Once you’ve established how you are going to target and select your members, you can start putting the necessary processes in place to recruit them.
Don’t rush this part. Without adequate preparation and forethought you won’t get the best people for the role. This will limit the potential of your program, waste resources, and lose the faith of your stakeholders.
In the early days of the Google Top Contributors program, members used to ‘stumble into’ the program after being regular contributors for a long time and getting tapped on the shoulder. During a program overhaul, Google realized that by making people aware of the program much earlier during their community membership cycle (via email) they were able to increase the pool of potential motivated members from which to choose.
Write a list of specific criteria for each role (or group) that an ambassador is to be recruited for. The more explicit you are in the beginning, the better fit you’re likely to find.
Salesforce does an excellent job of documenting what they are looking for in potential MVPs.
A Salesforce MVP is an exceptional individual within the Salesforce community recognized for their leadership, knowledge, and ongoing community contributions. These individuals represent the spirit of the community and what it is all about.
Traits looked for in MVPs are product expertise, leadership qualities, and accessibility.
Members are rewarded for creating and sharing valuable content through blogs, being a brand advocate for Salesforce, running active Developer Groups and User Groups, responding to posts on #askforce, and answering questions in the Success and Developer communities.
To qualify you have to have been active in the community (at minimum) of the last 12 months.
Once you’ve established the type of person you are looking for, you need to formalize a process for signing them up.