12 Most Beneficial Reasons to Create Employee Ambassadors for your Brand
Brands are always looking for ambassadors to help spread their messaging. Most of the time they look outside their organization for people to serve as ambassadors because they feel that they would be more authentic.
While that may or may not be true, there are benefits to starting up an employee ambassador program for your brand. Here are 12 reasons why.
1. Creates passionate employees
Employees want to be passionate and proud about where they work — it makes work not work. An employee ambassador program will give them something to be passionate about as they become more involved with evangelizing for the brand. When the company I work for set up a Klout program, I was really excited to join because I wanted to help spread the word about our products.
2. Creates community
Working at the same company doesn’t automatically create community. A brand ambassador program will create a common topic that employees can have conversation around, which creates community. One way to do this is to create a private Facebook group where employees who are participating in the program can be invited to. The private Facebook group can serve as a social bulletin board for these employees and will serve as a home for conversation and feedback. A Facebook group is a great way for employees to network with one another.
3. Helps spread knowledge internally
Depending on what part of the company you work for, you might not know when new products or services are launched. An employee ambassador program will help keep everyone in the company in the know about those new things. As ambassadors, employees will also need to be knowledgeable about what they are helping to promote and create a program that will help to educate them. In my experience working for a large company, there are always people who don’t know about the products we offer and what they’re capable of. An employee ambassador program is a great way to keep everyone informed.
4. Helps spread knowledge externally
The more brand employees know about a product, the better they can spread the message to the outside world. When someone works for a brand, it’s automatically assumed by their circle of friends that they know about the products their company has to offer. An employee ambassador program will get employees to be more involved with the products/services the brand has to offer. As they become more familiar with the products, the more knowledgeable they will be and can help to promote what the brand has to offer.
5. Increases morale
Sometimes employees need a pick me up, or a change of pace to what their day to day job functions are. Let’s face it, not every day is a good day. An employee ambassador program will give them something to be excited about. It feels good to be part of a program that is designed to help create new fans for the brand you work for.
6. Increases brand awareness
Brand ambassadors help increase brand awareness and employee ambassadors should not be viewed differently. Employee ambassadors will increase brand awareness within their own networks, possibly reaching a different audience which can generate new fans. If my friends are looking to buy something, they’ll usually ask me what my company has to offer that’s comparable and that’s my chance to steer them towards our products.
7. Encourages creativity
Creating an employee ambassador program gives people something new to do. And to help build brand awareness and evangelize for the brand, ambassadors will most likely come up with some new creative ways to show off the brands’ product or service.
8. Uncovers talent
Sometimes there are diamonds in the rough that just haven’t been exposed yet. Creating an employee ambassador program gives those diamonds a chance to be uncovered and shine. You’ll find passionate people in departments that aren’t very visible. There might be employees that are great at social media and aren’t part of your PR or Marketing teams.
9. Helps humanize the brand
Some people tend to look at big brands as unemotional machines. Creating an employee ambassador program engages the brand with their employees and employee ambassadors give the brand a human face. Passionate employees make a brand more likeable and desirable to work for. When people outside the company see the investment made in their employees by a company, it creates a positive feeling.
10. Encourages brand unity
As a common cause, belief or program, an employee ambassador program can unify employees and ensure that brand messaging and correct product/service information is communicated to the public. It’s not good when information that is put out to the public by employees is incorrect. If a person is sold on incorrect information and finds out later on, the brand’s reputation will suffer.
11. Can jumpstart other programs
As more employees take part in an ambassador program and a community is built, new ideas for programs will come out of it even if it is just by the sheer necessity of changing up the program to keep employees interested.
12. Employees are already brand ambassadors
When someone says they work for a brand, whether it be on a social media profile or just by word of mouth, they automatically become brand ambassadors whether they like it or not. A person engaging with someone working for the brand might very well form an opinion of the brand just by simple interaction with the employee. So why not take advantage of the human resources that are already working for the brand!
An employee ambassador program is great way to reach a new audience and build brand awareness by tapping into a resource that is readily available. Do you think your company can benefit from an employee ambassador program? What kind of employee ambassador program would you like to see run where you work?
Featured image courtesy of Tiago Celestino licensed via Creative Commons.