Corporate Influencers: Balancing Authenticity and KPIs
Corporate influencers are now an indispensable part of companies’ strategies as content creators and community builders. They lend them their authentic voices and transform values into stories where conventional communication reaches its limits.
The fine art of corporate influencing
“Corporate influencers translate company values into personal stories. They are the interface between culture, communication, and community.”
Jean-Paul Daniel (Lucky Shareman, chairman of the Content Creation & Influencer Marketing initiative within the German Association for the Digital Economy [BVDW])
![Image of Jean-Paul Daniel (Lucky Shareman, chairman of the Content Creation & Influencer Marketing initiative within the German Association for the Digital Economy [BVDW])](https://dmexco-lightsails-media.s3.eu-central-1.amazonaws.com/wp-content/uploads/2025/10/28104414/JPD_Copyright-Lucky-Shareman.jpg "Jean-Paul Daniel (Lucky Shareman, chairman of the Content Creation & Influencer Marketing initiative within the German Association for the Digital Economy [BVDW])")
How do corporate influencers master the balancing act between authenticity and company goals? And what kind of strategies have proved successful when employees become voices for the brand?
Corporate influencing has evolved rapidly in recent years: It has gone from being an experimental social media project to a crucial factor in enhancing reputation, talent acquisition, and earning trust. Experts predict that corporate influencers will no longer be optional by 2026. Instead, they will be a key element of business communication.
In a world in which generative AI can produce content in seconds, values and authenticity are becoming increasingly important. The most successful corporate influencers are not those with the smoothest messages, but rather those with the clearest voices.
DMEXCO 2025 gave corporate influencing the platform it deserves with a presence on the Center Stage. In a fireside chat with Maximilian Nowroth (chief reporter, Rheinische Post), Céline Flores Willers (CEO and founder, The People Branding Company) and Lara Sophie Bothur (global corporate tech influencer, Deloitte) shared their insights from experience in the field. Check out their session “The Future of Corporate Influencing: What to Expect in 2026” now in DMEXCO’s VOD library!
How can companies use real employees’ voices strategically?
The biggest challenge is the balancing act between authenticity and company interests:
- How can influencers continue to be authentic when they speak for a brand?
- How much control do companies need – and when is it counterproductive?
Céline Flores Willers has a clear answer to this. When she works with companies, it’s never about identifying company figureheads, but rather about discovering genuine voices:
“Managers often think they know who their corporate influencers are – but we turn it around. We set up an application process that is open to everyone. It often turns out that the best voices weren’t on management’s radar at all.”
Instead of choosing employees from the top of the company hierarchy, Céline Flores Willers opens up the process. Anyone who is interested in adopting a public stance can apply. The result is more authentic, more engaged voices and often surprising talents. Her second tip: Relevance comes from sharing your values: “Watch out for news, add your opinion, and share it on LinkedIn.” For many corporate influencers, LinkedIn is the most important media platform. Simply embedding their messages on the company blog isn’t enough. After all, corporate influencers are not spokespeople but opinion leaders who respond to the latest issues, put them in context, and add personality to them.
Creating structures without creating restrictions
Successful corporate influencer programs are based on a clear framework rather than rigid parameters. Companies that have the courage to give their corporate influencers a degree of leeway benefit from greater trust and stronger brand loyalty in the long term.
Good programs provide training and content support and incorporate feedback formats. But they also respect the influencers’ individual voices. After all, you can’t communicate credibly if you’re reading from a script.
Best practice examples: successful corporate influencer strategies
SNOCKS: visibility with a systematic approach
SNOCKS is a prime example: Founder Johannes Kliesch uses LinkedIn strategically to increase brand awareness and strengthen the company’s employer branding. His posts, which regularly reach hundreds of thousands of people, provide personal behind-the-scenes insights. The key to his success is being clear about the goals of the corporate influencer strategy. Successful corporate influencers know exactly why they’re posting, whether it’s for recruiting or community building or to hone their thought leadership.
OTTO: 3 strategic roles for employee ambassadors
OTTO has also developed a well-thought-out concept that embeds corporate influencing within its organizational culture.
The company’s employee ambassador program is based on three modules that allow staff to contribute their strengths:
• Module I: Social media insider
For employees who would like to share stories from their everyday working lives on LinkedIn and other platforms. Internal training courses help them find their own voice and tell authentic stories.
• Module II: Speaker
For employees who want to share expert knowledge. They are encouraged to speak at conferences, give interviews, or appear in trade publications. Support includes professional training.
• Module III: Co-recruiter
For employees who play an active role in recruiting, have discussions with candidates, or conduct first-round interviews. This creates proximity, transparency, and a real employer branding experience.
The result is a network of motivated employees who are free to choose their roles according to their interests and talents, which gives them credibility as OTTO’s representatives.
Deloitte: When being a corporate influencer becomes a job
At Deloitte, corporate influencing goes even a step further. Lara Sophie Bothur works for the company as global corporate tech influencer, which is her main occupation. This makes her the first of her kind. Her responsibilities range from content creation to community management all the way through to stakeholder communication. She is the face of a new kind of corporate communication in which authenticity and strategy go hand in hand.
This example shows that corporate influencing is no longer a side project. It has emerged as a specific career profile that combines communication, branding, and trust.
Leadership visibility: When CEOs become the brand
The SNOCKS example has demonstrated that even leaders need visibility today. Anyone who wants to build trust has to show that they are approachable by sharing real insights and standing up for their values. On LinkedIn, podcasts, or a stage, executive visibility has long since become part of brand strategy.
The takeaway: A corporate influencer strategy is essential
Corporate influencers are no longer a nice-to-have communication measure but rather strategic trust architects. They create connections where brand messages often go unheard. In a world filled with generated content, authenticity is becoming the most valuable currency. By making their employees visible, companies increase their reach and credibility. That’s why every business should at least evaluate what an individual corporate influencer strategy might look like for specific employees.
