The power within

: the role of corporate influencer in supporting employee commitment within the employer brand

Abstract

This dissertation examines the evolving role of Corporate Influencers, expanding their focus beyond external marketing to explore their impact within internal organizational communication. While much of the existing literature highlights their contributions to business-to-business contexts and external client engagement, this research delves into how Corporate Influencers can enhance employer branding and strengthen employee commitment. By serving as authentic representatives of their organizations, Corporate Influencers help shape perceptions of the employer brand and align employees with company values. Through a qualitative research design, based on semi-structured interviews with professionals involved in Corporate Influencer initiatives, the findings reveal that Corporate Influencers are an effective way for offering genuine insights into the company’s culture. This not only bolsters the employer brand externally but also fosters a sense of commitment among employees by sharing positive experiences, achievements, and moments of pride within the organization. Peer-driven communication resonates more with employees than traditional top-down approaches, reinforcing a sense of belonging and collective success. This study contributes to the growing body of literature on Corporate Influencer programs and underscores their significance in modern organizational dynamics.

Date of Award	18 Mar 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Naíde Müller (Supervisor)