Turn your employees into ambassadors for your company

At a time when employer branding has become a strategic issue, proactive employees who are attached to your company play a key role. As ambassadors, they can reinforce your external image, attract new talent and build customer loyalty. But how can you identify, motivate and support them in this mission? Here's our advice.

Why use your employees as ambassadors?

Engaged and committed employees have a unique power: their voice is perceived as authentic and credible. According to a Nielsen study, 88% of consumers trust recommendations from people they know more than any other corporate communication. Their involvement in external communication can have a significant impact:

• Improved brand image: happy employees naturally share their positive experiences.
• Increased attractiveness for talent: Authentic testimonials attract candidates in search of great companies to work for.
• Strengthening customer loyalty: Customers value companies where employees thrive.

Identify ambassadors

Not all employees are ready to become ambassadors. Here's how to identify the most suitable profiles:

1. Natural proactivity: They spontaneously take the initiative and share ideas to improve the company.
2. Strong attachment to the company They adhere to the organization's values and feel valued.
3. Presence on social networks: They are active and have a loyal audience on platforms like LinkedIn or Instagram.
4. Communication skills: They know how to express themselves clearly and inspiringly.

Tip: Use internal surveys or informal discussions to identify these talents.

How do you motivate them to become ambassadors?

1. Propose a clear framework

Train them in the challenges of external communication and explain the benefits for them and the company. Provide guidelines so they understand expectations and limits.

2. Value their role

Recognize their investment by highlighting their actions:

• Testimonials on the website or social networks.
• Special mention for internal meetings and events.

3. Offer the right tools

Make their job easier with :

• Templates for their publications.
• Training in the use of social networks.
• Access to external events or initiatives that they can relay.‍

‍4. Create an ambassador program

Structure their involvement by launching a dedicated program, with clear objectives and concrete benefits, such as :

• Exclusive networking sessions.
• Opportunities for professional development.

Encouraging concrete action

Here are just a few of the ways your ambassadors can contribute to your external communications:

• Sharing on social networks: testimonials, behind-the-scenes stories, success stories.
• Participation in trade shows and conferences: They can represent the company and attract talent or partners.
• Writing articles or blogs: Their perspective as employees brings valuable authenticity.
• Mentoring or webinars: They can interact directly with candidates or customers.

 ‍

Benefits for the ambassadors themselves

A well-designed ambassador program not only benefits the company. For employees, it also means :

• A recognition They feel valued and involved in strategic projects.
• A personal development opportunity: By strengthening their communication and leadership skills.
• Expanding their professional network: Participating in events and projects enables them to forge valuable links.

Measure the impact of your ambassadors

To assess the effectiveness of your initiatives, follow these indicators:

1. Engagement on social networks: Number of likes, shares and comments generated by their publications.
2. Unsolicited applications: Observe whether more candidates mention having been attracted by ambassador content.
3. Internal feedback: Measure the satisfaction of the ambassadors themselves to improve the program.

Capitalizing on your pro-active and committed employees means transforming an internal resource into a strategic asset for your external communication. By valuing them and giving them the means to shine, you amplify their impact and that of your company. So, are you ready to turn them into true spokespeople?

By Candice Lhomme