When comparing employees with brand ambassadors, it may not seem like there’s much of a difference. More often than not, they perform the same duties and handle similar responsibilities so, from first glance they would appear to be the same.
However, the difference between the two shows in their dedication to the company’s brand both inside and outside of the office. An employee simply does what needs to be done, whereas a true brand ambassador is one that is engaged and committed to the growth and development of the company. Clearly, one of this is the more preferable option to have—so how can you ensure your employees are actually brand ambassadors?
Cultivating brand ambassadors comes in two parts: the hiring process and the office environment.
The hiring process
While it can be a tedious process, taking time to diligently qualify applicants is the number one way to ensure that you’re bringing on team members that share your values and will commit to your brand. Before jumping into interviews, be sure you know the values that are held by your company. What words would you use to describe your brand? Those are essentially the traits to look for in a new hire, whether it’s punctuality, friendliness, or the ability to think quickly. Craft your schedule of interview questions around these values so you can really get an idea of whether the potential employee is a good fit for you and your company.
The office environment
Congrats—you made the choice and you’re excitedly welcoming your new staff member(s) to the team! Now is the time to really engage your new hire in the happenings of the company and ensure that they feel like they’re a part of the company from the moment they step in the door. Sure, there will be some basic training and paperwork to get through, but don’t bog down your new staff with a lot of tedious tasks. Do what needs to be done to onboard them and begin to work alongside them for important tasks. Ask for their input on major decisions and open yourself up for questions. Empowerment is truly the key to turning an employee into a brand ambassador!
When your staff is committed to the cause and shouts your name from the rooftops, you’ll be free to reap the benefits of having a team of brand ambassadors who will represent your company both in and out of the workplace.
Jennifer Taylor is the owner of Taylor’d Events Group, a planning firm that specializes in celebrations of all kinds in the Pacific Northwest and Maui. She is also the creator of The Taylor’d Plan, a self-administered class for wedding planners who are new to the industry and looking to grow and develop their skills.
