Brand ambassadors are individuals who genuinely identify with a company, its values and its products, and who share that affinity across their channels – both online and offline. More and more companies are recognizing that their best ambassadors…. are employees. It is they, who know the company inside out, who can be the most reliable and effective channel for brand communication. What to keep in mind in ambassador programs and how to encourage participation?
Employee advocacy is not just a fad, but a necessity
Employee advocacy, i.e. active promotion of a company by its male and female employees, brings tangible results. It’s not about forced postings, but natural sharing of experiences, successes and…. a bit of company daily life. Why implement such a program in your organization?
- 92% of consumers trust recommendations from others – even those they don’t know personally – more than specific brands(Nielsen: Consumer trust online, social and mobile advertising grows)
- Content posted by employees gains up to eight times more engagement and reach than identical messages posted on official brand channels(Social Media Today: Employee Advocacy Benefits).
These figures speak for themselves, it’s definitely worth voting for your people! Especially to those who want to get more involved and promote your brand values by being a part of it.
Brand ambassadors in practice – how to support them?
For an employee advocacy program to make sense, you need structure and the right tools. What should every good brand ambassador have in order to effectively represent the company and feel comfortable in this role? And, above all, also not to get burned out and maintain their commitment!
1. program coordinator – a person who watches over the
Every project needs its own leader. In this case, it will be the person responsible for onboarding new brand ambassadors, supporting them in their daily activities, reminding them of actions and most importantly – motivating them. This is someone who knows that employer branding is not a temporary action, but a strategy for years. What’s more, it’s also in this person’s role to integrate the members of the program!
2. brand ambassadors need content to publish
It is not enough to want – you also need to have something to publish. Male and female employees need access to interesting materials: graphics, photos, ready-made posts that they can personalize. Good company content is the foundation of a successful employee advocacy program. Monthly packets with inspiration for publications, sample posts, and photos showing the company’s life from behind the scenes are a great idea. You can also use ready-made tools like the Sharebee platform! 🙂
3. education – how, what and where to publish?
Not everyone needs to be a social media ninja. That’s why it’s a good idea to put together short tutorials or workshops – how to build your personal brand on LinkedIn, how to take good photos, how to tell your company’s story without being pushy. Employees who know how to do it become more confident and more willing to share content. To sum up, a good base is a must at the start!
4. merch, i.e. making communications more consistent
This is where we – MerchUp – come in. As a manufacturer of promotional apparel with vast experience, we are well aware of the great role printed corporate apparel plays in creating a sense of belonging.
That’s what Dagmara writes in her article “Employee advocacy in social media, or how to do it right on LinkedIn” in her book “The power of the employer brand”. This is definitely true. Now imagine a profile of an employee – a brand ambassador – with a photo of him wearing a sweatshirt with the company logo or a personalized T-shirt. This not only builds your image, but also unifies your visual communication and makes your company’s content more consistent. In addition, your logo becomes memorable, which makes brand recognition go up!
What should a brand ambassador’s welcome packet contain?
The most important thing is to create personalized apparel and gadgets that will actually be used by brand ambassadors. The key is to make sure the design is attractive and consistent with your brand values and message. What is an example of an ideal and proven kit?
- Sweatshirt or T-shirt – generally custom-printed apparel that matches the aesthetics of the company that will be seen in the photos of the ambassadors. Ideally, it should include a slogan that captures the spirit of what you want to convey!
- A cap with embroidery or printing – an ideal opportunity to show your logo, especially in photos in the summer on various outings.
- Phone holder – Practical and reliable for anyone tasked with casting their selfie online once in a while.
- Logolaptop case – perfect for remote work and co-working. Ambassadors are on the move and their laptop is with them everywhere, so this is a must-have of their equipment!
- Screen cleaner – small, but often used, again useful for photos, because it helps to take care of a clean camera!
- Bottle Reusable with branding, socks with logo, lunchbox with the brand’s slogan and many, many other products that combine utility and modern design!
These are the elements that make corporate logo clothing cease to be a boring uniform and become a lifestyle item and pride of belonging to a team. Ambassadors then don’t have to think about how to smuggle the brand in photos and publications – it happens naturally, because they actually use these things!
Employer branding through the lens of your people
Employer branding is not just about recruiting. It’s also how your people talk about the company, how they show it and how they feel about it. Authentic employer branding starts within – with a committed team that has the tools and motivation to share the best. That’s why ambassador programs also support in this area – even if it’s not the main goal!
The employee advocacy program is not just a trend – it is the future of brand communication. Employees become the faces of the company, and their voice has a real impact on the perception of the organization outside. Give them support, education and the right tools, and they will surely return the favor!
