Aplicação das estratégias de endomarketing no contexto organizacional: uma revisão sistemática da literatura

Abstract

The growing interest in strategies aimed at valuing human capital has driven research on endomarketing as a tool to strengthen internal organizational relationships. In this context, this article aims to analyze the contributions of endomarketing strategies to the enhancement of the organizational environment. A systematic literature review was conducted based on publications indexed in the SciELO and SPELL databases, covering the period from 2015 to 2025. Nineteen studies were selected, addressing the effects of endomarketing on variables such as organizational climate, engagement, motivation, talent retention, and productivity. The results indicate that endomarketing, when implemented in a planned and strategic manner, contributes to more cohesive work environments by promoting team integration, reducing turnover, strengthening organizational culture, and aligning employee actions with institutional goals. The study also highlights gaps in the literature, particularly the lack of empirical research in micro and small enterprises and in the public sector. It is concluded that endomarketing should be understood as a continuous and integrated human resource management practice, essential for the development of healthier, more participative, and sustainable organizational environments.