Introduction
This chapter addresses two key market domains within the six
markets framework – the recruitment market and the internal
market. It is appropriate to consider these two markets together, as
it is the extent to which companies can successfully recruit, develop
and train the right calibre of people for their organizations that will
determine their future success in the internal market and ultimately
with the customer market.
In Chapter 1 of this book, the role of recruitment and internal
markets within the Six Markets model was introduced. These two
markets can be summarized as follows:
●Recruitment markets. The recruitment market domain represents all the
potential employees who possess the necessary skills and attributes
needed to match the profile that the company wishes to portray to its
customers.These core competencies provide a benchmark from which
to select potential candidates who can deliver superior service quality.
The recruitment market also refers to third parties, for example, exec-
utive search consultants, commercial recruitment agencies, management
selection consultants, universities or other employers, who have access
to pools of potential employees. The recruitment market domain also
includes the company’s own attempts, at every level from within the
organization, to pursue potential employees via advertising and
employee referrals, where existing employees may be paid a bonus if
they successfully introduce someone to the organization.With so many
channel options available to companies, the choice of the recruitment
channels is, therefore, an essential ingredient in determining a success-
ful recruitment marketing strategy. The recruitment market domain is
illustrated in Figure 5.1.
●Internal markets. There are two key aspects to internal marketing. The
first is concerned with how staff work together across functional
boundaries so that their work is attuned to the company’s mission
strategy and goals. The second involves the idea of the internal cus-
tomer. That is, every person working within an organization is both a
supplier and a customer. It is this second aspect that this chapter is pre-
dominantly concerned with for the purposes of addressing the internal
market domain. In attempting to delineate the internal market domain,
different levels of staff within the organization can be categorized
depending on their degree and type of contact with external cus-
302 Relationship Marketing