"Amtfluencer" project launched: new voices strengthen the social media presence of the BfS

BfS employees share their daily work experiences on social media using #WirImStrahlenschutz

Collage of the Amtfluencers The Amtfluencer team of the BfS

Meike, Alexander, Francesca, Dan, Katharina, Oliver, Aemilie, and Achim share insights into their work and engaging topics in radiation protection. As "Amtfluencers" – a blend of the German word "Amt" (office, authority) and "influencers" – they help enhance the image of the Federal Office for Radiation Protection (BfS) on social media. The team introduced this new form of digital communication in early 2025. The eight employees of the BfS come from both academia and administration. The hashtag #WirImStrahlenschutz makes their posts easy to find.

"Amtfluencers" are disseminators who share insights into their public service roles and expertise on social media. They are not part of the press office and are therefore not official spokespersons. They share their personal perspectives and behind-the-scenes insights.

In the public sector, several authorities have already implemented “Amtfluencer” programs. In the private sector, similar models are referred to as corporate influencers.

Portrait Dr. Inge Paulini Dr Inge Paulini

"We have introduced this additional digital communication channel to present both our office and the topic of radiation protection to the public in a more diverse, personal, and tangible manner", says BfS President Inge Paulini. "BfS employees have a great deal of expertise in areas such as medical radiation, electromagnetic fields in mobile phones, and the radioactive gas radon. They also have first-hand experience of how a government agency operates. We encourage our 'Amtfluencers' to share their valuable knowledge on social media." The BfS aims to provide potential job applicants with deeper insights into their work.

The "Amtfluencers" receive support from the social media team of the BfS; however, they create and post their content independently.

The "Amtsfluencers at the BfS" project was conceived in 2024. Employees interested in participating were invited to sign up. Regular exchanges then took place between the social media team and the participants. The BfS offered external and internal training courses to the future "Amtfluencers".

In their new roles, the "Amtfluencers" initially post on platforms like LinkedIn or Instagram under the #WirImStrahlenschutz hashtag. If the programme is well received and strengthens communication within and outside the BfS, it may be expanded to include more participants.