Frederik Van Lierde

The Dos and Don'ts of Turning Employees into Top Brand Ambassadors

Turning your employees into brand ambassadors is about leveraging the power of human connection. It's about building a team that's not only proud to work for your company but is also eager to share that pride with the world. With the right approach, your employees can become your most valuable marketing asset. The Dos and Don'ts of Turning Employees into Top Brand Ambassadors

The Game-Changing Advantages

  • Authenticity
    People trust people. When employees share their genuine experiences and stories, it resonates more than any ad campaign.
  • Reach
    Each team member has their own network. Multiply that by your entire workforce, and you've got an impressive reach without spending extra.
  • Engagement
    Content shared by employees receives higher engagement than content shared through official brand channels. It's relatable and feels personal.

7 Tips to Turn Your Employees Into Brand Powerhouses

1. Empower with Knowledge

When we talk about empowering your team with knowledge, it's about giving them the tools and understanding they need to speak confidently about your business.

Imagine your team as a group of passionate storytellers, each ready to share how your product or service has made a difference. For instance, let's say you run a sustainable clothing brand.

If one of your team members personally loves the eco-friendly materials you use and understands the story behind each garment, their enthusiasm can ignite interest in others. They could share a post on social media about why they're proud to wear and represent the brand, highlighting the positive environmental impact.

Key Takeway: Empower with Knowledge not only showcases your products in a genuine light but also spreads your brand's values through a trusted voice. It's about turning every conversation they have, whether online or in person, into an opportunity to share something meaningful and compelling about what you do.

2. Encourage Sharing

Inspiring your team to share their personal work experiences and achievements can transform them into relatable figures for your audience. It's about showing the human side of your business through the eyes of those who are part of it.

Take, for example, a team member who's been involved in a project that significantly improved a product. If they share that journey, detailing the challenges, the breakthroughs, and the ultimate success, it paints a vivid picture of innovation and dedication.

Imagine a customer service rep in your company who helped a customer solve a complex issue, leading to a significant positive impact on that customer's business or life. If this story is shared, it highlights the real value your company provides beyond just selling a product or service.

Key Takeaway: Encourage sharing is about making your team's day-to-day victories and the tangible benefits your customers experience stories that resonate with others. This approach not only humanizes your brand but also illustrates the direct impact your work has on real people, making your business's offerings more appealing through genuine storytelling.

3. Provide Content That's Easy to Share

Creating shareable content like blog posts, videos, or infographics is like handing your team a megaphone to amplify your brand's message. It's not just about making noise; it's about providing valuable, engaging content that they're proud to share within their networks.

For instance, imagine you've launched a new product line, and you create a series of fun, informative videos explaining the benefits and the story behind each product. Your team gets excited because these videos not only look great but also encapsulate everything they love about what you're offering.

When a team member shares this video on their personal social media page, it does more than just increase visibility. It adds a layer of endorsement from someone the audience trusts. It's like saying, "Hey, I'm part of creating this, and I truly believe in it." This personal touch can make all the difference in how your message is received.

Key Takeaway: By providing content that's easy and appealing to share, you're enabling your team to be active participants in your brand's storytelling, turning them into powerful allies in your marketing efforts.

4. Recognize and Reward

Acknowledging the efforts of your team when they step up as brand ambassadors is crucial for fostering a culture of appreciation and motivation. It's like giving a high-five for their hard work and dedication; it shows you see and value their contributions.

Let's say a team member goes above and beyond by regularly sharing engaging content about your brand, bringing in new clients through their social media platforms. Recognizing this effort could be as simple as a personalized thank-you note that says, "Hey, we noticed and appreciate what you're doing!"

For even more impact, you could set up a rewards program where such activities earn points towards rewards, like an extra day off, a gift card, or even recognition at a company meeting. This not only makes the team member feel valued but also encourages others to get involved.

Key Takeaway: It's a win-win: your brand gains visibility and your team feels rewarded for their contributions. This approach doesn't just acknowledge their effort; it celebrates it, reinforcing their role as valued partners in your brand's success.

5. Offer Social Media Training

Not everyone feels at home in the ever-changing landscape of social media, and that's perfectly okay. Offering social media training to your team can bridge this gap, turning hesitant sharers into confident brand ambassadors.

