Corporate Influencers are employees who, with their company's support, choose to build a personal brand. They share their expertise, give an honest look at their day-to-day work, and speak up on topics that matter to the business. Through their (mostly digital) presence, for example on platforms like LinkedIn, they expand their employer's visibility, sharpen the brand message, and draw in potential customers and future hires.

Implementing a Corporate Influencer Program brings numerous benefits, both for the company and for the employees acting as Corporate Influencers. On one hand, it enables credible, authentic corporate communication that has a positive effect on the employer brand. Because of their authenticity and their insight into the company, Corporate Influencers can build a more personal, trustworthy, and valuable relationship with their network than a corporate account could—one that attracts potential customers and applicants. On the other hand, employees benefit from a company culture strengthened through participation, recognized expertise, and a valuable network built through their Personal Brand.

A Corporate Influencer strategy anchors the program within the broader communications and business strategy. It ensures that Corporate Influencing works sustainably as a culture project, not just an isolated operational measure. This involves targeted stakeholder engagement, activating leadership, and addressing internal challenges. It also means defining clear guidelines, strategically planning the application and selection process as well as success measurement, and supporting all of this with internal communication measures. For companies that want to set up Corporate Influencing holistically and achieve more than just a few social media posts, a strategy is essential.

To win employees over as Corporate Influencers, show them the opportunities it offers: building their personal brand, expanding their network, and developing professionally. Through their personal brand, Corporate Influencers make their work, expertise, and personality visible both inside and outside the company, gain recognition, and benefit from a growing network. In addition, their employer gives them the opportunity to be part of an innovative program that also promotes regular exchange with internal colleagues and continuous learning.

If you want to achieve long-term impact, Corporate Influencer training alone is not enough. Developing genuine brand ambassadors requires strategic direction, integration into the company culture, and ongoing support. Training is only a small part of the overall picture: it can spark interest and provide initial know-how. But training can only really take effect once the company's goals are clear, everyone understands which positioning is relevant, and employee advocacy is actively lived within the company.

Employee Generated Content is content that employees create about their employer and their area of work. Through Employee Generated Content, employees give a personal insight into their everyday work, their area of expertise, and their employer's company culture. The employer benefits from increased visibility, awareness, and trust as a result. Ultimately, any post created by Corporate Influencers with their employer's support counts as Employee Generated Content.