Companies like TikTok and Bumble are hiring school students to work as brand ambassadors on campus. These jobs pay higher than typical school jobs like meals service and retail — and present valuable career experience.
Students say they’ve realized about advertising and marketing, content material creation and administration whereas working as brand ambassadors — and grown their community by connecting with different campus representatives throughout the nation. And, in a hyper-competitive internship and job market, brand ambassador experience is one solution to stand out, the students mentioned.
“My life changed because of the TikTok ambassadorship program,” mentioned Bita Motiie, a senior on the University of North Texas learning advertising and marketing.
Bita Motiie, a senior on the University of North Texas, says being a brand ambassador for TikTok opened up a number of job alternatives for her.
Photo: Michael Chavira
Motiie has been working as a campus consultant for the social media platform because the fall of 2019 and says it helped her determine her curiosity in branding and constructing on-line communities — and jumpstart her career.
“I have had so many new job opportunities,” Motiie mentioned. “Even the place that I currently work at, they specifically hired me because I had experience as a TikTok brand ambassador.”
Campus ambassador applications profit manufacturers, too. A study by Jonah Berger, a advertising and marketing professor on the Wharton School of the University of Pennsylvania, and analysis agency Keller Fay Group, discovered that 82% of customers had been prone to comply with a advice made by a micro-influencer (an individual with extra attain than the common particular person — although not a celeb — in a really particular class or demographic like school students).
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“These programs are a win-win proposition because they give valuable exposure to brands while students gain marketing experience as they move closer to graduating,” mentioned Julie Jatlow, a associate at Fuse, an company that runs school ambassador applications for TikTok, Amazon and different manufacturers.
Depending on the corporate, campus ambassador duties sometimes embody posting content material on social media, handing out merchandise or samples, internet hosting branded occasions and reaching out to pupil organizations.
“Finding creative and passionate students who have qualities that specifically align with the brand’s DNA is paramount,” Jatlow mentioned. “We’re always looking for proactive students with drive and enthusiasm.”
Student representatives are sometimes compensated by an hourly charge or a month-to-month stipend, and in a position to work on their very own schedule. Wages for campus ambassadors vary from roughly $15-25 per hour, in keeping with job postings on employment web site Indeed. That’s nicely above the hourly charge for jobs frequent amongst school students such as meals and beverage service, which pays round $11 an hour, and retail gross sales, which pays round $13 an hour, in keeping with the Bureau of Labor Statistics.
“It’s a lot more flexible than a standard work-study job,” mentioned Cedoni Francis, a 2020 graduate of Vanderbilt University who labored for manufacturers together with TikTok, courting app Bumble and beer firm Anheuser-Busch when she was in class.
Cedoni Francis, a 2020 graduate of Vanderbilt University, labored as a pupil brand ambassador for TikTok, Bumble and Anheuser-Busch. She now works in advertising and marketing at Google.
Photo: Warner Tidwell
Francis, who’s now an affiliate product advertising and marketing supervisor at Google, mentioned her experience in campus ambassador applications helped her develop expertise like time administration and stakeholder engagement.
Her experience with TikTok, specifically, gave her a crash course on viral advertising and marketing, experience that she makes use of in her present job.
“It’s a good primer,” Francis mentioned. “There are certain things that other people need to be taught how to do that I don’t need to be taught how to do.”
Peter Corrigan, affiliate director of employer and alumni connections for University of Arizona’s Student Engagement and Career Development, mentioned working as a campus brand ambassador helps students construct key expertise.
“Students strengthen communications skills as they talk to a lot of people trying to create brand awareness on campus,” Corrigan mentioned. “It stretches students out of their comfort zone and gives them sales experience with companies they may want to work for.”
Candice Nguyen, a third-year public administration pupil at Drexel University, represents manufacturers like Bumble, Victoria’s Secret Pink and Red Bull on her campus.
Candice Nguyen, a pupil at Drexel University, represents manufacturers like Bumble, Victoria’s Secret Pink and Red Bull on her campus.
Source: Candice Nguyen
Like Francis, Nguyen mentioned her work as a campus ambassador translated into skilled experience. She just lately accomplished a certification in venture administration and is interning full-time in a venture administration position.
“I realized a lot of the work I’ve been doing was project management, like running events and being able to supervise and coordinate with teams,” Nguyen mentioned of her brand ambassador experience.
Michigan State University senior Montserrat Lewin Mejia bought her begin in campus ambassador applications as a consultant for retail brand Rent the Runway throughout the second semester of her junior yr earlier than the Covid-19 pandemic shut down this system. She’s now a brand ambassador for Bumble and trend start-up Qatch.
Montserrat Lewin Mejia, an engineering pupil at Michigan State University, has labored as a brand ambassador for Rent the Runway, Bumble and trend start-up Qatch. Her new career objective is to change into a full-time influencer.
Photo: Mindy Melinda Carmack
As an engineering pupil, Mejia mentioned campus brand ambassador applications launched her to the world of influencer advertising and marketing and helped her notice new career targets.
“Since I’ve started doing all this, I have a really big goal of potentially becoming a full-time influencer,” Mejia mentioned.
TikTok campus consultant Tatum Riley, a junior at Duke University, sees how school ambassador applications assist construct brand consciousness. Riley and her fellow brand representatives on campus tried to “personalize the promotion” by catering occasions and outreach to Duke students particularly.
Tatum Riley, a junior at Duke University, represents TikTok on her campus.
Photo: Griffin Riley
Disclosure: NBCUniversal and Comcast Ventures are traders in Acorns.
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