How to nurture great employees into brand ambassadors

Strong employee relationships don’t just make your employees feel valued; they can also benefit your business too.

But how can you be sure if an employee should be a brand ambassador, and how can you guide them through the process?

Who are brand ambassadors?

It takes a certain type of employee to become a brand ambassador. Traditionally, these employees will have been with your business for some time, already knowing their way around the business, and how you operate. They’ll also be positive about your brand, and fit culturally into your business. It’s sometimes obvious in the recruitment process if an interviewee is a good fit for your business, but it may take a little while for them to gel with your business before they get comfortable.

A call for brand ambassadors within your business is usually necessary to establish who is the best fit, and also who is willing to promote your brand. You could announce your brand ambassador scheme in a company meeting, put up posters around your business, or share it in an email. Even approaching managers to see which of their team members they feel would work well as an ambassador is another good idea.

Just because an employee fits into your team, and knows a lot about your business doesn’t necessarily mean they will feel comfortable in an ambassador role. An employee who feels confident as a company representative will be much more effective.

Turning employees into brand ambassadors

Once you have a team of willing employees, it’s time to train them to become your brand ambassadors. Here are a few steps to consider when you’re training, and maintaining, your new representatives.

  • Make it easy for them. They already work for your business, so you shouldn’t need to give them much background information on your brand – as they’ll know it already. However, giving them the tools to become ambassadors will make their lives easier, and help them to become representatives faster. Establish a brand voice, give them a hashtag (if you’re incorporating social promotion into your campaign), and give them training on their role to help them get up and running quickly.
  • Trust them. It can be easy to feel nervous about anyone other than your marketing team promoting your business online, and to the public. Giving your employees free rein regarding their new ambassador role will allow them to find their feet and talk honestly about your business, and why it’s so great. If you don’t trust your employees to be positive about your brand, it might be time to reconsider a brand ambassador programme.
  • Put employees first. Whilst you’ll be utilising your brand ambassadors to promote your brand, don’t forget about these employees. Make sure you put them first, retrain them when a new product is launched, and check in to see how they feel throughout the whole process. It’s always a good idea to share new services with employees before they launch to the public, but ensuring your ambassadors have been fully trained before launch day can ensure they feel confident, and your service is fully promoted online.

The benefits of successful brand ambassadors

Finding employees who fit your businesses culture and are willing to work as brand representatives is invaluable. Not only does a brand ambassador programme benefit your marketing team and customers, but it can also benefit your working relationship, and company culture too.

Regular rewards for hardworking representatives can encourage hard work, with employees feeling included in company events through regular training and communications. Keeping a close relationship with your ambassadors and searching for new employees to join the ranks keeps your ambassador programme fresh, and keeps your customers interested.

About the Author

Karen Dykes

Karen Dykes

Recruitment Partner

Karen, recruitment partner and part of the management team at Anne Corder Recruitment, manages a huge array of responsibilities. Managing everything that is not directly job handling, Karen is also an expert in candidate sourcing, change management, training and temp recruitment.