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Brand Ambassadors: Who Are They and What Do They Do? 

Employee Referrals, Trends| Views: 290772

Updated: 01/2026
Your reputation as an employer is a crucial differentiator. Candidates research companies before applying, and authentic voices, especially employees, can make all the difference. Personal referrals from real people will resonate better with audiences than news direct from the brand. The following article explains the role of employer brand ambassadors, the advantages they bring and how your organization can benefit from activating them.

What Is an Employer Brand Ambassador? 

An employer brand ambassador represents your company and shares authentic experiences that make you appealing to job seekers. The most trusted voices are often employees who advocate for your employer brand online by sharing insights about your culture, values and open roles.

Their voices build trust and credibility, helping candidates understand what it’s like to work at your organization. Defining the role sets the stage for understanding how ambassadors bring your employer brand to life.

Your company’s own employees are particularly important for sharing jobs and lifting the company’s image in the form of employee referrals. This role does more than create visibility; it also delivers meaningful advantages for the business. An employer brand ambassador program is one of the most effective ways to strengthen your employer brand and engage talent.

What Does an Employer Brand Ambassador Do? 

Their job is to amplify your employer brand by sharing information about jobs, company culture and insights. Brand ambassadors can be found on various channels such as blogs, personal websites and social media platforms such as Facebook, X, Instagram, TikTok and LinkedIn. Social media can be an effective field, and short-form video is now a major driver of engagement.

Why Brand Ambassadors Matter for Recruiting 

Candidates trust people more than ads. According to Nielsen, 88% of global respondents trust recommendations from people they know more than any other channel.  When employee ambassadors share authentic stories, it humanizes your brand and attracts quality candidates. Employee ambassadors can:

1. Humanize the brand with honesty

Candidates are more likely to connect with brands and companies if they have a face for them. Employer brand ambassadors make your brand relatable and real, giving job seekers a clear picture of what it’s like to work there. 

2. Strengthen your recruitment strategy

With a brand ambassador, you can gain real perspectives on the employee experience, helping candidates better understand what it’s like to work at your organization. They can advertise through word of mouth, which is one of the most effective forms of advertising.

3. Boost social presence 

Employees active on social platforms make great ambassadors. They can boost your online reputation and drive traffic to your career site. Ambassadors have often established themselves as public figures and built solid online reputations, meaning they likely already have a following and an extensive social network.

4. Build a diverse talent pipeline

Employer brand ambassadors often have a vast network that spans across industries and communities. This enables your organization to reach a broader audience, helping you connect to a diverse pool of candidates.

5. Answer the intangible questions

Job seekers tend to have a lot of questions before deciding to apply. Ambassadors who share their experiences can answer those questions informally, helping candidates feel confident about their decision to apply.

How Do Companies Find Brand Ambassadors? 

The ideal brand ambassadors are already active in the company’s realm. An effective brand ambassador strategy can be implemented in just a few steps: 

Step 1: Define the brand ambassador 

Who is the ideal influencer in a specific area or niche? Which qualities or characteristics qualify them to represent the brand? A good brand ambassador is relevant and has a considerable reach in terms of the target group. A good brand ambassador is credible and, as an influencer, should already have made a favorable impression. The ideal brand ambassador has useful connections and many loyal followers. 

Step 2: Look in the right places 

Pretty much anyone can be an influencer. Companies can find the right ambassadors here: 

  • Within your own company: Who knows the brand better than your own employees? This is how employees become ideal brand ambassadors. They are in the perfect position to represent the company. Their loyalty as employees is also an additional motivation to get them to promote the brand to customers. When choosing between executives and ordinary employees, the latter group has been shown to be more credible. 
  • Among customers: Loyal customers from the customer base are suitable candidates. The brand’s end users are the right people to talk about it. Regular customers are more likely to talk about the brand on platforms and become perfect ambassadors. 
  • Most brand ambassadors can be found online today, often because that’s where they’re already spending their free time. This is where they have established a presence. Bloggers have a lot of power on the web. With a single blog post, the most influential bloggers can reach many people and change perceptions. That makes them great corporate influencers. Social networking services like Twitter, Facebook, Instagram, Pinterest and LinkedIn are also good places to look for brand ambassadors. 

Step 3: Offer a small taste of your own products 

Once companies have identified and found a potential influencer, they should send some samples to the targeted ambassador or review their primary service. This is true regardless of whether they are already loyal consumers or if the brand is completely new. Loyal consumers will appreciate the “freebies” and will be part of the team with a clear conscience. 

