Edelman Trust 2020: Trust is built on ethics and competence

As is customary at these dates, a few days ago, Edelman Trust 2019 published his annual confidence report, the barometer Edelman Trust 2020. And as usual in this blog, I summarize the key points that affect personal branding, corporate brand and the opportunities that emerge from the barometer.

See also:

If you have little time, I invite you to watch this video-summary:

Edelman Trust data sheet 2020

Online survey conducted in 28 countries. More of 34.000 respondents in total. Fieldwork carried out between the 19 October and the 18 November 2019.

It has differentiated between the general public and the informed public. There is some bias towards a higher proportion of Generation Z (18 to 24 years old ) with a total of 280 interviews.

For whom is trust relevant today?

  • For Consumers and for Risk Resilience: Trusted companies have stronger buyers and consumer advocates
  • For Employees and for the Market: Trust drives workplace recommendations
  • For Regulators, Investors and media coverage : Trusted companies are more licensed to operate

A growing sense of inequity looms

There is the paradox that the informed public is more confident than the general population, with a difference in 14 points. In the case of Spain, for example, the informed public gives an approved to the general confidence (59%), while the general suspends her with 42%, with a "gap" of 17 points difference.

This inequity is further evident in trust in NGOs and companies (70% informed public vs 55%). And in government and media there is also distance, where the informed public places their trust, while the general public clearly distrusts.

Edelman Trust Inequity 2020

Source: Edelman Trust 2020

Trust in capitalism, in question

A risk appears in the confidence in the system. For the first time, the rate of distrust of this form of organization outweighs trust with 56%.

Inequity is a germ that causes that mistrust against a way of life that seems to need to be reinvented.

Capitalism under the magnifying glass

Source: Edelman Trust 2020

Are we ready for the future of work?

Well, according to Edelman Trust 2020, everything points to that it doesn't. A 83% respondents express fear of losing their jobs due to one of the following reasons:

  • Increased "freelance" demand on a Gig-Economy model (economy on demand) 61%
  • Imminent recession 60%
  • Poor skills training 58%
  • Cheaper foreign competitors 55%
  • Immigrants working for less 54%
  • Automation 53%
  • Jobs moving to other countries 50%

Respondents also point that technological advancement outweighs them. That's it, in my view, we should also see it as an opportunity to learn (there's no age, just attitude) and overcome the fears of something as inevitable and convenient as improving and advancing technology.

The formula of trust: ethic + skills

This is the great contribution Edelman Trust 2020: being competent is not enough. Being just ethical, neither. The study ethically refers to elements such as sense, purpose, true values. They refer to the People priority – Planet – Benefits I talked about a few weeks ago in this blog in the post Leadership, vulnerability and personal brand.

graphic no institution is ethical and competent at the same time

Source: Edelman Trust 2020

As seen on the chart, there is no single institution that meets both premises: ethics and competencies. NGOs carry ethics in their DNA, but they can't be competent enough to solve the problems of this world. On the other hand, companies approve in competitions, but their lack of values and ethics puts them in check.

So much public administrations as media suspend clearly by not reaching any of the trust-generating premises.

Ethical drivers are 3 more important to the company's trust than the competition

And if that was not enough, it's not that ethics is important, but it's three times more important, at least for companies.

eticos drivers 3 times more important than competitions

Source: Edelman Trust 2020

Ask yourself a question do you think your company, or the company you work for is putting ethics ahead?

Integrity, reliability and purpose are the ethical armament of the 76% preferable to respondents over their own competencies, with a 24%.

And let's be clear that here it's not about tomorrow the company decides that its values are integrity and reliability and writes a purpose. It's about a cultural change Full, something that could explain very well Christian Fernández, Director of People and Culture of Andorra Telecom.

Employees and customers, priority stakeholders

Many companies keep repeating that they are due to their customers. But the reality is that they act driven by the interests of shareholders.

employees and customers first

Source: Edelman Trust 2020

The graph shows how people equally value respect for two priority stakeholders: employees and customers. Instead, shareholders and communities should not be responsible for key decisions of organizations.

Public-private collaboration, necessary in employment

private public collaboration needed

Source: Edelman Trust

Collaboration between companies and administrations is estimated to be much needed to avoid a debacle in the use derived from the gig-economy and automation. Particularly sensitive sectors will be public servants and businesses. But it is estimated that it is the companies that will have to lead the training.

And how ethical binomial-competitions affect personal branding

As the study's own interpretation in personal brand key, I highlight the following points:

  • Managing our brand is more important than ever, either outside or within organizations. Our values are real, undesigned, and can help institutions (NGO's, Business, administrations and media) to humanize their messages and make sense of their purposes.
  • The internal influencer or "emfluence" conveys the company's values and purpose better than the external influencer. First because he knows those values and purpose better than anyone. And secondly because he also knows the attributes of the brands of the organization like no one. That's it, for me, a branding appeal to all organizations that have not defined their "brand purpose" and vital elements such as Employer Value Proposition, why employees and outsiders should trust that brand.
  • The programs of employee advocacy programs must put the communication of values and purpose ahead. Many consumers are worrying about issues such as whether the product has respected the age and fairness of workers, working conditions...
  • The CEO should be the spearhead of the personal brand in the corporate sphere. The study shows that the CEO of the organizations must face it more than ever. And from what I see in personal branding training programs, many managers are absent when should be the first participants.

There is much more information in the Edelman Trust's PDF executive summary 2020.

Stock Photos from Atstock Productions / Shutterstock

Information of interest

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The University of Vic already has the registration open for the specialization course in Personal Branding and Social Networks. Is 100% online and is equivalent to 23 UCTS credits, priced at 1.750 euros.

The start date is the 27 February 2020 and ends the 31 July 2020.

Content creators and teachers are Helena Casas And I. Here you will find the information to formalize tuition, And here to get a 5% off. We will wait for you!

