In a market that is currently so overloaded with products, information, and marketing and communication strategies, opting for a strategy that revolves around brand ambassadors can be a good option to assess within the internal communication of the company. This figure is being promoted more and more within companies, they are already a very valuable asset with which you can promote your brand and make yourself known to the market.
The term “brand ambassador” or “internal ambassador” refers to an employee who represents the values and image of the company. Insider Ambassadors are employees who are passionate about their company and its mission, and whose actions go beyond their normal job duties to promote the company, its products or services, and its corporate culture.
As commented in the last study carried out by Dialenga about him Internal Communication Status, these employees can help attract talent to the organization and give a more human character to the internal communication strategy. In addition, they can be a very powerful source of honest and reliable feedback, as they often have more impact and impact than the company itself. They also help promote the brand and reach new audiences and market segments, generating more relationships.
As motivated and passionate people about their work and their organization, the power of the branding they carry out has a very positive impact on the popularity of the company and the increase in sales. They are also a great source of inspiration to produce high-quality content, both when it comes to providing valuable ideas, and in the case of generating your own content for a blog or for social networks, which are so busy today. For this reason, managing and analyzing feedback from employees and internal ambassadors is a crucial point for improving internal communication and engagement with the workforce. It is true that close to one in three companies do not have any feedback mechanism with their employees, so they cannot obtain the benefits derived from establishing this type of feedback. Another piece of information that we can extract from the report commenting above is the following: when it comes to giving employees a voice, the most used tool to capture feedback is surveys (59%), followed at a certain distance by the suggestion box (33 %) and work groups with employees (29%).
We are facing a moment in which new communication styles and technology are promoting the appearance of these representatives, who also facilitate communication tasks, in many cases exercising the figure of external speaker and disseminating high-value information. After all, any employee is a potential communicator of what happens in their company, and digital communication channels have never been so easy and accessible. Among them, the internal communication apps They are a crucial axis to connect with the organization and develop internal ambassadors, creating a business culture that motivates and helps to achieve global objectives.
The promotion of training in internal communication favors the birth of brand ambassadors and external spokespersons
According to the study “The path to connected and efficient organizations” of Dialenga, training in this field is, to this day, something occasional in most companies. The profiles that receive training most frequently in this matter are the profiles responsible for Internal Communication and who also have more years of experience, in general. We cannot forget that an aspect as important as training should not be forgotten in organizations that want to bet on professional communication led by true experts in the field.
In the project of creating your own network of brand ambassadors, the key aspect of training must be taken into account. Once the company has identified or chosen the most active employees or those who can best carry out this function, it is necessary to be able to train them in the appropriate way so that they correctly and coherently transmit the values and objectives of the company. It is also usually very practical to train them in audience engagement and storytelling techniques, so that they are able to develop a good story and attract potential clients and new candidates.
Brand ambassadors are a valuable resource when building relationships with other companies and individuals. Your passion and knowledge of the organization will be evident to others, making it more likely that you will create links that help collaborate on projects or spark interest in the company in multiple directions.
But internal ambassadors not only act towards the external sphere, but also help to consolidate the brand internally, among the rest of the workers. In our internal communication strategy, relying on this group of employees can be very beneficial to improve the employee experience, infect the rest of the team and formalize our own brand ambassador program.
However, despite the tangible benefits, there are companies that do not develop any strategy around this area. These organizations are missing out on a valuable opportunity to boost their business in a way that is inexpensive, but that nonetheless generates a lot of impact and outreach.
Let’s not forget that internal ambassadors are a powerful tool that is within reach and that every company should take advantage of. If you’re looking to boost your organization, consider leveraging the skills and talents of your workforce and enhancing their experience. From content creation to relationship building, these people can have a huge impact on your business goals.
