The power of Student Brand Ambassadors in graduate recruitment

Graduate recruitment is a priority for many organisations, and for good reason. Attracting top talent can be challenging, especially in a competitive market where many employers are vying for the attention of the same students. Unlike other forms of marketing, however, graduate recruitment has a distinct advantage—we know exactly where to find our target audience. This creates a unique opportunity to utilise in-person engagement techniques, helping organisations showcase who they are and what they have to offer.

One highly effective yet sometimes overlooked strategy is the use of Student Brand Ambassadors (SBAs). In our recent whitepaper, we explore their significance, the benefits of implementing an SBA programme, and how partnering with an agency can help businesses run a high-impact, results-driven campaign year after year. When used in conjunction with a strategic and well-thought-out employer brand, an SBA programme can help your brand cut through the noise for students.

The Benefits of a Student Brand Ambassador Programme

For employers, a well-executed SBA programme offers multiple advantages. Firstly, it can help reduce recruitment costs. Traditional marketing strategies such as career fairs, online advertising and sponsored social media campaigns can be expensive. By contrast, SBAs offer a cost-effective and authentic way to engage with students directly, leveraging peer influence to increase awareness and interest in your brand.

Another major advantage is SBAs' impact on diversity, equity, and inclusion (DE&I). Many minority groups may not engage with traditional marketing efforts or may feel excluded from certain industries. However, SBAs—embedded within diverse student communities—can act as a bridge, ensuring a wider and more representative talent pool is reached. This can lead to more inclusive hiring outcomes, helping organisations build stronger, more diverse teams.

Furthermore, SBAs enhance brand authenticity. Students are more likely to trust information coming from their peers rather than corporate messaging. An ambassador who shares genuine experiences of working with your organisation can significantly influence the perceptions of potential applicants, strengthening your talent pipeline from target universities.

Making Your SBA Programme a Success

The key to a successful SBA programme lies in careful planning and execution. Organisations need a clear understanding of their goals, what they expect from ambassadors, and what they can offer in return. It’s crucial to implement mechanisms for tracking performance and gathering feedback, ensuring continuous improvement.

Alongside measurement and planning, it's also key to strike the balance between managing elements yourself to maintain your organizational authenticity, while also partnering with an expert who can help keep things strategic and aligned. This is where we can help you make the most of your SBAs.

How ThirtyThree Can Help

As communication experts with a track record of delivering award-winning graduate campaigns across sectors, ThirtyThree can help you design and implement an effective SBA programme, as part of a joined-up Early Careers strategy. We can:

• Develop a compelling Target Value Proposition (TVP) that resonates with potential SBA’s and aligns with your early career offering.
• Design and execute targeted attraction campaigns to ensure you reach the right talent that can effectively represent your brand.
• Create branded assets to support your programme, ensuring smooth running from toolkits to keep SBAs on brand, to comms plans to help maintain an effective reach.
• Partner with your team to assess performance, gather feedback, and refine the programme annually, working with you to optimise the programme year on year.

With the right approach, an SBA programme can be a game-changer in your graduate recruitment strategy. Download our white paper for more insights and speak to us today to take the first step in building a winning programme.