The best of 2019 Personal Branding

This is my last post of the year, and it's time to take stock of the best of 2019 trends. Articles, books, events, videos, ideas…

2019 I thought it was an excellent year, where they've emerged new professionals and have consolidated new formats.

In terms of content, has been such the avalanche of fake "experts" in personal branding, that there has been a lot of talk again about the foundations of the personal brand and its management process, Personal branding.

Separating the grain from the straw is getting a little more complicated, as many naive people are seduced by young "gurus" of 20 year-olds who promise to make millions as they tell it in a pompous video on Instagram uploaded to the hood of a Ferrari.

Also the decision of some social networks eliminate likes will change the way many people will "consume" networks, giving more importance to the fund than to the form.

I agree with Neus Arqués that the verb of the year has been "reinventing”, which puts The Staff Branding in a very advantageous position.

If you have little time, I invite you to watch this one-minute summary video:

The best of 2019 -the way I look at it, of course- Personal Branding

It will be the four year in which I compile these contents. As I did in the balance of the year 2016, that of 2017 and that of 2018, and that ended up becoming the most read of the season.

37 personally branded items you can't overlook

Go ahead that the order of the articles is irrelevant.

1- do not give much importance. Elena Arnaiz

There are few such exquisite ways of talking about the value proposition through a painful and necessary reflection like "don't get so important". We tend to think that this personal brand is about talking about us, of our pompous titles, our experience. Elena on the nail; this staff branding thing is talking about how you're going to improve the life you're in front of.

2- Five reasons you don't sell. Francisco Alcaide

Paco it's direct, Incisor: "Life is about to sell. You know you're doing things right when you're selling: you're either selling or you're failing”. In the post, reviews product, branding, visibility, communication and networking as possible reasons that prevent you from being able to sell what you offer. To expand each of the five points, facilitates reinforcement links.

3- Do you give enough importance to your talent? Paloma Grijota

Following a trip to Finland, Pigeon discovered that Finns are very proud of their landscapes and their country, but they don't think this matters to those out there. This is the trigger of a post that delves into the need to believe our talent to project it in the best way, avoiding a social compliance syndrome such as the one derived from Solomon Asch experiment.

4- How to make life easier for people (and get hired or count on you). David Barreda

How do you know if you read this blog frequently, I have a weakness for everything related to the value proposition. And here, David he treats her like everything he does, accurately, rigor and creativity. True, many have a hard time identifying what I call "the relevant difference", and David proposes to find the solution by defining the kind of work we do, the problems we solve and the joys we bring.

5- 20 ideas about communication to consider in 2020. Cristina Aced

In this compilation, Cristina deals with issues related to: internal communication, liquid communication, branded content, digital narratives, storytelling transmedia, Personal Branding, employee advocacy programs, influencers and big data / artificial intelligence. He also talks about polarization in social media: or they love you or they hate you. In each of the themes, Cristina provides us with valuable links to know more.

6- Personal brand: what still holds you back. Andrés Pérez Ortega

Good post Andrés that starts from a simple and somewhat hurtful idea: what slows the development of our personal brand is within us. You don't have to look it out. And he's right., that's solved with a full-fledd SDAF. It holds us back to comfort, we think that branding is left for companies, we suffered fear of standing out, also to change. Definitely, it seems that we've decided not to increase our options, nor our ability to choose and, therefore our FREEDOM.

7- Transformative learning environments. Transiting maturities. Laura Rosillo

Laura continues to illuminate the path of professionals senior, putting them in value and giving them strategic lines and tools to combat ageism. In this post, very brief, the author is about the topic that with age decreases “fluid intelligence” (the one that helps us solve new problems) and the call increases “crystallized intelligence” (which refers to our mastery of a particular subject matter).

8- Why be highly effective? Pablo Adán says

Following the preparation of his new book "SOS, I have a toxic boss" that we talked about later, Pablo an interesting dilemma arises. Analyze the 7 principles of highly effective people Covey and confronts them with the highly toxic leader. Not only that, it simulates a toxic boss's reading of each of the 7 Covey's principles, tailored to it and according to that altered inner look.

9- Without a community of real influence, your Personal Brand can't move forward. Eva Collado

How right my colleague is -- and yet friend- Eva by highlighting the importance of choosing our fellow travelers. The old African proverb says it: alone we got there before, accompanied we got further. In this post, very complete, the author deals with mistakes that prevent creating a community of influence. It also gives the keys a community of authentic and real influence, and much more.

10- In defense of personal branding. Vladimir Estrada

More than a post, it's a rehearsal, sort of a doctoral thesis. The Professor Estrada is the living hemerothek of personal branding, and maybe one of the most memory-minded people I've ever met. I had the pleasure of seating with him for a few hours in Santiago (Dominican Republic) and confirm that this is someone exceptional. These posts, published in Soymimarca, are the answer to an article by his Cuban compatriot Amalio Rey.

11- Personal brand: how to empower it by creating and managing communities on Twitter? Ylse Roa

Ylse doesn't write much on his blog, But when he does, marring. This is a master-post of the best I have ever read about Twitter management and its advantages for our personal brand. It's a personal journey to immerse yourself in the virtual community, in the keys to strategic management of Twitter. It also deals with what shouldn't be done there, and he explains it with infographics.

12- Personal Branding World. Fran Segarra

Fran is a generous person. If you still doubt it, read this post. The author gives a tool to all those who, from anywhere in the world, want to find a consultant at Personal Branding. Or for those "of the tribe" who want to find a colleague for collaborative work. To this end, what better than to create a map that places all the specialists in Spain and LATAM.

13- Reinvention and Personal Branding. Neus Arques

Brief but full of intensity, this post Nose delve into a great idea: We don't have to be faithful to the person we were. You don't need to build the museum of our personal brand. Our brand evolves with us and we choose how. Don't you think it's a powerful idea? And I don't think this is against coherence. When I see a friend after 20 years old , I don't expect to see the same person.

