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The Herman Trend Alert April 8, 1998: Marketing Goes Internal While labor shortages are driving employers to "get creative" about recruiting, it’s also prompting some to recognize the importance of retaining their good, qualified workers. Some enlightened employers have established whole departments to take care of the firm’s internal customers, the employees. Some companies have constituted cross-functional teams to look at the problem and suggest solutions. Others conduct on-going surveys of their valued human resources to discover what’s working and what’s not. Still other companies have established new the position of Director of Internal Marketing. Internal marketers are often the communications links between top management and front line people. Unless the chief executive is constantly working to maintain an open channel of communication, that liaison can be invaluable in providing the feedback that the CEO needs. If the company is constantly turning over people, it will not be able to grow. Internal marketing allows the top brass to keep its fingers on the pulse of the rank and file of the organization. It can also function as an early warning system when a dangerous situation has the potential to arise. No matter what label you use, organizations will begin to recognize the importance of staying in touch with employees’ wants and needs. It will be vital to future success. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 1.336.210.3548 or https://hermangroup.com. To sign up, visit https://HermanTrendAlert.com. The Herman Trend Alert is a trademark of The Herman Group, Inc."
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