O endomarketing como ferramenta de engajamento dos colaboradores : estudo de caso em um órgão público do estado de Alagoas

Abstract

Theendomarketinghasgainedprominenceasanessentialtooltoboostemployee engagement within organizations. However, its application in public agencies, especially in states like Alagoas, still requires further investigation. This study aims to understand how endomarketing can be effectively used to engage employees in a specific public agency in Alagoas, as well as to comprehend current practices, identify challenges, and propose improvements. We opted for a quantitative approach, combining the administration of questionnaires to employees, documentary analysis of policies, and observation of organizational practices, allowing for a comprehensive view of endomarketing implementation in the organization and employees' perception of its effectiveness. Preliminary results indicate a limited application of endomarketing in the public agency under analysis, focusing mainly on internal communication, organizational climate, and training. However, there is a noticeable gap between current practices and the effective promotion of employee engagement, suggesting the need for a more strategic and comprehensive approach bytheagency. It isconcludedthat,foraneffectiveimplementationofendomarketingasatool for employee engagement, it is crucial to review existing practices and incorporate elements suchasrecognition,appreciation,careerplanning,andflexibilityactions.Thestudyhighlights the need for a more proactive approach from management and leaders to maximize the potentia lof endomarketing and promote a more motivating and productive work environment.