More and more organizations are developing formalized brand ambassador programs as a critical employer branding strategy to increase client loyalty, engagement and reduce hiring costs.

There are five steps to building an effective Brand Ambassador Program

1. Define your overall objectives
Prior to developing and launching a Brand Ambassador Program it is critical that you have a clearly defined employer branding strategy including an Employee Value Proposition. Furthermore, it is important that you have clear KPIs or business objectives prior to developing a Brand Ambassador Program to ensure that it is aligned with overall business priorities. Lastly, metrics need to be established prior to designing a Brand Ambassador Program so that you can measure the impact and success of the initiative.

2. Identify Brand Ambassadors
Although brand ambassadors should be unique to your organization, there are some common characteristics that make effective Brand Ambassadors including:
o Strong social media presence/socially savvy
o High performers and/or highly engaged
o Employees involved in committees and employee events
o Positive feedback from clients, colleagues and leaders

Work with your executive colleagues or employer branding team to clearly define what would make effective brand ambassadors within your company.

3. Audit Social Media Presence of Brand Ambassadors
Once your Brand Ambassadors have been identified, it is important to audit their social media presence to determine any red flags as well as opportunities. The information gleaned from this audit will also help you to solidify your training plans.

4. Train Brand Ambassadors
The most critical step of your Brand Ambassador Program is the training. Training should be comprehensive and consistent to ensure your ambassadors are well equipped to help you meet defined objectives.
Training topics to consider are:
o Social media best practices
 Developing your brand
o Case studies on great Brand Ambassador Programs
o Company tools and resources
o Brand Ambassador initiatives (online and offline)
o Reputation management and escalation guidelines

5. Monitor measure and report on results
Lastly, it is important that you regularly monitor and report on results so that you can fully realize the benefits of the program.

Once you have built your program we strongly recommend that you look at innovative tools, like the social media engagement and amplification tool built by our partner, Post Beyond. The tool enables your employees and ambassadors to post “approved” content in a consistent and controlled way. The benefits for both the company and employees are considerable. Companies get increased reach of their message & valuable insights, while employees develop their personal brand as thought leaders.