The term “LinkedIn influencer” often conjures up images of tech-savvy professionals overly focused on self-promotion and corporate jargon. However, a new trend is emerging where organizations actively utilize influencers within their ranks to engage audiences on platforms like LinkedIn.

For instance, Deloitte has recently appointed Lara Sophie Bothur as its inaugural full-time corporate influencer in Germany, Australia, and Switzerland. Bothur’s LinkedIn content, particularly her focus on “tech for good,” has garnered an astounding 400 million impressions, with her posts averaging around 840,000 viewers each. Through her publications, she authentically communicates her experiences at Deloitte while sharing insights on technology, career advice for younger professionals, and advocating for women in tech.

This burgeoning concept of “corporate influencing” is gaining traction as more younger employees, especially Gen Z, strive to cultivate personal brands alongside their professional identities. This strategy offers organizations significant benefits in attracting talent and enhancing brand visibility.

A study by startup Refine Labs highlights that personal LinkedIn profiles can achieve nearly threefold impressions and fivefold engagement compared to company profiles. This is evident when comparing Deloitte’s presence on LinkedIn—boasting 16 million followers but receiving only about 30 likes per post—with Bothur’s influence, where she has 300,000 followers and garners around 2,700 likes per post.

Consequently, more founders are recognizing the value of establishing their brands on LinkedIn. An example is Hebbia, a rising AI firm in Silicon Valley, which recently attracted $130 million in funding from Andreessen Horowitz. Hebbia’s corporate posts received limited interaction, whereas its founder, George Sivulka, received significantly more engagement from his personal posts.

Corporate influencers come in different forms. For example, Vogue has appointed Jack Schlossberg, the grandson of former President John F. Kennedy, to serve as a political correspondent. Schlossberg, with a following of over 400,000 on TikTok, is expected to resonate well with the Gen Z audience.

New businesses are increasingly leveraging influencers for enhanced marketing strategies. SET Active, an activewear startup, hired TikTok sensation Sam Vicchiollo, who boasts 2.2 million followers, resulting in viewership on their TikTok account soaring by up to seven times.

Similarly, hydration startup Waterboy enlisted TikTok creator Jenna Palek, who has 638,000 followers, leading to a dramatic rise in view counts from 27,000 to 320,000 after her involvement.

Startups that embrace in-house influencers realize that audiences are keen on behind-the-scenes narratives from their favorite creators. Integrating influencers into brand messaging adds depth and authenticity.

Palek’s innovative “Cabo with Customers” initiative was noteworthy, where she crafted engaging social media challenges to select customers for an all-expenses-paid trip to Mexico. This strategy not only rewards customers but also reinforces the brand’s image as creative and attuned to Gen Z’s preferences.

It’s essential to recognize that these influencers are serious about their roles. Palek emphasizes the importance of implementing long-term incentives like equity to keep influencers aligned with the company’s goals, as many can command significant incomes from independent partnerships.

As organizations prioritize attracting and retaining top talent, the competition extends beyond traditional job roles to include influencers, especially when aiming to connect with younger audiences.

Meagan Loyst, founder of Gen Z VCs, represents a vibrant community of Gen Z entrepreneurs and investors, comprising 27,000 members from 80 nations.