Identifying Your Employee Brand Ambassador: A
Step-by-Step Guide

In a time when authentic communication beats corporate messaging, your employees have the power to build trust, amplify your brand, and humanise your workplace. But to do that effectively, you need to start with the right people.

Our guide below walks you through a clear, structured approach to identifying your employee ambassadors and building a program that scales with purpose.

Why Employee Ambassadors Matter

Employees who love where they work often share that pride naturally. These moments of advocacy—whether it’s a LinkedIn post about a team achievement or a story shared at an industry event—can do more for your brand than any paid advertisement. Employee ambassadors represent your culture, values, and credibility in the most authentic way possible. And when you enable the right individuals to become brand advocates, your company gains reach, trust, and influence.

Identifying The Ambassadors

Choosing the right ambassadors is key to programme success. The best candidates are passionate about the company, aligned with its values, and able to communicate authentically. They’re often active in workplace culture and eager to share their experiences online and in person.

Value Authentic Voices

Don’t overlook those who aren’t natural content creators. Communication and content creation skills can be developed, and genuine voices often come from those who aren’t polished. What matters most is authenticity, enthusiasm, and internal credibility.

Prioritise Connection Over Following

A social media following is a bonus—not a requirement. Focus on individuals with strong internal reputations who connect well with others. Include employees from various departments, levels, and backgrounds to ensure diverse representation and a richer brand narrative.

Choose Natural Connectors

Great ambassadors are comfortable engaging with different audiences and can represent the brand with authenticity and heart. When chosen thoughtfully, they help shape internal culture, influence brand perception, and attract top talent.

Sizing Your Ambassador Team

Determining how many employee brand ambassadors you need starts with your goals and KPIs. Instead of aiming for a fixed number, consider what you want the programme to achieve—whether it's increasing brand visibility, supporting recruitment, or driving engagement—and build backwards from there. 

Estimate by Content Output

If content volume is a KPI, estimate how many pieces you need monthly. For example, to hit eight employee-driven posts per month, and each ambassador produces one or two, you’ll need 5–10 engaged contributors. This ensures consistent, sustainable output aligned with strategy.

Align with Channels and Campaigns

If your goal is supporting social channels or campaigns, assess where ambassador content will have the most impact. Consider the platforms, content types that perform well, and how employee voices enhance messaging. You may need a mix of ambassadors across departments or regions to reach diverse audiences.

Factor in Engagement Levels

Not every ambassador will contribute equally. Some are highly active, others less so. Build in a buffer and tie your group size to KPIs like content volume, reach, or engagement to stay effective.

The Ideal Ambassador Traits

Selecting the right employees to serve as ambassadors is essential to the success of your programme. The ideal ambassador is someone who is passionate about the company, aligned with its values and mission, and skilled at communicating authentically. 

1. Actively involved in company culture and activities

2. Comfortable on social media or within communities

3. Proactive and dependable, with a collaborative mindset

4. Well-respected and trusted by colleagues and peers

5. Open to learning continuously grow in their role

6. Demonstrates genuine enthusiasm for the brand and its mission

Building an employee ambassador program isn’t just a brand initiative—it’s a people-first strategy that taps into real voices and real stories. When done right, it empowers your employees, strengthens your culture, and extends your brand’s reach in meaningful, human ways. By identifying the right ambassadors and supporting them with clarity, purpose, and authenticity, you lay the foundation for lasting impact.

In a world where trust drives talent decisions, your people might just be your most powerful voice. Want to learn more? Download the whitepaper and start building a brand that truly connects.