EmployeeAmbassadorProgramsWhy They’re Needed

More Than Ever

50+20+30

36+64++t43+57++t61+39+A67+33++t69+31++t

29%trustgovernment officials

trust37

%

chief executives

trust60%a person like yourself

trust60

%

technical experts

trust60

%

academics

17%more productive

21%

of U.S. workers51%

are not engaged

are actively16%disengaged

How we communicate is continually changing.In addition to social media, a “democratizing trend” is

occurring that significantly influences the way people send and receive information. What does this mean for corporate

America? And how can companies leverage this trend?

ENEMY #1:LACK OF TRUST2017 Edelman Trust Barometer shows that among people surveyed:

COLLEAGUES TRUSTED NEARLY 2X MORE than authority figures in business and government.

IMPACT OF ENGAGEMENTON COMPANY SUCCESSEngaged employees are:

TRUST IMPACTSENGAGEMENTLeader messages aren’t being heard.

COMPANIES WITH HIGH ENGAGEMENT LEVELS HAVE:

Higher productivity

Greater profitability

Better customer ratings

Less turnover and absenteeism01 02 03 04

Employee ambassador programs:The power of peer-to-peer influence

Savvy leaders are empowering ambassador programs to reach employees in a meaningful way.

When combined with multidimensional communications, employee ambassador programs can:

An ambassador is:

PASSIONATE

M

OTIVATEDH

IGH

PERFORMIN

G

$483–$605 billionCost of disengagement in the U.S. per year

SOURCES

Edelman Trust Barometer, 2017 Annual Global Study.

“2016 State of the American Workplace,” Gallup, Inc.

“How to Make Employees Your Brand Ambassadors,” PR News’ Corporate Social Responsibility Guidebook, Vol. 6,

Jill Vitiello, 2013.

“Four Ways to Engage Employee Ambassadors,” CEB Communications Executive Council, 2012.

INCREASE TRUST

ENCOURAGE CONVERSATION ALONG ALL LEVELS OF THE ORGANIZATION

EFFECT TRANSFORMATIONAL CHANGE

INFLUENCE EMPLOYEE ADOPTION OF KEY INITIATIVES

RAISE EMPLOYEEENGAGEMENT SCORES

ADDRESS COMMUNICATION PREFERENCES OF EMPLOYEES

Make it Happen Seven Steps to Success

01Choose ambassadors carefully and make the selection process transparent.

02Establish and train a community of ambassadors.

Focus on the honor of being an ambassador.

03

Create an ambassador toolkit with key messages and clear recommended actions with desired outcomes.

04

Embrace local expertise, perspectives, and cultural norms.

05

Applaud success. Recognize the commitment and contributions of the ambassadors.

06

Encourage multidimensional communications to ensure success.

07

more profitable