Nine things I learned about corporate influencers this year
Posted: Sat Feb 01, 2025 10:39 am
Strategies with and programs for employee brand ambassadors: For me, this was again the predominant topic in 2021 in my consulting work, lectures and workshops. But visible heads from the company also played a role in projects that dealt with overarching communication strategies and very basic topics and structures in marketing, PR and digital communication. And where this topic had not yet been considered, it quickly became clear that there is a definite need to catch up. In this very work-intensive year, which also presented some challenges - not only for me - I learned a lot. Some things I already knew were confirmed or expanded to include new aspects. Below are some of the many experiences and learnings I have gained this year.
Table of contents
1. Even without a corporate influencer program, more and more employees are becoming active
2. No corporate influencer strategy is also a strategy
3. Those who are well connected in digital media have a clear advantage
4. Reservations still exist in all sectors and at all levels
5. The Social CEO is no longer an isolated phenomenon – but many CEOs remain outside
6. The PR myth cannot be eradicated
7. Not every good corporate influencer program is called that
8. We still have to talk about concepts
9. The internal impact exceeds the external impact (or at least it should)
1. Even without a corporate influencer program, more and more employees are becoming active
It is undoubtedly also due to the pandemic that many people who were previously reluctant to use digital media are making themselves visible. In the first half of the year, for example, LinkedIn gained a chinese america data million new members in the DACH region alone, as Microsoft figures show (German source: Futurebiz) . Of course, this does not necessarily mean that all of these profiles are fully set up and actively operated. But I also observe in my projects that even at the start of a corporate influencer project, an ever-increasing proportion of those involved are already at least present on LinkedIn. Many have already gained initial experience. Several are already regularly active. A year or two ago, this was still the exception in many industries.
But even though the business network LinkedIn has once again gained considerable importance in 2021 and plays a major role in almost every strategy with corporate influencers - especially, but not only, in B2B - it is not the only platform. Facebook, Instagram and even TikTok: Employees also make themselves visible on these networks on professional topics and as company members. It is therefore worth not putting all your eggs in one basket when it comes to strategic considerations.
2. No corporate influencer strategy is also a strategy
Companies need a strategy to take current developments into account. Corporate influencers are no longer a viable option. Because companies cannot have no corporate influencers. If this is not recognized, the impact of the actions of visible company employees on the brand is simply left to chance. Not to mention the unused potential. Visible employees who are committed to their employer and to professional issues deserve support.
Table of contents
1. Even without a corporate influencer program, more and more employees are becoming active
2. No corporate influencer strategy is also a strategy
3. Those who are well connected in digital media have a clear advantage
4. Reservations still exist in all sectors and at all levels
5. The Social CEO is no longer an isolated phenomenon – but many CEOs remain outside
6. The PR myth cannot be eradicated
7. Not every good corporate influencer program is called that
8. We still have to talk about concepts
9. The internal impact exceeds the external impact (or at least it should)
1. Even without a corporate influencer program, more and more employees are becoming active
It is undoubtedly also due to the pandemic that many people who were previously reluctant to use digital media are making themselves visible. In the first half of the year, for example, LinkedIn gained a chinese america data million new members in the DACH region alone, as Microsoft figures show (German source: Futurebiz) . Of course, this does not necessarily mean that all of these profiles are fully set up and actively operated. But I also observe in my projects that even at the start of a corporate influencer project, an ever-increasing proportion of those involved are already at least present on LinkedIn. Many have already gained initial experience. Several are already regularly active. A year or two ago, this was still the exception in many industries.
But even though the business network LinkedIn has once again gained considerable importance in 2021 and plays a major role in almost every strategy with corporate influencers - especially, but not only, in B2B - it is not the only platform. Facebook, Instagram and even TikTok: Employees also make themselves visible on these networks on professional topics and as company members. It is therefore worth not putting all your eggs in one basket when it comes to strategic considerations.
2. No corporate influencer strategy is also a strategy
Companies need a strategy to take current developments into account. Corporate influencers are no longer a viable option. Because companies cannot have no corporate influencers. If this is not recognized, the impact of the actions of visible company employees on the brand is simply left to chance. Not to mention the unused potential. Visible employees who are committed to their employer and to professional issues deserve support.