Speak up! Internal influencers can be powerful voices

We have known since last week at the latest just how powerful influencers can be – one of them is shaking up the entire European election campaign. Apparently, many companies have long recognized this power and are using it. A study by news aktuell and Faktenkontor provides evidence of this: almost every second respondent from corporate communications now relies on the influence of corporate influencers. It is clear that the company’s own brand ambassadors are welcome supporters when it comes to opinion-forming, employer branding and greater reach. What goes outside starts inside. Corporate influencers don’t fall from the sky, they grow and develop from an inspiring, supportive and open corporate culture – which unfortunately doesn’t just fall from the sky either.

But let’s start from the beginning: Perhaps you know the feeling that your internal communication is stagnating. Well-intentioned tools initiated at great expense are used poorly or only dutifully. There are no signs of a communicative awakening. There is no interaction, feedback or even courageous opinions. You and your team are the only ones steaming in all the streets. At the same time in the same company, you regularly meet colleagues in informal conversations who are totally motivated, full of ideas and love their job and their own company. They identify 100 percent with the company or brand. Where are they all when it comes to breaking cover and spreading this positive spirit? Why don’t they flood the (social) intranet to infect others and minimize the number of sourpusses?

You probably work in a traditionally managed company where openness and boldness are not yet part of day-to-day business. The collective experience of employees has led to a culture in which knowledge is guarded as a secret and information is withheld. There are too few communicative role models who could prove the opposite.

It takes time, patience and, in particular, the will of the management to initiate and support this process. In the meantime, do you still want to make a difference and have visible success in the perception of your content? This is where internal corporate influencers come into play. And these are precisely the enthusiastic and positive colleagues that you can use as brand ambassadors for internal communication. This doesn’t mean expanding your team, but supporting these people and perhaps even empowering them to become a relevant internal voice.

Who does it? Approach the colleagues who you believe are already comfortable in the ambassador role or could be in the future. Make sure that as many areas of the company as possible are covered.
What do you offer? Pack offers in your luggage, for example a copywriting workshop or writing for online media. It’s added value for your employees and an important quality management tool for you.
Who are we? Network all influencers with each other and organize regular exchanges. This creates a community that inspires and develops each other.
Can I do that? Legitimize the influencers with superiors and management so that they feel protected and supported. After all, it not only takes courage to write, but often also permission to invest time.
Are you there? An internal campaign on the topic of “influencing” not only publicizes this and raises awareness among the entire workforce, it will also attract those who are really keen and want to get involved.

With the right team, you may be able to change the communication and information culture to some extent and inspire other employees. However, a real transformation that actually manifests itself in the organization can only be successful if the management wants and initiates this change.