14- Disruption. Enrique Cejudo

If this were the Oscars, Enrique would certainly be the revelation actor 2019. As an expert in job orientation, the personal branding subject passed it with honor senrols. In this post, the author remembers that some obsess edising to be original, when what really matters is being helpful. Disruption yes, But meaningfully, with value proposition, offering something useful, not "disruption".

15- How to explain that you want to change and show your potential. Arancha Ruiz

Sometimes it's not about fear of change, but pure ignorance of the process. In this post, Arancha analyses the reasons for the frustration of certain candidates when they don't perform well with the competencies, with the experience or values that companies seek. And he invites us to try "other boxes", putting some interesting examples of well-known people who looked like they were typecast.

16- Being an Attitude, Being the Future. Ivan Diaz

The Soul of Grávita, Ivan Diaz, has achieved with its fresh and valuable language the blog award for the best blog for Branzai. In this post, the author analyses attitudes, goals, and how a brand has got half the world to recite "There is no planet B", Ecoalf's tagline. People can also champion a powerful idea and transfer it to society for a contagious effect.

17- Vulnerability and Creativity: The most personal of your brand. Cristina Mulero

"No creativity without vulnerability". And from that idea, Cristina develops an argument whereby we won't be able to offer that which really makes us unique if we don't let our creativity emerge, And this is only possible, through vulnerability. I could not agree more, This is vulnerability is already the secret quality of the new leadership.

18- Employer Branding and Personal Branding: An Inseparable Union. Hector Jimenez

Hector usually discuss the topics of his personal brand blog with the authority of experience. In this article, has joined two ideas that should never be considered separate: employer branding as a human capital loyalty strategy, and personal brand. Organizations need people to make sense of corporate values and the connection with markets.

19- Take care of your brand health. Paula Fernández-Ochoa

I'd say 2019 has consolidated Paula as one of the leading experts in Legal Marketing and Personal Branding in high-competition environments. In the background a career is a career in the background, contemplating stage victories but also low moments. In the article, Paula draws work stress as one of the big obstacles to jumping in developing a personal brand.

20- Imposter Syndrome. Xavi Roca

After talking Solomon Asch and his experiment on social conformity, Xavi Roca reminds us of a parallel syndrome, also treated by Paloma Grijota in his post mentioned here: the fear of not living up to it, to be unprepared, to not be good enough. To have the feeling of being a fraud, an imposter. Xavi refers to the expert Valerie Young to offer prescriptions that help overcome the syndrome.

21- How social cooling affects your personal brand? Ilana Berenholc

Following Mark Zuckerberg's testimony before the United States Senate on the Cambridge Analytica case, Ilana develops the idea of social cooling. Try that by feeling that they are being watched, people change their behavior. China's new social credit system will target good citizens. We are living a "Black mirror" real, and the author explains how that affects our brand.

22- Principles of a successful personal brand. Oscar Del Santo

Oscar was one of my teachers when I started this personal brand thing. And this post, synthetic but direct, proves I'm not wrong. Defines 4 principles of a brand's success: Part of setting up an attractive and engaging image. Keep building credibility, with generating enthusiasm around yourself and your projects and gaining strategic contacts (or practice networking).

23- How to surf in the economic slowdown, digital transformation and stay on the wave. Marta Mouliaa

This year I have had the honor of meeting personally Marta, and I assure you she's the most generous professional on the network. Especially for those looking for work. In this article, the author answers the question of how are the Administrations responding in Spain, organizations and the people who are part of the economic and social ecosystem to this change from Era?

24- The bad footprint of a personal brand and its dangers. Claudio Inacio

I recognize that this post Cláudio made me think of humanity and its possible extinction. Start with a personal story (the truth, magnificent and exciting) to conclude that we can't say whatever we want. And the author gives us unpayable advice: If what you're going to say isn't true, neither good nor even is not useful, Why are you going to say it? A brief but incisive post, vitamins for the soul.

25- Your purpose, your happiness. Alicia Linares

The activity of Alicia on Monday Happy Monday didn't give him truce, and has only posted a post on his blog this 2019. One, but with enough courage and intellectual burden. to get started, asks us: why not go in search of longed-for happiness if we know how to go to it? And even more can you imagine being able to find what gives you that inner well-being? In that direction, that purpose? With that great why?

26- Do you want to climb to the top of your personal brand? Jordi Collell

In this post, posted on LinkedIn, George part of the idea that our life may seem an insignificance, But it's unique, no one has lived it for us, nor will it, and that's what creates our greatness… and our misery. The author defines the moments of a life that shape our DNA, the one that takes us to the top of our brand, and to do that he recreates some moments of his career.

27- 10 concepts that will make a difference for your personal brand. Nancy Vazquez

Nancy, from Soymimarca's blog, creates a journey of 10 steps to help us differentiate ourselves: Communication, authenticity, Process, Management, humanization, "uniqueness", identity, relations, connection and integration. Each of the processes is accompanied by a insight Powerful. Nancy, just like Jordi, reminds us that every personal brand management case is unique, and requires different efforts.

28- 15 Disney phrases that will help you define your Personal Brand. Nilton Navarro

I must say that only Nilton I could write this article. He is one of the best content curators on the network. 2019 has seen his blog born, something many of us expected. This article is a pause along the way, a verge in the desert. Nilton likes to make things easy and use recognizable hooks, and Disney gives a lot of itself: "Don't let anyone define your limits. The only limit is your soul" (Ratatouille).

29- Talk to the camera: 5 tricks I've learned on TV. Alicia Ro

Alicia writes little on his blog, and when she does it's because she's sure to bring a lot of value. In our personal brand communication phase, who raises his hand who doesn't think he can learn a lot from this woman in his advice in front of a camera. Smile, speak a simple language, use short, simple sentences, be brief and hold your eyes are these keys to communicate.

