees your potential internal client.
- Use Social Networks: Take advantage of social networks (Facebook workplace) to create a corporate network in which your employees can communicate, express ideas, thoughts and thus you can know their tastes, what they think, what they want, what worries them and what they desire, this It will allow you to feel free in your work area.
- Videos of your employees’ daily life: Document it or let your employees do it. It allows them to create day-to-day memories, share them with their colleagues and thus they will feel identified with the brand, although you may not believe it, this can be a motivating factor for them.
- Corporate Blog: This is an effective tool to motivate, integrate and allow effective communication with your employees. On the blog they will be able to express their ideas, contribute to the structure of the website, etc., this can benefit you and cause a great impact on consumers.
EndoMarketing generates a feeling of identity towards the company so that its people feel part of it, it must encourage a better work environment, promoting commitment and organizational culture, working with passion so that everyone rows towards the same goal, with in order to generate empowerment and work happiness. By applying EndoMarketing you will achieve greater belonging and commitment, lower turnover and many profits for everyone. If people are happy, productivity will increase and therefore the profitability of your business.
Businesses need to build a solid reputation as a “company-brand” beyond the “flag-brand.” The first customers we must win over are employees. The “company-brand” is built with branding principles, but applied to workers.
Helpful tips
- Finally, we present some recommendations that you should not overlook:
Knowing your employees is essential to motivate them, love them and be able to demand from them. To have the clients you want for your company, you must like the people who work with you. - Be consistent with what you think, do, say and feel. It is important to be aligned with the principles and values of your company.
- Gamify your business by granting rewards. It’s important that people have fun working in your business.
- Design simple and easy systems that allow the guidelines to be followed, if people are clear about what they should do and how they should do it, there will be less time for unproductivity, people must understand the reason for the processes.
