Employee loyalty can be challenging to quantify, yet they’re one of the most valuable assets a company can cultivate. For example, if they are loyal enough, they can become your brand ambassadors (officially or otherwise), which will do wonders for your reputation.
Why? A staggering 84% of people value recommendations from friends and family above formal advertising, according to latest research.
But how can you turn your team into brand ambassadors? One way to do it is through company stores.
In this article, our expert team will explore how a well-executed company store can become a driver for employee advocacy and it can foster a sense of identity and belonging among your team.
Table of Contents
What is an Employee Ambassador Program?
An employee ambassador program is a set of incentives that encourage employees to promote their company’s identity in organic ways.
Unlike conventional marketing channels, which often involve polished but impersonal messages, employee ambassadorship relies on authenticity. The way an employee uses a branded jacket or drinkware, or shares moments from their workplace on social media, speaks volumes to their peers, family, and community.
In the end, these small actions collectively create a narrative about the company; however, employees should never feel coerced into performing those actions.
Advantages of Employee Ambassador Programs
The benefits of cultivating employees as brand ambassadors center around a stronger corporate culture and a more appealing employer brand:
- Internal Engagement Boost: Employees who feel a personal connection to their team are more likely to engage with its mission. Workplace ambassador programs reinforce this connection by giving employees tangible ways to express their pride.
- Recruitment Magnet: Candidates often look to current employees for insight into a company’s culture. When they see genuine enthusiasm through public-facing merchandise, it sends a powerful signal that the organization is a great place to work.
- Community Presence: Branded items worn or used in public turn employees into walking billboards, but not in a cold, corporate sense. They humanize the brand, showing it as a part of real lives and real communities.
- Stronger Retention Rates: Employees who actively engage with ambassador programs are less likely to jump ship. The pride they feel creates an emotional connection to the organization, making the idea of leaving less appealing.
How Company Stores Support Employee Brand Ambassadorship
At first glance, a company store might seem like just a retail platform for branded swag. However, in practice, it can open many more doors, one of which is an effective ambassador program.
How? Let’s find out:
Merchandise with Purpose
Employees don’t want cheap trinkets; they want items that match their tastes and lifestyle. High-quality, thoughtfully designed merchandise in your store turns a simple logo into something they’re proud to use and show off.
Involvement in the Selection Process
One of the best ways to encourage buy-in is by letting employees have a say in the products offered in the store. The store can be used as a platform for surveys, from which you can get the input from your team. This way, you can adapt your merch line to reflect what they actually want.
Reward Systems
Tying the store to point based reward programs helps motivation even more. Employees can earn points for milestones, exceptional performance, or participation in community events and redeem those points for branded merchandise. It’s a win-win: employees feel appreciated, and the brand gains visibility.
Turning Employees into Brand Ambassadors: Practical Steps
Creating successful brand ambassador programs isn’t easy. You should aim for providing an experience that will naturally draw employees into the fold.
Here are actionable steps to get started:
- Understand Employee Wants
Begin by researching what resonates with your team. What types of merchandise do they find appealing? Would they prefer co-branded items with high-end retail names, or simple yet unique designs? You must know the answers to all such questions. - Recognition Beyond the Store
Employee ambassadorship shouldn’t stop at the merchandise itself. Recognize employees who go the extra mile by featuring them on internal channels, social media, or even within the store’s branding. - Opt-In Participation
Forcing employees to wear branded items can feel disingenuous. Instead, let them participate voluntarily, providing enough reasons—like rewards or recognition—that make them genuinely want to engage. - Seasonal Campaigns and Challenges
Keep things fresh by introducing time-sensitive initiatives, such as a holiday gifting campaign or a “wear your brand” day with a competitive element. - Monitor and Adapt
Like any initiative, ambassador programs should be reviewed regularly. Analyze participation rates, feedback, and the program’s impact on engagement metrics, and be ready to make adjustments as needed.
Employee Ambassador Program Examples
One of the most well-known examples of an effective employee brand ambassadors program is Starbucks and its Partners initiative (employees are not referred to as employees but as “partners”).
Starbucks has built its employee ambassador program around the belief that every partner is a key contributor to its brand experience:
Exclusive Perks and Merchandise
Starbucks provides its partners with a range of branded merchandise, from aprons and tumblers to seasonal items. These products are not only functional but designed to reflect the brand.
As a result, partners tend to take pride in using and wearing these items, which can act as conversation starters and subtle brand promotions in their daily lives.
Social Media Empowerment
Starbucks encourages its partners to share their experiences online, often featuring their stories on official company platforms. It could be through Instagram, LinkedIn, or internal blogs; and in any case, employees feel seen and valued, which inspires them to organically promote the brand.
Recognition Programs
Starbucks likes to celebrate their standout partners. And they do that in various forms, such as shoutouts on social media, rewards programs, and opportunities for career advancement.
Conclusion
The idea of turning employees into brand ambassadors might sound aspirational, but with the right tools and strategies, it’s entirely achievable. The key lies in creating experiences that feel authentic and rewarding for employees.
Remember that ambassadorship isn’t something that can be forced—it’s a reflection of how employees truly feel about the place they work. And when companies get it right, the results speak volumes, both inside and outside the organization.
Ultimately, it’s all about nurturing a workplace culture where employees feel valued, appreciated, and satisfied. And such a workplace can rarely feel complete without an internal company store.
And if you feel that the task of setting up a company store is too big for you, reach out to a team of company store experts like BrandScape. We will take all the responsibility on, leaving you only to reap the rewards of the best online company store for employees.
