Introduction
In today’s highly competitive corporate landscape, companies are engaged in a constant race to attract and retain the best early career talent. It’s no longer just about outpacing the competition; it’s about out-innovating them. It’s about crafting unique strategies and approaches that position you leagues ahead. A prime example of such innovation? The rising trend of utilizing college Brand Ambassadors.
We are all familiar with Brand Ambassadors associated with marketing teams. These individuals execute events, amplify social media promotions, and generate buzz around the brand. Their efforts are focused on enhancing brand awareness and fostering engagement. However, the effectiveness of Brand Ambassadors is not limited to marketing alone – they are proving to be a powerful force within talent teams as well.
This unconventional approach is gaining traction rapidly among forward-thinking companies, and it’s not hard to understand why. Brand Ambassadors, with their direct and authentic connection to the student community, act as a bridge to potential future employees. They are not simply there to promote the brand; they are living testimonials, equipped to scout, target, and attract top-tier talent at the source.
In this post, we will delve into the top five reasons why talent teams should incorporate a Brand Ambassador program into their repertoire. We will explore how such programs can drive talent retention, foster stronger relationships, reduce recruitment costs, and supercharge diversity, equity, and inclusion (DEI) initiatives. Our aim is to showcase how Brand Ambassadors can be game-changers in achieving a wide range of recruitment Key Performance Indicators (KPIs).
1) Increase Retention
Let’s start with a major focal point for every talent team: retention. In the corporate world where talent reigns supreme, retaining your top performers is just as crucial as attracting them initially.
According to the Internship & Co-op Survey Report by the National Association of Colleges and Employers (NACE), hires who have interned with the employer (internal Interns) are significantly more likely to stay with the company at both the one-year and five-year marks compared to those who interned elsewhere (external Interns) or had no internship experience. In fact, one year into their role, internal Interns are 16% more likely to still be with you than external Interns. And compared to hires with no internship experience, the numbers soar, with internal Interns being 32% more likely to remain on board. The importance of retaining Interns and allowing them to evolve into full-time employees cannot be overstated, and the statistics unquestionably support this.
Now, imagine this scenario: you’ve just spent a summer with an Intern who’s an absolute rockstar. They have shown dedication, taken initiative, and truly embodied your company culture. Moreover, you have invested significant time, resources, and funds in recruiting, hiring, training, and mentoring this individual. When their internship ends and they head back to college, what happens next? You could cross your fingers, hoping they will fondly remember your organization when they embark on their job hunt after graduation. But leaving such an outcome to chance seems risky, doesn’t it? What if they end up in a competing firm, utilizing all the skills that you essentially trained them for?
That’s where the idea of transitioning Interns to Brand Ambassadors comes into play. Instead of bidding them farewell, you offer them a new role that keeps them connected to your organization throughout the academic year. They stay engaged, remain updated on company happenings and initiatives, and continue to feel like part of the team. By the time graduation ceremonies roll around, these Brand Ambassadors are all set for a smooth transition into full-time roles at your organization. This way, your relationship with that particular individual is not confined to a one-off internship; it becomes the beginning of an enduring journey.
And if that wasn’t enough, here’s the best part: your top Interns often make the best Brand Ambassadors. They are already familiar with your company, enthusiastic about your brand, and can leverage their positive internship experiences to promote your brand on campus among their peers.
2) Formulating Relationships
Another pivotal advantage of having Brand Ambassadors lies in their extraordinary skill in relationship building. Particularly in a setting like a college campus, where word-of-mouth and peer-to-peer interactions are essential, Brand Ambassadors serve as a unique secret weapon. They not only influence the quantity but also the quality of these relationships by targeting the most promising hires instead of simply casting a wide net.
Consider recent marketing studies that highlight the power of these relationships. Word-of-mouth impressions have been shown to drive 5 times more sales than paid media impressions, and consumers are 90% more likely to trust and engage with a brand endorsed by a friend. While these data points originate from the marketing sphere, they are just as relevant to talent acquisition.
But why exactly do Brand Ambassadors hold such sway? It all comes down to one keyword: relatability.
Imagine yourself as a college student grappling with the weighty question of “what’s next” in terms of kickstarting your career. Who would you feel more comfortable engaging with: a recruitment officer who graduated a decade ago or a peer who interned at your target company just last summer? Most likely, you would gravitate toward the latter. It’s far more comforting to converse with someone at the same life stage, dealing with the same academic pressures, and—let’s be honest—sharing in the latest meme culture.
Brand Ambassadors are uniquely equipped to share their internship experiences in a way that resonates with their fellow students. They can discuss their learnings, challenges, and victories using language that their peers understand. They’re well-versed in the latest college lingo, trending buzzwords, and they can seamlessly translate the corporate world into a language that is accessible and friendly to students. Essentially, they are guides fluent in both the “student” and “corporate” languages.
By establishing these authentic and relatable connections, Brand Ambassadors break down barriers and foster a positive perception of the company within the student community. The result? A pipeline of early career talent that feels more connected, more engaged, and more enthusiastic about your brand, filled with quality applicants ready to contribute meaningfully to your organization.
3) Reduce Time and Resources
Effective recruitment is not only about identifying suitable candidates but also doing so with remarkable efficiency.
In the traditional recruitment playbook, talent teams often find themselves traveling from campus to campus, setting up shop at career fairs, and orchestrating information sessions, among other initiatives. While these efforts are undoubtedly important, they can also become a colossal drain on time and resources. Not to mention the travel expenses involved.
