The hierarchy of needs applied to Ambassador Marketing

Why bring the hierarchy of needs up?

By now you’ve reflected on the current state of Human Resources and you know that you are responsible for the changes that you want to make.

Maslow’s hierarchy of needs

The hierarchy of needs is a world-known motivational theory from Abraham Maslow. It comprises a five-tier model of human needs, often shown as hierarchical levels within a pyramid.

The hierarchy of needs applied to ambassador marketing

When you look at the different stages then you can, with some imagination, adapt this motivational theory to Human Resources, employer branding, and ambassadorship.

Physiological needs

Psychological needs aren’t air, food, or shelter but they translate to having a job. This doesn’t necessarily mean a job someone loves doing or is best qualified for.

Safety needs

Next, you have the employees whose safety needs to be met too.

Love and belonging

The opposite is also true.


The next stage is esteem. The focus of the prior stage was internal. Here it’s external.


Last but not least is self-actualization. Desire to become the most that one can be. This is the part where Human Resources only dreams of and possibly has the biggest impact.

Are you ready?

Hopefully, these insights help you to start using social media in a professional way to build an online community of ambassadors to embrace the company culture and start promoting your employer brand so that you can more easily attract and retain talent.



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Patrick De Pauw

Patrick De Pauw

CEO of Social Seeder. Our mission is to help build meaningful companies through an increased brand pride and employee engagement among the workforce.