What You Need To Know When Interviewing a Brand Ambassador

Questions to ask when interviewing a brand ambassador

There are rarely job titles that describe the nature of the individual’s work so succinctly. The term “brand ambassador” does just that. When interacting with the public, brand ambassadors become the physical embodiment of your brand. When a consumer meets your brand ambassador, that might be the only face time they ever have with your company. What do you want the consumer to remember? How do you want them to feel after they leave? When interviewing a brand ambassador, there is little room for error. You have to make sure you hire the right people for the job.

From the C-level to the event level, the best brand ambassadors are people who appear to be human versions of your brand. Think about Richard Branson’s larger-than-life personality. Doesn’t he make you feel that Virgin is fun, innovative and friendly? It’s important to ensure that your perspective brand ambassador’s actions and words echo your brand’s values and image.

To choose the right brand ambassadors, you need to know what to ask them during their interview. Use these six questions as a guide to understand which people are best fit to represent your brand.

1. Is the person approachable?
Your brand ambassador should be approachable.

People should feel comfortable being around your brand ambassador. The ideal candidate is someone who is friendly yet professional and makes others feel at ease. Others should be comfortable coming to him or her with any questions, or just to chat!

Ideal personality traits

  • He or she smiles and is enjoyable to be around
  • Makes comfortable eye contact
  • Has an open and welcoming posture whether sitting or standing. No crossed arms, crossed legs, or negative expressions
  • Is a natural at starting conversations with strangers
  • Makes you feel like he or she has all the time in the world to talk with you

Questions to ask when interviewing a brand ambassador

  1. You’re working at an event and see several attendees/guests grouped together. How would you strike up a conversation?
  2. How do you make someone who doesn’t know you feel comfortable?
  3. You notice an event attendee is frowning and does not seem to be having a good experience. How do you change that?

2. Is the person engaging?

What to ask when interviewing a brand ambassador.

Attracting attention is one thing, but keeping it is just as important. A brand ambassador needs to know how to keep people interested in your brand’s message. He or she should generate brand excitement that leads to brand loyalty and engagement, even after the event has concluded.

Ideal personality traits

  • Is a good listener
  • Uses a lot of positive words
  • Thanks, praises, and encourages others
  • Seems easy to impress and entertain

Questions to ask when interviewing a brand ambassador

  1. Tell me about a great experience you had recently.
  2. Who do you look up to and why?
  3. What is the best way to make a boring topic exciting?

3. Does the person have a great attitude?

Things to ask when nterviewing a brand ambassador

A brand ambassador should be passionate and enthusiastic, and their attitude should be infectious. You want someone who is ready for anything and will go the extra mile for your brand. The best brand ambassadors are proactive and are always looking for ways to stay busy onsite and improve the event.

Ideal personality traits

  • Great work ethic based on reports from past employers, professors, and workmates
  • Wants to share ideas about how to promote the brand
  • Comes prepared for the interview
  • Eager to learn a lot about the campaign details
  • Shows passion for the brand and what it stands for

Questions to ask when interviewing a brand ambassador

  1. Tell me about a time when you felt overwhelmed with work. How did you get everything finished?
  2. What are the most effective approaches for managing you?
  3. You are working an event and all of your prep work is complete. Guests have not started arriving yet. What do you do?

4. Does the person embody the brand’s values?

Brand ambassadors - great values

A brand ambassador’s values must match your own to be authentic and effective. Their actions both on and off the campaign need to stay true to what your brand stands for.

Ideal character traits

  • The person’s words are consistent with his or her actions
  • Knows his or her own core values and lives by them
  • The person’s values match the brand’s own values

Questions to ask when interviewing a brand ambassador

  1. How do people introduce you to their friends?
  2. What are your top three guiding principles in life?
  3. What brands do you love the most? Which of their products do you always recommend to other people?
  4. What do you want to be known for?

5. Does the candidate have a positive online presence?

Positive on-line presence for brand ambassadors

Social media has become an integral part of brand ambassadorship. Your ambassador represents your brand both during and after campaigns. This means they should have a good online presence and a positive reputation.

Ideal character traits

  • Posts on their social media accounts regularly and has a ‘clean cut’ image.
  • Is not controversial. Avoid people who engage in/post about activities that do not align with your brand’s image or core values
  • Has a large following and reaches out to people. Your brand ambassadors can also help push out your brand message, especially if they are popular influencers for certain groups.

Questions to ask when interviewing a brand ambassador

  1. How would you describe your social media persona? What types of things do you never post?
  2. How do you respond when someone says something negative about a brand or post you like?
  3. What makes an online conversation engaging?

6. Does the person have experience being a brand ambassador?

Experience is important when interviewing a brand ambassador

It’s best to hire people who have experience being brand ambassadors. But even those who don’t might have past experience that could serve them well in the job. Don’t let lack of experience alone stop you from hiring a great potential ambassador.

Ideal personality traits

  • For those without past experience, look for similar roles instead. Check if he or she has worked in retail, sales, fundraisers, or recruitment
  • Knows the basics of sales/marketing and how to craft a compelling message
  • Previous training in brand activation campaigns

Questions to ask when interviewing a brand ambassador

  1. What personality traits would you look for if you were interviewing someone for a brand ambassador job?
  2. Tell us about one of your previous brand ambassador experiences. What was your biggest challenge and how did you overcome it?
  3. Tell us about the most memorable part of your favorite live marketing campaign.

In summary, your brand ambassador must reflect your brand values and must love being around people. It is how he or she interacts and engages with people that makes the time they spend representing your company worthwhile and memorable. Brand ambassadors are on the front line in the game of building long-lasting brand love, so make sure you choose someone with the right DNA!

Do you need help finding the right brand ambassadors? EPS can help! Click below for a free event staffing checklist.





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About JESSICA STACKPOOLE

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