Online visibility, along with a consistent and well-coordinated brand image, has been recognized by companies in the modern digital era as of key strategic importance. Visibility has a direct impact on a company’s ability to grow and generate business. However, the diversity of choice on the internet, the power of algorithms and the way of searching for information have profoundly modified the barriers to improved visibility for brands. One of the possible answers to the question of improved visibility is to offer the company’s employees the opportunity to become brand ambassadors in an Employee Advocacy project. But what is the role of a corporate ambassador? Who can become an ambassador and how? How do you make the role of a brand ambassador easier? These are just some of the questions that Limber can help you answer in this article!
What is the role of a brand ambassador?
A brand ambassador has to be, first and foremost, a person who appreciates the products or services of the company for which he or she acts as a spokesperson. They effectively represent, promote and defend the brand across social networks and on the internet. The ambassador proactively relays information, shares content and gives his or her opinion. They can even influence the purchasing decision of potential consumers but the case that interests us here concerns a company employee, as part of an Employee Advocacy project.
Employee Advocacy consists of inviting company employees to relay brand content, particularly on their own social networks. This is powerful because employees are often a first point of reference for a brand. By definition, they are stakeholders in the success of the company because they are one of the essential elements for its smooth operation. A brand ambassador makes a powerful impression and commitment to a project by recommending it.
Who can be an ambassador for their company?
When we speak of “brand ambassadors”, we sometimes think of the famous influencers or celebrities who represent a brand. That is, of course, a possible communication strategy. But the power and authenticity of the company’s employees has just as much, if not more, value. So, who can be an ambassador within the company? In fact, everyone can…
Of course, some members of the company may already have visibility by virtue of their function or responsibility. This is the case for management positions: CEOs, marketing or communication managers, human resources managers, sales managers… however, in an Employee Advocacy project, which by definition relies on the distribution of content, it is essential to be already present and active on social networks. Whatever one might think, not all managers are active on social networks and do not necessarily relay company content on a regular basis.
Any employee may, by their own initiative, have created a community of market relevant contacts who are interested in the content they publish. On social networks, they may already talk about their professional life, relay information about their core business, share their know-how and give advice. Unofficially, they have in some ways already taken on the role of brand ambassador.
Engaging in an Employee Advocacy strategy and becoming a brand ambassador is not linked to a specific position or responsibilities within the company. It is, above all, a question of being ready to speak out on social networks. It is important to ensure a regular presence and consistent editorial rhythm to highlight their expertise but also to positively represent the image of the company.
How to make the role of a brand ambassador easier?
A brand ambassador must be present on social networks and regularly publish quality content. This content will promote interaction with a community and create engagement (likes, shares, comments, making contact). These actions will influence the visibility of the brand and help the growth of the company by generating qualified leads.
However, an employee must be able to integrate this activity into their daily organization. They must have easy access and understanding of the content available within the company that they can relay on their own social networks. The employee must be familiar with the company’s communication in order to preserve its coherence. It is also important to respect good practices on social networks. The brand image must be of upmost importance to them alongside their personal motivations.
All these elements can be time-consuming for an employee ambassador. It is therefore up to the company to give effective means to its employees who wish to take part in an Employee Advocacy project.
Best practices and tools for an ambassador program
Above all, it is a question of saving the ambassador time and guaranteeing the coherence of their content sharing.
To do this, a brand ambassador needs:
- To be advised and guided in good practices as a brand ambassador.
- Have easy access to all the company’s chosen content so that they can broadcast it on their own social networks.
- Have the ability to share from a mobile application, with one simple click.
- Receive a newsletter by email from which they can share content directly on their social networks and which allows them to stay informed with the brand direction.
- Easily find third-party content (from the previous day) pre-selected and classified by theme.
- Have easy access to data to enhance their actions on social networks, or even participate in gamification aspects and be rewarded.
- To be involved in the creation of content, with the possibility of proposing topics.
A Platform exist to meet all of these needs. It can facilitate the implementation of a concrete and efficient Employee Advocacy project!
Jamie Swanson