Internal marketing focuses on communicating the customer brand promise, and the attitudes and behaviours expected from employees to deliver on that promise.[20][21] While it is clearly beneficial to the organisation for employees to understand their role in delivering the customer brand promise,[22] the effectiveness of internal marketing activities can often be short-lived if the brand values on which the service experience is founded are not experienced by the employees in their interactions with the organisation.[23] This is the gap that employer brand thinking and practice seeks to address with a more mutually beneficial employment deal / Psychological contract.