A large part of the public trusts influencers. In the same way, some leaders within organizations position themselves as referents and can play a similar role in internal communication.
In this article, we tell you why it is essential to carry out a strategy for internal influencers and how it is possible to implement it.
In 2022, 19% of Spanish consumers claimed to have made purchasing decisions influenced by the recommendation of a celebrity or influencer. The Statista Global Consumer Survey highlights this fact. The percentage rises to 44% in Brazil, the Latin American country with the highest number of Instagram influencers.
The sustained growth of social networks and the disbelief in traditional advertising generated a central figure in communication and marketing: the brand influencer.
Although followers are aware of the payment by brands for influencers to promote their products, the trust and credibility previously generated by each of them induce them to purchase or, at least, to increase brand positioning and engagement.
Internal communication is always incorporating new digital marketing strategies. Hence, the trend indicates that the barriers between internal and external are increasingly blurring.
The current tendency is to generate a strategy of internal influencers to forge trust in employees and positively impact the employer brand.
How to identify a potential internal influencer?
Beyond their role, hierarchy, and position within the company, some referents and leaders generate trust, are listened to by peers, followed by more junior collaborators, and are highly respected by managers and CEOs.
In addition, they have a great capacity to transmit knowledge and communicate complex concepts. They are usually very active on social networks, understand how they work and are charismatic.
Finally, they are committed to the organization and are proud to belong.
These are the characteristics of a potential internal influencer. Have you already identified them while reading them?
Yes, the influencer strategy is planned.
Like any strategy, it is necessary to plan it. The internal communication or People area will be in charge of crafting it.
Here are some questions that can serve as guidelines:
- Why have internal influencers in our company?
- What is the most suitable profile? What requirements should they meet?
- What are the messages they should communicate?
- Through which internal channels (internal or external social networks, billboards, motivational talks, etc.)?
Once the strategy has been designed and the planning has been generated, potential internal influencers should be invited, told the purpose of this strategy, and asked to be active participants.
Empowering employer branding
Did you know that LinkedIn features 90 million senior-level influencers?
That’s right, LinkedIn published a diagram showing some of the key demographics of its members. There are currently 630 million professionals. There are 90 million senior-level influencers, 40 million mass-income earners, 63 million decision makers, 17 million thought leaders, 10 million C-level executives, 3 million MBA graduates, and 6 million IT decision makers.
There is no longer any doubt about it. This social network is no longer a showcase for CVs but a source of engaging content for professionals and companies.
Numbers that make an impact
Other statistics on LinkedIn indicate that the network had 9 billion content impressions, 15 times more impressions than job offers.
The influencer strategy should have a chapter dedicated to this social network that allows for strengthening the employer brand with valuable content disseminated by influencers.
If your company is determined to strengthen trust and promote the employer brand, it is time to design and implement an internal influencer strategy.
Do you have questions?
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