Dr. Oetker Stories
TasteMaker: Corporate Influencer Program evolves
The TasteMaker at Dr. Oetker are to make the company and the brand even more visible on social media. Read more about the corporate influencer program.
31.10.2025 • Company and Culture
Corporate influencing is no passing trend. On the contrary: In today's media landscape, the activities of a company's employees play a crucial role in its communication strategy, particularly when it comes to presenting the company as an employer. What sets employees apart as brand ambassadors is their authenticity, as they share company-related content on their personal social media, offering a unique and personal perspective.
TasteMaker – that's the name given to corporate influencers at Dr. Oetker who work in both commercial and industrial-technical areas. The name is also inspired by the company's purpose, “Creating a Taste of Home,” and its employer claim, “Join the Taste.”
The program has been running at Dr. Oetker since September 2024—and it is enjoying growing popularity. Around 30 colleagues from the Bielefeld, Wittenburg, and Wittlich sites are now involved as corporate influencers: on their own social media channels such as Linkedin, Instagram, and TikTok, they provide a wide range of insights into their professional world at Dr. Oetker, their everyday work, and the corporate culture – whether in the form of posts, stories, reels through photos, or videos.
In this way, the TasteMakers help to ensure that the brand and the company are perceived as particularly authentic and approachable by a wide variety of communities. And since Dr. Oetker offers a wide range of areas, job profiles, and topics related to the brand and the food company, it's easy to imagine how diverse and creative their behind-the-scenes posts are!
A corporate influencer program with a strong community
Since its launch, a strong and diverse TasteMaker community has emerged. Internal training courses on personal branding, Linkedin, and video creation are part of the ongoing development program. The TasteMaker community exchanges ideas on a regular basis; a digital open consultation hour with the project team clarifies any questions, and individual coaching rounds off the onboarding and training spectrum. Experts pass on their in-depth knowledge to the TasteMakers – always with a practical approach and tips for implementing posts. Lessons learned and real-world examples thus contribute to continuous development. In this way, the company also fulfills its role as a responsible employer, giving TasteMakers room for co-creation and further development while providing guidance on the safe use of social media.
The success to date is clear: in the period from September 2024 to October 2025 alone, the TasteMakers in the first round posted over 600 posts, generating 2.7 million impressions, around 167,000 likes, and over 4,000 comments. And the trend is rising!
The kick-off event for the new round of TasteMaker focused on networking and sharing experiences among the entire community. A storytelling camp with Julia Reuter (LinkedIn lecturer, herzblut agency) and a presentation by Eduard Bergmann, People & Culture Manager at the Detmold-based company orgaMAX – both of whom are established figures in the German corporate influencer landscape – provided new inspiration. At the end, everyone had a lot of fun decorating cakes together in the Dr. Oetker test kitchen. This wonderful atmosphere also provided plenty of inspiration for their own social media posts.
Nina Blankenhagen, Senior Sustainability Manager
"As a TasteMaker at Dr. Oetker, I aim to make the work on sustainability in our company more accessible.”
Peer Schäfermeier, Demand and Project Manager
“The networking at the kick-off event was really great. It gave me the opportunity to get to know other departments and learn more about my colleagues' ideas. ‘Every idea can be turned into content’: I'll be taking that with me on my journey as a TasteMaker.”
Katarina Bilz,Team Lead Global Portfolio&Project Management
“The exchange with the TasteMakers showed me a variety of perspectives and how much energy there is in the community. The keynote speeches and orientation not only give me confidence but also motivation to become active as a corporate influencer. I am very much looking forward to my new role.”
Curious? You can expect lots of behind-the-scenes stories and impressions from our colleagues in the future. We will introduce you to our TasteMakers in the following weeks.
Corporate influencers are…
…employees who share authentic insights into their company and its culture through their personal social media accounts. By acting as ambassadors for the brand and the company, they help strengthen the corporate brand and contribute to its positive public perception. Their approachable and genuine communication style fosters a deeper connection with their followers.
For more information please contact:
Birgit Deker
Pressesprecherin People & Culture