In fact, there are only a relatively small number of corporate influencer strategies compared to the number of companies in Germany as a whole. However, there are also many companies in which the visibility of employees (also) on social media has been part of the culture for years, long before the topic became a hype. You can find an example of this in this interview.
Corporate influencer, brand ambassador, (employee) brand ambassador: There is still no standard nomenclature. The terms are also used very differently in different projects. In general usage, the term "corporate influencer" is becoming more and more common for all those who make themselves visible to the employer, whether purely on their own initiative or with the support of a program. In some contexts, however, the term only refers to a few outstanding personalities with an official mandate. In some industries, the anglicism "influencer" is met with resistance. Others, on the other hand, understand "brand ambassadors" to mean external advertising faces.
Therefore, whenever you talk about the topic – whether in the chinese america data company or in a public lecture – it is important to clarify what is meant and to ensure that everyone involved understands the respective term in the same way.
This is my experience from all the corporate influencer projects I have been involved in so far: the strong positive internal impact is often underestimated before the project starts. Ideally, an active corporate influencer community is formed - and the project becomes a natural part of the company's everyday life as a part of the company culture.
There is a shared awareness and a shared self-image. The project ends, but the corporate influencers continue to develop and continue to receive the support they need - as part of quality management in external and internal corporate communications. This (self-)understanding is also conveyed when new employees are onboarded. The corporate influencer project is only truly successful when it ends and lives on at the same time.