“Employee Ambassadors”, the best HR strategy to attract top talent

Posted by media on May 2, 2017 at 9:00 AM

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In Human Resources one of the biggest challenges that we face is capturing the best talent, essential for the proper function of a company. To know how to reach the top professionals, the most important thing to know is what they expect from their job and from the whole organization. Today, one of the most valued characteristics by professionals seeking employment is transparency in their future workplace, a quality that can be enhanced thanks to the use of social networks. Above all, if these are used by those who are already part of the team, and are convinced that it's a good place to work.

Below, we show you 8 key points to implement a strategy to attract talent based on empowering your collaborators as brand ambassadors. Implementing an employee ambassador program is one of the best ways to attract great digital talent.  

This post is also available in Spanish.


How to implement an employee ambassadors strategy?

Your current coworkers,  those who are already convinced that it is the best place to work, are the best source of information for people who are interested in joining your company.


“Content shared by employees get 8 times more engagement than content shared by a brand's own channels.”

Source: Social Media Today

Thus, from internal testimonies, candidates can know first-hand how the experience of working in your company is. To do so, we must take into account the following steps:

1. Benchmarking   

Investigate what strategies are being carried out by other top companies that are already developing employee branding policies, whether within your sector or a related sector. This will allow you to know what the current trend is and how other companies are focusing their employee ambassador programs. However, these examples should serve as an inspiration and not to copy, since within any employer branding strategy creating personalized content that adapts to each organization is crucial.

2. Plan

Planning is the starting point before carrying out any project. In this case it is much more important, as you should involve other departments within the company, such as the marketing department. This team will support your plan and will help you define how to carry out actions for the employee ambassador plan, thus achieving a greater impact on your public. Additionally, the design department can offer help in creating visual resources for the content we want to share.

3. Communicate

It's also crucial to communicate the employer branding project to your collaborators, noting the importance for the organization to have a greater reach for potential candidates. Therefore, you should establish a communication plan to convey what you want to achieve through these actions, and to generate engagement with potential collaborators, who will be key during the whole process.

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4. Train

If you want to carry out a successful action plan, you must go one step ahead of the communication and train your collaborators - future employee ambassadors - about the use of social networks. The most appropriate thing to do would be to adapt this training to the needs of each department, filtering the information that we want transmit according to how you want to make use of each tool.

Within this training, you can instruct on how to strategically share content on personal networks, offering support material such as templates, and showing examples of the type of content you want to share. In addition, you can share graphic elements related to the company such as corporate banners, personalized images, corporate documents, etc.

 

5. Choose the employee ambassadors

Within this strategy, the most important point is selecting who will be the employee ambassadors. This will depend on the size of each organization. In those companies that have a large workforce, general information should be shared by all, while only a few will form part of a much more personalize strategy to share their experience as employees. In case of companies with a small team, it will be much easier and faster to involve the entire staff in each action.


Related post: Advantages of using the electronic signature in HR processes.


 
6. Compensation

Making your ambassadors loyal will result in a much more relevant strategy for employee branding. You should compensate them for their dedication and involvement in this project, not only with an economic compensation, but also with positive feedback, and recognizing the positive contribute their actions have for the organization. You will be able to generate a mutual commitment, where the organization will reward committed collaborators, and they will feel valued.

7. Act as a role model

Having the support of the CEO and managers is essential to help build loyalty with collaborators, as in any process lead by the Human Resources department. Acting as an example and role model within the project will help collaborators to feel more comfortable sharing information about the organization, as they will see how their leaders are also doing the same, and will therefore feel more excited to participate.

8. Ask for feedback

Throughout the process you should be open for your collaborators to give you feedback, both in a formal way with pre-established questions about the project, as in an informal way. You should be with them throughout the process, and offer support for any question or complications that may arise.

In short, it is necessary for HR departments to support the organization by adapting its processes to new environments and digital strategies. The HR team should be the driver of the use of social networks as windows for sharing for the corporate culture for new employees and candidates. Creating high quality content shared by your team will provide a value for the company that will optimize recruitment, selecting and hiring better talent.

This post is also available in Spanish.

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