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In the current environment, companies are looking for ways to define themselves to consumers. One of the most important parts of branding efforts, though, rests on word of mouth. In a world of skeptical consumers, your branded messages may be met with resistance.

People would much rather listen to someone inside the company. That’s one of a few reasons it’s so important to have your employees act as brand ambassadors for your business.

Employees Are Your Connection to Customers

One of the reasons it’s important to have your employees act as brand ambassadors is that their interactions are with your customers. They’re the ones forming relationships with the people you want to keep working with you.

If your employees aren’t ambassadors of your brand, they may be giving your customers the wrong impression of your business. They might not deliver stellar customer service, or their service could be inconsistent. 

Keep in mind that your employees should act as brand ambassadors not because you tell them to, but because they truly believe in your company. Give them reasons to love working for you, and they’ll bring more enthusiasm and authenticity into their interaction with customers.

Your employees also help resolve customer questions and provide service. When customers have a consistently good experience with positive employees, they’ll be more likely to return.

Employees Are a Source of New Team Members

If your team members are doing a good job building relationships and delivering excellent customer service, then you may find that you need to expand your team.

That’s easier to do if you have an employer brand. Your employees are even more crucial in this area, as talking to them can influence would-be applicants.

If your team members truly believe in your business and love working for you, they won’t hesitate to recommend you to their friends, family, and others in their network. That can make it easier for you to find the talented team members you need. Your best employees are likely to know other people who are equally as talented, and they’ll be happy to recommend them.

Your employees also act as brand ambassadors to other job candidates. Employees will be happy to chat about the benefits of working for the company with job applicants, so long as they believe there are benefits.

Employees Represent You to the World

Your employees also represent you to the public in general. They interact with your customers and potential job applicants, but they also act as the public face of your company for the wider world.

Think about the employees who operate your social media, for example. They’re interacting with customers, but their messages may also be viewed by other people on these networks. How your employees interact with customers may impact the opinion of these outsiders.

Your employees may also need to engage with people who aren’t customers. As they deal with complaints, questions, and concerns, their actions influence how other people feel about your company.

In these situations, your employees need to act as brand ambassadors. Their interactions should uphold the values of the company and communicate those values to the public. Employees who are happy and feel their values are aligned with your company culture are more likely to make good representatives.

How Can You Create Employee Brand Ambassadors?

As you can see, your employees play a key role in representing your company. How can you make sure they’re acting as brand ambassadors for you?

It starts in the HR department. Employees who are engaged and satisfied with their jobs are more likely to act as brand ambassadors. Providing them with training and development, benefits, and more will help them feel like your organization is more than “just a job.” In turn, they’ll be happy to tell the world about the great organization they work for.



Darwyne Lang

Darwyne is the president and CEO of Apri Insurance Services Inc. Having worked in the industry for over 30 years, he lives the benefits business every day. He is a Chartered Life Underwriter (CLU). He understand the needs, costs, misconceptions, and effects on brand and culture, and the importance of benefits for employees. No matter what he’s doing, whether for work or pleasure, Darwyne competes at a very high level. He loves to lead and innovate in everything he does.

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