30- Against digital waste. Joan Clotet

The digital humanist Joan Clotet is one of the greatest experts in personal branding. Each post of your blog is an open window to new opportunities. In this article, based on a letter from 1962, Joan shares jewels like "work is a state, not a place", "Time and attention are money", "Take care not to occupy", "Leaves a good impression by stopping printing", "don't be digital diogenes" or "no one is as good as everyone together".

31- First step in the Personal Brand: The Purpose. Carola Morato

Carola proposes to us that to know the brand we leave we need to first put focus and know our Purpose. And the question here is how to define that purpose, that reason for being, that ikigai. Xavi Roca said in one of his posts on Soymimarca that there are people who do not find that purpose until advanced ages, or even never. As I said Simon Sinek in his TEDx "Golden Circle", why do you wake up every morning?

32- In selection of people, first kindness and then talent: 10 measures to attract workers. Alfonso Alcántara

Well, it was about time someone said it.: First kindness, And then talent. Great post of the few that he gives us every year @yoriento, Alfonso Alcántara's alias. Very useful for those companies that fail to fall in love with their people and attract new candidates. The first step he proposes is to "define and measure happiness in the company", which, although it seems logical, few do.

33- When the complaint sinks you (professionally). Meme Romero

Meme writes a perfect biography of the "hommo quejicus" very abundant in the working environment. Responds to a profile: more of 40 years old , fired from a company, and focuses their conversations on complaints, the excuses, regrets and other series of misfortunes that justify the injustice of his position as unemployed. And the author offers us several strategies to move from complaint to value creation.

34- Drawing ideas, tools for learning, predictions of the future of work. Ricard Lloria

Sometimes I find it hard to spot crazy people like me who enjoy making endless compilations. Ricard it's one of them, great content curator and value contributor. This series of posts offers a huge amount of resources for learning, in a really considerable effort in terms of structure and order of each subject. We could say that the one who doesn't want to learn today is because he doesn't want.

35- What Personal Brand Strategies Can You Apply? Mireya Trias

Mireya is another generous soul of staff branding. Each of your posts is accompanied by the corresponding podcast and also video. In this post the author recommends a set of strategies to manage our personal brand. Meet, tell our story, set goals, identify our target audience, spread our message and customize as much as we can to leave a unique footprint.

36- Personal Brand with Digital Leadership. Ronald Durán

Ronald is one of our digital experts from which we have a lot to learn. In this post, Besides, the author gives us a spectacular and practical infographic that summarizes what a digital brand is and how we should manage leadership in digital environments. The article discusses four phases to achieve this: lead with digitization, hyper-collaboration, identify talent and digital E-Learning.

37- Four keys to simplifying your communication. angels Antón

As a good journalist, to Àngels you are particularly concerned about the area of communication of our personal brand. And in this post, details four key aspects to consider to improve the way we relate. Avoid technicalities, discard abstract terms, use similes and metaphors to simplify and avoid explaining absolutely everything. I could not agree more. And if you don't want to read it, watch it on video.

12 Recommended books

By order of publication date

1- Monetízate. Andrés Pérez Ortega. Alienta, January 2019monetizate book of andres perez ortega

This was the first year release. And with this gone five, that make Andrew the greatest personal brand publishing author. I share Alberto Martínez's review on Amazon: "It is a pleasure to read Andrew, very clear, very direct, very to the point and takes you to immediate action, has helped me a lot above all to make stronger the professional mentality offering his current services vs the employee mentality he had in the past, I recommend it to anyone who wants an effective guide to monetize your life experience."

2- El mundo cambia, ¿y tú?. Eva Collado Durán. Alienta, March 2019 El mundo cambia, ¿y tú? Eva Collado

Eva introduced her second book in a big way after "Marca eres tú” (Rasche, 2015). I adhere to the review of the great Victor Candel: "A lot is talked about digitization and digital transformation today, focusing exclusively on process automation, acquisition of technology or tools, and ignoring what's really important, that this is a process of managing people's change.

Eva's book helps the reader learn about the changes that have occurred in recent years in the labor market and companies, how to manage and deal with this change as a professional, and to know what skills are required today from a professional to be able to develop them. A practical book, easy to read and close language that I'm sure will become a new bestseller of Encourage."

3- Y tú, ¿qué marca eres?: 20 keys to managing your personal reputation. Neus Arques. Alienta, April 2019 And you what brand you are? Neus Arques

A revised and expanded edition of Neus' original 2005, that make her the first author to publish about personal brand in Spanish. I subscribe to the review of Andrés Pérez Ortega:

"Neus opened a path that others simply follow. Fifteen years ago, brand and person associate turned you into a kind of Evil Doctor who intended to cosify humans. But Neus got the opposite., customize to brands.

Today, his book And you, ¿qué marca eres? remains a reference and has not lost an inch of value to those of us who are dedicated to this. That's what happens when you extract the essence and don't stay on the surface."

4- The 12 only ways to attract customers. Monica Mendoza. Alienta, April 2019 The 12 unique ways to attract customers by Monica Mendoza

Monica's third book talks about what she dominates like no one else: sales, emotional intelligence, motivation. I share the review of the announcer Javier Cárdenas:

"Monica's business advice is easily applicable in daily life, and help us analyze and take advantage of the sales market around us that, sometimes, has trick. It has all the commercial and communicative skills that make it a true marketing and sales benchmark".

