Companies are increasingly recognizing the importance of employee brand ambassadors who proudly represent their values and culture. This not only strengthens the company brand but also contributes to a positive work environment, where employees feel connected and valued. Let’s explore several key strategies to cultivate a strong network of brand ambassadors within your organization.
Why do you need company ambassadors?
The word 'ambassador' might sound formal or even regal, but it holds great value in a corporate context. In fact, a company can benefit highly from employees that present and uphold its brand identity, fueled by genuine activities.
The employees can share insights or experiences about their workplace, which builds trust with stakeholders, potential clients and talented jobseekers. It’s natural to trust the people we know. If a friend, old classmate, or neighbor shares how much they enjoy their job and what they do, it carries more weight than a message directly from the company itself.
Many companies strategically encourage employees to become brand ambassadors by identifying individuals who fit the ambassador role:
- They’re deeply connected to the company and understand its products or services.
- They have strong networks with people who would benefit from or be interested in the company’s offerings.
Keep reading, we have summarized 10 factors that encourage employees to become proud ambassadors.
1. Craft a crystal-clear vision
A strategy is nothing without a true vision. While brand ambassadors are essential, their efforts are ineffective without a clear definition of the brand. People usually have a clear understanding of what their job description is, but are they familiar with the company vision and mission?
If the answer is no, chances are you have failed to define and share it in a clear way. Make sure to craft a jargon-free and clear message to offer something concrete to share with the business world.
2. Improve employee onboarding
A “Yes, I got the job!” can quickly turn into “What do I do now?”. The first day of the job is stressful and anxious for even the most experienced specialist, and requires thoughtful onboarding.
According to Harvard Business Review, employee turnover rates are as high as 20% within the first 45 days and one in three hand in their resignation after 3 months.
When companies fail to share their expectations, give proper information about job tasks and organizational norms, chances are new employees will feel less loyal and engaged.
There is also the risk of an exaggerated onboarding when employees are handed thick manuals and are expected to log into every IT system and reply promptly. It ultimately leads to a huge cognitive overload and a poor first impression of the workplace.
A great onboarding usually starts with a polite first-day greetings and a basic overview of the role, job description and company organization. A brief document with the basic company policy and overview of the first few days is recommended.
3. Offer flexible office solutions
The demand for a flexible workplace that supports hybrid work has never been higher.
It's worth looking into the option of an activity-based office, designed to accommodate diverse working styles and tasks. Employees have the flexibility to choose where and how they work.
Unlike traditional office setups with assigned desks, activity-based offices provide a variety of spaces tailored to specific activities. Some examples are quiet zones for focused work, collaborative areas for team projects, and social spaces for networking. The freedom to move between spaces enhances autonomy and improves job satisfaction.
One key benefit is the optimization of space usage, which can reduce real estate costs while creating an environment that feels open and flexible. This design supports hybrid and flexible work models.
However, the success of an activity-based office depends on thoughtful implementation. It requires clear communication, a supportive culture, and tools like technology for seamless transitions between spaces.
At Flowscape, we are committed to providing streamlined in-app bookings that simplify desk booking for everyone in the company. Feel free to explore our solutions, if you are looking to elevate the workplace experience for the employees and turn them into proud ambassadors.
4. Give praise
Days in the office pass by quickly, and achievements and efforts usually go unnoticed. Failing to recognize successful teams can negatively affect their long-term performance.
Take the opportunity to show your appreciation after a finished campaign or after the acquiring of a new, important client. A handwritten note or a thank you-email can be enough, accompanied by a shout-out on the company blog or in a social media post.
5. Support a good cause
With every generation, demonstrating genuine corporate social responsibility becomes increasingly important. Customers tend to support brands that focus on social responsibility that are aligned with the brand and services/products.
There are plenty of opportunities to contribute, both on a local level and globally, such as volunteering at a food center or raising money for a new youth initiative. All over the world, children are in need of food, a roof over their head and access to proper education. When colleagues join forces to support different charity initiatives, they are given a sense of purpose which increases loyalty for the company as well as strengthening the team.
6. Involve the content marketing team
Marketing and sales play an important part in driving growth, but they sometimes work in a silo and are not involved with other departments. To showcase company expertise and increase visibility of your efforts, social media is an important tool. HR can be an important player who facilitates cooperation between the marketing department and other departments in the organization. Invite everyone to contribute, but let them know that the content team can proofread their texts.
By informing about the benefits of online visibility and strengthening the company brand, you will hopefully get more people involved. It usually requires one or two passionate individuals who are not afraid to share their message on social platforms. Why not take the lead and share some fun trivia about the HR-department? Hopefully, others are happy to join when they realize the value of social media marketing.
7. Create an event worth sharing
Even though great achievements are made every week, it’s not the efficient paper work or solved help desk tickets that receive traction and promote the company brand.
To activate and involve your brand ambassadors, we also recommend organizing something worth sharing. Next time you have a team building activity, make sure to include a fun and exciting element. Other ideas for the yearly meeting with team building activities are:
- Take part in a run together
- Escape room activities
- Lunch and learn: invite a top educator on an interesting topic
- Karaoke event
8. Invest in remote workforce mental health
Achieving work-life balance is a challenge, but what can companies do to empower remote employees to excel professionally while finding fulfillment personally?
The life of a remote worker can be challenging, since you are left on your own and can struggle with motivation and productivity. Working in front of a screen all day can lead to headaches and fatigue, which in the long run increases the risk for burnout. The importance of taking breaks and incorporating some movement into the day cannot be stressed enough.
The HR department can help remote workers to be more mindful of stressors. One idea is to create tailored virtual workout sessions and check-ins, or give them incentives to schedule a meeting with a coach or counselor. Not necessarily because they struggle mentally, but to proactively make sure that they feel seen and heard.
9. Leverage employee engagement tools
Employee engagement tools are great for improving workplace dynamics and boosting productivity. For example, tools like Slack or Microsoft Teams enhance communication, making it easy for teams to collaborate in real time, whether they’re in the office or remote.
Pulse survey tools like Officevibe or TinyPulse help companies measure employee happiness by gathering feedback regularly. It gives the possibility to address concerns quickly and improve morale.
Learning and development platforms grow their skills and is a proof of the company’s investment in their professional growth. Gamification features in some tools encourage participation in wellness programs or training sessions.
10. Establish trust
The last one might sound pretty basic, but it is often overlooked by management and HR.
Drumroll: Leading by example.
If you want the employees to happily share about their great workplace, we encourage you to view communication as a two-way street. It’s easy to have a top-down approach where employees are told what to do, but in fact, trust starts with transparency.
When employees trust their employer, they are more likely to talk about them - wherever they are. And who knows who might be listening?
Spread the message and drive success
By encouraging employees to become passionate brand ambassadors, companies can improve brand visibility and enjoy an engaged and motivated workforce. This is achieved by clear communication, thoughtful onboarding, and a supportive, flexible work environment.
With these strategies in place, you’ll not only boost your company’s reputation but also cultivate a workplace where employees take pride in representing it.