Unlocking Employee Engagement: Key Drivers for Participation in Corporate Influencer Programs on LinkedIn
Abstract
The nature of corporate communication has undergone significant changes in recent years. One notable trend is the increasing use of employees as brand ambassadors, as evidenced by the proliferation of corporate influencer programs. However, a critical question is often overlooked: under what conditions are employees genuinely willing to participate in such programs? This predicament poses a substantial challenge to companies, who must devise compelling strategies to attract and engage employees in these initiatives. This study aims to address this gap by examining the critical factors influencing employee participation in corporate influencer programs on LinkedIn through a conjoint analysis. More than 100 employees, representing a range of company types from start-ups to large corporations, were surveyed. The findings reveal that a modern and actively cultivated corporate culture is essential for employees, while external recognition and occasional support (such as social media guidelines) play only a minor role.
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| Titel | Unlocking Employee Engagement: Key Drivers for Participation in Corporate Influencer Programs on LinkedIn |
|---|---|
| Medien | Proceedings of the 12th European Conference on Social Media- ECSM 2025 |
| Verlag | European Conference on Social Media - ECSM |
| Heft | 1 |
| Band | 2025, Volume |
| Verfasser | Prof. Dr. Carolin Durst, Julian Steigerwald, Prof. Johannes Hähnlein |
| Veröffentlichungsdatum | 20.05.2025 |
| Zitation | Durst, Carolin; Steigerwald, Julian; Hähnlein, Johannes (2025): Unlocking Employee Engagement: Key Drivers for Participation in Corporate Influencer Programs on LinkedIn. Proceedings of the 12th European Conference on Social Media- ECSM 2025 2025, Volume (1). DOI: DOI:10.34190/ecsm.12.1.3332 |