How Comcast’s Level X ambassador program drives business outcomes

Go beyond clicks and open rates.

For communicators looking to prove their value in KPIs, not just metrics, Comcast’s Level X employee ambassador program offers a case study in how internal engagement can directly support the bottom line.

Josephine Posti, director of employee communications for Comcast’s Florida region, and a speaker at Ragan’s Internal Communications Conference, says the company’s goal was to go beyond open rates and clicks and connect employees directly to overall business outcomes.

This is why Level X was created in 2023. It’s a rewards-based ambassador program, set up through an app, that has shown tremendous success in driving more engagement, business growth and employee retention, she said.

“Senior leaders aren’t interested in just clicks and open rates,” Posti said. “What’s most important to them at the end of the day is what’s happening in the business. Every year we’re seeing how important it is that employees understand our products, are proud to work for our company, and are willing to share that information. It’s become an important channel of communication for us.”

Turn employees into advocates

Prior to Level X, Comcast had already invested in employee advocacy with an internal ambassador app, making it easy for staff to share company content, she said. But they needed more.

The launch of Level X added a sense of fun. It uses gamification, tying employee activity to measurable outcomes such as customer referrals, product fluency and social engagement.

With the program, employees earn points for actions like referring new customers, completing training modules or sharing posts in expansion markets.

Those points lead to rewards ranging from swag, like a branded varsity jacket, to career-building opportunities, like a meeting with an executive or attendance at a high-profile corporate event, Posti said.

“It’s a combination of fun things, but also exposure that helps with career development and expanding networks,” Posti said.

Why it works

Level X has been effective because it makes employees’ impact visible, Posti said.

“They like it because they’re seeing tangible results of their actions,” she said. “We can report back that a campaign generated referrals or impressions, and employees can see they really made a difference.”

The program also uses data to shape strategy. If participation in a training module is low, the team tweaks communication, adding it to newsletters or elevating it with leadership endorsements.

According to Posti, Comcast’s Central Division is outpacing other divisions in customer referrals and product usage since Level X launched. While she declined to share exact figures, she made clear that “Level X is really helping drive those numbers.”

Beyond ROI: Culture and recruitment

The benefits aren’t limited to sales either, Posti said.

Employee-generated content has boosted recruitment and retention by showcasing Comcast’s culture externally.

“I’ve talked to a number of new employees who came to us after seeing social media posts from their contacts,” Posti said. “They saw a corporate culture that aligned with their values.”

This dual impact, supporting revenue growth while strengthening talent pipelines, makes ambassadorship programs a powerful lever for communicators.

The bigger picture for communicators

As the media landscape grows more fragmented, employee voices provide an increasingly vital channel, Posti said.

“Every year we’re seeing more and more how important it is that employees understand our products, are proud to work for our company and are willing to share that information,” she said. “It’s become an important channel of communication for us.

“We’re tying these actions that they’re getting their points to business objectives. So it’s things like referrals … sharing information on social media that people in our new expansion markets may see … this is really helpful in getting the word out to potentially new customers.”

The quick takeaways?

“Move beyond vanity metrics by tracking referrals, impressions and retention, not just clicks,” Posti said. “Gamify participation with tangible rewards to keep employees engaged and invested. Tie advocacy to business goals and align activities with sales, recruitment and culture outcomes.”

And lastly, show impact back to employees by reporting results that reinforce the value of their efforts, she said.

Join Posti and others for Ragan’s Communication Boot Camp Virtual Conference on Sept. 18 from 11 a.m. to 3:30 p.m. ET.

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com. 

The post How Comcast’s Level X ambassador program drives business outcomes appeared first on PR Daily.

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