JUNE - 2023MARTECHOUTLOOK.COM9traditional social media influencers because they are always right, but because they adapt fast ­ they see new trends or issues and offer us a sense of security by helping us make sense of them. Internally, influencers walk a fine line between simply echoing an official policy and breathing life into it through the strength of their own analysis and mindset. The reliability of these influencers can be encouraged through a clear offering (and clear influencer choices) about format, timing, and chosen scope. Intimacy: This may be the key reason why we trust influencers ­ and it unlocks the question of how we can stimulate an "influencer mindset" inside our organizations. We are touched by the way influencers create a sense of connection. They offer us a glimpse into their creative and intellectual process ­ not just what but how they think about the products, activities, or processes they are reviewing. They may incorporate personal touches ­ experiences, anecdotes ­ into what they reveal. This is precious: because we glimpse what happens behind the scenes, we feel we are capturing the real story. Given the potential impact of in-house influencers, how can organizations support their emergence? How to encourage employees who play this role locally to reach out to a broader audience? And how to manage the boundary with external influencing? There is the technical side: providing the platforms, authorizations and guidelines, and information that influencers need for this work. But beyond these means ­ the "what" of internal influencing ­organizations need to demonstrate a clear intent about how they want to interact with their influencers. Intent is the special ingredient of trust identified by Stephen M.R. Covey (The Speed of Trust) that catalyzes the other factors discussed above. It plays out through the agenda that the organization sets for its internal influencers ­ how independent they are, for instance. It provides an opportunity to embody certain values (if influencers operating within the company culture bear witness to those values, that is solid proof of their sincerity). Finally, intent comes alive through the way the organization behaves towards its inside influencers ­ the day-to-day experience of its influencers with their company's processes, products, or activities. Beyond benefits to the organization of building trust with employees by encouraging internal influencers, what does this mindset offer to employees? Influencers are employees who are clearly encouraged to bring their whole selves to work ­ one of the hallmarks of an inclusive culture. Inclusiveness enables us to make another connection with the influencer mindset: in a time of uncertainty, when organizations place a premium on collaboration, nobody can work in complete isolation. We are all influencers now, even if our scope is more modest than the followership of the professional influencers. By stimulating all employees to think critically and share their knowledge and insights, whether they face clients or internal partners, your organization becomes a healthier, happier place to work. INFLUENCERS ARE EMPLOYEES WHO ARE CLEARLY ENCOURAGED TO BRING THEIR WHOLE SELVES TO WORK ­ ONE OF THE HALLMARKS OF AN INCLUSIVE CULTURE
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