‘Recruit colleague ambassadors,’ they said. ‘It’ll be fun,’ they said. But they rarely say that sometimes, building a team of employee brand advocates to help share your messages can be a bit of a slog, but employees are the best brand ambassadors. So how can you inspire people in your organisation to adopt an influencer role and embody the comms brand you’ve built?
What is employee advocacy?
‘People trust people – real people, not hired spokespersons,’ says comms writer Jennifer Gaier.
When we learn things about an organisation from the people who work there, we’re more inclined to believe them over advertisements, leaders’ speeches, or a puff piece in a business magazine.
It’s much the same when we’re working in the organisation ourselves.
If colleagues are living the values, sold on the strategy, or motivated by the mission, then the likelihood is that we’ll see there’s something good going on – and we want a piece of that action, too.
That’s employee advocacy. Whether you call them employee brand advocates, ambassadors or champions, those employees role-model all that’s good about their organisation, keeping their colleagues inspired and informed.
To have the most powerful impact, you need to put those good vibes on a formal footing. Create an employee advocacy programme, backed by support, tools and resources to give your cheerleaders everything they need to perform their roles with confidence – and to reward and recognise them, too. As experts in employee engagement ourselves, we are perfectly positioned to guide you on this journey.
Why should an employee stick their neck out and become an employee engagement ambassador? The answer should resonate with them on a personal as well as professional level. Here are some reasons that might persuade them – and you!
Professional growth: Build your personal brand, become more visible within the organisation and enhance your career potential. Taking it further and sharing externally, for example, on social media, can help position you as an expert.
Better engagement: Those who feel closely connected to what the organisation is doing tend to have higher job satisfaction. They feel pride in what they do, and are immersed in a continuous positive feedback loop.
Networking opportunities: Advocacy can open doors for you to connect with colleagues you might not otherwise mix with. This can boost career prospects, bring new perspectives, and inspire new ideas.
The inside track: Some people just love to know the buzz behind the scenes before anyone else. Being party to company news before it’s shared widely can be a big selling point of advocacy.
If not you, then who? You might want to suggest: ‘We can’t care for the wellbeing of employees or ensure we’re communicating effectively without input from you. So will you help us to make sure it works?’
We grow, you grow: Playing a part in taking the business to new levels of success brings its own rewards. Who doesn’t want their organisation to do well, be more sustainable and secure, and prioritise a healthy workplace culture?
If we can see it, we can be it. In other words, the practice of being an employee brand ambassador or advocate must be embedded in your culture. It won’t appear, fully formed, just because you ask a group of people to do it.
Here are some ways you can help turn your team into employee brand ambassadors.
Live the brand
Leaders set the tone of an organisation, so create platforms for them to tell stories about why they’re proud to work in your organisation – then roll out the opportunities to everyone else, too, to put their experiences in focus. Make a point of celebrating wins on social media, and publicly hail employee contributions. Create a vibe where people love to share the joy and bask in collective success.
Fill the toolbox
Create ready-to-use resources, such as pre-approved social media posts or templates, images, and key messaging. Offer training sessions to build confidence – and make them formally recognised, so ambassadors gain a qualification in return for their time and effort.
Celebrate the cheerleaders
Recognise employees who embody the brand ambassador role. Certificates, a shout-out on social media, a ‘thank you’ in the weekly newsletter – it all rewards effort and inspires others to step up.
Embrace the authentic
If anyone’s worried they don’t have the right corporate lingo on the tip of their tongue, put their mind at rest. Encourage them to share news and views in their own voice. It will resonate with colleagues far more than official, scripted content – after all, that’s the point.
Seriously, long live the curiosity that makes people ask ‘why’. Why should they bother to be an ambassador? If they’re asking, it means they care – and they’re inviting you to inspire them with a meaningful reply.
Here are some ideas for those inevitable queries when using employees as internal brand ambassadors.
Q. Hey, I spend a third of my waking hours here and work hard. Why should I do more?
A. You’re right, and we wouldn’t succeed without your work and dedication. That’s why we’re asking you to do this. You’re highly valued, and a vital part of our team. We’re not asking you to do more work, but to celebrate the great things you’re already helping us achieve. In return, you can increase your own profile, build your experience and network, perhaps even have some extra training – you’ll benefit professionally.
Q. I’m not comfortable with the idea of presenting to groups.
A. Then don’t. There are many ways to be an employee brand advocate. You could be a point of contact for colleagues who want more information about a programme. You could share your views in meetings with other advocates and our leadership team. It might simply be a case of behaving the way you always do, and putting our values in the spotlight.
Q. What if I say the wrong thing or go off-message?
A. You’ll have a full set of guidelines to support you every step of the way. We want you to feel confident about being an ambassador in a way that feels true to you. So what will help you do that? Just ask!
Q. I’m too reserved for this kind of thing. Don’t you think?
A. I think you’re perfect for this kind of thing. We want a variety of advocates to represent all colleagues, including those who are quiet and reserved. Some people will relate to you more than those who are garrulous and extroverted. We’ll support you all the way, with all the resources and ideas you need.
Employee advocates create a ripple effect. As well as rallying colleagues behind a shared purpose, they foster a culture of pride and belonging. This is how you create a motivated, enthused and engaged workforce.
We’ve supported many partners in recruiting and inspiring teams of ambassadors, advocates or influencers, so we’re here for an informal chat about it if it’s something you’re planning to do.
Building employee advocacy works. It becomes part of your comms culture. And it’s so powerful, that once you’ve had a team of employee brand advocates boosting your programmes, you don’t want to go back to being a solo envoy.
Jardine International Motors
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