An employee ambassador is someone employed by a company who acts as an unofficial spokesperson for it. This practice, known as “employee advocacy,” involves using employees to promote the company’s products and services and strengthen its brand image. The objectives can vary, encompassing sales, marketing, or internal communications. This strategy often relies on leveraging employees’ social media networks and their online audiences.

This approach generally targets employees who are not directly involved in sales or marketing, as they are already responsible for representing the brand commercially. It can be applied in both B2B and B2C contexts. While the idea of ​​employees advocating for their employer is not new, employee advocacy is distinguished by its structured nature and oversight by the marketing and communications departments. Employee ambassadors are encouraged, trained, and sometimes rewarded for their involvement.

This approach, undertaken in response to the rise of social media, recognizes the potential influence of employees, whose personal networks often extend beyond the company’s. In addition to benefiting the brand, this practice can also offer advantages to employees, such as skills development, improved online reputation, expanded customer base, and increased influence.

However, the use of employee ambassadors raises questions and risks. Some may consider it intrusive to leverage the social influence of employees, which operates within their private sphere. Furthermore, the reception of this approach by other employees within the company can vary. Training and guidance do not guarantee that employees will not make missteps on social media.

Finally, the use of employee ambassadors is not solely aimed at marketing objectives but can also strengthen a sense of belonging.