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May 22, 2019

Approx. 5 min. read

Internal Marketing: Definition and Impact on Employee Engagement

Internal marketing is just as important as external marketing when it comes to motivating and engaging employees into the company and their work.

Internal marketing is just as important as external marketing when it comes to motivating and engaging employees into the company and their work.

Don’t forget to market your company’s mission and vision to your most important allies – your employees.

Internal marketing, when done right, ensures that your employees are providing high-quality service to your customers and helping the company grow and prosper. One of the key component of internal marketing is have an effective internal communication in place. 

💡Download our free eBook "Building a Better Company with Internal Communication" where we share best practices for improving teamwork and cross-departmental collaboration in the workplace! 

In internal marketing, employees are treated as “internal customers” who need to know the company’s vision inside out and communicate that to the outside world.

Not only should you embrace internal marketing to ensure a better communication flow and align employees with the company’s mission, you should invest in it to make sure your employees are conveying your company message to their networks in the best possible way.

What Is Internal Marketing? 

In a nutshell, internal marketing is the promotion of a company's vision, goals, culture, and mission statement within the organization

The idea behind internal marketing is to earn employees' enthusiasm by creating an emotional connection to the brand. 

internal-marketingSource: LocalFAME, Internal Marketing Strategies for Franchises – Reasons to Implement

Internal marketing involves marketing tactics to earn employees' enthusiasm about the brand. 

Employees that believe in the brand are more likely to be more motivated, increase their productivity, communicate their enthusiasm to the clients and to become brand ambassadors on social media.

Internal marketing has a tremendous impact on employee engagement and retention. 

The Key Components of Internal Marketing

Internal marketing includes key components such as:

  • A clear strategy with specific goals
  • Effective internal communication
  • Great onboarding experience
  • Education on the company's products and services
  • Trust and transparent communication
  • A great employee experience
  • A positive workplace culture
  • Professional development opportunities
  • Effective cross-departmental collaboration and teamwork

The Role of Internal Communication in Internal Marketing 

When it comes to internal marketing, internal communication is the key.

The way you communicate with your employees has a great impact on their enthusiasm about the brand and employee engagement overall. 

Before you get started with your internal marketing strategy, you may want to rethink your internal communication.

Keep in mind that the main internal communication challenges that most businesses face include: 

  • Changing top-down communication to inter-departmental communication
  • Changing the strategy in place based on employees' feedback
  • Reaching and engaging with all employees
  • Measuring the performance of internal communication

internal-marketing-and-internal3 Ways Internal Marketing Boosts Employee Engagement 

1. It Aligns the Employees with the Company's Values and Goals

Internal marketing bridges the gap between promise makers (marketers) and promise keepers (employees).

When employees are informed and engaged with the brand guideline and overall goals, they will also support branding on every level.

This can take place in the form of providing access to relevant content or facilitating other ways of knowledge sharing in the company.

Remember that the average employee spends 2.5 hours a day looking for information they need to complete a task!

employee-communication-predictio2. It Builds a Connection Between the People and What They Sell


As explained earlier, internal marketing is a way to build an emotional connection with the product or service employees sell, which matters a great deal in terms of how engaged they are with their work.

If everyone within the company is motivated to sell/market/develop the product they work with, business will will likewise be positively impacted.

Consider, for example, telling stories about how your business was formed and what are some of the key lessons learnt along the way.

Related: Sara McGuire on Why Visual Storytelling Drives Higher Engagement

3. It Build Trust Among Your Employees

Marketing a shared vision and reducing silos will make employees feel trusted and more confident in their work.

Related: Building a Company Culture that Drives Employee Engagement

You will want to boost knowledge sharing and avoid information silos, which are harmful for prioritizing work, motivation and the ability to see the bigger picture.

internal-network-communication-4When information is not shared, it also acts as a signal to them that they are not allowed to contribute.

Start by outlining or revisiting your internal communication strategy and then consider how you can use technology to weave internal marketing to your employees.

Internal Marketing in a Nutshell 

Keep in mind the overall mission that you want to communicate and what the employees' roles are in making it happen. 

Approach internal marketing as a way to inform employees, engage them closer to the company and making sure they can sell the company vision to customers, as well.

Make sure to socialize and spread the effort – all departments have a stake in the matter. 

Feel inspired? Download our free eBook "How to Boost Employee Engagement with Communication Tools"!

A free guide on how to boost employee engagement with employee communication tools

Written by

Annika Rautakoura

Annika Rautakoura

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