Step 4: Maintain a good relationship with the brand ambassador 

The relationship between a brand and its ambassador is symbiotic. You’re doing something for the company, so the company should return the favor. While it isn’t strictly a salary, brand ambassadors can also receive monetary incentives. Taking care of brand ambassadors ensures they stay with the brand for a long time. This will attract other ambassadors and will open more opportunities. 

Employee referrals, for example, non-cash or cash bonuses can be given as a sign of gratitude.  

How an Employer Brand Ambassador Strategy Works? 

Building an effective employer brand ambassador strategy starts with identifying the right people who are passionate about your culture and active in their networks. These individuals can share positive experiences and help amplify your employer brand.

Key steps to create a successful strategy

  • Identify potential ambassadors: Look for employees who are engaged, enthusiastic and active on social platforms.
  • Provide clear guidelines: Offer best practices for sharing content and representing your employer brand online.
  • Equip them with resources: Make it easy for ambassadors to share approved content, job openings and stories about your workplace.
  • Recognize and reward participation: Implement programs like leaderboards or incentives to keep ambassadors motivated and appreciated.

A structured approach ensures consistency and maximizes impact. By empowering employees to share their experiences, you build a stronger relationship with candidates. This personal approach also helps candidates get an inside look at your organization.

Best of all, employee advocacy is cost-effective and impactful. Employees are intrinsically motivated to share positive experiences, and their networks often include passive candidates who might not be reached through other channels. By empowering employees to tell your story, you position your organization as an attractive employer and build stronger connections with potential talent. 

What Are the Advantages of Using Employees as Corporate Influencers? 

Recruiting your own employees as employee brand ambassadors can bring unique benefits: 

Advantage 1: Deep trust 

Employees’ social media followers are friends, family and colleagues. And people consider direct referrals from their close colleagues to be the most reliable. Employee brand ambassadors increase both the quantity and the quality of the incoming applications. 

Nielsen reports that 84 percent of consumers trust referrals from people they know well. The employee’s followers lead to conversions. According to the G2, employees’ social followers are seven times more likely to convert the shared content than other leads. 

Advantage 2: Helpful knowledge 

Employees already have inside information, making it easy for them to act as branding experts. They know exactly why certain target groups are interested and they already appreciate the company’s goals. Employee brand ambassadors also save work in finding and training external ambassadors. 

As a bonus, the fact that knowledgeable employees share the brand has a positive effect on the brand and thus contributes to the overall brand image. As an ambassador’s reputation rises, the company’s reputation also improves. 

Advantage 3: Positioning as an attractive employer 

With a visible company representative and employer identity, it’s much easier to present yourself as an attractive employer brand. Interpersonal relationships are a particularly effective way of discovering and connecting with potential new employees. 

The potential talent on the job market not only want to be discovered, but also want to be convinced by future employers.  

How Radancy Can Help 

Brand ambassadors are a powerful addition to a robust talent acquisition strategy. Activating employees to promote your organization and attract candidates from their social networks can significantly increase your talent pipeline and strengthen your employer brand.

Ambassador sharing approved content, creating their own and driving traffic to your careers it is just part of a robust recruitment strategy. The Radancy Talent Acquisition Cloud, powered by Agentic AI, helps you attract and engage prospective talent through a personalized journey at every essential touchpoint.  Solutions such as Employee Referrals turn employee networks into a strong sourcing channel, making it simple for employees to share open positions via email and social channels. This includes features such as a leaderboard to reward top referrers. With Employee Referrals, you can attract better-fit candidates, reduce time to hire and lower cost per hire.

Radancy provides a unified solution to amplify your employer brand and drive results. For more insight on talent acquisition strategy from our team, subscribe to Radancy Updates. Stay ahead with expert tips, trends, best practices and our newsletter.

About Tess Hanna

Tess Hanna is a Content Marketer and Copywriter based in Brooklyn. She writes for Radancy, developing and editing blogs, case studies, social media content and more. When she’s not aiding in talent acquisition journeys through her work, you can find her at the movie theater, searching for new music or obsessively building LEGO sets.

Last modified: January 8, 2026

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About the Author /

Tess Hanna is a Content Marketer and Copywriter based in Brooklyn. She writes for Radancy, developing and editing blogs, case studies, social media content and more. When she’s not aiding in talent acquisition journeys through her work, you can find her at the movie theater, searching for new music or obsessively building LEGO sets.

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