In practice you will find numerous freelancers who influence the business world through blogs, specialist articles or lectures with slogans and a wide range. One speaks of influencers or topic ambassadors.

Today I want to blog something about a very special subgroup of influencers / topic ambassadors. It is about topic ambassadors who are employed in their own company and who represent a topic externally on a completely voluntary basis (e.g. do not earn any money with it). Imagine: an influencer would work for you in your company.

What is a topic ambassador?

The tasks of a theme ambassador are primarily in the area of sales and marketing. The ambassador has a topic such as agility or leadership and represents this externally through books, lectures, specialist articles or other actions. He is considered an expert on this subject in the scene.

A topic ambassador is the mouthpiece of a self-selected topic, which it represents with passion and expertise without financial interests.

Own definition

How can such topic ambassadors help a company?

Many companies encourage their employees and send them to conferences or help with the writing of independent specialist articles. I think that’s right and good. It is authentic when an employee reports about an agile transformation or digitization himself and often even without sales intent.

What are the advantages? If you have such a topic ambassador in your company, your company’s image, for example as an agile company, will benefit. You can then look forward to numerous applications from key specialists.

You will notice that this gives your company a real push in the perception of the scene and the best thing for you, as the employer, is that you only have to leave the employee “alone” and release them for important conferences.

The theme ambassador presents your company to the public as an innovative company full of bright minds.

Benefits of the theme ambassador

What are examples of theme ambassadors?

Two current examples for me are Marcus Raitner, who represents the agility of BMW externally, and also Udo Wiegärtner from my home in Nuremberg. You will also find examples from DB Systel and Rewe Digital employees. The companies now have such a high level of awareness in the agile scene that they should hardly complain about too few applications. I am also often asked which company I work for.


I think that every company should try to train or employ such an ambassador within its own ranks. As an SME in particular, you can create a big name for yourself and recruit skilled workers through visibility.

If you want to make a name for yourself in the long term as an innovative company full of bright minds, then you should look out for such a topic ambassador.

Image source: Business photo created by lifeforstock –

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I blog about the influence of digitalization on our working world. For this purpose, I provide content from science in a practical way and show helpful tips from my everyday professional life. I am an executive in an SME and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the Chair of IT Management.

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