When it comes to employer brand, your most powerful advocates are often sitting right next to you (or across a Zoom call). Employees are the most trusted source of information about what it’s really like to work at your organization. The question is: are you empowering them to share their stories?

Internal brand ambassadors help bring your employer brand to life. They embody your values, share their experiences, and offer a genuine lens into your company culture. But employee advocacy doesn’t just happen. It needs to be nurtured.

Here’s how to build an effective ambassador program:

1. Identify natural storytellers. Look for employees who are already vocal about your culture or who demonstrate strong engagement. These individuals are ideal ambassadors.
2. Offer training and support. Host short workshops or create a resource hub with branding guidance, voice tone tips, and content suggestions. Empower them with tools, not scripts.
3. Create shareable content. Provide branded templates, quote cards, behind-the-scenes photos, or curated hashtags to make sharing easy and on-brand.
4. Recognize contributions. Celebrate employees who participate in your branding efforts, whether through internal shoutouts, spotlight features, or professional development opportunities.
5. Encourage authenticity. Don’t force employees into a mold. Let them speak in their own voice about real experiences. The diversity of stories is what makes your brand feel human.

When employees feel seen, trusted, and proud, they’re more likely to amplify your message organically. Not only does this increase external credibility, it deepens internal engagement.