From Employee to Brand Ambassador

Employees are the figurehead of a company. They embody the corporate identity and are the first point of contact for customers. Ideally, they represent the company’s values and turn an occasional customer into a loyal one. So why not take advantage of this? Why not activate employees as brand ambassadors and thereby strengthen their potential? 

Whether you have already explored the concept of brand ambassadors but are still struggling with implementation, or whether this is completely new territory for you, this article is exactly what you need. 

In this new article from Shoes for Crews, we look at what a brand ambassador actually is, how you can activate your employees as brand ambassadors, and the benefits of motivating your staff to take on this role.

What is a brand ambassador and what are the benefits?

The term brand ambassadors, or Brand Ambassadors, generally refers to people who are completely convinced by a brand or company and share this with the outside world. That is why they play an absolutely key role in today’s marketing. Through social media channels, private conversations, or their everyday work, they essentially provide free advertising for the company. This applies above all to employees themselves, who—highly motivated—make credible and authentic statements about their company and reach customers with precision.  

The deep insights employees have into the company ensure that their statements and recommendations are perceived as authentic and trustworthy. A heartfelt recommendation from a “real” employee seems much more convincing to us than any television commercial ever could. 

This principle is particularly interesting for businesses in sectors such as hospitality and retail. Customers who notice during a visit to a restaurant or supermarket that the employees are satisfied and enjoy working there are much more likely to use the services again in the future. When employees are also brand ambassadors, the company’s corporate identity is demonstrated to customers in a very literal way, and a simple visit can become a truly memorable experience. 

The major advantage of the concept of “using employees as brand ambassadors” therefore lies in the authenticity and credibility conveyed by the staff. 

Employee satisfaction: An absolute must 

However, this benefit of activating employees as brand ambassadors can only be achieved through genuine employee satisfaction. You may be wondering what employee satisfaction has to do with the concept of brand ambassadors. Basically, the principle is very simple: a happy employee provides good, convincing advertising for their company, while a dissatisfied employee provides little or even negative advertising. 

A pleasant working environment can be achieved in various ways and goes hand in hand with creating intrinsic motivation. We have summarized the most important steps for achieving these goals below. If you would like to learn more about the different types of motivation, we recommend our article “How do you motivate employees without money?” 

1. Safety and comfort:

To start the day feeling motivated, you first need to get off on the right foot. If the day begins with pain caused by musculoskeletal disorders or wearing unsuitable footwear, it is impossible to convey enthusiasm to customers. As you can see, it is essential that your staff are equipped with the right work shoes. 

2. Breaks, breaks, breaks:

As employers, we must ensure that our staff take enough breaks. A great extra would be, for example, a special break room that is both quiet and dimly lit and provides seating. This allows employees to relax sufficiently between shifts. 

3. Work/life balance:

It is essential to ensure that employees have enough free time and can enjoy their lives outside the company. Particularly long shifts and overtime should be avoided as much as possible—working with recharged batteries is simply much easier. 

4. An open ear:

Organize discussion groups at regular intervals where your employees can raise problems, suggestions for improvement, and critical issues. Also take the opportunity to praise the team—appreciation is a major motivating factor. 

5. All for one and one for all:

Team-building events are also highly recommended. This creates a positively charged sense of togetherness that your employees can then pass on to your customers. 

6. Fairness:

To consistently reinforce the sense of togetherness and belonging to the team, tips and bonuses should also be distributed fairly among employees. After all, every small cog helps keep the machinery running. 

You will see that implementing these six steps alone will increase your employees’ motivation in no time, which in turn leads to authentic and enthusiastic brand ambassadors. 

Rewards and monetary incentives for brand ambassadors

Another important point is, of course, how to handle rewards and incentives for working as a brand ambassador. They should not be rejected outright, as they appeal to your employees’ extrinsic motivation. However, such rewards should be treated with caution. If your brand ambassadors recommend the company only because they are paid to do so, this has a direct negative impact on your company’s authenticity. Monetary incentives cannot replace your employees’ intrinsic motivation and should always be kept in balance. 

As Shoes For Crews, we fundamentally support the idea of using your own employees as brand ambassadors. If implemented thoughtfully, both your employees and you will benefit from this strategy. Contact us. Together, we can improve your employees’ well-being and increase the success of your company.