THE IMPORTANCE OF ENDOMARKETING FOR HUMAN RESOURCES MANAGEMENT. ANALYSIS OF SHARES OF NUBANK, MAGAZINE LUIZA AND AMBEV

Abstract

Internal marketing, a strategy that aims at internal communication and employee engagement within organizations, has proven to be essential for human resources management. In recent years, with the advent of new technologies and social networks, internal marketing has adapted to the new realities of the corporate environment. Companies have started using digital platforms to improve internal communication and engage employees. Initiatives such as continuous feedback, recognition programs, and professional development have become integrated into internal marketing strategies. This article analyzes how internal marketing can contribute to motivation, talent retention, and improving the organizational climate. Through a literature review and case analysis of companies that have successfully implemented internal marketing practices, we discuss the objectives, methodology, and results obtained