Internal Marketing: A tool for the effective Human Capital Management

Salas-Canales, Hugo Jesús

doi:10.18004/riics.2021.junio.126

Cited by 4 publications

(2 citation statements)

References 15 publications

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“…Citando Canales (2021), as condições e benefícios prestados aos colaboradores, é sempre um fator muito importante para o cumprimento de objetivos organizacionais e para a obtenção de benefícios mútuos. É importante que as trocas de valor sejam entre ambas as partes de forma a promover a reciprocidade (Boukis, 2019).…”

Section: Resultsunclassified

O Endomarketing na Gestão do Capital Humano: Prespetiva preliminar no contexto do Quadrilátero Urbano do Minho (Portugal)

Fernandes

Sousa

Veloso

2023

EJABM

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Purpose: The present study (of exploratory nature) aims to understand the importance of endomarketing in organizations and whether internal strategies are essential in human capital management. The study context is the Minho Urban Quadrilateral (i.e. Braga, Barcelos, Guimarães and Vila Nova de Famalicão). Methodology: In a first phase, a documental analysis is exposed in order to delimit the object of study, and later, the general results are presented based on the interviews carried out to professionals and specialists of the Human Resources sector, being present a methodology of qualitative nature. Findings: Based on the literature review and the interviews conducted, it can be concluded that organizations consider that the implementation of endomarketing tools are very important and capable of generating mutual benefits between the employer and the worker. In this sense, they assume that it is a strategic and reinforcing resource for building mutual relationships, and capable of fostering a harmonious organizational climate. Research implications: From a theoretical perspective, the study contributes to the development of knowledge in matters of endomarketing and the management of people (human capital). Originality: The study presents preliminary insights that can be an auxiliary tool for HR managers and professionals working in the four cities of the Quadrilateral (Braga, Barcelos, Guimarães and Vila Nova de Famalicão). In an interdisciplinary perspective, the study contributes to the joint development of the areas of endomarketing (e.g. understanding the vision of organizations) and also allows establishing future guidelines for these areas of action. Keywords: endomarketing, human capital, strategic management, organizations, Minho urban quadrilateral

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Section: Resultsunclassified

O Endomarketing na Gestão do Capital Humano: Prespetiva preliminar no contexto do Quadrilátero Urbano do Minho (Portugal)

Fernandes

Sousa

Veloso

2023

EJABM

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“…For Kotler and Armstrong (2014) the purpose of endomarketing is to ensure that workers should not feel that they are mere manual objects that serve the purposes of the company, but that they are an important part of it, that they are an important component for the strength and aggrandizement of the institution. Likewise, Salas (2021) related labor demotivation with endomarketing, proposing that the leaders of the organization should develop motivational activities to generate engagement, which will be reflected in a good product or service, since managers need to create an internal product that involves employees in the philosophy of the organization and the relationships with its customers.…”

Section: Introductionmentioning

confidence: 99%

Endomarketing Management and Staff Engagement of a Municipality in Peru

Osambela,

Pimentel,

Arenas

2023

J. Professional Business Review

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Purpose: To determine the relationship between endomarketing management and staff engagement in a municipality in Lima-Peru. Theoretical framework: Kotler and Amstrong (2014) argued that endomarketing consists of the application of theories, techniques, rules of strategic marketing and human resource management at all levels of the organization, seeking to continuously improve the service offered to employees or internal customers. In this sense, employees are seen as corporate partners who need to feel satisfied, so that they work motivated and committed to provide high quality products and services that meet the expectations of the consumer public. Also, Rosen (2020) stated that engagement occurs when employees feel part of the company, i.e., they have an internal incentive, a broad motivation and a sense of commitment quite genuine, it has an exponential growth, as they themselves intervene by contributing novel ideas and care to identify problematic situations. Design/methodology/approach: As stated by Agudelo et al. (2008) the variables were not manipulated, so the design was non-experimental. Likewise, Bernal (2016) argued that, when performing calculations for a research it is of quantitative approach, and if it intends to relate two or more variables it is a correlational work, Likewise, Morgan et al. (2019) argued that as it has been started from hypotheses that can be corroborated or refuted to confront events, the method was hypothetical deductive. And taking into account what was proposed by Salkind, & Bruce (2021), the cut is transversal because the collection of information has been carried out in a limited time frame. Findings: It is evident that 58.82% consider endomarketing to be good, not so far from the average level of 41.18% who observed it to be fair and there were no expressions of finding it bad; in the case of engagement, a considerable 70.59% find it good, which is quite far from the opinion of 27.06% who consider it to be acceptable and only 2.35% perceive engagement to be bad. Research, Practical & Social implications: On the other hand, in the practical argumentation, stated Salkind, & Bruce (2021), reference is made to the fact that with the results obtained corrective measures can be taken to optimize the services of the municipality, which finally leads to a social argumentation, as the users of local government services benefit. Finally, according to Hernández et al. (2014), the social justification is due to the fact that, if the appropriate corrective measures are applied, the users of local government services will benefit. Originality/value: The present work is methodologically postulated because the questionnaires have been adapted for the public sector and the concepts were discussed with an expertise and depth that may be useful in the future for those interested in delving into the conceptions of the variables.

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The role of employer branding and internal marketing in talent attraction and retention: an applied study in a Portuguese metallurgical industry

Rodrigues,

Sousa

2024

EMJB

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PurposeThis research seeks to understand whether employer branding (EB) and internal marketing (IM) are fundamental to the challenge of attracting and retaining talent and how these strategies can help companies to overcome the difficulties related to the talent shortage, from the perspective of a SME Portuguese metallurgical industry.Design/methodology/approachThe research resorts to a case study of a qualitative nature, through a semi-structured interview with the head of the human resources (HR) training and development area of the Navarra Group, and quantitative, through surveys to its employees. Based on the literature, a conceptual model was constructed, whose application allowed us to perceive the relationships between the practices of EB and IM; satisfaction, motivation and commitment; attraction and retention.FindingsThe exploratory interview concluded that organizations consider EB and IM essential for an effective talent management strategy. The quantitative results demonstrate that IM and EB practices implemented in the organization contribute to the satisfaction, motivation and involvement of employees, which results in a decrease in the intention to leave. It is also noted that these practices promote an increase in the perception of organizational attractiveness, which represents a positive impact on its ability to attract.Research limitations/implicationsFrom a theoretical perspective, the research contributes to the development of knowledge about IM, EB and talent management, providing relevant data that can help define the best strategies for attraction and retention, from the point of view of IM and EB.Originality/valueThe research presents preliminary insights that can be an auxiliary tool for HR managers and professionals in the context of industrial SMEs.

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Internal Marketing: A tool for the effective Human Capital Management

Abstract: Este es un artículo publicado en acceso abierto bajo una Licencia Creative Commons

Cited by 4 publications

References 15 publications

O Endomarketing na Gestão do Capital Humano: Prespetiva preliminar no contexto do Quadrilátero Urbano do Minho (Portugal)

O Endomarketing na Gestão do Capital Humano: Prespetiva preliminar no contexto do Quadrilátero Urbano do Minho (Portugal)

Endomarketing Management and Staff Engagement of a Municipality in Peru

The role of employer branding and internal marketing in talent attraction and retention: an applied study in a Portuguese metallurgical industry

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