Successful Companies: Your Employees, Your Brand Ambassadors

When you think of brand ambassadors, you think of customers or people outside companies who become loyal followers of a brand. However, an employee can also be a brand ambassador. In fact, workers are often the brand ambassadors who give companies the most benefits.

In this article, we explore what a brand ambassador is, what types exist and what benefits they bring to companies. And we also talk about how Employee Experience is an invaluable resource for transforming employees into brand ambassadors.

What is a brand ambassador?

Before we dive into the benefits of having brand ambassadors and how to generate them, it's essential to understand who they are.

A brand ambassador is a person who actively promotes a brand.

In other words, he is a person who not only likes a brand, but who defends it, because in addition to preferring the services or products provided by the company in question, he shares its vision and values.

What types of brand ambassadors are there?

External Ambassadors

Brand ambassadors can be satisfied customers, external collaborators, or anyone outside the organization. These ambassadors play a crucial role in building a positive reputation and expanding brand reach.

Their support is based on authentic user experiences, adding credibility to their testimonials. In addition, these external ambassadors have the power to amplify the brand's message through social platforms and share their experiences, attracting the attention of new audiences.

Finally, by building trust in the market and attracting new customers through their positive recommendations, they contribute significantly to building a solid image and to the continuous attraction of the public to the company.

Internal Ambassadors

Internal ambassadors, represented primarily by the company's own employees, play an essential role in building and strengthening corporate identity.

Their in-depth knowledge of the company's products, services and values makes them credible testimonials for their colleagues.

Beyond their work role, these internal ambassadors are key agents in promoting internal culture, contributing to a positive and collaborative work environment.

In addition, by inspiring other employees and actively promoting the company's core principles, these internal ambassadors make a significant impact on morale, commitment and talent retention. This creates cohesive and committed teams.

Benefits of having brand ambassadors

Having brand ambassadors, whether internal or external, offers a series of significant benefits that have a direct impact on the company's success. Here are six general benefits:

Amplifying the brand's message

Brand ambassadors, by positively sharing the company's vision in their networks and circles, help expand the reach of the brand's message. This leads to a greater reach of followers and potential customers.

Strengthening the emotional connection

Authentic brand promotion by ambassadors creates a stronger emotional connection with the company. This builds loyalty and fosters lasting relationships with employees and customers.

Improving business reputation

The active participation of ambassadors in brand promotion contributes positively to the company's public image, positioning it as an employer of choice and generating trust in the market.

Boost in marketing strategies

The involvement of ambassadors in promotional activities facilitates the implementation of marketing strategies. This is because you can take advantage of your internal and external networks to promote products or services in an authentic way.

Greater influence on purchasing decision making

The personal recommendation of ambassadors directly impacts consumers' perception, positively influencing their purchasing decisions and attracting new customers.

Contribution to Customer Experience (CX)

The connection between EX and CX is manifested in the improvement of the overall customer experience. Satisfied and committed employees contribute to quality service, thus generating a positive impact on the customer experience.

Employee Experience: The Key to Transforming Employees into Ambassadors

Now that you know the benefits of having brand ambassadors, you're probably wondering how to generate them from your company. The answer is with the Employee Experience o Employee Experience.

Effective employee experience management lays the foundation for turning employees into brand ambassadors.

For example, knowing their expectations, providing a positive work environment and facilitating professional development are crucial aspects for fostering loyalty and authentic brand promotion.

How to measure the connection of brand ambassadors with the company

Finally, to know how likely your employees are to become ambassadors, it's essential to measure their emotional connection to the company and the impact of your Employee Experience strategies. To do this, you can rely on the following metrics:

eNPS (Employee Net Promoter Score):

It measures the willingness of employees to recommend the company as a place to work. It is calculated by subtracting the percentage of detractors from the percentage of promoters. A positive result indicates satisfaction and commitment.

Employee Engagement Score

It evaluates the commitment of employees to their work and the company, including aspects such as job satisfaction and motivation. A high score suggests positive commitment and contributes to productivity.

EES (Employee Experience Score):

It measures the overall employee experience, encompassing leadership, organizational culture and development opportunities. It provides a comprehensive view to identify areas for improvement and optimize the employee experience.

Permanence:

Indicate the length of time employees choose to remain with the company. It's key to evaluating talent retention and team stability. Low turnover suggests satisfaction and commitment, while high turnover can signal problems in the work environment.

The Latest on Brand Ambassadors

In short, by investing in improving employee experience management, organizations cultivate a positive work environment and create passionate ambassadors who will genuinely promote the brand.

If you want to know more about how to turn your work team into brand ambassadors, don't hesitate and contact us. At Izo, we have been helping large companies from various sectors to improve their Employee Experience for more than a decade. ¡Contact us and turn your employees into your best brand ambassadors today!