Percepção dos estudantes de administração da Universidade Federal do Ceará – UFC, sobre as práticas de endomarketing nas empresas

Abstract

With the high competitiveness in the business world, it becomes increasingly necessary for companies to seek competitive advantages, and this competitive advantage focuses on people. As a result, companies began to change their management behaviors and develop strategies aimed at their internal public, carrying out practices that motivate employees, develop their skills and attitudes and that generate a connection with the company's purpose. Such practices are part of an internal marketing program, which aims to attract and retain talent in companies. The general objective of this study was to investigate how internal marketing practices are being perceived by business students at the Federal University of Ceará – UFC, in companies. To this end, a descriptive quantitative research was carried out, where through an online questionnaire it was possible to collect data with the students' responses. According to the results obtained from the students' perception, most companies do not have a benefits package that promotes the well-being of their employees, they do not have a structured job and career plan and although they are concerned with the organizational climate, they do not carry out strategic actions that develop a positive internal climate. It was also concluded that companies are concerned about facilitating their internal communication and are developing new integration strategies among their internal public. Furthermore, in the perception of UFC administration students, among the most relevant internal marketing practices are benefits policies, employee integration actions with the company and the availability of a position and career plan in companies.