To emphasize the importance of internal marketing in human resources and investing in this business sector, it is first necessary to define the very concept itself. Internal marketing encompasses the marketing efforts of companies targeted at workers or employees with a view to motivating, selecting and retaining the best individuals who will do their job in the best possible way, thus contributing to the development of the enterprise and the creation of a common profit. Under the conditions of modern business, human resources are an element of every organization, therefore the importance of investing and developing them is of great importance. In order to be able to carry out the growth and development of the organization through the development of internal marketing, attention needs to be paid to recognizing the current environment in which the organization functions, both internal and external, as well as how the organization's resources are managed, such as time, money, people. Labor force is an important business factor and as such demands great efforts and investment, internal marketing with its activity should point to mutual cooperation with employees as it is necessary for the development of the organization, ie to meet the wishes and needs of the consumer. The main imperative of this activity is not just communication and internal sales but effective management of employees by incorporating them into processes within the organization.