Building An Ambassador Program That Works with Natasha Sweatman from Telstra

When Natasha Sweatman talks about Telstra's brand ambassador program, her enthusiasm is infectious. As Telstra's Employer Branding and Digital Content Specialist, Natasha oversees what they call their "Telstra influencers" – a network of nearly 200 employees who bring the company's employer brand to life.

In this edition of VMJPod's Employer Brand series, Natasha talks to hosts David Macciocca and Brie Mason to discus the evolution, challenges, and unexpected rewards of building one of Australia's most robust employee ambassador programs.

From Content Plan to Brand Advocacy

Telstra's ambassador program has undergone a significant transformation. What started as a structured content plan, where ambassadors produced a set number of blog posts monthly, has evolved into something far more organic and powerful.

"Now it's more of a brand advocacy, personal branding and a bit of an influencer kind of group," Natasha explains. "Not all of the brand ambassadors will get to post or create content with us, but they're also there to engage and be those brand advocates."

This shift reflects a deeper understanding of how authentic employer branding works. The program is no longer just about content creation; it's about cultivating a community of engaged employees who genuinely want to share their experiences.

"It's like just a big group of people that just want everyone else to succeed," Natasha notes.

The Power of Authentic Voices

Why invest in an ambassador program at all? For Natasha, the answer is simple: authenticity.

"I think people respond better to what people are saying," she observes. "Hearing it straight from the horse's mouth" creates connection in a way that traditional marketing never can.

When potential candidates see their future peers sharing genuine experiences, it changes the conversation from corporate messaging to human connection. This authenticity is central to Telstra's strategy.

"Everything we put out is authentic to what our employees like about Telstra," Natasha emphasises. The goal isn't just about attracting applications, it's helping people genuinely consider whether Telstra could be their next career move.

Strategic Storytelling Meets Organic Sharing

One of the program's strengths is its balance between strategic focus and organic storytelling. Natasha works closely with talent acquisition teams on hard-to-fill roles, collaborates with DEI teams on sharing diverse voices through employee resource groups, and observes who's already actively posting on LinkedIn or internally.

"A big part of who we tap on the shoulder" comes from watching who's already sharing thought leadership and stories naturally.

The program also works across different employee populations. Graduates get milestone content packs to help them document their journey from day one. Executives receive personal branding workshops to help them share their teams' work.

The approach is tailored but the message remains consistent: empower people to tell their own stories.

Navigating the Challenges

Running an ambassador program with 200 people isn't without its challenges. The biggest? Sustained engagement.

"People may put up their hand to do things and then obviously work is so busy," Natasha admits. "The last thing that we want to do is pester someone to do extra work on top of their software engineering role."

Her solution is flexibility and respect. If someone can't participate in a group activity, the team creates contingency plans or offers alternative ways to contribute later.

"That's probably the hardest part personally for me is the nagging, and I don't like nagging," she says with a laugh.

Beyond Marketing Strategy

What becomes clear in conversation with Natasha is that this work means more to her than metrics and campaigns.

"I don't really think of it as a program. It's part of my role," she reflects. "For me it's not a marketing strategy. It's enabling and empowering our people to share their stories."

The emotional rewards are real too. "People actually trusting me to listen to their stories, some with very personal stories they want to spread awareness of,  I think that's the best part of my job," Natasha shares.

Whether it's someone's Paralympic journey while working in retail or navigating neurodiversity in tech, these stories create both internal pride and external attraction.

As Telstra launches its new EVP, Natasha's 200-strong ambassador network provides an invaluable asset: a ready-made community of authentic voices committed to bringing that brand promise to life.

🎥 Watch the Episode

🎧 Listen to the Podcast