Ambassadors undertake their role (on a voluntary basis) by supporting and influencing a wide range of key stakeholders including schools, colleges, employers and their supply chains, trade associations and employment bodies. They champion and support marketing, publicity and events to raise awareness of apprenticeships and also mentor other employers.

The SEAAN is one of nine similar networks across the country. There are also Young Apprenticeship Ambassador Networks (YAAN) attached to each AAN to promote Apprenticeships to young people. The YAAN in the South East is well established.