Bitkom Corporate Marketing Event – hosted by Deutsche Börse Frankfurt

A key theme of the day was the importance of authentic content. Several speakers emphasised that users increasingly expect genuine insights rather than highly polished posts. Photographer Tobias Müller summed it up: “Authentic beats glossy.” When it came to AI-generated content, too, it became clear that authenticity builds more trust in the long term than content that appears perfect but is impersonal. Real-life experiences, specific use cases and a personal perspective are key.

Whether it’s Deutsche Börse, Deutsche Bank or Sony – the message was the same everywhere: people follow people, not company logos. Successful corporate influencers give companies a human face and build a connection with the target audience. On LinkedIn in particular, personal profiles, comments and interactions play a key role. Rather than communicating exclusively via corporate channels, employees should make themselves visible, share their expertise and actively seek dialogue. Comments and dialogue often have a greater impact than reach alone.

Corporate influencing only works if the motivation comes from within. Several speakers emphasised that nobody can be turned into a successful brand ambassador against their will. Employees must enjoy sharing their knowledge, their day-to-day work and their experiences. Many skilled workers, in particular, underestimate just how interesting their daily work can be to others. Those who speak enthusiastically about their topics build trust, strengthen their network and are recognised as experts in the long term.

The Corporate Marketing Event impressively demonstrated that successful social media communication is based above all on authenticity, approachability and intrinsic motivation. Companies benefit most when they place their trust in their employees and give them the space to showcase their personal expertise. Because, ultimately, one thing is truer than ever: people follow people.

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