Posted by Nathalia Lopes on 22 Fevereiro, 2022
The importance of endomarketing for the outcome of organizations
To see the importance of endomarketing for an organization, it is necessary to understand first, marketing. It can be defined as the process of understanding and satisfying the needs of the customer, thus creating a good experience for him.
Internally, the principles remain the same, but the client becomes a collaborator. In other words, endomarketing is the use of traditional marketing concepts, but applied to employees, with the aim of achieving greater and better results.
The idea is to get employees aligned and engaged, so they know what to do and have the will to perform in the best way possible.
Endomarketing is not about happy employees, but about teams that feel they belong to a group, and part of something bigger. It is this feeling that motivates us to build an ever better performance.
Now that you understand the concept and purpose of endomarketing, let’s understand its importance and how to implement it in practice?
Importance of endomarketing
A successful internal marketing strategy benefits a company in many ways, at all levels and in all areas. Did you know that companies that have between 60 and 70% of engaged employees have an average 24% internal rate of return? In companies that this rate is 49-60%, the IRR falls to 9%.
The disengagement of employees costs more than 59 billion euros per year to the UK economy. This is more than the GDP of Portugal, Israel, Denmark and Singapore. Committed employees achieve a better performance than the disengaged by 25%.
If a company joins Fortune’s list of the 100 best companies to work for, a 1.6% increase in return on assets (ROA) is likely to occur. In terms of Google, that’s over 14 billion dollars!
And it’s not just about money coming in, it’s about stopping it coming out. Replacing a person costs between 125 and 400% of annual salary. High engagement caused by a good marketing strategy allows you to keep talented people in the company.
You can reduce costs spent on recruitment, training, lost productivity and turnover. Performing actions that encourage each employee according to their Behavioral Profile makes them feel valued and recognized for their effort.
Concept
Endomarketing can be translated as activities that involve incentives (awards) or even activities that value employees. An example of this is the Fiat program. The company’s employees are always the first to test new models. It costs nothing to the company, but it makes all the difference!
Many managers don’t know this, but 64% of employees visit non-work-related websites every day. 21% waste 5 hours a week doing this! Socializing on Facebook takes 41% of that time, 37% on Linkedin and 25% buying online on Amazon. But why is that?
The number one reason is that they don’t feel challenged enough with their tasks, Second, the company doesn’t give incentives to work harder and better, and Logically, they’re unhappy with their career.
This is just further proof that employees who feel part of a group, are motivated by leaders and co-workers, only tend to remain in organizations. 69% of professionals say they would dedicate more if they were more recognized for their achievements.
It is in these times that we can recognize the value attributed to soft kills, or behavioral skills, that will determine the commitment and willingness of each to become a better professional, according to the incentives received from the external environment.
Briefly, the endomarketing:
Increases employee loyalty and as a consequence, reduces employee turnover;
Optimizes internal motivation, as it offers a meaning to the work environment;
Improves the organizational climate by encouraging teamwork;
Improves quality of life at work;
Increases productivity and employee engagement.
You already know the importance of having a good endomarketing, don’t you? Let’s learn to deploy it right now?
How to adopt a good endomarketing
1. Meet your employees
First, it’s important to know your company’s employees. Try to understand their needs, desires and goals. Talk to them and pay close attention. A tool that helps in this process is the discovery of the behavioral profile of each one. This way, you can create a new creative activity that will offer real results for your organization and for the organizational climate.
2. Defining the main objectives
Like everything else in life, the strategy of endomarketing should be developed with a clear goal in mind. In this way, it will be easier to channel creativity and achieve its goals. Among the main objectives we can highlight are:
Establish the loyalty of the employee;
Motivate employees to obtain better results, making them aware of the necessary determination;
Improve the internal communication process by increasing team synergy.
3. Plan what you will do
The third step is the moment you frame the plan that will guide your entire strategy. To do this, you need to answer three main questions: what will be done? why will it be done? and how will it be done? Take a look at some tools you can use:
Offer incentives (bonuses, commissions, travel, etc.)
Carry out awareness campaigns;
Implement new communication channels (intranet, corporate TV, specialized software, etc.).
4. Follow and measure the results
Finally, it is important to follow the results obtained. That is why you need to establish some key performance indicators. These indicators function as a thermometer, measuring the results of an activity. Here are some key indicators:
the level of satisfaction of the official;
the rate of absenteeism;
the level of productivity;
quantity of material waste;
Return on investment (ROI).
By applying these tips, you can design your internal marketing strategy and get great results, keeping your employees happy and motivated.
Source:https://blog.solides.com.br/importancia-endomarketing-organizacoes/