5- Mundo de Valientes. Ami Bondia. Red circle, April 2019 World of Braves by Ami Bondia

Ami's second book after "Un café con Chan” (Círculo Rojo, August 2015). The author Miguel Angel García Morcillo thus sums up the review of "World of Braves":

"Meeting Ami Bondía is an opportunity for all those people who have given up hope of making their dreams. This book is an example of life experiences and experiences, failures, success, but above all the beauty of the human being. “World of brave people” teaches you what you might be capable of because it offers you all the tools to achieve your goals in this digital age through personal branding, emotional intelligence, positive attitude and great communication. Thank you Ami. I recommend it."

6- SOS. I have a Toxic Chief. Pablo Adán Micó. RC Books, June 2019 SOS I have a toxic boss by Pablo Adan

Pablo, author of "The Challenge" and many other books, wanted to gather his experiences in organizations, and especially identify that style of leadership that so abounds: the toxic chief's.

Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.

7- I'm ready. Raquel Gómez. Conecta, August 2019 I'm ready by raquel gomez

From Colombia, Rachel's second book after "How to sell your Personal Brand”. The truth is that I've enjoyed your reading, very simple in identifying the problems that hold us back and providing the solutions. I collect the review of Juan David Aristizabal:

“The difference between people who shine and excel who are simply dedicated to surviving in their workplace is that the former are people who make things happen, they're ready because they're being prepared. I'm ready! is a book recommended for all those who want to find answers for their professional reinvention and turn every act of their life into an act of artists, whatever your job and job”.

8- Now or never. Arancha Ruiz. Conecta, October 2019 now or never by arancha ruiz

Arancha's third book addresses fears. So it looks like one more. But it tells our brakes through stories, I would almost say case studies. And that makes it more interesting. In addition, Arancha likes to test the reader with exercises, And they're good. I read Ari Belver's review:

"I loved reading it. It explains in a very easy and clear way which brakes limit us and which levers we can use to act and ask. Stories catch you. You look very well known in one of them. It doesn't leave you indifferent."

9- Scary-Stypt Hypoline. Natalia Gómez del Pozuelo. Empresa Activa, October 2019 hypoline removesmiedos by natalia gomez del pozuelo

I must confess that Natalia she's one of my favorite writers. This time it has tried a new format: it's a comic book and it's a rehearsal. They can be consumed at the same time, or first one format and at the end of the other. It's also about fears. I agree with Bruno Ruiz-Nicoli's review:

"I worked for years in a multinational and have seen myself identified more than once in the episodes that the book talks about. Because who hasn't ever screwed up in a project or a presentation to a client? The book illustrates and dismantles these processes, reactions and judgments, and provides tools to manage them."

10- The four steps. Jordi Collell. Profit, November 2019 the four steps by jordi collell

Jordi's second book starts with a mantra: each trip begins by climbing a first step. Jordi develops the process of managing a personal brand through the history of Martín.

Martin wants to run for mayor, but because of his absence from the village for a long time, is a perfect stranger. That turns story into a full-blown professional reinvention.

11- Fourth and half contacts. Juan Martínez de Salinas. Rasche, November 2019 fourth and half contacts by juan martinez

He hadn't finished presenting his first book "Exercise Your Talent", Juan had to face the release of this dedicated work 100% networking.

I agree with Elena in her assessment: "Frequently, we hear that a big part of good access to the labour market is managing our network of contacts. But we don't know exactly how to start management, who to contact, what message to convey and how to structure it.

Juan Martínez de Salinas explains in great detail how to start , Plan, structure and organize the management of our network of contacts. What message and how to say it. A must-have guide, very well structured. To buy, read and have at home, without a doubt."

12- Dream like Luther King, talks like Obama, command without command and be yourself. Luis Bassat. Editorial Platform, January 2020 dreams as luther king by luis bassat

Advertisers always like to defy logic, and from here to my old boss, Luis Bassat, created a title as long as it is powerful and evocative. It was the surprise of the Christmas holidays to receive an anonymous package in the office, open it and discover this little work of art by one of the greats of communication.

The book contains a generous epilogue (A 60 pages) And awesome, by Vicen-Villatoro, a little gem that complements a work -- for me- Paradox (even if the author does not mention it). And there are other surprises, like the many testimonies of professionals that Louis "commanded without command".

3 recommended ebooks

1- Workbook de Personal Branding. Cláudio Inácio and Andrés Pérez Ortega workbook personal branding by claudio inacio y andres perez ortega

This is not a theoretical manual, is an exercise manual where the creators of Street Personal Branding have turned their knowledge in a practical way so that whoever reads the workbook can just take action.

Although it has a symbolic cost, investment is profitable, as the exercises lead directly to the implementation of an operational plan for the management of the personal brand.

2- Employee Advocacy programs: Los embajadores de marca de la casa. Guillem Recolons Employee Advocacy by Guillem Recolons

This ebook, for free download, it's useful for companies that want to find new ways to build their talent, attract the new, and clearly improve the scope and engagement of your corporate communication.

It collects five articles published by me on the blog Integra Personal Branding, and compiled into an edition prologated by Nancy Vazquez you can download by subscription to my blog on this link.

3- Nine: Let your talent flow. Soymimarca, several authors Nine, let your talent flow by soymimarca

Soymimarca already publishes its ninth compilation ebook with the highlighted posts of the year. This time, the prologue is by Elena Arnaiz, and Vladimir Estrada participate, Fran Segarra, Pablo Adán says, Guillem Recolons, Nancy Vazquez, Paula Fernández-Ochoa, Eva Collado and María A. Sánchez.

It is obtained in free download by subscription to the Blog Soymimarca in this link. By the way, from Soymimarca we are asking if you think it's a good idea that the edition of the 10 years old , to the 2020, be printed. you care to answer this short survey?

The take-off of the live video

As I was already advancing in previous years, the video is imposed. And the take-off of the live video is unbeatable. If it's been a while Alex Lopez got ahead of everyone with their live periscope/Twitter on Sunday afternoons, now we find many who have been animated with the format.

