How can companies place their content in the global communication landscape even without large budgets? One method is the use of corporate influencers. For this concept, the terminologically inconsistent and also risky term “corporate influencers” has crept in over the past years, which cannot really exist. Correctly, the term “corporate ambassadors” should be used for employees who pick up the company’s topics on social media platforms and transport them with an authentic, personal touch. For the first time, this article highlights the problem with the inconsistent terminology of the industry and provides extensive evidence for it. In addition, however, the potential of the concept of corporate influencers is worked out using the example of Siemens and the advantages for the company are shown: a larger reach beyond the official company channels, a richer communication design by the experts, as well as positive effects on brand and overall perception.