This article is part of in the January issue (No. 169) of Human Resources, within the Employer Branding Conference 2025, promoted by Talent Portugal.
Inês Santos Tadeu – Brand and Employer Branding Specialist
With an approach that prioritizes authenticity, transparency and identification with organizational values, NTT DATA focuses on building a direct bridge between its identity and the market, especially in the young talent segment. Inês Santos Tadeu, Brand and Employer Branding specialist, shares the strategic pillars that support the company's vision on the role of employees as brand ambassadors.
A NTT DATA recognizes its employees as the most faithful representatives of its essence. “We believe that our people are the ones who best represent our identity. When those who live our culture, values and purpose become brand ambassadors, an organic extension of who we are and a direct bridge with future employees is created”, highlights Inês Santos Tadeu. This philosophy is particularly reflected in the university ambassador program, an initiative designed to attract young talent, enabling them to represent the company in their academic communities and beyond.
For an employee to effectively play the role of brand ambassador, it is essential that they believe in the company and identify with its values. Inês Santos Tadeu highlights that this process begins with consistency between practice and speech: “We have to ensure that we do what we say and that we are true to our ideals. Above all, we promote a culture of transparency.” However, this transparency is not always easy to manage, especially when results fall short of expectations. “We are not always able to meet our expectations, either because we did not achieve the desired output or because we wanted to do more than we could. But that does not stop us from being truthful in the messages we convey,” she highlights.
Bet on authenticity
A diversity and inclusion are at the heart of the campaigns employer branding of Adecco. “We create messages that celebrate differences and promote programs that highlight our commitment to equal opportunities,” continues Vanda Santos. “We use real images and stories that represent the diversity of our employees and candidates, ensuring that everyone feels valued and included. In addition, we organize events and initiatives that reinforce the importance of inclusion as a key pillar of our organizational culture.” When it comes to the tools and platforms that support employees in promoting the brand, NTT DATA is committed to an integrated approach. “Everything we communicate externally is a reflection of who we are and what we do. As such, our social networks communicate not only externally, but also internally within the organization”, explains Inês Santos Tadeu. In addition, the company provides an internal communication ecosystem and is preparing to implement an employee advocacy platform, which, through gamification dynamics, will allow employees to share content aligned with the company’s strategic objectives on their social networks. These tools help to strengthen cohesion between internal and external communication, ensuring that the image conveyed by the company is consistent with its lived reality.
One of the main highlights in the strategy of employer branding of NTT DATA is the university ambassadors program. Currently in its fourth edition, this initiative involves 50 students from 15 higher education institutions, spread across six cities. Based on three pillars – personal development, technological learning and cultural immersion –, the program offers an enriching experience, both professionally and personally. «The initiative consists of workshops, talks and moments of networking, which allow ambassadors to learn about the reality of the company and our people, so that, while enriching their personal and professional skills, they experience our culture, our values and can represent them at their respective universities”, explains Inês Santos Tadeu.
These ambassadors do not limit themselves to interacting with peers on a day-to-day basis; they actively participate in recruitment events, encouraging other students to explore opportunities in the NTT DATA. Successful examples include ambassadors who led campus events, disseminated content widely on social media, and helped recruit new ambassadors. This engagement not only increased brand visibility, but also resulted in internal recognition of these ambassadors as leaders and role models.
Impact and expansion
Implementing an ambassador program is not without its challenges. One of the main ones, according to Inês Santos Tadeu, is ensuring the active participation of ambassadors. To overcome this obstacle, NTT DATA focuses on the clarity of messages and the use of gamification dynamics as an incentive. However, Inês emphasizes that «the involvement of ambassadors in representing the brand does not imply a transfer of responsibility. In fact, it requires even greater responsibility on the part of NTT DATA, which reinforces its commitment to being true to what it communicates.” This approach reflects the delicate balance between the autonomy granted to ambassadors and the company’s ongoing role as guardian of its identity and values.
With the success of the university program, NTT DATA is preparing to expand its ambassador initiatives. Among the plans under development are internal and alumni ambassador programs. “If we are attractive enough to keep these professionals in our network, they too can be ambassadors for the NTT DATA in their companies", says Inês Santos Tadeu.
This expansion not only promises to increase the brand's visibility in the market, but also reinforce its reputation as a leading employer. Furthermore, by investing in programs that cover different audiences, the company is creating a diverse and interconnected network of ambassadors that enhance the process of attracting and retaining talent, customers and partners.
The focus on technology and innovation areas, recognized for the global talent shortage, is a priority for the NTT DATA. “By organically sharing their experiences, which reflect the culture they experience in the company, ambassadors reinforce the communication of our projects and opportunities, which ultimately leads to greater interest from candidates,” explains Brand and Employer Branding specialist.
