Student Ambassadors as Strategic Partners: Lessons from the University of Amsterdam

What happens when student ambassadors become more than the voice of a university? At the University of Amsterdam (UvA), they help shape communications, lead student communities and give prospective students the honest, first-hand advice they need to make important decisions.

At our Powered by Peers conference, the UvA team shared how trust, autonomy and collaboration have helped make student ambassadors an integral part of its communications strategy.

From ambassadors to colleagues

UvA has built its student ambassador community over several years, growing a team of around 70 to 75 students. Today, experienced ambassadors take the lead on much of the day-to-day running of the team, with university staff providing guidance and support.

This approach gives ambassadors the freedom to contribute their own ideas, shape activities and share insights that staff might otherwise miss. From recognising when students are too busy with exams to understanding which messages will resonate with their peers, their perspective helps the university communicate more effectively.

As Daniel from UvA explained, the team sees its ambassadors as colleagues who bring valuable skills and insights to the work.

The value of an honest, student perspective

For international students considering a move to Amsterdam, advice from someone who has been through the same experience can make a real difference.

Student ambassador, Io, understands the uncertainty involved in applying to study abroad. Through Unibuddy Chat and Community, she helps prospective students navigate their concerns with empathy, drawing on her own experience of moving to the Netherlands.

That support goes beyond answering questions. In Community, students have helped one another with practical challenges such as understanding housing contracts and navigating the Amsterdam rental market.

UvA encourages ambassadors to be honest about both the positive and challenging aspects of university life, while directing students to official sources for information such as admissions requirements. The aim is to offer realistic, constructive advice that helps students make informed decisions.

Let students help shape the strategy

UvA’s approach to Community demonstrates the impact of involving ambassadors in decisions from the outset. After its first year, the team used feedback and recommendations from ambassadors to refine the experience, including the spaces and content offered to students. The following year, the community doubled in size.

Student input also informs social media content, campus tours, and other communications, making the partnership part of the university’s wider approach rather than a standalone initiative.

Trust your students

UvA’s advice to other institutions is simple: give ambassadors the tools, guidance, and autonomy to contribute meaningfully, then listen when they suggest something new.

Want to hear more? Watch the full Student Ambassadors as Strategic Partners session from Powered by Peers to hear directly from the University of Amsterdam team and its student ambassador.