Transitioning from Worker to Corporate Influencer

Lara Sophie Bothur charted a unique journey at Deloitte in Germany, progressing from a consultant to becoming the company's inaugural corporate influencer.

Her main task was to personify the brand, nurture a community, make corporate jargon relatable, and construct a vivid narrative of Deloitte’s initiatives to attract clients and potential hires.

In her current role as a freelance global technology influencer, Bothur collaborates with leading companies such as SAP, Meta, and Salesforce, and she's recognized as a LinkedIn Top Voice.

Bothur shared with Business Insider her conviction that corporate influencers will shape the future of business communications. ‘The abundance of technology and disparate business languages often leads to misunderstandings,’ she pointed out.

Having transitioned to freelance work in October, Bothur noted the surge of opportunities she encountered.

In addition to her own aspirations, Bothur is passionate about motivating ‘the next wave of tech communicators,’ she stated.

Align Your Core Values with the Organization

The initial step toward representing a company, as Bothur advises, is ensuring your personal values match the company's ethos. Divergent values won't work, she emphasized.

Bothur's emergence as an influencer for Deloitte unfolded organically. Once leaders recognized her expertise in marketing, they engaged her for a campaign aimed at translating complex technical concepts into simple stories.

‘Identifying a corporate influencer requires someone genuinely interested and passionate about the subject, willing to communicate it today and well into the future,’ she remarked.

Maintaining Professional-Personal Storytelling Balance

According to Bothur, setting guidelines about what can be communicated is crucial. Excessive company control stifles imaginative expression.

While at Deloitte, she would often check if uncertain about content, finding the right mix of sharing personal tales and presenting professionally on LinkedIn.

‘Content should remain personal yet maintain professionalism, offering a narrative that conveys its significance both to you and to your audience,’ she mentioned.

Enhance Your LinkedIn Presence

Due to her adeptness at broadening her LinkedIn reach, Bothur was dubbed the ‘algorithm whisperer’ in Germany.

Cultivating a network is a deliberate process; initially, she reached out to roughly 100 contacts pertinent to Deloitte weekly.

Real-world interactions further distinguish successful professionals, as these connections build depth beyond virtual networks.

Master the LinkedIn Algorithm

Bothur explains LinkedIn isn't just a networking tool but a platform aiming to foster new knowledge.

Staying ahead requires constant assessment of what content gains traction and why, according to her.

Some strategic advice includes placing external links in comments to retain platform focus and ensuring tagged individuals engage with the post promptly.

Timely engagement from tags within the first few minutes is crucial to avoid the content being marked as spam, she notes.

For maintaining algorithmic favor, original posts are key, rather than re-sharing existing ones.

Optimal Posting Schedules

Regular posting once a week maintains visibility; Bothur suggests avoiding Saturdays due to lower digital activity, instead opting for Sunday evenings.

Audience analysis is critical, considering global followers to time posts for maximal reach.

‘My global audience includes a significant number of Europeans, Americans, and Asians, so timing posts between 2 p.m. and 4 p.m. ensures wide engagement,’ Bothur clarified.