OS RECURSOS DIGITAIS UTILIZADOS PELO INSTITUTO FEDERAL GOIANO: UMA ANÁLISE DAS FERRAMENTAS DE ENDOMARKETING DO CAMPUS DE CAMPOS BELOS

Abstract

This article aims to understand the digital resources used as internal marketing tools, available on the website and in the management reports of the Instituto Federal Goiano Campus Campos Belos. The research is classified as descriptive and exploratory, carried out through a literature review based on a search of books, scientific articles, and public documents available in the proactive research and transparency tools of the Instituto Federal Goiano website, on the Campos Belos Campus page. The methods employed in data collection and analysis were qualitative and quantitative, applied in an interpretive manner. The results showed that the Instituto Federal Goiano Campus Campos Belos uses different digital tools as part of its internal marketing strategies, with an emphasis on professional development initiatives, internal communication, administrative clarity, and the implementation of technological systems that assist in academic and organizational management. It was observed that these actions help to reinforce internal communication, encourage employee participation, and improve institutional processes. In this context, it can be concluded that the combined use of digital resources in internal marketing goes beyond the function of communication, establishing itself as a strategic tool for public management, capable of reinforcing institutional culture, stimulating employee engagement, and improving the quality of services offered.