ABSTRACT
The center of the marketing concept is the customer. However, within the internal marketing (IM) literature, the frontline employees’ role is crucial to deliver the brand’s promised service, and they are considered the first customer. Throughout well-known companies’ examples and a quantitative study of employees’ perceptions, we will present relevant key findings of how an IM approach could help to strengthen employees’ attitudes and behaviors and recommend the employer brand to friends and family. Our findings indicate that the key elements to recommend the employer’s brand (employee net promoter score (eNPS)) are the perceived organizational support (POS), the affective commitment and the organizational citizenship behavior (OCB). Additionally, in order to promote OCBs, companies should promote the company brand knowledge and normative commitment, especially during this COVID-19 crisis that has changed the employees’ routines and their work-life balance.
