Brand ambassadors (internal)
Empowering employees to represent and advocate for the organisation’s brand values internally and externally.
Brand ambassadors are often associated with external advocacy, but the concept is equally powerful when applied internally. Internal brand ambassadors are employees who represent and champion your organisation's values, mission, and culture, both within the workplace and in external interactions. They are the voices that authentically communicate what your brand stands for, helping to build trust, engagement, and alignment across the organisation.
This article explores the concept of internal brand ambassadors, their role in internal communication, and how organisations can cultivate this powerful advocacy.
What are internal brand ambassadors?
Internal brand ambassadors are employees who actively embody and promote an organisation’s brand values. Unlike external influencers or marketing representatives, these ambassadors operate from within the organisation, contributing to a culture of engagement and alignment. They play a dual role:
Internally: Strengthening employee morale by fostering a sense of belonging and purpose.
Externally: Advocating for the organisation during external interactions, such as networking events, client meetings, or on social media.
Why are internal brand ambassadors important?
Authentic advocacy
Employees are seen as more trustworthy than traditional advertising or corporate messaging. Internal brand ambassadors bring credibility and authenticity to your organisation's story, making messages more relatable to other employees and external stakeholders.
Enhancing employee engagement
When employees feel connected to the organisation’s mission and values, they naturally become advocates. This creates a positive feedback loop of engagement, motivation, and loyalty.
Strengthening organisational culture
Ambassadors are role models for others, demonstrating how to align personal goals with organisational values. This fosters a unified and collaborative workplace culture.
Driving recruitment and retention
Employees who speak positively about their organisation attract like-minded talent and help build a strong employer brand. Prospective employees are more likely to trust the word of a current employee than corporate promotional materials.
Characteristics of effective internal brand ambassadors
Not every employee may naturally fit the role of a brand ambassador. Successful ambassadors often possess the following qualities:
Alignment with organisational values: They genuinely believe in and live by the company’s mission and culture.
Strong communication skills: They can clearly and persuasively share ideas and insights with others.
Influence among peers: Ambassadors often hold informal leadership roles or are highly respected within the organisation.
Passion for advocacy: They willingly and enthusiastically promote the brand without external incentives.
The role of internal brand ambassadors in communication
Internal brand ambassadors are integral to a robust internal communication strategy. Their responsibilities include:
Sharing company updates and initiatives: Acting as conduits for information, ambassadors can ensure key messages reach all corners of the organisation.
Driving participation in company programs: They encourage employees to engage in initiatives like wellness programs, training sessions, or company events.
Providing feedback to leadership: As trusted voices, ambassadors relay employee concerns and insights to decision-makers, fostering a two-way communication channel.
Showcasing success stories: Ambassadors can highlight accomplishments, inspiring and motivating their peers.
Strategies to cultivate internal brand ambassadors
Building a network of internal brand ambassadors requires deliberate effort and investment. Here’s how to start:
1. Identify potential ambassadors
Look for employees who naturally exhibit enthusiasm, alignment with company values, and influence among their peers. Use surveys, manager recommendations, or peer nominations to pinpoint suitable candidates.
2. Provide training and resources
Equip ambassadors with the tools they need to succeed:
Workshops on communication and leadership.
Access to branded materials, templates, or talking points.
Insights into the organisation’s vision, goals, and messaging strategies.
3. Recognise and reward ambassadors
Publicly acknowledge the contributions of ambassadors to maintain motivation. This can include recognition during meetings, bonuses, or professional development opportunities.
4. Foster autonomy
Empower ambassadors to share their ideas and approaches. This ensures their advocacy feels authentic rather than scripted.
5. Align ambassador efforts with broader goals
Ensure ambassadors understand how their roles contribute to organisational success. This alignment creates a sense of purpose and encourages sustained involvement.
Challenges in building an internal brand ambassador program
While the benefits are clear, some challenges can arise:
Lack of engagement: Employees may feel disconnected from the brand, making it hard to recruit enthusiastic ambassadors.
Misalignment: Ambassadors who do not fully understand or believe in the organisation’s values may deliver inconsistent messages.
Time constraints: Employees may struggle to balance ambassador responsibilities with their primary roles.
