Influencers in their own ranks - the secret weapon of companies

Many companies are already active in traditional influencer marketing, for example via Instagram or Tik Tok, in order to reach end customers and capitalize on the trust that internet celebrities enjoy, especially among the younger generation.

This approach can also be quite effective in the B2C sector, but in other areas, such as B2B or HR, classic influencers are largely useless. Instead, it is worth using people with specialist knowledge and experience who enjoy the trust of their own managers as well as being well-known in the industry and recognized specialists in their field.

And these people are already in the company in the form of its own employees. This treasure needs to be raised!

Some may now be asking themselves why influencers could be of any use at all in the B2B sector. After all, companies as customers are far less emotionally driven than end customers. However, there are also normal people in companies, and they in turn are definitely guided by emotions, a personal approach and trust.

Turning your own employees into ambassadors for your own brand therefore offers a major advantage for companies. C-level managers should set a good example here. After all, when the company's top management presents itself on social media channels, this encourages other employees to do the same. Building a network and increasing reach are essential steps on the way to becoming successful corporate influencers. This creates an entire community around a company's employees, who gain trust and authentic insights into the inner workings of the company. This can also quickly lead to new business relationships.

Another area in which employees can be successful as ambassadors for their own company is the HR department. In the war of talent, the companies that win are those that do not rely solely on traditional job advertisements. In the new generation of the job market, these are usually not the only successful means of recruiting. A personal approach to applicants and employees who authentically share their experiences at the company and tell the market about them create trust - and win over potential talent.

After all, your own employees know the values and atmosphere of their company best and can provide first-hand insights into the processes, thus bringing recruiting to a successful conclusion.

Those who appear on social media channels gain one thing above all: visibility. And that's exactly what it's all about. Companies benefit from increased visibility through their employees. This attracts the attention of both new business customers and potential applicants, an unbeatable advantage over less active competitors. However, your own employees also benefit from this visibility. On the one hand, they are visible to their own managers and their commitment can be an advantage for themselves in terms of promotions, etc. At the same time, they are also visible to the outside world. At the same time, they are also visible to the outside world, do not get lost behind the name of their employer and are thus clearly part of the corporate identity.
 
At Evernine, we also encourage our own employees to increase their own social media presence. Because only those who regularly post something on platforms such as LinkedIn, XING and co. will be able to put themselves and the company in the spotlight as experts in the market. In addition to internal workshops, we are also happy to offer our support to customers.