Student Ambassadors play a vital role in supporting prospective students, sharing authentic experiences, and representing your institution’s values. While I'm sure most of your Ambassadors are naturally enthusiastic and excited to represent you, it’s important to remember that for most this will be their first professional role!
Like any employee, they thrive when their contributions are valued and recognised.
This guide outlines a range of incentive and engagement strategies - both financial and non-financial – that can help you build a motivated and sustainable ambassador community.
Paid vs. Unpaid
The big question we often hear is: paid or unpaid? There are pros and cons on both sides! Paid roles bring accountability, they could potentially help with retention, and they make the role a bit more accessible to students who couldn’t afford to volunteer. Payment also allows you to set really clear expectations - if someone isn’t performing as expected, there is a clear framework to address that within.
On the other hand, unpaid roles often attract passionate advocates who value the flexibility. With alternative reward structures like training or mentorship, they can still be highly motivated. And, of course, keeping financial costs low means you can build a larger, more diverse ambassador team.
Traditionally, Ambassador roles came with perks like branded merch or vouchers - which are still highly valued! But in addition to smaller, periodic perks, we’re seeing a shift toward building longer-term professional value. Students are looking to future-proof their careers, so universities are aligning ambassador roles with CV-building, leadership development, and personal growth.
In reality, the right approach often depends on your goals, university directives and resources. Let's explore more about different models of incentive below:
1. Financial Incentives
If your institution has the budget, offering direct financial rewards can be a powerful motivator. Common approaches include:
Hourly or Weekly Rate
Pay your Ambassadors for the time they spend answering questions, producing blogs or video Content, or researching answers to queries. This model is flexible and allows you to scale compensation in line with activity levels.Stipend or Fixed Rate
Incorporate Ambassador work into your broader student employment programmes by paying a set amount weekly or monthly. This gives students financial stability while setting clear expectations.Scholarships
Provide an annual scholarship for Ambassadors who commit to a portfolio of activities, such as campus tours, engagement on Unibuddy, and outreach events.Graduate Assistantships
For postgraduate students, Ambassador roles can be integrated into graduate assistant positions, aligning with academic or departmental goals.Commission-Based Rewards
Consider offering small commission fees for Ambassadors who have a direct impact on enrolment decisions, recognising their role in conversion.
2. Non-Financial Incentives
If direct payments aren't possible in your current set up or budget, there are still many meaningful ways to reward Ambassadors for their time and commitment.
Professional Recognition
Provide official references for CVs or LinkedIn profiles.
Offer endorsements or recommendations on LinkedIn.
Record volunteering hours on transcripts or in institutional awards schemes.
Gamification
Introduce leaderboards, monthly prizes, or recognition for top contributors. Publicly celebrate achievements in newsletters or internal updates.Senior Ambassador Pathways
Create tiered roles where highly engaged ambassadors can progress to senior positions. Senior ambassadors might mentor new recruits, curate FAQs for Saved Answers, or help generate Content ideas.Skills Development
Offer workshops or resources in areas such as content creation, student support, and community engagement. This positions the role as a professional development opportunity, not just a volunteer commitment.Showcasing and Storytelling
Spotlight Ambassadors on your website or social media channels. Highlight their achievements, perspectives, and contributions - helping them to build their personal social media presence while promoting your institution.
3. Building Community and Belonging
Fostering a sense of community is just as important as providing incentives. Ambassadors who feel connected are more likely to stay engaged.
Ambassador Events
Organise informal socials, quizzes, training sessions, or round-table discussions. You could also hold an annual awards ceremony to celebrate standout contributions.Peer Connection Spaces
Use platforms such as Unibuddy Community, Microsoft Teams, or WhatsApp to create a space for Ambassadors to share ideas, best practices, and updates.Shared Impact Insights
Regularly share feedback from prospective students and statistics on engagement. Demonstrating the tangible impact of their work helps ambassadors understand their value.Inclusive Content Planning
Involve Ambassadors in brainstorming and campaign development. Giving them a voice in strategic planning builds ownership and commitment.