Social intrapreneurs are employees who develop business ideas and advocate for issues such as diversity, environmental protection, or social justice within their own organizations. Since they often hold lower hierarchical positions, they must find ways to initiate change from the bottom up. Here are some key strategies to make that happen.
Social intrapreneurs work within their organizations to highlight and address social and environmental challenges. Unlike senior leaders or decision-makers, they often lack direct authority, so they must use specific tactics to drive change from within (see my article on “Issue Selling“). Based on an empirical study, Heinze and Weber (2015) identified five strategies for success.
1. Build a Reputation in the Field
Employees looking to push for change in their company benefit from having an established reputation in the broader field. There are various ways to achieve this—some may have gained recognition as climate activists in the “Fridays for Future” movement, others may be engaged in voluntary social inclusion work or actively involved in advocacy groups. Having credibility in the field increases their legitimacy and strengthens their ability to successfully advance an issue within the company.
2. Secure Control Over Resources
Once social intrapreneurs convince leadership that a particular issue deserves attention, they must ensure they receive dedicated resources (e.g., budget, working hours, or meeting spaces). Ideally, these resources come from external sources—such as public funding for social inclusion projects or grants for local environmental initiatives—rather than relying solely on the company’s internal budget. If external funding is unavailable, they should at least negotiate for autonomy over the allocated company resources.
3. Create Zones for Exchange
Once initial progress has been made, social intrapreneurs should engage with employees whose work may be affected by the proposed changes. Establishing a shared understanding of the issue (e.g., social inequality, environmental harm) and developing a common language around it is crucial. The goal is to integrate these topics into the company’s operations in a way that makes them practical and relevant within the corporate context.
4. Build a Pipeline
For change initiatives to be successfully implemented and sustained over time, social intrapreneurs must develop a network of allies. Ensuring that the company continuously attracts and retains individuals who share these values and expertise is key—whether it’s HR professionals with knowledge of diversity management or employees well-versed in environmental issues.
5. Experiment and Learn
Social intrapreneurs rarely have formal authority to enforce change, but they can experiment with different methods to get their ideas on the agenda. The most effective strategies depend on factors like company culture and structure, so it’s important to test different approaches and learn which ones lead to success. This includes timing (when and how often to make proposals) and framing arguments effectively (see “Issue Selling”).
Conclusion
Social intrapreneurs play a critical role in driving societal change. Employees looking to practice social intrapreneurship within their organization should adopt a pragmatic and strategic mindset: speak the company’s language, continuously engage more people in the cause, and proactively seize opportunities to drive change.
Source: Heinze, K. L., & Weber, K. (2016). Toward organizational pluralism: Institutional intrapreneurship in integrative medicine. Organization Science, 27(1), 157–172.
Dr. Barbara Kump 