Imagine you have a team member who's fantastic at their job and has great stories to share but feels lost when it comes to hashtags, trends, or even the basics of posting. By providing training, you're giving them the keys to unlock a whole new world of engagement.

This training can cover everything from creating compelling content that aligns with your brand voice to understanding how to interact with followers positively. It's like teaching someone to swim; first, they learn to float, then to move through the water, and before you know it, they're diving into deeper waters with confidence.

Equipped with this knowledge, your team can navigate the social media world more effectively, ensuring their posts not only reach a wider audience but also strike the right tone, reflecting positively on your brand.

Key Takeway: Social Media Training empowerment can transform reluctance into enthusiasm, turning your team into savvy communicators who amplify your brand's message with every post.

6. Create a Hashtag

Introducing a unique hashtag for your team to use is like creating a digital rallying cry that unites their efforts and amplifies your brand's presence. It's a simple yet powerful tool that can transform individual posts into a cohesive story.

For example, if you're launching a new product or campaign, a specific hashtag can link all related content, making it easy for others to follow the narrative and see the collective enthusiasm from your team.

This hashtag acts as a beacon, drawing together disparate posts into a single stream of shared purpose. It not only helps you track the reach and impact of your team's efforts but also fosters a sense of belonging and pride among team members. They can see their contributions as part of a larger movement, not just isolated shouts into the digital void.

Plus, it invites customers and followers to join in, using the hashtag to share their own experiences and stories, further expanding the conversation. It's like hosting a virtual event where everyone's invited, and every post is a part of the celebration, creating a vibrant, engaged community around your brand.

7. Lead by Example

When leadership takes the lead in acting as brand ambassadors, it sets a powerful example for the entire team. Think of it as the captain of a ship navigating through uncharted waters; when the crew sees the captain steering confidently and passionately, they feel inspired and secure to follow. This principle applies directly to brand advocacy.

If a company's leaders are actively sharing, celebrating company achievements, and engaging with content on social media, it sends a clear message: this is not just encouraged; it's part of our culture.

This approach can dramatically shift how team members view their role in brand promotion. For instance, when a CEO shares a behind-the-scenes look at a new initiative or openly praises team efforts on LinkedIn, it not only boosts visibility but also humanizes the brand.

Team members witnessing this level of engagement and authenticity from their leaders feel a stronger connection to the brand's mission and are more inclined to contribute their own stories and successes.

Key Takeaway: Leaders acting as brand ambassadors is like lighting a beacon that guides and motivates everyone in the organization to shine alongside them, creating a unified front that can significantly enhance the brand's presence and appeal.

5 Don'ts When Using Employees as Brand Ambassadors

Leveraging your employees as brand ambassadors offers a treasure trove of benefits, from authentic engagement to expanded reach. Yet, like any powerful strategy, it requires careful handling to avoid pitfalls that could undermine its effectiveness. Here are five critical "don'ts" to keep in mind.
  1. Don't Force Participation : Genuine enthusiasm is key. Forced posts feel inauthentic and can do more harm than good.
  2. Don't Ignore Feedback : If employees are sharing insights or feedback from their networks, listen. This can be valuable information for improving products or services.
  3. Don't Leave Them Hanging : If your team is engaging online and generating discussions, make sure someone is there to keep the conversation going. Ignoring responses can reflect poorly on your brand.
  4. Don't Forget About Brand Guidelines : While you want to encourage authenticity, providing guidelines on brand voice and messaging ensures consistency and professionalism.
  5. Don't Overlook Privacy and Confidentiality : Make sure your employees know what information is not for public sharing. Respecting confidentiality agreements and privacy is paramount.


Turning your team into brand cheerleaders is a smart strategy to spread the word about your business. Your team members are trusted voices, and when they share stories about your company online, it really boosts your brand's visibility.

To get them on board, you need to give them the right tools and know-how. This means teaching them about what your brand stands for and how to use social media wisely, along with giving them cool content like blog articles and eye-catching images to share.

Saying thanks and showing appreciation for their efforts is key, too. It encourages them to keep up the good work. Even simple things like a shout-out or a small treat can make a big difference.