Importance of Internal Marketing for Effective Management of Human Capital in Georgian Companies

Abstract

Internal marketing is the new measure of success for businesses with financial profit. Internal marketing plays an important role in the full functioning and development of the company. It is the art of effectively using a company's human capital to value, motivate, and encourage employees at all levels of the organization. The article discusses the essence and importance of internal marketing, the peculiarities of its use, the measures implemented by foreign companies, and the assessment of Georgian practice. Internal marketing in Georgia is at the initial stage of development, but there is a growing interest in it from successful companies. 65 people participated in the survey. The purpose of the research was to determine the views of the employees regarding internal marketing, to find out the problems in the companies, and to determine the ways to eliminate them. As a result of the survey, it became clear that internal marketing in Georgian companies is less developed, the majority of employees are dissatisfied with their jobs, work schedule, number of vacation days, pay, and small opportunities for promotion; For most of them, it is difficult to maintain the balance of life and work, as well as the lack of self-development. The survey shows that to achieve success, Georgian companies should start taking care of internal marketing, instead of minimum incentives, insurance packages, and corporate evenings for employees, implement individual events tailored to them, which will give people the opportunity for self-realization and active work, and the job will not be just a way to get a salary. The active implementation of internal marketing in Georgian companies is a matter of time, although its importance is growing and irreplaceable. Article in Georgian.