Careum – Rethinking Social Media and Activating Employees as Corporate Influencers

Careum wanted to increase the impact and efficiency of its social media activities and use its existing channels more strategically. Following an audit of the social media channels, a new social media strategy was jointly developed. A key element was the development of a corporate influencer concept, integrating employees into Careum’s communication in a coordinated way.

• Objectives– Increase the impact and efficiency of social media activities
  – Focus more precisely on target groups, objectives and platforms
  – Avoid overlaps with subsidiaries and leverage synergies
  – Make targeted use of platform-specific mechanisms
  – Strategically leverage employees’ personal reach for Careum
  – Increase visibility and engagement on social media
• Measures– Audit of the existing social media channels
  – Joint development of a new social media strategy
  – Development of a corporate influencer concept as part of the social media strategy
  – Coordinated involvement of employees as corporate influencers
  – Training for corporate influencers and Careum’s management team
  – Implementation of a pilot phase around the move to the Careum building
  – Regular check-ins to evaluate the program, along with 1:1 coaching
• Results– Over 8,000 impressions from corporate influencer posts
  – Around 3,000 members reached
  – Over 50 comments and more than 500 likes
  – Around 15% more profile visitors during the pilot phase and 50% more reactions on the corporate channel, along with strong follower growth
  – Sparked interest among additional employees and gained initial experience for onboarding more participants
  – One year after the program launch, all volunteers remain actively engaged