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In times of shortage of skilled workers, digital transformation and increasing interchangeability of products, the importance of trust, authenticity and visibility is growing — particularly in the B2B sector.
While traditional advertising and trade fair appearances used to be the standard, today more and more companies are focusing on a strategy that is more personal and effective: Corporate Influencing.
Employees become internal brand ambassadors, who present the company to the outside world — credibly, humanely and with expertise.
But why is this exact model becoming so relevant in B2B right now? And what does it take to make it work?
B2B is often about products that require explanation, complex services and long-term partnerships. Decisions are rarely made spontaneously, but on the basis of trust and reputation. Here is the opportunity:
People trust people more than brands.
When employees appear as authentic voices — for example on LinkedIn, in webinars or podcasts — there is closeness. They give the brand a face, an attitude and competence. This creates feedback and builds trust organically — a decisive factor in B2B decision-making.
Most B2B buying processes no longer start with classic cold calling, but with a Google search or a LinkedIn post. Today, often provide decisive impetus Content-driven channels — and this is exactly where corporate influencers come into play.
example:
A sales employee regularly shares practical insights on current industry trends. In a LinkedIn post, a developer explains how a new feature was built. In a personal contribution, a CEO shows how corporate culture is lived in everyday life.
These aren't all PR stunts, but organic touchpoints, which pick up potential customers long before a sales meeting takes place.
Social media platforms such as LinkedIn prioritize personal profiles over company sites. Why Because real interactions from real people generate more engagement than purely promotional content.
An example:
A post on an HR manager's LinkedIn profile, in which she shares insights into her recruiting experiences, often achieves more reach than the same contribution via the corporate account.
That means:
The employee channel is the broadest reach channel that companies often leave unused in B2B.
Employer branding is a decisive success factor, especially in industries with a shortage of skilled workers. And who better to convey what it's like to work in a company than the employees themselves?
Corporate influencers in an HR context not only show benefits and team events — they credibly communicate values, culture and development opportunities. This strengthens the employer brand and ensures higher numbers of applications — both qualitatively and quantitatively.
According to a LinkedIn study, 53% of applicants believe what employees say more than official corporate communications.
The important thing is: Corporate influencing works not about coercion or compulsory contributions. The most successful programs rely on voluntariness, individual strengths and authenticity.
In concrete terms, this means:
Successful B2B companies offer their brand ambassadors:
A good example is here Continental, which specifically supports employees on social media with the “Digital Talents” program — with coaching, tools and real visibility in the company.
Corporate influencers aren't self-portrayers—they are Knowledge brokers, networkers and brand ambassadors. Your content thrives on real added value:
When the content offers added value, it automatically creates: Engagement, reach, and brand loyalty.
Building internal brand ambassadors is not a short-term trend, but a strategic lever with real impact — for visibility, trust and loyalty. Especially in B2B, where people work with people, the voice of their own employees is often the most convincing factor.
Companies that recognize this don't just create organic reach — they create their brand sustainable, humane and relevant.
