Why do early careers teams need ambassadors?

In the world of early careers, authenticity is everything. Candidates are savvy, skeptical of polished marketing, and hungry for genuine insight. That's why ambassadors – real people sharing real stories – have become such a powerful tool in engaging and converting top talent.
Here’s everything early careers professionals need to know about advocacy: what it is, why it matters, and how to actually make it happen in a meaningful way.

What exactly is an early careers ambassador or advocate?

An ambassador is a current employee – often a recent hire, intern or apprentice – who shares their authentic experience with your organisation. They answer questions, tell their story, and help prospective candidates see what working at your company really feels like.

They bring your brand to life in a way no careers site or job ad ever could.

As one British Airways prospective candidate said about their experience engaging with a British Airways ambassador:

“The experience educated me fully, to understand their mission, values and their current standard in what they want to achieve as a company. The site made me fall in love with them without even being part of it yet.”

Why does advocacy matter so much in early careers?

Because early talent often lacks experience navigating professional environments – and they crave connection. They want to hear from someone who’s “been there”, someone who looks like them or shares their background.

Advocates build trust and bridge the gap between polished employer brand messaging and the reality of the job. When candidates hear directly from employees, they’re more likely to see themselves at your company – and more likely to stick around.

Employers using Connectr Talent Technology to host their digital ambassador programmes found that advocacy can lead to:

• A 6x higher offer rate for those who engaged with ambassadors before applying
• Up to 74% reduction in reneges when new starters had a chance to speak with a buddy before day 1
• Better-fit candidates and stronger engagement throughout the hiring journey

When should I be using ambassadors in the candidate journey?

Ideally, at every stage. From raising awareness to onboarding, ambassadors help turn transactional steps into personalised experiences.

For example:

• During attraction: They share stories online, take part in uni or virtual events, and represent your brand authentically.
• During application: They’re available to answer candidate questions, breaking down barriers and offering reassurance.
• During pre-boarding: They act as digital buddies, keeping the connection alive between offer and day one – a period that can feel daunting or uncertain for young candidates.

In fact, companies who used digital advocates during pre-boarding saw reneges drop by nearly three-quarters. That’s a huge retention win.

What impact does this have on my team?

Massive. Advocacy doesn’t just help candidates – it takes pressure off early careers teams too.

• You save time. Up to 2,000 hours annually, thanks to fewer repetitive questions and better candidate self-screening.
• You reduce inbound queries. Candidates get answers straight from the source.
• Your advocates can give you insights in what candidates want, to help you focus your efforts on the right kinds of content and messaging.
• You focus on strategy. With advocates supporting the day-to-day, your team can focus on what really moves the dial.

How do I make sure ambassadors reflect diversity?

Your advocacy programme should highlight voices from a range of backgrounds, job functions, and entry routes. That includes showcasing people from underrepresented communities and sharing less traditional pathways into your business. Take M&S, for example. Their Digital Advocates aren’t just answering FAQs – they’re living proof that talent can come from anywhere. By sharing their culture, experiences, and career journeys, they help candidates see that there’s a place for them too.

How do I avoid it feeling forced or inauthentic?

Advocacy only works when it’s real. Candidates can spot scripted, corporate storytelling a mile off. Give your advocates a purpose-driven mission instead of a fixed content brief:

• Don’t tell people what to say –  give them a platform and some guidelines.
• Choose employees who genuinely want to be involved - they are likely already proactive and doing side-of-desk work.
• Provide light structure or talking points, but let them use their own voice.
• Allow advocates to chat freely with talent, step out of the conversation and trust your advocates to represent you.
• Let your advocates express some personality, you'll get a diverse range of outputs with a little creative freedom which will really make you stand out.

What’s the best way to scale this?

You don’t need 100 ambassadors on day one. Start small with engaged employees who are passionate about sharing their story. Then:

1. Use tech to connect candidates with ambassadors digitally at scale
2. Create forums or content hubs where conversations can happen naturally
3. Get advocates creating content (videos, Q&As, blogs) for your recruitment marketing
4. Candidates of today, are advocates of tomorrow - invite advocacy from each new cohort to create a self-filling programme

The key is to embed advocacy into your broader strategy – not treat it as a one-off campaign. Think long-term, and build consistency into how you feature and involve ambassadors across platforms.

Is it really worth it?

Advocacy is no longer a ‘nice to have’ – it’s a competitive advantage. In a crowded graduate and apprentice market, the employer that feels the most human, honest and welcoming will always stand out.

Whether it’s a relatable voice on TikTok, a one-on-one chat with a digital buddy, or a day in the life share from a new starter, these moments shape perception. And in early careers, perception becomes decision.

Invest in your people, and they’ll become your best recruiters.