▷ Personnel ambassadors to promote your brand to the employer

What if your employees became ambassadors for your company? HR functions face many challenges in 2022: the new organization of work, the automation of HR processes, the expectations of new employees… Attracting new talent has also become a major concern. It is therefore essential to develop strategies to improve your employer brand, retain and engage your employees…

If there are already many HR blogs out there to advise you, we’ve got you covered complete guide Answers to the following questions:

  • Why should you make your employees your ambassadors?
  • 3 examples of companies that have taken this approach;
  • How do you choose your employees ambassadors?


  • Ambassadors may not be what you imagine
  • What is the role of the ambassador employee?
  • 5 (good) reasons to pamper her
  • How do you choose an employee of the ambassador?
  • What is the strategy that should be adopted for the employee to become an ambassador?

Ambassadors may not be what you imagine

Contrary to popular belief, no, the ambassador is not necessarily one of your employees!

done Anyone who speaks positively about your business and recommends it. So it can be one of your customers, a supplier, a consumer of your products or services, an influencer or a collaborator with you.

Of course, it is your employees who know your company, its history, and its values ​​best. So they are better off talking about it. At a time when attracting new talent is becoming more and more difficult, this is an asset to pull off its sleeve. Their speech will actually affect your employer’s branding.

What is the role of the ambassador employee?

The employee ambassador represents, builds and defends the company’s image.

It promotes your products and services, even if it’s not commercial, and spreads the business owner’s brand message in a positive and natural way. This behavior is reinforced by a strong corporate culture, strong commitment and a strong sense of belonging.

For example, when Lewis was asked where he worked, he didn’t just mention his name. He can talk for hours about the company he works for with passion.

5 (good) reasons to pamper her

we’re calling”employee advocacy“A marketing strategy that aims to turn employees into ambassadors for a company. It is a powerful lever for employer brand development because it allows you to:

  • A wider audience and a better view. The information disseminated by the employee’s ambassador can be done via word of mouth, but also through social networks. By spreading his message in his own field, he can reach a goal that your company cannot or even more difficult to reach.

The AccorHotels Group mobilizes its 3,700 hotel employees on social networks through its program Social media office. As a result: the audience on its platforms has been multiplied by 6!

  • A credible message. An employee letter is more realistic and credible than a letter that comes directly from the company and can be considered a business letter. Confidence in the letter will also be greater.

78% of consumers trust the recommendations of their peers and loved ones, while only 14% trust a tweet for advertising purposes.

  • Enhanced brand image and enhancement of your recruitment processes. A candidate who will have to choose between several positions will naturally prefer the company for which the number of positive testimonials from employees is most important.

45% of business leaders said they were affected by recruitment difficulties (Manpower Study). And 83% of job seekers are likely to read company reviews and ratings when deciding to apply. (Glassdoor study, 2018).

  • Employees who feel appreciated and involved. It is a real guarantee of trust given to the employee ambassador to be able to express himself on behalf of the company. So it is also a source of motivation, commitment and participation that will be reflected within the teams. By making them stand out, they become important players and see that they make a real impact around them.

Only 6% of French employees said they are engaged in work (study The state of the global workplace by Gallup, 2017). To enhance commitment, an assessment interview is a great opportunity. Learn more in this article.

  • Ready training. In addition to the positive points this represents for the company, it can also bring a lot to the employee ambassador himself. By positioning himself as an expert, a reference for the company, he will be able to work on his personal brand and expand his network.

An average employee reaches 1140 people on social networks (study Why is employee advocacy so prevalent now by Dynamic Signal, 2015).

Not all of your employees can be good ambassadors. Certain qualities are required to ensure the success of this strategy, both for you and him. But the golden rule: Don’t force it (we stick to it)!

It is preferable that the process of sharing this or that content be on his own initiative, that the message remain authentic, reflect his personality and be spontaneous. We explain to you

  • Be a good communicator. The ideal is the preference of an employee who has a certain ease of expressing himself in writing and orally. It is comfortable to convey a message to others. Some people have a way of getting noticed and noticed when they express themselves.

Each week, Faurecia employee ambassadors engage the brand’s community in their everyday lives on Instagram. They present their jobs, their tasks, and their work environment, to the four corners of the world.

  • Be enthusiastic and excited. The employee must be convinced that he or she is persuasive (CQFD) and adhere to your company’s values. He should be able to brag about you.

At Air France, employee ambassadors volunteer to answer community questions on a dedicated platform. A great way to highlight different professions and create a special relationship of closeness with their audience.

  • Master the icons of social networks. The employee must be able to create and maintain a community. But also use the right formats, the codes of the platform he’s communicating through… If you have a community manager, he can give him a short coaching to advise him.

Dell has created an “Academy” that provides training courses for all of its employees who want to learn how to use digital tools. They are awarded a Skills Diploma at the end of the course. In terms of results: 58% of employee ambassadors reach out on behalf of the brand at least once a week.

Do you already have internal ambassadors? You can take a look on LinkedIn to get to know them.

What is the strategy that should be adopted for the employee to become an ambassador?

The company’s culture and values ​​are, of course, elements that have an important place in this process. But what also matters is creating a real bond with your employees.

  • happiness at work. An employee who wants to speak positively about his company is first and foremost… a happy employee! Therefore, quality of life at work (also called QVT or, more recently, QVCT) is an issue that needs to be addressed. You can implement measures to improve their well-being: adapt work spaces, promote mixed work to improve work-life balance, etc.
  • The spirit of cohesion and community. We don’t hear it enough, but it’s all about reciprocity. If you want an employee to speak positively about your company, you have to make sure that the work atmosphere is good and that they feel well integrated. The type of management adopted will also be a requirement for creating cohesion and encouraging listening and communication between teams.
  • Meaning and implication. In this continuity, explain to him that it is necessary for the proper operation of the company to develop his participation. For example, you could offer to take part in the hiring process to keep him, give him responsibilities…

Now that you have the keys to implementing this strategy in your company, you will be able to implement your own Employee Advocacy Program. It will allow you to frame your practice and disseminate it more widely. It is a roadmap that will guide you and your employees. There is no framework to be followed compulsively and you are free to build your own.

* Fichier Enterprise is a magazine dedicated to human resources and edited by experts in the field.

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