Jewell used former Latics striker Neil Roberts as an example of what can be achieved.
The Welshman won his first-team place thanks to an injury to fans' favourite Andy Liddell in the Division Two championship-winning season in 2003 and hung onto his starting spot even after Liddell's return to fitness.
He hopes the success of Roberts, who has since left to join League One side Doncaster Rovers in October, will inspire this season's fringe players to force their way into the club's promotion push.
Jewell said: "There are people who I have not been so sure about that have come in and just kick on – that is football.
"I would like to think that the people who are on the fringe of the team know that if they do that, and they play well, then it is going to be difficult for them to get out of the team.
My record as a manager shows that if a player is playing well then I will keep them in the side.
"There are always going to be players that are almost guaranteed a place but it is easier to push some players back than others.
"Robbo came into the team and did fantastically well when Andy Liddell was injured and 'Lids' was one of the main players here, a big crowd favourite and when he was fit I think a lot of people expect me to put him straight back in.
"But Robbo and done well and kept his shirt and, credit to 'Lids', I do not think he had a problem with that because I think every player would like to be picked on merit.
I understand people being disappointed at being left out or being brought off and I do not mind people disliking me – if you want to be liked you do not become a manager.
"The thing I look at is their professionalism. I do not ask them to be my best friend or be nice to me, as long as they are honest with themselves and honest with their team-mates. Some people take it better than others – but that's life."
Meanwhile, Jewell is continuing the job of getting the out-of-contract players in his first-team squad signed up on new deals.
Latics captain Matt Jackson joined fellow centre-half Ian Breckin and midfielder Ian McCulloch among the players pledging their futures to the club last week.
That leaves goalkeeper John Filan, defenders Nicky Eaden and Steve McMillan and midfielders Teale and Flynn on the dwindling list of players waiting for a new deal.
However, Jewell admits it is a tough job to ensure his players are looked after but also that the club do not tie themselves down to deals which could cause financial problems should they fail in their bid for the Premiership.
He said: "We are trying to look after them to a certain extent but it is a difficult one, because we do not know what league we are going to be in next season.
"So it is a balancing act I have got to get through and I have been trying to get through it slowly.
"I do not like to get involved in the money side of things, but I have to be fair to both parties – to the players and to the club but sometimes it is not easy.
"The problem you have when you get promoted is that the players who are already on deals want their contracts renewed. Look at Bradford, as an example. After I had left, the players came into a lower league Premiership club and got paid silly money and the club almost went bust because of it.
"If we do get to the Premier League the players will be well paid, but a lot of it has to be with one eye on if we go straight back down, like West Brom did.
"That is the job of the agent, the chairman and the chief executive, but performance-related pay could be something we look into."