What is internal marketing, and how can it benefit your business?

When people think of marketing, they generally picture one type of marketing strategy. But there are actually many different kinds of marketing. External marketing focuses on reaching the rest of the world. But internal marketing engages your own workforce.

Internal marketing promotes a company's mission, vision, goals, and culture to its employees. It can improve employee engagement, boost morale, and foster a happier workforce. The right internal marketing strategy can also increase productivity and grow your brand. So, how can you implement an internal marketing strategy that keeps employees engaged?

In this blog post, you’ll learn:

• How internal marketing helps align employees with your company's mission and core values.
• Practical examples of internal marketing strategies, such as employee newsletters and feedback initiatives.
• The benefits of internal marketing, including improved retention and stronger customer experience.

What is internal marketing?

Have you ever noticed how some workers seem to “live the brand?” That's because they believe in it. These engaged employees are quick to tell job seekers and potential customers why they should work with their business. They also help promote a strong internal culture by participating in company events and initiatives. All these positive outcomes are the result of an effective internal marketing strategy.

With internal marketing, you're selling your brand to your own employees. When your employees support your company and stand by its mission, they enthusiastically promote it to the masses.

What are some examples of internal marketing?

Whether you’re a large or small employer, you can use internal marketing to hype your brand. When you effectively sell to your employees, it's easier for them to sell to your customers.

Here are some common examples of internal marketing:

• Taking the time to educate your employees on the company's mission, vision, and values.
• Sharing your short- and long-term goals and other company news.
• Informing employees about business updates. This includes changes to corporate policies or benefits packages. You can relate these changes back to your company goals and mission.
• Asking for employee feedback to show their opinions matters to company leaders.
• Supporting diversity, equity, inclusion, and belonging in the workplace.
• Appreciating your employees hard work by offering discounts on services or gift cards.
• Using marketing tools and software to encourage internal communication and collaboration.
• Delivering company announcements through an internal newsletter.
• Updating your team on company wins and losses to promote transparency.
• Supporting company initiatives that foster a healthy work-life balance.

Remember, your internal customers should receive the same attention as your external customers. By investing in your team, you invest in the success of your business.

What are the benefits of internal marketing?

The right internal marketing efforts improve the employee experience. Satisfied employees enhance organizational culture, reduce staff turnover, and boost productivity. A Slack survey found that 82% of employees say feeling happy and engaged at work drives their productivity¹.

Additionally, internal marketing can help build a strong brand identity. When your employees become spokespeople for your brand, people notice—especially potential customers.

Social media plays a crucial role in business—and it's an easy way to reach broad external audiences. When you allow your employees to leverage their social networks, they become your personal brand advocates.

A study from the Hinge Research Institute found that a formal employee advocacy program shortens the sales cycle. Hinge reported that 64% of people in a formal program credited employee advocacy with generating new business. Additionally, almost 45% attribute new revenue streams to employee advocacy².

You can also use internal marketing as a powerful tool for recruiting. Potential employees find it easier to envision themselves working for a company with clear goals that they can support. These benefits culminate in improved customer service and higher revenue generation.

Top four steps for an effective internal marketing plan

It's easy to get overwhelmed when crafting an internal marketing plan. Let's review a few simple steps to help guide you through the process.

1. Choose the best team for the job

The expression, "two heads are better than one," applies in this case. Practical internal marketing efforts shouldn't depend on one person. Having the right team in place is the key to any successful internal marketing campaign.

When assembling your internal marketing team, consider employees who work well with others and have a deep understanding of your brand. Give them room to share their ideas and collaborate.

Also, ensure your marketing team represents your workforce demographics. Doing so will help ensure that you and other company leaders hear and respect everyone's input when making decisions.

2. Take a look at your current marketing strategy

Think about what you've already tried and where you want to improve. Consider your audience, the platform, and the internal campaign itself. Ask yourself: “Is there data that shows what's been successful? Can we adjust any previous approaches to create more effective outcomes?”

If those questions don't help, return to the drawing board and let your creative ideas flow. You could also look at another company's internal marketing program for inspiration.

3. Create your marketing materials and encourage employee involvement

Once you nail down your internal marketing goals, gather the marketing materials you need to achieve them. Ensure your employees stay involved in the internal campaigns and welcome their input. Knowing their thoughts, including negative feedback, could lead to a better launch.

4. Launch the program and make regular adjustments

Since your employee base is your target audience, check in with them regularly for their feedback. Collecting honest feedback in itself boosts employee engagement. It also allows you to make things better for your staff. Adjusting your internal marketing strategy will help it evolve so it remains successful.

How can you include employee benefits in your internal marketing plan?

Much of internal marketing focuses on achieving happy employees. Offering the right benefits is a great way to accomplish this primary goal. Research from our 2024 Employee Benefits Survey found that 81% of employees say an employer’s benefits package is an important factor in whether they accept a job.

If you’re looking for a flexible health benefit, you can provide a health reimbursement arrangement (HRA). With an HRA, you give your employees a fixed allowance that they can use on qualified medical expenses. After an employee buys an eligible item, you reimburse them tax-free up to their allowance amount.

The two HRAs that can reimburse health insurance premiums and other out-of-pocket costs are the individual coverage HRA (ICHRA) and the qualified small employer HRA (QSEHRA).

Here’s a quick look at how these HRAs work:

1. The ICHRA is for businesses of all sizes. It has no maximum contribution caps. Plus, employers can customize allowances and eligibility using employee classes. To use the ICHRA, employees must have a qualifying form of individual health insurance.
2. The QSEHRA is for organizations with fewer than 50 full-time equivalent employees (FTEs). This type of HRA has annual maximum limits but no minimum limits. Full-time W-2 employees are eligible for the benefit. But, you can extend the benefit to part-time employees as well. Employees must have a health insurance plan with minimum essential coverage (MEC) to participate.

You can also offer your staff employee stipends for healthcare. This allows you to give your employees a taxable contribution for their medical expenses. Whichever benefits you choose, your workers will value perks that promote a healthy work-life balance.

Conclusion

A traditional marketing effort is key to any organization's external success. But don't make it your only focus. Your employees' voices are valuable and can work in your favor. Employees supporting your organizational goals are more likely to represent your company positively. With the right team working for you on the inside, there's no limit to what you can do outside your organization.

The right benefits can improve employee retention. Schedule a call with PeopleKeep by Remodel Health now to learn more about HRAs!

This blog article was originally published on June 17, 2016. It was last updated on March 3, 2025.

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