Corporate influencing: How to unleash digital radiance

Corporate influencing has long been a success factor in modern corporate communication. More and more companies are focussing on recruiting their own employees as authentic brand ambassadors and thus developing their digital appeal in a targeted manner. Corporate influencing means that internal players - from specialists to management level - credibly represent the company on social media platforms, blogs or in other online media. Especially at a time when traditional advertising is losing its impact, corporate influencing is convincing thanks to its authenticity, closeness and personal insights into everyday working life[1][3].

Why corporate influencing works like this

Corporate influencing thrives on direct, human access. Internal influencers share impressions from their professional lives, tell behind-the-scenes stories and bring corporate culture and values to life. This creates trust and organically increases reach, because people trust people - not anonymous brand messages. A positive effect is particularly evident in employer branding: those who use their employees as visible brand ambassadors appear more attractive to talented individuals and significantly increase employer awareness[1][2][3].

Experience shows that corporate influencing only works if employees actively and voluntarily participate. They contribute their personality, provide real insights and therefore act more credibly than traditional advertising figures. The target group notices the difference. This makes corporate influencing a driver for greater visibility, credibility and authenticity - not only in external communication, but also in internal communication[7].

Successful corporate influencing concepts in practice

Many companies from different sectors have already successfully implemented their own corporate influencing programmes. One example is Media Markt, where internal auditions were held to find suitable employees who would like to actively participate as brand ambassadors. The company provides them with targeted training and marketing support to ensure that the content appears coherent and professional[2].

Deutsche Bahn relies on its own internal platform where motivated employees can exchange ideas and support each other. This is where best practices, content ideas and genuine networks are created that strengthen employer branding. This benefits everyone involved: employees sharpen their own brand and the company increases its attractiveness as an employer[2].

Adidas offers its employees individual training programmes to qualify them specifically as corporate influencers. The training programmes cover social media strategy, corporate communication and legal aspects. The result: committed ambassadors who authentically carry the company into the digital world[2].

Corporate influencing as a strategy - these steps lead to the goal

If you want to establish corporate influencing in your company, you should choose a clearly structured approach. The first step is to identify suitable ambassadors - people who know and love the company and are happy to get involved. Voluntary participation is important, because only those who participate out of conviction can communicate authentically.

In the next step, targeted training and clear guidelines ensure security. Participants learn how to create content, which topics are relevant and what needs to be considered legally. Companies that see corporate influencing as a strategic project achieve the best results. They support their ambassadors, offer them freedom and incentivise them to get involved[4].

BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.

A large IT company from Germany launched an internal influencer network that specifically involves specialist departments and colleagues from recruiting, HR development and sales. The aim: to make the company's own employer brand more visible and accessible to IT talent. In regular workshops, participants received tips on social media strategy, content creation and personal branding. In addition, an internal content library was created with story ideas, images and videos that could be used individually by the ambassadors. The result: the reach on platforms such as LinkedIn and Instagram increased significantly, interaction with potential applicants increased and the number of applications rose measurably. The posts that gave real insights into everyday working life - from team meetings to the release of a new product - were particularly successful.

Impulses for successful corporate influencing

Transruption Coaching supports companies in the implementation of independent corporate influencing programmes. The focus is always on the question of how ambassadors can be found, motivated and qualified. Specific tools, such as internal castings, regular exchange formats, targeted further training and clearly formulated expectations, help with this. A strategic approach makes it possible to anchor corporate influencing in the corporate culture in the long term.

The most common issues that clients come to transruptions coaching with include identifying suitable ambassadors, developing customised content strategies, dealing with difficulties during implementation and measuring success. This shows that corporate influencing is not a self-runner, but a strategic project that requires coaching and continuous reflection throughout the process.

BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.

A global industrial group was looking for ways to make its specialist departments more visible internationally and to improve collaboration between locations. The transruptions coaching team developed a programme that specifically trained managers and employees in the creation of specialist articles, best-practice examples and interactive formats. Participants received professional training on storytelling, social media posting and internal networking. The regular live Q&As were particularly successful, with experts from various countries engaging directly with employees and external interested parties on platforms such as LinkedIn and Yammer. The visibility gained in this way not only helped with recruitment, but also strengthened internal collaboration and identification with the company.

BEST PRACTICE with one customer (name hidden due to NDA contract) and then the example with at least 50 words.

A medium-sized company from the service sector wanted to strengthen the digital presence of its own brand, but had little experience with social media. As part of a transruptions coaching programme, the employees with the greatest affinity for digital communication were first identified and motivated. Together, a guideline for corporate influencing was created that clearly defined roles, responsibilities and topics. The ambassadors were given access to a database with images, videos and templates for posts. Regular dialogue in virtual meetings provided new impetus and promoted networking. The company's digital reach grew by over 30 % within a year. At the same time, employees felt more involved and appreciated the new appreciation of their perspectives.

My analysis

Today, corporate influencing is more than just a trend - it is a strategic building block of modern corporate management. Those who promote their employees as authentic brand ambassadors benefit from greater reach, credible communication and stronger identification within the team. Practical examples show this: Corporate influencing succeeds when companies actively support their ambassadors, give them freedom and focus on real stories. Through targeted support - for example as part of transruption coaching - companies become fit for the digital communication of tomorrow.