The Power of Employees as Corporate Ambassadors
- Using corporate influencers or corporate ambassadors for corporate communications can be a very effective communications strategy for companies. Corporate ambassadors can speak out authentically and credibly on a variety of topics, having a positive effect on reach, reputation, employee engagement, and more.
- Recently, various scientific disciplines have been researching the phenomenon. On the part of communication science, however, there are no studies yet. A research project conducted by the Leipzig University in cooperation with Deutsche Telekom is addressing the topic for the first time and has examined the various expectations of corporate ambassadors within an organization.
- The latest Communication Snapshot looks at the pros and cons of corporate influencers, introduces different types of ambassadors, and outlines steps to better control and manage new or existing corporate influencer programs.