The corporate influencer initiative

Telekom Botschafter are a self-organized corporate influencer network made up of Deutsche Telekom employees. They give the company a personal face, share pride in their work, and inspire customers and colleagues.

The initiative has been around since 2015 and has grown from a grassroots movement into an internationally active community. 

In principle, any Deutsche Telekom employee can become a Telekom ambassador. The requirements are self-motivation, voluntary engagement, and participation in the onboarding and mentoring process.

Interested participants attend an onboarding session, find a mentor, introduce themselves on Social Media, and complete a six-month introductory phase as a new ambassador.

Telekom Ambassadors are active across the Group—nationally and internationally—on internal platforms, social media, at events, and in direct contact with customers and colleagues.

Participation is voluntary and self-organized. In some areas, you can use part of your work time (e. g., through 80/20 models) for ambassador activities.

Yes. Social Media principles, learning opportunities (LEX sessions), and mentoring provide the foundation. The focus is on respectful communication, competence, and responsibility.

There is no monetary Remuneration. Motivation comes from community, visibility, learning, and making a personal impact.

Through the social Intranet, chat channels across various platforms, newsletters, LinkedIn, and regular virtual and in-person meetups.

A team of around 10 people coordinates organization, strategy, tools, content, and ongoing community development.

Because it promotes authentic communication, empowers employees, and has a positive impact on the brand, culture, and employer branding.

Werkstolz is a grassroots hashtag and an expression of identification, appreciation, and pride in one’s own work.

People follow people. Ambassadors' authentic networks strengthen trust, reach, credibility, and the ability to innovate.

Yes. The community is active internationally, including  in Europe and the United States, and continues to grow.

For example, Ambassador pins, T-shirts, caps, and other #LoveMagenta gadgets—some official, some creatively made by the community.