Dr. Natalia Wiechowski in her direct on Linkedin

Natalia WiechowskiI followed with great interest this Polish sociologist based in Germany, that gives us a few direct but great value in Linkedin. I recommend following it so that this network warns you every time it goes live.

Your specialty: personal branding, aimed especially at coaches and consultants, and with very particular and valuable advice. It emits in a fluid and very easy to understand English, and answers all the comments and questions that can be asked through the chat. A discovery. Congratulations, Natalia!

Two events that are already a classic in Personal Branding

PBEX, Personal Branding Experience 2019

Daniela Viek is the creator of this personal branding congress. Initially in Portuguese, in the edition 2018 moved to Mexico. And this 2019 has unfolded, conducting non-simultaneous events in Brazil (presential) and Mexico (online).

This year I had the honor of participating with Alan Urbina, Nancy Vazquez, Daniela Viek, Gaby Alviso, Gustavo Nolasco, Esteban Villagómez, Xiomara Zetina, Mayte Calva and Leo Larrea. Being a private paid event, we don't have any links available from the interventions.

Personal Branding Lab Day 2019: Boosting your personal brand

The 14 December came the 5th edition of the congress, with participation of about 60 people between papers, roundtables and short-format videos. Masterfully driven by Alicia Ro and Nilton Navarro. Moved in networks impeccably by Francis Garcia Cedeño, Javi Layunta, Heidi Mora and Cristina Ballester.

This time, the operations center was Infojobs' new office in Barcelona. It was a memorable day, where the roundtable format was released, very interesting to get to know in depth different views on a topic.

Here we have the table of participants:

Personal Branding Lab Day Participants 2019

And here's the video that collects the presentations and round tables:

And also don't forget to check the Personal Branding Lab Day YouTube channel to see the 30 short videos that add a lot of value to congress.

All interventions, one by one:

  1. Africa Lucena compares to Marie Kondo (the magic of order) with the personal brand
  2. Alan Urbina Tried the importance of soft skills in personal branding
  3. Alex Duran talked about the reasons justifying aversion to personal branding
  4. Alex Lopez He told us about the top five points to prospect and sell on Linkedin
  5. Alicia Linares He told us about leadership and personal branding
  6. Alfonso Alcántara dealt with the way motivate the professionals of an organization
  7. Alfredo Vela dealt with 10 transformations that every professional should undertake
  8. Almudena Lobato titled his intervention “Your personal brand talks about you”
  9. Amalia Lopez Sidewalk I'm talking about personal branding for public administration professionals
  10. Ami Bondia invited us to live bravely in the digital age
  11. Andrés Pérez Ortega treated the personal brand as a marketing tool
  12. angels Antón talked about 3 tricks to adapt your personal brand to the new challenges of the S. XXI
  13. Arancha Ruiz encouraged us to boost our brand, Now or never!
  14. Carola Morato talked about that working personal brand in the company doesn't just benefit the employee
  15. Claudio Inacio He told us about how a blog can help us boost our brand
  16. Daniela Viek He told us about how to have a strong personal brand in a liquid world
  17. David Barreda dealt with a novel issue: Sustainable Personal Branding (with the person)
  18. Enrique Cejudo tells us a very personal story about Valverde del Camino and Uncle Chechu
  19. Fran Segarra dealt with the how to work introspection on a personal brandstrategy
  20. Gabriel Patrizzi stated that a reliable personal brand must be generating own content
  21. Hector Jimenez talked about the need to work together to raise the level of professionalism
  22. Helena Casas told us about the Solomon Asch on social compliance
  23. Ilana Berenholc explained how to manage our professional image 4.0
  24. Jane's Trunk unveiled the way give feedback to be a leader
  25. Javier Zamora talked about how professionals outside the sport manage their brand
  26. Johnny Durán talked about 5 keys to enhancing our personal brand in a holistic way
  27. Jordi Collell told us about his new personal brand book, “The four steps”
  28. Juan Martinez tried to how to boost our brand while you're looking for a job
  29. Laura Chica told us about the balance between who we are and what we do
  30. Laura Ferrera try 10 questions that will help you boost your personal brand
  31. Mar Castro dealt with the Netiquette, presence, authenticity and consistency in the network
  32. Mario López Guerrero He told us about the idea of jumping for visibility and turning it into relationships
  33. Meme Romero told us about the more widespread myths about personal branding
  34. REDONDA TABLE 1: Joan Clotet, Elena Arnaiz, Eva Collado, Celia Hil and Guillem Recolons: Boost your brand so robots don't dominate you
  35. REDONDA TABLE 2: Cristina Mulero, Guzman Martinez, María A. Sánchez, Fabián González: Personal brand vs Digital Marketing
  36. Mireya Trias responds to Do you know how to position your personal brand properly?
  37. Monica Mendoza Tried how to sell our personal brand
  38. Nancy Vazquez He told us about increase the value of our personal brand
  39. Neus Arques developed his talk around the brand of creative people
  40. Pablo Adán says recommends us maintain a critical spirit with positivism
  41. Paula Fernández-Ochoa dealt with its star theme: how to take care of the health of our brand
  42. Raquel Gómez wondered: When a professional can say I'm ready!
  43. Raquel Roca He told us about why and why of the generation of our personal branding
  44. dew Ames tried to the importance of networking
  45. Ronald Durán asks us how we want to be remembered and why
  46. Rubén Montesinos He told us about the need to be good… And look like it
  47. Silvia Saucedo Tried 3 actions to avoid to boost personal branding
  48. Vladimir Estrada I was speechless, we shared a PPT “You are right, we are brands”
  49. Xavi Roca titled his talk with the name of his book: Desmárcate
  50. Ylse Roa He told us about opportunities to be visible, recognized and chosen

The 14 guillemrecolons.com most read post 2019

Between the 52 post to the public each year, they represent (dispensing with Google Analytics) the best of 2019 Personal Branding in my digital home. happy reading!

