Contribuições do endomarketing para a gestão de pessoas: uma abordagem baseada em estudos de caso

Abstract

This research aimed to examine the contributions of internal marketing (endomarketing) to human resource management, based on two case studies drawn from academic literature. The study adopted a qualitative, descriptive approach, grounded in a bibliographic review using the SPELL platform (Scientific Periodicals Electronic Library) to access the selected cases. The analysis of internal marketing actions revealed that both organizations implemented strategies focused on improving internal communication and strengthening the relationship between employees and management. However, their approaches differed, reflecting varying levels of strategic planning and understanding of the endomarketing concept. The first organization prioritized internal communication but struggled to build a cohesive structure capable of ensuring employee engagement. In contrast, the second organization adopted a more diversified approach, utilizing digital tools and training initiatives, though it still faced challenges related to employee familiarity with these tools and the absence of a robust strategic plan. The findings indicated that the effectiveness of internal marketing actions depends on the quality of their implementation and the consistency of practices. A lack of consolidated organizational culture and integrated strategic planning posed significant obstacles for both institutions. This study suggests that for internal marketing practices to be effective, organizations must adopt wellstructured strategies, integrate actions, and promote a strong organizational culture. The study’s limitations include the use of secondary data and the restriction to two case studies, which prevents the generalization of results. Future research may address these limitations by adopting direct empirical approaches and broader samples.