In desire of making constant progress in a competitive market, companies are looking for ways to stand out from the competition. In order to achieve a competitive advantage, it is important to convey to employees, through the system of internal communication, the desire for continuous improvement within the company. Internal communication, as part of internal marketing, together with the organizational environment and motivation and reward systems, enables business improvement. The goal is to develop a quality internal communication system because the company is obliged to convey high quality information to its employees. One of the internal communication tools that enables business improvement is the idea management system. The idea management system introduces the structure into the process of proposing ideas by employees and provides access to better ideas whose faster development and applicability in the company will lead to employee satisfaction. Ultimately, employee satisfaction is the result of the joint quality of the elements of internal marketing. The subject of this research is the impact on employee satisfaction using a useful tool of internal marketing communication - idea management system. Because of their joint action that affects employee satisfaction, the focus of the research is directed to the elements of internal marketing. The research was conducted through in-depth interviews whose goal was to determine whether the idea management system within internal communication affects employee satisfaction. It is concluded that the company's employees are barely satisfied with the implementation of the idea management system and internal communication, and it is recommended to improve these systems within the company. The contribution of this paper is based on better understanding of the use of modern tools in internal communication that leeds to the satisfaction of employees, especially in the competitive rent-a-car industry. The final results of this research should help companies to better adapt the idea management system to their own work environment.