Employees who advertise their employer on social media? This might seem too good to be true but happily, it need not be wishful thinking, in a positive workplace. After all, it is the people who work at DMK who make up the company – and who enable those outside to learn more about the business. It is people who make the difference, who drive change at any company and shape the corporate culture. That makes it less surprising that some are brand ambassadors, influencers from within the company. They share personal content on company topics in their own social media channels, providing authentic insights into the workplace. After all, #TeamDMK is made up of the team but also of each and every individual. Greater authenticity, more content, broader access to target groups and a further reach all mean the team’s voice has an important advantage over classic marketing forms. Particularly when it comes to authenticity and credibility, corporate influencers are almost unbeatable. Only a fraction of the workforce needs to share their passion for the company and that can infect everyone, as enthusiasm is contagious.

“As a company, we are active on platforms such as Instagram, LinkedIn or Twitter and share insights about the business. Stories from our trainees, new projects or just the power of the DMK team – all this adds up to create a bigger picture. But it’s not companies that change. It is the people who work in the company who change,” says Oliver Bartelt, Head of Communications at DMK. All this would just be background noise if it were not for the fact that more and more employees and farmers are talking about DMK. “Of course, we offer advice and can help if someone has questions or uncertainties. And you need guidelines as well. But really, in the end, it is more about letting people go ahead and do their thing,” says Justine Platter, Junior Social Media Manager, who is responsible for content on DMK’s social media channels. “Just like horses, they don’t like it when you hold their reins too tight, but they still need clear direction,” says Platter. At DMK, that direction is shaped by the major issues facing the company. The team is at the heart of everything, while the focus is on topics such as nutrition, climate protection and the new world of work.

That combination is working, as young people in particular want to see more personal content online. Furthermore, digital natives and Generation Z no longer tend to rely on traditional media. Also, when looking for a suitable employer, they are keen to hear more about company values. “These days, corporate communication is no longer confined to a single department. What counts is that what you say reflects how things are on the inside. To put it differently: As employees, we give people a picture of what things are like behind the scenes, tell real stories and give the company a face,” says Bartelt of the ambassadors’ role. “My team has more than 10,000 people.”

1. Visibility: Corporate influencers increase our company’s visibility in social media. Plus, employees’ networks help new target groups find out more about the company.
2. Authenticity: Employees’ posts tend to be more accessible and credible than company posts, as they tell the stories of the people behind the profiles. Authenticity is one of the most important factors in building trust and influencers are seen as most authentic when they are genuine and sincere, according to a PwC study. That means posts that convey personal views rather than marketing.
3. Content: The ambassadors help create lively and varied content, telling unique stories with emotional appeal. Each employee shares their own views and ideas, generating a substantial amount of high-quality material.
4. Employer Branding: Corporate influencers help build a strong corporate brand with a positive image.
5. Corporate culture: Corporate influencers also have a positive impact internally, actively shaping the company’s culture and identity.