A question that is often not addressed when people talk about “corporate influencers” in general: Which areas or disciplines in the company are actually affected or will be affected?
This gives rise to follow-up questions: Is it a communications issue, or should it be handled by the HR department? Is it about marketing or public relations, online marketing, advertising, employer branding - or several areas together? Is the brand ambassador strategy viewed as part of the company's own social media strategy and managed accordingly? What strategic and communication goals do the brand ambassadors contribute to, directly or indirectly, and in what form do they do this? And, not to forget: What goals do they pursue as independent personal brands?
Inseparable: Brand image and employer brand
The use of brand ambassadors in employee recruitment and retention is often assigned a special role. In fact, there are many different forms of brand ambassador strategies that have different focuses. Even if the HR department leads in this area and the strategy is primarily intended to benefit employee recruitment, it is about communication and brand building, in other words about employer branding.
Visible employees make the company attractive as an employer brand with their authentic statements. Everything they say and what is perceived by others reflects on the brand image. Conversely, every marketing and PR activity for a company contributes to its attractiveness as an employer. An isolated approach is therefore neither sensible nor even possible.
Like every area of communication and branding, employer branding forex data is subject to its own rules and involves special requirements. In this respect, it is no more and no less a special case than any other specific focus within a brand ambassador strategy. It is always important to define the goals, those involved, the media and all other parameters as precisely as possible.
Human Resources employees as role models in the company
A brand ambassador with strong opinions and visibility attracts potential applicants and at the same time acts as a role model within the company. In employer branding in particular, those responsible in the HR department and in the human resources area and their employees in the various functions play a crucial role in shaping the brand image. Their behavior in employee interviews and towards applicants has an impact both internally and externally:
For example, it influences the rating on an employer platform such as kununu .
They appear at events such as job fairs.
You will be listed as a contact person in the application section of the company website.
If they are well connected and approachable in digital media, this also helps in recruiting skilled workers.
If the brand ambassador program relates to employer branding, they are of course particularly heavily involved. If other employees are involved in this program, the HR managers and experts also play an important role in training and supporting them.