  1. brands, increasingly personal
  2. Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa
  3. Getting an invisible personal brand
  4. #ExecutiveBranding Three types of managers according to their visibility
  5. 10 ideas worth spreading (10 speakers, better)
  6. What drives social conformity? (Asch's experiment)
  7. Your digital identity is not created, it reflects
  8. Hello Company did you know that your people are your brand?
  9. Personal storytelling: how far should I expose myself on social media?
  10. 18 books in Spanish to effectively manage your personal brand
  11. C'mon, What's going on in Spain with the seniors?
  12. Is there a recession coming? it's the best time to stop being a white mark
  13. Personal Branding and Linkedin: made for each other
  14. Trends: 2020 Personal Branding

I hope this article: “The best of 2019 trends" has been helpful to you. If you think I've left any important articles or information on this subject, i beg you to tell me in the contact section.

I'll meet you next week with the post. "The worst thing about 2019 trends”.

Trust, training, technology: three keys to corporate personal branding

Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .

I heard an interview to Brian Fanzo, ISocialFanz' CEO in which I liked the way he simplified the application of corporate personal branding.

If you have little time, here I leave you a one-minute video-summary:

Corporate Personal Branding: What is it?

Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?

Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.

It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.

First key: Trust

As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.

To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.

People trust people, so there's no one better to move these corporate assets than through professionals.

Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.

Second key: Training

Among the three keys to corporate branding, training is, for me, one of the most solid foundations.

As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.

And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.

This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.

Third key: Technology

Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.

These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.

Stock Photos from Catsence / Shutterstock

Books: SOS! I have a toxic boss.

This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.

SOS I have a toxic boss, by Paul AdamPaul wanted a book like that, And I get it. Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.

Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?

I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.

New influencers: the internal Brand Embassadors or Emfluencers

It seems that the world is turning around influencers. I recognize that this word is being wasted, at least in my brain. I wanted to title this post: New influential people: brand ambassadors, but I'm sure it's less powerfull as "influencers".

If you have little time, here's a video-summary of less than a minute (in Spanish):

Are influencers in decline?

If you Google search the term "decline influencer”, headlines as succulent as these appear::

All these sources agree that various studies warn of the decline of engagement in the publications of influencers with hundreds of thousands or millions of followers. The reasons are the saturation of the number of influencers, the tiredness of seeing the same advice repeated, the fact that many of the advice is insane, fake, absurd or irrelevant.

For example, the newspaper El Pais warned about the bad advice of 8 out of 9 health influencers, based on a study from the University of Glasgow.

Few are saved from burning: : micro-influencers rise

emfluencers by guillemrecolonsThe same previous sources agree that the micro-influencers (1.000 to 5.000 followers) are gaining credibility.

These are people who are not hired by any organisation and who give free and unconditional opinions about their experience as users of travel, fashion, health, cars, etc. with no further ambition.

The big influencers who have not "sold out" to the brands, are also kept at the top, although few remain. A good example is the youtuber Patry Jordan, who specialises in Fitness and DIY beauty advice (do it yourself). Patry Jordán has about 16 million subscribers between her different channels, and as she told me herself, the secret of success is that there are no brands recommended by her.

Emfluencers: the new influencers, internal brand ambassadors

I probably won't make a living as a creative. "As of"EM"from"Emfuencerscomes from "employees", and also, if you prefer, "ambassadors" or "ambassadors" “company”. Leaving the term aside, the truth is that in this blog I have been dealing with the power of internal brand ambassadors, those "of the house" for some time::

Either everyone wins or no one wins

This is a general principle that applies to any action that is taken to stimulate the emfluencers: either everyone wins or no one wins. This type of programs are known as "Employee Advocacy", and also as "Employee Branding"Employee Advocacy programs”, and also as"Employee Branding”.

It's not about hiring one of many apps for employees to share corporate information. That would only generate advantages for the organization, but not for its professionals. And that has its start, but no follow-up. There has to be a balance of benefits and an organizational culture change mentality for this to work well.

Applications are an instrument at the service of a strategy, but without strategy it's an ephemeral essay. In the article La fuerza de los embajadores de marca internos I explain how to develop an Employee Advocacy programs. From the selection of participants, the necessary pre-work, the advantages for each other, facilitators and major return on investment figures.

Emfluencers, the most credible influencers

Finally, I invite you to think: who do you think offers the greatest confidence- - and therefore credibility - when explaining the characteristics of a given product or service?

  1. Large external influencers
  2. Micro-influencers
  3. Satisfied user (Brand advocates)
  4. Technical experts who have created, tested and launched those products and services

Let me get ahead of your thinking. You're probably thinking about 3 and 4.

The brand advocate is one of the objects of the desire of organizations. Their only relationship with the brand is through the experience of use, and that's why they have so much value. They are not always easy to identify, that is why feedback is indispensable to identify them, and also the monitoring of social networks.

The technical expert, the N4, It is the perfect candidate to act as employee advocate, internal brand ambassador or emfluence. In companies, the most abundant person is the technical expert, that includes product or service developers, product and brand managers, communication specialists and, above all, the commercial network. They all know the products and services they deal with every day as if they were their own.

In any case, the technical expert is the professional over whom the organization has the most knowledge, proximity, and in a way, control. In my opinion, the Emfluencers Emfluencers are the new influencers, a role of greater value creation, trust, credibility, in, short lead generator.

If you want more information about Employee Advocacy programs, I invite you to download the free ebook "Employee Advocacy: The power of the brand ambassadors of the house " (in Spanish).

ebook brand ambassadors

 

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Stock Photos from VectorMine & Spirit Boom Cat / Shutterstock

What to do when disloyalty becomes the norm

 

 

To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.

A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.

