Put your people at the heart of your employer brand
What are Ambassador and Advocacy Programmes, and why are they important?
Your people are the heart of your employer brand. These programmes make them the voice of it, too. We help you to identify and engage ambassadors and advocates at any stage of your employer brand journey – equipping them (and you) with everything they need to confidently advocate for your employer brand.
Ambassador and advocate content travels further, and is trusted more, than corporate messages. This makes ambassadors the perfect way to share your employer brand story.
What are Ambassador and Advocacy Programmes, and why are they important?
Your people are the heart of your employer brand. These programmes make them the voice of it, too. We help you to identify and engage ambassadors and advocates at any stage of your employer brand journey – equipping them (and you) with everything they need to confidently advocate for your employer brand.
Ambassador and advocate content travels further, and is trusted more, than corporate messages. This makes ambassadors the perfect way to share your employer brand story.
The benefits of Ambassador and Advocacy Programmes
Authenticity - people are four times more likely to trust an employee’s story than a corporate message
Diverse voices and perspectives from across your organisation
A greater reach, as your ambassadors will share their stories on their own channels
A steady stream of fresh, relevant and authentic employer brand content, aligned to the pillars of your EVP
Our approach:
Our ambassador and advocacy programmes give the right people the right tools and support to share their stories far and wide.
Explore the steps we take below
Step one
Finding the perfect people
Wherever you are with your employer brand, we can help you identify your ambassadors. Once they’re on board, we create a community where they can connect, share ideas and get inspiration.
Step two
Creating a content framework
Your EVP and its pillars are an invaluable source of inspiration for your ambassadors. We’ll use your EVP to create a content framework and messaging to bring consistency and quality to your ambassadors’ diverse storytelling.
Step three
Training your ambassadors
While your people are talented and engaged, they’re probably not communications experts. We are, so we’ll give them the guidance and knowledge they need to share their stories.
Step four
The right tools
Along with the training, we’ll give your ambassadors access to the technology and creative assets to get their stories out there in a tailored and authentic way.
Step five
Keeping the engagement going
We’ll keep the content flowing by giving your ambassadors interesting things to do. This will include giving them creative briefs, setting monthly content themes and taking part in polls. We’ll keep it light, because they’re busy people.
Recent Ambassador and Advocacy projects:
Creating a social-first content campaign for the LEGO Group’s CSE team.
The LEGO Group’s Consumer & Shopper Engagement (CSE) team are the keepers of the play promise. Hiring people this awesome is hard. Hiring people who can be this awesome in two or more languages is even harder. They’re tough to find and a lot of organisations want them.
We decided a one-day, social-first content shoot was the answer. It would help us:
showcase a range of careers and colleagues
capture the culture of the playful CSE office
boost the TVP with some fresh content
keep the LEGO Group’s amazing colleagues at
the heart of the employer brand.
All the creativity, imagination and fun have led to some remarkable results.
“Your Brand isn't just a logo - it’s how people experience you every single day. And we give a damn about getting that right.”
As our Chair & Managing Director, Sarah has shaped SMRS into the organisation it is today - and has helped employers around the world create better environments for their people.
Jayne Hughes
With 25 years in the employer marketing industry, Jayne leads across all areas of the agency’s portfolio bringing vast amounts of knowledge and experience in employer brand, culture or talent attraction.
Charlotte Peacock
With over seven years’ experience in Talent Attraction and Employer Branding, Charlotte partners with clients to deliver Employer Brand projects from initial concept to activation.
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