From time to time I’ve seen job postings or requisitions for Brand Ambassadors to represent a Brand in a positive way and carry the brand message out to the public via a variety of media channels. This is an extremely important role in marketing that often represents a strategic initiative to initiate or further customer engagement especially in new marketing channels like social media. The role affords the organization control over public messaging and can provide valuable feedback and metrics for analysis of market engagement, penetration, segmentation, etc.
I believe a lot of organizations have failed to recognize their employees as Brand Ambassadors. Yes, I’ve heard almost everyone say that they feel their employees are Brand Ambassadors but this isn’t something typically supported from a corporate perspective. Thanks to social media (whether YouTube, Facebook, Twitter, Tumblr, Blogs … take your pick!) everyone can truly be an ambassador – and to the chagrin of a lot of marketing organizations … they already are.
Why not EMPOWER your employees to be brand amabassadors? Every company has an opportunity to do this during new hire training, onboarding, or even via their employee handbooks. HR and Marketing could team up and devise a very quick yet powerful brand overview or guideline that employees could feel empowered (and supported) to leverage across their social media presence. Employees are (usually) very proud of their workplace and want to share stories, interactions, etc. with their personal networks … and trust me, they already do … but have not been armed with referencable items like logos, tag lines, style sheets, or even a Top 10 List of do’s and don’ts. In the recent past, Google’s handbook summed all of this up in one line … “Don’t be stupid.” … although, I’m sure that’s changed by now. Wouldn’t it be great if your entire organization felt empowered to be brand ambassadors?