Impact of Internal Marketing Instruments on Engagement of Millennial Employees: Case of JSC Colgate-Palmolive

Due to commoditization in FMCG market and increased competition it is important for companies to find growth opportunities within. Obviously, all business processes in a company are managed by people, so managing their engagement will help companies achieve excellent results and maintain a competitive advantage. As literature review has shown, internal marketing and some of its tools that can positively impact employee engagement. This thesis studies millennial employee engagement with their inherent characteristics, because they will soon comprise a large part of the workforce. The purpose of the master thesis is to assess the impact of internal marketing tools on the engagement of millennial employees in Colgate-Palmolive. There were two stages in the study. At the first stage, a desk study was conducted to study the structure of staff at Moscow office of Colgate-Palmolive as well as an in-depth interview with the HR manager was held to identify the characteristics of internal marketing and its tools in the company. The second stage is a mixed study QUANT->qual type, which is a formalized survey and in-depth interviews. The sample of quantitative research comprised of 83 respondents, 47% of whom were millennial employees. Survey results were analyzed with regression analysis. To clarify the results of the survey, four in-depth interviews with millennial employees were conducted. Empirical research has shown that such internal marketing tools as internal market research, training and internal communications have a positive impact on the engagement of millennial employees. And coaching is more important for millennials than non-millennials. The theoretical value of the thesis is that it is the first one in the field of studying the impact of internal marketing tools on the millennial engagement. The practical value of the thesis is that a system of recommendations was developed for Colgate-Palmolive to manage the engagement of its millennial employees.