How to create brand ambassadors and become an employer of choice

Attracting top talent in today’s climate takes more than strong compensation packages. Modern jobseekers are looking for employers that reflect their values and have a company culture they can connect with.

With trust, transparency, and authenticity at the forefront of candidates’ minds, how can you make your employer brand stand out in a highly competitive talent market? 

The answer lies in empowering your people – turning employees into passionate ambassadors for your brand.

In this guide, we’ll explore what brand ambassadors are, how you can encourage colleagues to embrace the responsibility, and why an approach like this is such a powerful tool in your recruitment efforts.

What are employee brand ambassadors?

Brand ambassadors are employees who actively advocate for your organization – both online and offline.

Whether through personal social media posts, testimonial videos, blog contributions, or press quotes, they share what it’s really like to be part of your team. This personal perspective builds trust and offers a window into your company culture that no polished campaign ever could.

While anyone can step into this role, the most effective ambassadors are those who naturally align with your brand values and are genuinely proud to represent your organization. Jobseekers can quickly spot insincerity, so authenticity is a must.

6 steps to transform your employees into brand ambassadors

Capturing the attention of today’s candidates means more than simply stating what your company stands for. You need to show how your Employee Value Proposition (EVP) and employer branding strategy translate to your working environment.

That’s why employee brand ambassadors are so valuable. They live and breathe your business every day and can give potential candidates an unfiltered look at your company culture. They make it easy for top talent to understand your organization and picture themselves within your team.

To truly harness this potential, your approach must be as structured and considered as any other marketing initiative – otherwise ambassador activity can become irregular and haphazard. Here are six steps that can help you build a strategy that works.

Step 1 – Understand the conversation around your employer brand

Before launching your ambassador program, take the time to audit existing touchpoints to see how employees and candidates feel about you as an employer.

For example:

• Explore where employees new and old are leaving reviews about your organization
• Ask your team to learn if they already advocating for your brand online or in person
• Assess if potential candidates are talking about your business, and find out where those conversations are happening

This groundwork helps you gauge how people currently feel about your brand and whether there’s existing advocacy to build on. It also reveals areas where your employer brand strategy may need refining before engaging employees further.

Step 2 – Seek out the right ambassadors

Every employee has the potential to be a brand voice – but some may be more naturally suited to the role than others.

Use your audit to spot team members already promoting your company positively. They’re likely your most authentic storytellers. You can also identify strong candidates by looking for employees who:

• Have substantial social media followings, especially on LinkedIn
• Represent different departments or types of employees on your team
• Are already highly regarded or well-known in your industry
• Advocate for or have a keen interest in DEI

Above all, choose people who genuinely believe in your mission. Their enthusiasm will resonate with potential employees.

Step 3 – Let brand ambassadors speak in their own voice

Ambassador content can generate 24 times more engagement than traditional brand messaging, according to Social Media Today. That’s because content from your people feels real, not rehearsed.

While a consistent tone of voice matters for your employer brand, it is important not to impose it too rigidly on your ambassadors. Set clear guidelines around appropriate topics and language but give them the space to speak authentically and let their personal tone shine through

This not only drives stronger engagement – it also makes the job of being a ambassador more enjoyable and less daunting.

Step 4 – Invest in employer brand education for your teams

How can you ensure people stay up to speed with your employer brand from the moment they become brand ambassadors to the day they leave?

A dedicated brand portal is key, providing ambassadors with a single go-to source for everything they need. You can use it to house brands guidelines, example assets, info on your employee value proposition, and more.

Training also plays a vital role, particularly when it comes to social media best practice. It will give ambassadors the confidence to grow their following while avoiding common pitfalls that could damage your employer brand image. It’s also another way to position yourself as an employer of choice by providing valuable learning and development opportunities.

Step 5 – Recognize and reward engagement

Some employees will advocate naturally. Others might need a little encouragement.

Recognition is a powerful motivator. Whether it’s branded merchandise, extra leave, a feature in your internal newsletter, or shout-outs on corporate channels – small gestures go a long way.

You can also give employees a voice in shaping your employer brand and company culture. When they feel heard and involved, they’re far more likely to share their pride in where they work.

Step 6 – Empower your strongest advocates to share brand content

With your strategy in place, guidelines established, and brand ambassadors selected and trained, you’re almost there.

Now there’s just one more challenge to overcome – and it’s traditionally one of the biggest barriers to building a successful ambassador program. How do you equip your employees to create on-brand assets? 

The problem is that most ambassadors lack the skills or knowledge to craft quality collateral. And even if your team contains expert designers, that can still be a massive drain on time and resources.

The solution: templated content creation tools. By providing employees with easy-to-use employer branding templates, you can empower them to create their own personalized content without ever straying off brand. Compromising brand consistency

Elevate your employer brand with a robust employee ambassador programme

While content shared via corporate channels is vital in attracting talent, it’s your employee brand ambassadors who often make the most meaningful impact – when they’re mobilized effectively.

By sharing real experiences, showcasing your culture, and giving a behind-the-scenes look at daily work life, advocacy from within builds trust and clarity. This honest perspective helps candidates assess whether your organization aligns with their values, ensuring they enter the job application process with real enthusiasm.

The outcome speaks for itself: improved brand awareness, a stronger reputation, and more efficient, effective recruitment. In the long run, this reduces both the cost and time involved in hiring top-tier talent.

What’s more, encouraging engagement through ambassador programs doesn’t just support hiring goals – it also fosters pride, purpose, and alignment across your wider organization.

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