Contrary to this traditional approach, let’s shine a spotlight on Brand Ambassadors. Stationed at their respective campuses, they are primed and ready for action. Whether they are hosting events or participating in them, their on-the-ground presence minimizes the need for your talent teams to constantly be on the move. Instead of orchestrating logistical marathons to fly out to various colleges across the country, you can have representatives stationed simultaneously at dozens of universities nationwide. The amount of saved travel expenses is remarkable, not to mention the valuable time that can be channeled into more critical areas of recruitment.
But the advantages are not solely limited to cost and time efficiency. Because Brand Ambassadors are present on campus throughout the year, they provide a constant and familiar presence for potential talent. This gives prospective employees numerous opportunities to interact with your brand, thereby amplifying your reach and cultivating an authentic connection.
4) Improve DEI Initiatives
More and more, companies are recognizing that a diverse workforce is not just an ethical mandate or a box to check; it is a powerhouse for innovation, creativity, and business performance. In fact, research from McKinsey and LinkedIn has shown that organizations in the top quartile for ethnic diversity are 36% more likely to outperform financially. Moreover, inclusive teams are over 35% more productive. It is clear that DEI is not only the right thing to do; it is also smart business.
So where do Brand Ambassadors fit into the picture? They are your invaluable key to unlocking specific groups and universities that might otherwise be challenging to reach. Whether it is Historically Black Colleges and Universities (HBCUs), early identification networks, women in STEM, LGBTQ+ communities, LatinX societies, or other cultural and minority groups, Brand Ambassadors can help you expand your recruitment efforts.
As active members of these communities themselves or through building robust connections on campus, Brand Ambassadors can assist your company in tapping into diverse talent pools. They can attend targeted events, engage in relevant discussions, and passionately advocate for your company’s commitment to DEI in spaces that truly matter.
But their role extends beyond recruitment. These proactive measures cast your company in a favorable light, demonstrating to potential employees that you genuinely value diversity and are actively working to cultivate an inclusive culture. In an era where employees seek workplaces that reflect the rich diversity of our global community, a strong DEI initiative can make or break a deal.
With Brand Ambassadors at the helm, you are not only enhancing your DEI initiatives; you are also shaping a brand that authentically reflects the world we live in. And that, without a doubt, is a goal worth championing!
5) Reduce Cost-Per-Hire
We are all aware that recruitment is an expensive endeavor. The costs quickly add up with advertising, interviewing, screening, and negotiating. While investing in top talent is worthwhile, it would be beneficial to achieve this while also being mindful of costs, wouldn’t it?
To illustrate, let’s consider a 2018 study by NACE (National Association of Colleges and Employers). It found that the average cost-per-hire was approximately $1,533 when staff costs were not taken into account. However, when factoring in those costs, the cost-per-hire for college students recruited on-campus rose to an average of $6,110. This was a significant number five years ago, and it is reasonable to suspect that costs have only increased since then, given the general trend of rising prices over time and the higher competition for talent in the present day (although up-to-date stats are currently unavailable).
Enter Brand Ambassadors. They target specific segments of the college population, helping to source the right talent and aligning with the core Key Performance Indicator (KPI) for employers: quality applicants. In recruitment, quality always trumps quantity. Instead of casting a wide net with the hope of capturing the right candidates, Brand Ambassadors utilize their insider knowledge and extensive peer networks to identify and directly engage with high-potential talent. It is not just about saving you money; it is about ensuring that every dollar you invest is laser-focused on attracting the right candidates for your organization.
And there’s more. Referrals play a crucial role in securing quality hires and can significantly contribute to lowering overall recruitment costs. According to a study by recruiter.com, candidates referred by current employees – or in this case, Brand Ambassadors – are 3-4 times more likely to be hired than those without a referral.
When a candidate is referred by a current employee or Brand Ambassador, they come with a built-in endorsement from someone within the organization. This endorsement holds weight because the referrer knows the company culture, values, and the skills required to succeed. As a result, referred candidates often possess a higher degree of alignment with the organization’s expectations, making them more likely to be a good fit for the role.
Furthermore, the referral process acts as a form of pre-vetting. The referring employee or Brand Ambassador, who understands the requirements and demands of the position, evaluates the candidate’s qualifications before recommending them. This initial assessment helps filter out potential mismatches early on, saving valuable time and resources in the recruitment process.
Conclusion
In the competitive race to secure top-tier early career talent, it is crucial to think beyond conventional methods and harness the power of peers in your recruitment strategy. By embracing Brand Ambassadors, you are not simply following a trend; you are setting a trend. You are crafting an innovative approach to recruitment that encompasses greater retention, deeper relationships, more efficient resource utilization, enhanced DEI initiatives, and a reduction in cost-per-hire.
It is important to remember that at the core of every successful recruitment strategy lies an authentic, human connection. It involves understanding your potential talent pool, speaking their language, and engaging them in the environments where they feel most comfortable. And who better to navigate these waters than individuals who are already part of their community?
In summary, Brand Ambassadors serve as a conduit to tap into the immense potential of college campuses. They act as a bridge, connecting your organization to the next generation of leaders, thinkers, and innovators. So, here’s to these game-changers, the Brand Ambassadors, who have the potential to transform your recruitment narrative from one of striving to one of thriving.
At Evolvez, we are committed to revolutionizing early career recruitment. We specialize in creating, managing & scaling Brand Ambassador programs that target the early career market. Our focus is not just on establishing connections; it is about forging the right connections. To discover how we can assist you in achieving your company’s talent objectives, have a look at our brand deck. Let us redefine recruitment together.