Muito Além do Salário: O poder do Endomarketing na Valorização e Produtividade dos Colaboradores

Abstract

This study aims to analyze the strategic role of internal marketing policies adopted by a digital marketing company located in Araguaína, Tocantins, as a tool to ensure employee motivation and productivity. The research is based on the understanding that without clear and effective internal policies aimed at the internal audience, organizational productivity can be affected, compromising the well-being and

professional performance of workers. The methodology used was of a qualitative- quantitative nature, with the application of questionnaires to employees and the

company manager, allowing the identification of perceptions about appreciation, recognition, work environment, and workload. The results revealed that, despite the existence of specific actions such as flexible hours, feedback, and bonuses, there is still a lack of structured policies aimed at the continuous appreciation of employees, which directly affects motivation and productivity. Indications of demotivation, overload, and lack of recognition were also observed. The study shows an absence of internal marketing practices, which compromises the organizational culture and limits the productive potential of employees. Based on these results, the study reinforces the importance of developing internal strategies that promote well-being and appreciation, thus achieving better alignment between company goals and employee goals.