In our fast-paced, ever-changing digital world, trust is an invaluable resource that is only granted to the most authentic and reliable, and your employees are your most credible advocates. As the public’s sentiments shift away from corporate messaging and toward peer-driven influence, strategies and PR tactics must evolve, too. At its core, this means: people trust people, not logos. One highly impactful—and often underestimated—method is through employee advocacy. Empowering your team to share their voices can be a surefire way to organically and authentically enhance your brand’s reach and relatability. To effectively implement these efforts within your organization, it’s critical to understand employee brand ambassadors, why it works, and how to implement it, starting with key examples of companies that are leading the charge.

What Is an Employee Brand Ambassador?

According to Joveo, “An employee brand ambassador is a trusted advocate within your organization who bridges the gap between your company’s culture and the outside world. These ambassadors embody your values, mission, and messaging, sharing their experiences in an authentic and relatable way…”

These ambassadors don’t need notable titles or official designations. They demonstrate pride in their work and the brand’s mission, both online and offline, through various means, such as sharing company news, posting behind-the-scenes content, highlighting team achievements, or speaking positively about workplace culture, leadership, and values.

The most effective employee ambassadorship is optional, driven by genuine enthusiasm.

Why Employee Advocacy Works

According to the 2024 Edelman’s Trust Barometer Global Report, 74 percent of people trust ‘someone like me’—which is far more than ads, journalists, and executives. Much like the role of social media influencers in our society, this is a primary reason why employee brand ambassadors have such a significant impact. 

Trust ultimately drives decision-making, and the voices of real people build lasting credibility. Therefore, being able to see your brand culture in action will influence and resonate with prospective candidates, customers, and other industry leaders.

Encouraging a positive relationship with employee advocacy within your organization also enhances employee pride and retention by elevating team morale, encouraging ownership, and promoting personal investment.

Three Ways to Empower Employee Brand Ambassadors

#1: Lead by example.

Leadership teams, from senior team leaders and C-suite executives to founders, must actively model the actions they’d like to see their employees take, particularly by participating in activities such as social sharing. For example, Emily Reynolds Bergh, founder of R Public Relations (RPR), regularly engages on LinkedIn, celebrating both client wins and team achievements.

#2: Provide ready-to-post content.

Share posts on the brand’s social media pages that can be easily shared or reposted, tag team members the content relates to, and share content links internally. If you’re interested in prioritizing this type of content, you can also consider creating a biweekly round-up with notable press mentions, team and client wins, blog posts, and more.

#3: Keep it organic.

Avoid making participation mandatory or incentivizing it too heavily. Empowerment—not pressure—is what makes employee content effective and compelling. One ideal example of this is Salesforce. This CRM platform encourages employees to share their work experiences, including milestones, volunteering efforts, and conference experiences, using the hashtag #SalesforceOhana. This small action promotes community, connection, and celebration of culture within the organization.

Start Small and Stay Strategic

Encouraging employee brand ambassadorship doesn’t have to be complicated. If you’re looking to enhance your brand’s reach and relatability, you can start by identifying a handful of team members to model the behavior and regularly refreshing your strategy based on what works for your team.

The ROI of investing in building an authentic, empowered network of advocates is tangible, as it boosts brand credibility, expands reach, and fosters a positive internal culture. Start today by empowering your employees to become your brand’s greatest ambassadors, and watch your organization thrive from the inside out. 
Curious to learn more of our brand ambassador tips or to see how we can help with your brand’s PR needs? Connect with RPR today!