How to Turn Employees into Brand Ambassadors

Creating employees as brand ambassadors is imperative to a business’ growth and hiring culture, as candidates trust employees 3x more than the employer to provide information on working at the company. Brand ambassadors share the good word of your company, turn reputation into reality, and help the organization grow through business and employee referrals. Think of brand ambassadors as a team of on-the-ground recruiters that use their first-hand knowledge to display your company’s values and employer brand.  So how do you build them?

It starts with a strong employer brand, which according to CareerArc, 75% of job seekers review before even applying for a job.  Brand ambassadors personify an employer brand in their social networks, evangelizing the culture and brand values across all their communications, both in-person and online.  To unify your employer brand and employees:

Share the company vision

When employees know the long-term goals and company WHY they feel more invested.   A culture that is fueled by a common mission motivates employees beyond the dollar.

Encourage company pride

Think about how a sports team wears the uniform and how the fans display those colors.  Simple acts of pride and tokens (think coffee mugs) can go a long way with employees.  Additionally, so can community days or giving back as a group.

Create a place where people love to work

Promote camaraderie at work.  Events like office or virtual happy hours encourage staff members to know one another on another level.  Small activities where people can build relationships aid in creating a place where people are happy to spend their days.

Provide an incentive

Reward employees who are brand ambassadors, after all, it is a voluntary position. Consider a referral reward program that offers bonuses for those who help recruit employees or simply highlighting an employee who displays the organization’s vision or values is a gesture that may incentivize others to act accordingly. When team members feel valued and appreciated, they’re more likely to spread the word about how much they enjoy their jobs.

The best brand ambassadors and often the most impactful, happen organically. They share their positive experiences because they truly believe in the company and its culture.  When employees turn into brand ambassadors, they become a powerful and essential aspect of your recruitment and hiring process.  Want more ideas to grow your employer brand and brand ambassadors? We’ve got them! Reach out today.