How to be a Good Company Ambassador: Part 3 – Exhibit the Company Culture

10 mins read

For our 3rd tip in the series on being a good company ambassador, we explain how to exhibit the company culture.

Company ambassadors are the people who represent the company. As this encompasses anyone that is associated with the company, employees are often the largest number of representatives that a company has. Ambassadors play a fundamental and important role in what the public sees and the opinions they develop about an organisation. This becomes a major deciding factor in whether a new client or existing client both choose to use that company’s products or services. Word of mouth is also a vital component of organic marketing for a company and can make or break their reputation with consumers, investors, competitors, and shareholders. A great way to ensure that employees are being good company ambassadors, and to also encourage them as employers, is to ensure the company culture is genuinely exhibited.

This article will explain the 3rd tip in our series on being a good company ambassador, which explains how to exhibit the company culture both as an employee and how to encourage it as an employer. Make sure to check out the previous 2 tips in this series if you have missed them!

Exhibit the Company Culture:

For our 3rd tip in being a good company ambassador, we recommend ensuring that genuine company culture is exhibited. Company or organizational culture is defined in the Webster Dictionary as “the set of shared attitudes, values, goals, and practices that characterizes an institution or organization.” There are many parts that make up the culture of a company, and everyone in the organization plays a role in creating and maintaining the desired culture.


How employees demonstrate and participate in the company culture is a very integral part of being a good company ambassador. Understanding the company culture and what actions and behaviours support it is the main step involved in demonstrating the genuine company culture. A company’s culture is not something that is brought in with employees who are hired into the company, it is something that has been pre-established and must be supported by the employees and everyone within the company. The culture is truly a reflection of the vision, beliefs, ethics, and values of the organization, which are created by the founders of the company. If employees are unsure of what exactly is involved in supporting the company culture or what actions and behaviours demonstrate it, it is important they are turning to their leadership team to ask for clarification to gain an understanding.

To participate in company culture, employees must also have a true desire to be a part of the culture. They must understand that it is a genuine privilege to represent the company they work for and the culture that is present. This comes down to the accountability of the employee and being honest with themselves in whether they are truly wanting to be a valued member of the team and culture that is present. It is easy to blame the company, its policies, or other employees for a resistance to being part of the culture, or a feeling of unhappiness within the organization. The hard part comes in taking a good look at ourselves and asking if we are the problem. Not every person is a fit for a company’s culture, whether they are good within their role or not, and it is vital to be honest with ourselves when asking if we can be a part of the culture that is present.


Employers have a BIG role in developing the culture they want within their company as well as ensuring employees are participating in the culture and representing it genuinely. In truth, it is the founders that develop the culture they want when creating and implementing the company’s vision, beliefs, ethics, and values as all of these aspects define the company’s culture. It is important as employers that you communicate the above aspects to employees, and also communicate what is expected from them to support the culture. What actions and behaviours will demonstrate the culture of the company?

A great way to consider the culture, is to imagine it as the personality of the company. If someone were meeting the company for the first time, what impressions would you want them to give? A vital aspect of this is making sure the company culture is one that you would like to be represented genuinely. It takes a great deal of honesty to assess if the culture is what you would like it to be and admit if it is different than what you would like it to be, or if it is being communicated in a way that isn’t genuine to what is truly present within the company. It also takes a great deal of integrity to ensure your own actions reflect the culture. Remember it is important to lead by example.

Once the culture is defined, it is important to ensure that the policies put in place reflect that culture. These policies can be a key aspect in ensuring employees are a part of the culture and representing it genuinely, and can be a part of the business code of conduct. A great way to make sure employees are representing the company culture is observing their interactions within the company. What are their interactions like with other team members? If they are behaving a certain way within the company, this will most likely reflect their actions with customers and others that are external to the company. If you don’t like what you see, it is important to take action! This could mean guidelines need to be adjusted to help with understanding, or that individual employees need to have corrections.

There are some cases where an employee is simply not a fit in the company culture, and it is crucial that the employee be removed from the organization once you realize they are impacting the company culture. Employees that are not genuinely participating in the company culture will influence other employees within the company and can also give a bad image for the company in the public eye.

Culture Ambassador

A key part of being a company ambassador is being a culture ambassador. It is important that employees understand the culture they are a part of, are representing it correctly with their actions and behaviours, and are also honest with themselves when reflecting if they want to be a part of that culture. On the other side, it is important that employers have created a culture they are truly wanting to have represented internally and to customers, that they are able to communicate that culture to the employees, while also ensuring that each employee is fitting within that culture and portraying it genuinely.

Next up in our series on being a good company ambassador is the 4th tip: Represent the Brand.

Download this resource How to be a Good Company Ambassador: Part 3 – Exhibit the Company Culture.

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