The Power of Employee Advocacy and Ambassadorship

Buzzwords like "employee ambassadors" and "employee advocates" are regularly used in today's dynamic world of employer branding. But what do these expressions actually mean? Additionally, how can companies use them to strengthen their brand and attract the top talent? Buzzwords can be confusing for many people navigating this field. Let's deconstruct these ideas and explore their significant impact on the brand narrative of your business.

Ambassador vs. Advocate: Understanding the Differences

Brand Advocate

An employee advocate is someone who voluntarily supports the company they work for, generally without receiving any official rewards or instructions from the employer. Their support for the organisation comes naturally from a real appreciation of its values and workplace culture.

Brand Ambassador

An ambassador, in contrast, actively advertises their organisation within a predetermined framework. While there may be rewards in the mix, ambassadors are given defined tasks that align with the company's brand message and participate in scheduled branding activities.

Both of these positions play a crucial part in enhancing your employer brand by emphasising both the excellent possibilities your company provides and its passionate staff.

The Influential Power of Employee Content

Did you know that content shared by employees is trusted three times more than content coming directly from the company? Additionally, such material receives up to 24 times more distribution and has eight times as much engagement. These startling numbers highlight the significance of a carefully planned advocacy or ambassadorship project.

Respecting Authenticity

Even if the stats are alluring, it's crucial that the content shared by the employees actually resonates with the people who will be reading them. Authenticity encourages a strong connection and provides a direct window into your company's everyday operations. Fundamentally speaking, advocacy is fostered in a setting that supports a favourable ethos, growth, and recognition.

The Advocacy journey.

Fostering an environment where advocacy thrives takes time. It requires a comprehensive strategy that extends beyond your branding and recruitment departments. If your Employer's Net Promoter Score (eNPS) is low, don't expect drastic changes right away. Over time, persistence and unflinching focus produce amazing results.

Start as soon as possible

While fostering long-term advocacy is crucial, making an immediate effect is as important, particularly in light of the resources devoted to building and maintaining your employer brand. Employee ambassador activities must be given top priority. Companies with established ambassador programmes have a noticeable advantage in attracting and keeping the best people.

Beginning the Journey

If you have decided to embark on this journey, then consider these questions. 

• Which stories would best represent your brand?
• Which employees will best connect to your target audience.
• Which employees are good at telling these stories?
• What incentives could you offer to your brand ambassadors? 

As a result, employee advocacy and ambassadorship are powerful tools for employer branding; they are not just industry buzzwords. Your company can undergo a revolution if you can successfully channel them, turning your employees into priceless brand ambassadors.