Addressing these challenges requires consistent communication, clear expectations, and ongoing support.
Examples of internal brand ambassador programs in action
Championing diversity and inclusion
A global technology firm identified passionate employees to act as diversity ambassadors. These individuals spearheaded workshops, promoted inclusive policies, and became the go-to contacts for employee concerns about diversity.
Enhancing employee well-being
A healthcare company created a wellness ambassador program where employees promoted fitness challenges, mental health resources, and healthy work habits. As a result, participation in wellness programs increased by 40%.
Supporting change management
During a company-wide restructuring, a manufacturing organisation deployed internal brand ambassadors to explain changes, address concerns, and maintain morale. Their involvement ensured a smoother transition and higher employee retention rates.
Measuring the impact of internal brand ambassadors
Tracking the success of an internal brand ambassador program helps refine strategies over time. Key performance indicators (KPIs) include:
Employee engagement scores: Improvements in surveys or feedback sessions.
Participation rates: Increased involvement in company programs or events.
Recruitment metrics: More referrals and applications from employees’ networks.
Social media activity: Increased positive mentions and shares from employees.
Final thoughts
Internal brand ambassadors are more than advocates—they are catalysts for engagement, culture, and alignment. By identifying, empowering, and supporting these individuals, organisations can transform their internal communication strategies and foster a stronger, more unified workforce.
Investing in an internal brand ambassador program is not just a trend; it’s a strategic move that aligns with modern expectations of authenticity and trust. When employees become the voice of your brand, the result is a workplace that thrives on collaboration, passion, and shared purpose.
FAQs: Brand ambassadors (internal)
What is the difference between internal and external brand ambassadors?
Internal brand ambassadors are employees who represent and advocate for the organisation’s brand values within and outside the workplace. External brand ambassadors, on the other hand, are individuals outside the organisation, such as influencers or customers, who promote the brand publicly.
How can small businesses implement an internal brand ambassador program?
Small businesses can start with a scaled-down version:
Identify passionate employees aligned with the company’s values.
Provide basic training and resources, such as branded materials or guidelines.
Recognise efforts through public acknowledgment or small rewards.
Maintain consistent communication to keep ambassadors engaged.
What industries benefit most from internal brand ambassadors?
While all industries can benefit, internal brand ambassadors are particularly impactful in:
Tech and innovation sectors: To showcase a strong employer brand.
Retail and hospitality: For improving customer service through cultural alignment.
Non-profits: To amplify mission-driven advocacy.
How do internal brand ambassadors contribute to crisis communication?
Internal brand ambassadors help during crises by:
Disseminating accurate and consistent information.
Addressing employee concerns with empathy and authenticity.
Acting as a bridge between leadership and employees to maintain trust.
Can internal brand ambassadors participate in external advocacy too?
Yes, internal brand ambassadors often play dual roles. For instance:
They can represent the company at industry events or conferences.
They can share positive company stories on social media, helping to enhance the employer brand.
How do you measure the ROI of an internal brand ambassador program?
Measuring ROI involves tracking:
Changes in employee engagement scores.
Increased referrals or hires from employee networks.
Enhanced participation in internal initiatives.
Growth in positive social media mentions by employees.
Are internal brand ambassadors only for large organisations?
No, internal brand ambassador programs can be adapted to any organisation size. Small businesses can focus on a few motivated employees, while larger companies can formalise the program with structured roles and resources.
How can technology support internal brand ambassador programs?
Technology can enhance internal brand ambassador efforts through:
Communication tools: Platforms like Slack or Microsoft Teams for real-time updates.
Content sharing tools: Digital hubs for accessing and sharing branded materials.
Analytics platforms: To track program performance and identify areas for improvement.
What common mistakes should be avoided in internal brand ambassador programs?
To ensure success, avoid:
Choosing ambassadors without alignment to company values.
Failing to provide adequate training or resources.
Overloading ambassadors with responsibilities beyond their capacity.
Ignoring feedback from ambassadors on improving the program.
How can organisations keep internal brand ambassadors motivated?
Motivation can be maintained by:
Offering recognition and rewards.
Providing opportunities for skill development.
Ensuring ambassadors have a clear understanding of their impact.
Creating a supportive community where ambassadors can share experiences and best practices.
