Zeppelin launches corporate influencer program
By Leila Steed07 March 2022
Zeppelin Rental has expanded its social media strategy by launching what it calls a Corporate Influencers Program, as part of efforts to increase both its brand awareness and visibility on the Internet.
The new Corporate Influencer Program allows selected employees to post online content about their professions as Zeppelin representatives, via their personal profiles on the business networking website LinkedIn.
“Corporate influencers are not intended to replace our existing corporate presence on LinkedIn, but to complement it,” said Gaby Bieger, Head of Marketing at Zeppelin Rental.
“When employees tell personal stories from their everyday work, they make the company more tangible, human and lively and give it a face. We are convinced that our brand can benefit from this.”
Designed around a multi-level training concept, the programme - itself a pilot - started with an introductory workshop informing staff about its goals.
Almost 20 Zeppelin Rental employees in Germany and Austria - and from its subsidiary METON - have taken up the opportunity to become corporate influencers, and have since received training on social media strategies, content creation, communication and network expansion tips and on legal information.
Guided by the company’s marketing team, Zepplin’s new corporate influencers have been given social media training to enable them “communicate on LinkedIn in the best possible way, to set relevant topics and to interact with their peer group”.
“The first successes have also already become visible. For example, a corporate influencer received an order request via LinkedIn” said Zepplin.
Zeppelin, which offers equipment rental services, temporary infrastructure and construction logistics to customers in Germany, Austria, Slovakia, the Czech Republic, Sweden and Denmark, said the initiative to create these modern ‘brand ambassadors’ was inspired by the Edelman Trust Barometer - an annual study on the themes of trust and credibility.
According to Zeppelin the survey, which was last conducted in November 2021, shows that the general public tend to “believe and trust in” science and employees more than governments and journalists.