{"id":2308,"date":"2014-07-28T10:00:44","date_gmt":"2014-07-28T09:00:44","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=2308"},"modified":"2020-06-22T11:28:31","modified_gmt":"2020-06-22T09:28:31","slug":"endomarketing-captando-al-cliente-interno","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/endomarketing-captando-al-cliente-interno\/","title":{"rendered":"EndoMarketing: Captando al Cliente Interno"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2210856544\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/endomarketing-captando-al-cliente-interno\/\" data-essbisPostTitle=\"EndoMarketing: Captando al Cliente Interno\" data-essbisHoverContainer=\"\"><p>El <strong>EndoMarketing<\/strong> podr\u00edamos definirlo como la <strong>estrategia de vender internamente hacia sus stakeholders<\/strong>, o lo que es lo mismo, toda aquella persona que afecta directamente sobre la empresa, como podr\u00edan ser los empleados, propietarios, accionistas, proveedores, acreedores, etc. \u00bfY por qu\u00e9 hacerlo?<\/p><div class=\"blogs-contenido\" id=\"blogs-867504487\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p style=\"text-align: left;\">El stakeholder, y m\u00e1s singularmente, el empleado, es el mayor activo de cualquier empresa. <!--more-->Que est\u00e9 alineado, motivado, sienta y perciba pertenencia a la organizaci\u00f3n habr\u00e1 ganado mucho recorrido para cualquier giro o viraje de rumbo que necesite realizar la empresa. Podr\u00edamos poner de ejemplos de <strong>la transformaci\u00f3n digital<\/strong>, una nueva red social interna (<a title=\"De la Intranet a las Redes Sociales Corporativas\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/de-la-intranet-las-redes-sociales-corporativas\/\"><span style=\"color: #993300;\"><strong>Red Social Corporativa<\/strong><\/span><\/a>), una nueva l\u00ednea de negocio o producto, reestructuraci\u00f3n interna departamental, y as\u00ed un largo etc\u00e9tera.<\/p>\n<p style=\"text-align: left;\">Lo normal es que las empresas, m\u00e1s bien todas, <strong>destinan todos sus recursos a captar nuevos clientes \u2018externos\u2019, o fidelizarlos<\/strong>. <strong>\u00bfPor qu\u00e9 no tambi\u00e9n los internos?<\/strong> Si partimos de la premisa que si un empleado alineado y enfocado es m\u00e1s productivo, eficiente y eficaz, \u00bfpor qu\u00e9 no destinar tambi\u00e9n esfuerzos en ellos?<\/p>\n<p style=\"text-align: left;\">La idea es captarlos, motivarlos, fidelizarlos, alinearlos, con su propia marca personal, fomentando el<em> team branding<\/em> (equipos con marca propia). Estos esfuerzos se captan por los empleados, que pasa de ser un gasto a una inversi\u00f3n. Ven que la organizaci\u00f3n le abre los brazos e intenta que pertenezca a su tribu. Esto se refleja en diversas mejor\u00edas estructurales:<\/p>\n<p><strong>A\/<\/strong> &nbsp; Rentabilidad de cada puesto de trabajo<br \/>\n<strong>B\/ &nbsp;<\/strong> Productividad y eficacia<br \/>\n<strong>C\/ &nbsp;<\/strong> Disminuci\u00f3n en la rotaci\u00f3n de empleados, ya que se fomenta la captaci\u00f3n y retenci\u00f3n del talento<br \/>\n<strong>D\/ &nbsp;<\/strong>Los primeros embajadores de la marca y la empresa ser\u00e1n los propios empleados, potenciado con un embajador externo lo hace exponencial en el mercado.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2191193227\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div><div class=\"blogs-contenido_2\" id=\"blogs-3581268018\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p style=\"text-align: left;\">Como vemos todo son beneficios. Pero para conseguir este&nbsp;objetivo, los directivos o propietarios del negocio deben ser los primeros en dar ejemplo. Si esa imagen no se ve reflejada en ellos, por m\u00e1s inversi\u00f3n y esfuerzo realizados nada podr\u00e1 remediar que se convierta en un peque\u00f1o fracaso. Gran parte del trabajo ser\u00e1 realizado por <a href=\"http:\/\/bit.ly\/1h4GLPk\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #993300;\"><strong>Recursos Humanos<\/strong><\/span><\/a>, que analizar\u00e1n los entornos externos e internos, para poder discernir cu\u00e1l va a ser la estrategia a seguir. El seguimiento y posteriores rectificaciones tambi\u00e9n ser\u00e1n seguidos por Direcci\u00f3n junto a Recursos Humanos.<\/p>\n<p style=\"text-align: left;\">Se pude comprobar que nada tiene que ver con el Departamento de Marketing, aunque el palabro lo incluya. Y es que <strong>no estamos vendiendo<\/strong>, ni exponiendo nada. S\u00f3lo se realiza una funci\u00f3n, captar el inter\u00e9s del empleado por pertenecer a la organizaci\u00f3n. Y eso no es tarea de un t\u00e9cnico, ni de un estratega ni directivo de marketing, <strong>es \u00fanicamente responsabilidad de Recursos Humanos y de la supervisi\u00f3n de Direcci\u00f3n<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/endomarketing-captando-al-cliente-interno\/\" data-essbisPostTitle=\"EndoMarketing: Captando al Cliente Interno\" data-essbisHoverContainer=\"\">","protected":false},"author":9,"featured_media":2309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[3,4,42,1],"tags":[322,178,22,8772,5,47,321],"class_list":["post-2308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-marketing-online","category-reputacion-online-2","category-sin-categoria","tag-branding","tag-empresas","tag-fidelizacion","tag-mercadotecnia","tag-profesional-de-marketing","tag-red-social","tag-stakeholder"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>EndoMarketing: Captando al Cliente Interno<\/title>\n<meta name=\"description\" content=\"El EndoMarketing podr\u00edamos definirlo como la estrategia de vender 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Torregrosa","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#\/schema\/person\/image\/","url":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/JORDI-150x150.jpg","contentUrl":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/JORDI-150x150.jpg","caption":"Jordi Torregrosa"},"description":"Consultor Digital, CEO y Socio-Fundador de Socialcorp Consultor\u00eda Digital y Servicios Profesionales, hoy os invitamos a descubrir un nuevo art\u00edculo elaborado por nuestro experto en marketing digital y digital coach, Jordi Torregrosa. Inform\u00e1tico, vendedor, gestor, director y emprendedor. Un multidisciplinario reconvertido en empresario -con los tiempos que corren-. Su formaci\u00f3n le ha dado la oportunidad de realizar sus sue\u00f1os. Se ha puesto como misi\u00f3n ayudar a conseguir metas y cubrir necesidades de los dem\u00e1s, crear valor, diferenciarse, transmitir su conocimiento y evolucionar. Su lema es \"Buscando las conexiones futuras\".","sameAs":["https:\/\/x.com\/https:\/\/twitter.com\/JordiTorregrosa"]}]}},"publishpress_future_action":{"enabled":false,"date":"2026-10-01 15:58:48","action":"change-status","newStatus":"draft","terms":[],"taxonomy":"category","extraData":[]},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/2308","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/comments?post=2308"}],"version-history":[{"count":1,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/2308\/revisions"}],"predecessor-version":[{"id":9773,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/posts\/2308\/revisions\/9773"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/media\/2309"}],"wp:attachment":[{"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/media?parent=2308"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/categories?post=2308"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-json\/wp\/v2\/tags?post=2308"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}