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How to turn new hires into brand ambassadors

Are your new hires enthusiastic about your company? Would your employees speak highly of your company's superb culture, commitment to diversity and inclusion, and five-star benefit program to friends, family, and former colleagues? Congratulations. You've created what many organizations long for: brand ambassadors.


Generally speaking, people take the opinions of brand ambassadors more seriously than those of any marketing campaign because they are organic.


The process of turning your new hires into brand ambassadors isn't easy. As an employer, you must build a compelling employer brand, communicate that brand during attraction and recruitment, and then deliver the goods when your new hires start.


These 5 tips will help new hires become full-fledged brand ambassadors. We'll dive into this a little later, but first let's take a look at employer branding and why it's so important.


What is an employer brand?

Employer branding involves managing your reputation as an employer to potential employees, key stakeholders, and job seekers. Basically, it consists of everything you do to make your organization a top employer.


The Employee Value Proposition

  • An employer's brand is rooted in its understanding of who it is, what it stands for, and what it offers prospective employees - essentially what we call an Employee Value Proposition.

  • Getting this right is crucial, since new hires will quickly become disillusioned if you sell them a false EVP during recruitment that is inauthentic to the organization.

  • Your EVP, if compelling, unique, and authentic, can lead to new hires becoming brand ambassadors and singing your praises to the masses.


5 tips to transform new hires into brand ambassadors

As part of the onboarding process, you need to create opportunities for new hires to become brand ambassadors. These are moments that demonstrate the value of what you sold during the attraction and recruitment phases. Here are our 5 tips for getting things right:


Put your vision & mission front and centre

  • Since most of us spend 1,795 hours at work each year, it's vital that our work contributes to something bigger than ourselves.

  • It will encourage new hires to root for your organization when you put your (hopefully inspiring and impactful) overarching mission and vision in the centre of your onboarding journey.

  • To do so, you should emphasize this message in emails, meetings, and training, especially during the first month of a new hire's employment.

Showcase a diverse range of employees in your onboarding content Building trust and engagement with content that shows you as yourself is a powerful thing. Your onboarding content should showcase employees from all walks of life, just as it would in a professional setting. When creating a welcome video or other new hire content, ensure that you include employees of varying backgrounds, seniorities, genders, and more in order to show new hires the true diversity of your company.


Balance process and pleasure It's natural for people to tell their friends and family about exciting things they've done. We're talking about things that were special, exciting, or downright fun. So don't let your onboarding process be all paperwork and process. Bring in plenty of joy-inducing moments for your new hire. To get you started, here are two examples:

  • On the first day of work, set up your new hire's desk with a welcome card, snacks, and some company swag.

  • Plan an after-work party for your new hire and their team. Consider making it an off-site activity to make it feel more special. Want to go the extra mile? Take the time to find out your new hires' favourite foods and customize the lunch accordingly.

Prompt new hires to share their experiences

  • There are times when we all need a little push to express how we feel. Let potential brand ambassadors know how and when to share their experiences of working for your organization - they may not know when to do so.

  • Create moments in the new hire journey that prompt them to write a short LinkedIn post about their first day, week, or month. You could also send them a feedback survey at critical new hire milestone moments that allows them to share their results.

  • If you get creative, your ambassadors-in-training may surprise you with a public pat on the back!

Make things easy with digital infrastructure

  • An ineffective process is the worst. Even if you have the best intentions, new hires will tune out if your onboarding program isn't easy to access, simple, and intuitive (and probably tell embarrassing stories about how your organization remains trapped in the stone age)

  • Research shows that only 12% of new hires believe their organization does a good job onboarding them. In spite of that depressing statistic, with the right digital onboarding software, you're guaranteed to blow them away and have them dropping your name everywhere.

  • By using digital onboarding software, your organization can streamline processes, automate tasks & administration, and manage a wide range of new hire activities with relative ease. t’s that simple!


Creating brand ambassadors requires delivering on the promises you made during the recruitment and attraction process. However, it doesn't just happen. . It is HR's responsibility to actively create moments that WOW new employees and make them your biggest cheerleaders.

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