Hart centred employee branding.

Do you need a celebrity ambassador for your company?

Brand endorsement from a ‘big name’ is as old as modern advertising itself, but the Middle East has certainly taken this to the next level on the tourism trail, most recently with American actor and comedian Kevin Hart launched globally as the ‘Chief Island Officer’ for Yas Island, Abu Dhabi, Hollywood actors featuring in mini romantic comedy style features for Emirates Airlines, and ex-footballer David Beckham as an ambassador for Qatar for the recent FIFA World Cup.

These personalities are either paid spokespeople to leverage international interest and coverage or simply just lending their star power to advertising campaigns - either way, such attachments are not without their challenges alongside the obvious rewards.

Cristiano Ronaldo has firmly put the Saudi Arabian football league on the map, in particular his new club Al Nassr, and whilst this is different to a paid campaign or endorsement, he’s essentially an employee now, and with that comes his personal brand.

Star names can of course, influence any decision-making from consumers, fans or stakeholders, but what’s next? A campaign is just that - it has a shelf life, just like the celebrities' own star power does - it’s up to the destination, the service or the product to keep the momentum and deliver on any shiny promises. Trust can only follow from how brands invest in building, delivering and sustaining the promised experience,

Bringing me back to the challenges associated with celebrity ambassadors. It doesn’t happen constantly, but it only takes a single transgression for the halo effect to filter down to the brand association. There is no doubt that Ronaldo will be worth his publicity and influence weight in return for his staggering salary - but what would happen to that influence and association if anything was to go wrong off the pitch? Let’s not forget that he essentially resigned from his last club by rubbishing owners and management live on TV, as an unplanned shock to everyone. I’m not saying that CR7 would do this with his new employers, but there is a world of difference between this behaviour in the West and the tolerance and cultural sensitivities in KSA.

The celebrity endorsement, whether sports or entertainment, reached a peak this month with Beyonce appearing at the opening of the brand new Royal Atlantis Resort opening, in her first live performance in 5 years - all good for those brands with endless budgets, but what about your company or enterprise? How can you maintain a halo effect without a Hollywood movie budget beyond launch or the help of friends in high places??

Your employees matters.

Your employees want to feel part of something bigger. Post-pandemic, our values and purpose in the workplace have changed - including the CEO, no doubt also. It’s time to be a heart-centred business rather than just appointing a ‘Hart’ to be the face of your company. From the top down, it’s vital to recognise the value of keeping your loyal staff front and centre and capitalising on all that they bring as individuals to become the only ambassadors you should need.

This isn’t about superficial, one-off perks, but about a sense of stability, openness and transparency. Nobody is saying that the global economic outlook is permanently rosy, and there will be rocky times for any employee and the business itself - this is where authentic employer relations come to play, and with empathy.? Employees are great brand ambassadors because they have the ability to share your brand with consumers as they apply their knowledge to each individual customer interaction. A powerful brand is more than brand recognition; a powerful employer knows the benefits of empowering its employees to become the only celebrities it needs.