Why does Deutsche Telekom have corporate influencers?

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If you go to one of Deutsche Telekom's large canteens, you will see huge displays on the walls with a news feed slowly scrolling through them. On these Telekom walls, every visitor can see what Telekom employees experience and learn in their jobs every day via Instagram and Twitter. This motivates more and more employees to publicly support the company and show what they call "company pride".

150 active corporate influencers
In total, Deutsche Telekom has around 150 active corporate influencers who call themselves TELEKOM AMBASSADORS. They influence employer branding, but also the general brand presence of the corporate brand. I conducted an interview with Dr. Winfried Ebner about this.

He is responsible for the people networks in the Corporate Communications department at Deutsche Telekom. Before that, from 2013 to 2018, he headed the Social Media Business , which bundled all internal and external social media activities. At Corporate Communications, he has been building people networks for "working differently" since 2019. He is particularly interested kuwait telegram mobile phone number list in topics such as New Work, Working Out Loud, digital leadership, agility in organizations, and content and digital marketing.


We are aware that tasks are also shifting in communications work. Classic target groups such as journalists are being supplemented by influencers or networks in which it is important to be noticed with your own messages. However, the main reason for our activity is different: we have employees who are very proud of the company and want to show this pride. This is also what sets the TELEKOM AMBASSADOR program apart from other corporate influencer programs that are strategically 'announced'. The employees and their connection to the company is already a great asset. We bundle this energy. In short: we Telekom ambassadors give the company a face. With diversity and our own personality. With authenticity that cannot be bought.