Welcome to YO, S.A.

I attached an article Andrés Pérez Ortega that Tom Peters predicts citing a- that in the coming years reinvent our job. Published in Puro Marketing. Worth reading.

Andrés Pérez, Peter Drucker y Tom Peters

Personal Brand new professionals

Dice Tom Peters , with such vehemence that characterizes him, we're going to have to reinvent our job in the next few years, that we are one-person service companies and that jobs will be replaced by projects.

Peter Drucker also says it's time to take the reins of our careers on an individual level and not rely solely on "daddy" company.

Tanto Peters como Drucker, they don't just refer to consultants but to all kinds of professionals. Work has been done for life and from now on we will all have to think as one-person service micro-enterprises. That is to say, the mentality of YO is imposed, S.A. even if someone pays us a payroll. You could say that in a few years, we're all going to become consultants and we're going to change the concept of employment to the project.

Free Agent Nation

Is this a pessimistic view? I do not think so, quite the contrary. It opens a new world of career possibilities. This new way of thinking forces us to rethink our careers. They are no longer going to be static and linear, but they will have to be flexible to adjust to the new needs of the market.

Although this need to adapt to change requires effort, it's also going to give us the chance to pick out what best suits our strengths, our tastes and our goals. We're no longer going to be half our life doing the same thing as a result of the choice we made when we were twenty years old..

In order to succeed in this new Free Agent market it is necessary to know in which we are different, we excel or what's the same in discovering our Personal Brand. Una Marca Personal es lo que diferencia a un profesional “commodity” o de marca blanca de un profesional con valor añadido. Ya no basta con ser simplemente competente en tu trabajo, también has de ser conocido por unos estándares y un estilo superiores a la media del mercado.

Companies that want to survive in the market, deben fomentar la Marca Personal de sus profesionales. As James Speros says (Chief Marketing Officer de Ernst&Young), “la Marca Personal de los empleados no es una amenaza para la empresa, but an active ".

Instead of providing security to employees, las compañías deben proporcionar las herramientas para que los profesionales se reinventen a si mismos e ir tan lejos como su talento pueda llevarles. Desgraciadamente en muchos casos nos encontraremos con resistencia por parte de los empleadores porque aunque se hable mucho de la retención del talento, in many cases rather it seems that there is talk of stopping talent.

Chess and checkers

Perhaps it may seem that the development of Personal Marks by professionals is a risk to closed cultures, uniforms of some companies in general and consultants in particular. However, it does not have to be this way. A Personal Brand is part of the analysis and discovery of values, the talent and goals of each professional and whether they are aligned with those of the company, the risk disappears and becomes a fortress. evidently, the company will have to make an effort to know what those values are and try to satisfy them.

In a market where the demographic curve is descending and where loyalty to companies is part of the past, esos cuadros pomposos que dicen que la misión de la empresa es dar valor al accionista, son tan motivadores para nuestros profesionales como la gloria del estado para un trabajador de una fábrica de tractores en Ucrania a primeros de los 90. Las empresas que quieran sobrevivir tendrán que sustituir la mentalidad de juego de damas por el de ajedrez, wherein each piece has a value and a different function.

People trust people

On the other hand, tras los últimos escándalos parece que existe un cierto temor a las grandes corporaciones.

De la misma forma que asociamos las marcas comerciales a determinados valores y características intangibles, la Marca Personal permite establecer vínculos más sólidos y duraderos entre las personas. Por esa razón, when a professional is known for its brand, es posible establecer un tipo de relación más individual, more personal, more authentic and that can only be beneficial to him and his company, because if there's one thing that's clear, it's that people trust people and not on. It's about getting back to the old personal relationship of trust, which it is established between two people. And that's not the last of the last thing, but it's about going back to something that the Phoenicians already knew but we seem to have forgotten.

The discovery (not create) Personal Brand is similar to the development of a product. Five steps:

1. First, you need to understand the market, the context in which we move.

2. In a second stage you have to do an in-depth analysis of the product, in this case it's about each of us and it could be summed up into something as classic as "know yourself". This is the most important stage.

3. Luego hay que entender y aplicar aquellos conceptos que hacen que una marca personal llegue a ser fuerte como la consistencia, authenticity, persistence, The visibility, etc.

4. Once discovered the brand, hay que sacarla a la luz y para ello se utilizan las herramientas clásicas de marketing pero aplicado a los individuos. Afortunadamente la tecnología nos permite llegar a nuestro mercado casi a coste cero. Es curioso como se ha extendido en el sector de la consultoría la utilización de una de las herramientas más potentes del Marketing Personal, blogs. They are numerous and every day, los jóvenes consultores que publican bitácoras hablando de sus experiencias. Of course, most of them do anonymously.

5. Todo esto no debería quedar en un simple ejercicio teórico sino que hay que llevarlo a la acción y para ello se establece un plan estratégico de Marca Personal.

This process, tan sencillo y conocido lleva aplicándose a las personas desde hace unos diez años en EEUU y sin embargo, no ha llegado a nuestro país hasta hace muy poco. Although I can guess the answer (y me aterra) I'm still wondering Why?

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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3 replies
  1. Guillem Recolons
    Guillem Recolons says:

    the sector, They are welcome. In the background, there is nothing better than working with entrepreneurs (although they are mini-entrepreneurs). People tend to be very responsible and very strong personal brands.

    Reply
  2. vgcanito
    vgcanito says:

    What reason leads, I think it would be a fantastic way of working based on personal qualities.
    The hardest (I think) It is demonstrated through internet, the personal values ​​that each young person has but has not yet had the opportunity to demonstrate within a company.
    How to prove that is entrepreneurial, innovative, creative side, analytical, etc. If you have not given opportunity to be part of a project?
    How to find people who fit your own project if you can not give you peace of demonstrable professionalism?

    Reply

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