The City of Munich’s Corporate Influencer Programme is the focus of this episode of ‘amtlich voran’ featuring Stefanie Nimmerfall. Stefanie set up one of the first corporate influencer programmes in the German public sector and explains how an organisation with 45,000 staff creates authentic insights whilst simultaneously strengthening its employer brand. One quote that really stuck with me: “Culture and trust are the foundation. Without them, a corporate influencer programme is doomed to failure.”
We also discuss:
🚀 Why authenticity is more important than reach
The aim isn’t to have as many corporate influencers as possible, but rather to build a committed network of staff who talk about their work and their specialist topics with genuine enthusiasm.
🤝 Why a corporate influencer programme must evolve into a community
Regular interaction, shared learning and mutual support ensure that the programme remains vibrant even after more than three years.
🌍 Employer branding starts from within
Whether there are many or few vacancies advertised at any given time – continuous employer branding strengthens employees’ sense of belonging and prepares organisations well in advance for future skills shortages.
🔗 Further links
- LinkedIn: Stefanie Nimmerfall
- City of Munich careers page
- City of Munich on Instagram
- LinkedIn: City of Munich
- ‘amtlich voran’ website with all the information, including details of the forum on 1 October 2026
- ‘amtlich voran’ Spotify playlist featuring all previous episodes