What is the importance of endomarketing in the organizational culture of a company?


Developing endomarketing actions are essential for organizations that seek to offer a pleasant working environment for their employees and, when well planned and executed, these strategies put companies on the right path to build a solid organizational culture and brand recognition in the market. 


In today's article, you will understand the importance of endomarketing for the company's culture and image, and you will learn the reasons to use this tool to optimize internal processes. Read on!


After all, what is the organizational culture? 


As we have already said in this article, endomarketing is an institutional marketing strategy aimed at a company's employees and that seeks to improve the engagement and motivation of the teams. 


Now, before talking about the role and importance of endomarketing for the organizational culture, let's explain what this term means. 


The organizational culture is the set of actions and principles of a company in conducting its routine activities. It determines and aligns the way of thinking and acting of all the people who work in the company, creating a connection in pursuit of the same goal, which is the organization. 



It is important to say that this culture is relevant not only for the satisfaction of employees, but also for customers and the company's image in the market in general. 


Therefore, developing the organizational culture is not only about maintaining the corporate organization, but also ensures the growth of the business. 


The role of endomarketing in the development of organizational culture


Endomarketing actions aim to establish a cultural standard between employees and the company, regardless of the position held by each one. 


For a long time, companies have adopted the concept of a more "patriarchal" structure, centralizing management and decision making in the hands of the business


However, young people of the Y and Z generations do not fit into this kind of culture, and so companies have been forced to adapt and adopt a more linear structure in which all employees have a voice. 


This is a good example of organizational culture transformation and can be done with the application of endomarketing strategies. 


Reasons to develop the organizational culture through endomarketing


For many years, after the industrial revolution, large corporations based their culture on Fordism and Taylorism, models considered by Thomaz Wood Junior, renowned scholar of the organizational environment and professor at Fundação Getúlio Vargas (FGV)to be the downfall of many companies.


Given this example, it’s important to renew the organizational culture, modernizing and basing it on mutual trust between employees and the company itself. 


Thus, we have separated some of the reasons why companies should develop their organizational culture through endomarketing: 


Decreasing turnover


High turnover rates in companies are not only related to low salaries, but also to the lack of opportunities for professional achievement and a more pleasant working environment. 



Internal marketing actions, such as awards, motivational lectures and training, directly influence the satisfaction of employees and thus reduce the turnover in the company. 


Increasing motivation for employees


The increase in employee motivation is a direct reflection of the reduction in turnover. It’s a fact that companies that implement internal marketing actions manage to motivate employees to improve their job performance.


Implementing a career program with fair and transparent promotion policies is a way to ensure increased productivity and improved performance within a healthy work environment.


Improved relationships 


Good relationship among employees should be encouraged by managers because this helps to improve team performance, making employees more productive and proactive, adjusting to the system more easily and accurately, thus improving the results of the processes. 


In this sense, endomarketing plays an important role, because the relationship between teams can be worked on in actions such as team building events. 


Qualifying collaborators


If we take into account that digital transformation is an ongoing process, it is of utmost importance that the company encourages the continuous search for qualification.  


Whether offering short training sessions or more extensive courses in partnership with universities and technical schools, do not hesitate to invest in actions of this kind, because the intellectual, professional, and personal development of the employee will also bring positive results to the company. 


Why is endomarketing important for the organization's image?


A strong and coherent image delivers confidence to customers, and endomarketing plays a fundamental role in the company's branding strategy.  


We’ve highlighted the main points that justify the importance of endomarketing for a company's image. 


Promoting organizational culture 


The organizational culture works as a product to be sold within the company, and endomarketing has the function of communicating and disseminating information in a way that improves this culture and arouses the employees' interest in the organization, even shaping their behavior and transmitting these values beyond the walls of the company. 


Transparent organizational culture 


As mentioned above, the understanding that customers will have of the company is a direct consequence of how employees view the brand. Therefore, it is essential that the implementation of the organizational culture is transparent.


One way to awaken the feeling of belonging in employees, in relation to the development of the brand in the market, is to inform the strategic plan step by step.  


Here, it’s worth saying that the path of transparency is not only reflected in the cultural aspect, but also in people (customers, suppliers, employees), in the strategies, and in the company's results. 


Employer branding


Employer branding refers to the way an organization positions itself as a workplace, and how employees and candidates feel about the brand as an employer - essential factors for having a strong and reliable image for both internal and external public. 


After reading our article, we hope you have understood the most relevant aspects involved in organizational culture and the fundamental role of internal marketing so that your company can count on qualified and dedicated professionals.



It is worth reinforcing that endomarketing strategies bring very positive results both inside and outside the company. 


Did you like this content? Share it! And if you want to implement internal marketing actions and make your organizational culture more effective, count on those who understand and have experience in creating and implementing traditional and digital endomarketing strategies. 


We, at Able Digital, have specialists in the marketing area to meet your company's needs assertively. Contact us and schedule a meeting.