If you do not have much time, I'll explain it to you in a minute in this video:

Growing disloyalty: a 92% of consumers are disloyal to their brands

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…

Don't you think that's crazy? As an ex-advertiser I can't stop thinking about how badly advertisers and agencies are going to be going through right now. Achieving brand loyalty was ALL in advertising in advertising, the ultimate goal.

We like to try new things: a principle of disloyalty?

The report notes that a 42% of consumers around the world say they love trying new things and almost half (49%) of consumers - although they prefer to stick to what they know - - can be moved to experiment..

The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: This is indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.

Are disloyalty and distrust related?

I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.

Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands

The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies are trusted drivers natural.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…

brave professionals seeking

I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?

Precisely programs Employee Advocacy programs are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.

If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock

Hello Business, Do you notice that your People are your Brand?

 

 

Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Photo: Burst in Stocksnap

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Cover Stock Photo from chattanongzen / Shutterstock

 

Los embajadores de marca de la casa: the secret of trust

Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?

Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.

Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.

If you do not have much time, We invite you to view a summary of this post on a one-minute video.

The three types of brand ambassadors

External brand ambassador 1: the influencer profile

You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.

External brand ambassador 2: yes, brand lover or brand advocate

Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.

The employee advocate: In-company brand ambassador

It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.

Your first customers are indoors

So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.

El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here

Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?

Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.

Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

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Slight recovery in confidence # EdelmanTrust2019

The last Edelman Trust Barometer presented a few days ago marked a slight upturn in confidence globally. Spain is a country that is outside of that recovery. The global report does not point the specific reasons receding in Spain 47% on 2018 to 40% confidence in 2019, lets everyone draw their conclusions

Trust at Work, The holder of this last edition

Interestingly one of the areas where recovery is most evident is work. Trust at work. NGOs also work out stops. On the other hand, trust in government and the media still does not get approved (although slightly improved).

Syndrome was "no big deal"

From the European look, it's incomprehensible that the US regain confidence 43% on 2018 yet 49% on 2019 (near the approved). It seems that Donald Trump explosive effect is attenuated. Perhaps there was both.

The only government approved its citizens (more of 60%) they still are China, Indonesia, India, and the United Arab Emirates, to which it is added in the edition 2019 Singapore.

By the tail, the governments of Japan and Russia remain the worst rated in trust for their peoples.

The more informed public remains confident

It keeps the "gap"valuation of trust between public informed and the general public. The distance between them is record: 16 points. The trust reported globally 65% and general 49%.

The issue is that since the existence Edelman Trust Barometer, the informed public has always been more confident that General. It makes sense that if distant signs of recovery of confidence point, informed more optimistic, since they will have data prior to others. But even contrary (non-recovery of confidence), optimism remains in this group. Strange, don't you think so? It seems that information is power, and also confidence.

Men trust more than women

This trend continues, but the distance increases in the case of companies, with long boring 8 points difference.

Edelman Trust 2019, by genre

Recovery rally as confidence, companies are the only group that approves, at least for men. They are not bad news, and hopefully the upward trend is maintained.

Fear of job loss is still present

That fear is translated into three fronts:

  1. A Not having enough training and skills to access a well paid job. They see a 59% employee, a 63% in case of multinational.
  2. To process automation and other innovations. A 55% and 60% respectively.
  3. To the international conflicts on the trade policies and tariffs that hurt the company. A 57 and 64% respectively.

The pessimist is an optimist well informed

This phrase, that I heard years ago, dovetails with another trend barometer, and it goes against the recovery of confidence, at least long term.

Countries belonging to the block "developed world" have worse vision than the rest, especially among the informed public. We refer to Japan, France, Germany, United Kingdom, Netherland, Australia, Canada, Italy, Hong Kong, Russia, South Korea, Spain, Ireland and USA.

Citizens of these countries are convinced that they and their families will live worse in five years.

Significantly increasing interest in being informed

In the era of fake news, we are willing to increase our interest in knowing the truth. That translates into growth 22% publicly committed by news. On the other side, group "apathetics" falls from a 49% yet 28%. Are we becoming more concerned about what happens?

This figure is accused more in women than in men, It is indicating that greater interest in information translates into greater distrust of women.

Globally, the world relies almost equally on the information displayed in search engines like Google means that traditional. In Europe and USA, traditional media lead trust. As for social networks, They remain the least reliable source of information, and here they have a lot to see fake news.

We want c-suites to lead change

A 76% of citizens believe that CEOs should take the lead in change rather than wait for the government imposed.

In addition, the company we work offers a more trusting relationship than the other stakeholder as NGOs, other companies, government and media.

Employees expect real social change, and they are a increasingly trusted source

A sign of good health is the restoring trust between employees and their employers. But perhaps the most significant fact of the Edelman Trust 2019 is the improving trust given technical profiles and employees.

Edelman Trust 2019 2019 Confidence in the working environment

I will develop the content of this graph in the coming weeks. Of course, it opens great opportunities for Employee Advocacy programs, those programs to boost internal brand ambassadors.

It's remarkable that CEOs are beginning to approach the approved, good news indeed , employees significantly increase confidence (6 points) and technical expertise remains the epitome of trust in the corporate voice.

Outside the scope of the company, people like us lead the rise in trust with +7 points, and this is indicating the growing importance of micro-influencers rise and shared user experience (UX).

A 78% of respondents agree that the way a company treats its employees is one of the best indicators of confidence.

A 67% agree with this statement: good communication brand or product can impulse the trial, but if I do not trust the company that provides it one will stop to acquire it.

Download the PDF with the Global report Edelman Trust Barometer 2019.

Have a nice week!

Events

TEDxEixample entry

You can already purchase tickets for TEDxEixample 2019, “the big one”. Let me remind you it will take place at’Antiga Fàbrica Damm Barcelona on Friday 22 of March, of 16 a 22h. The cast of speakers is the very best that has been seen in a TEDx:

  • Anna Gener, President and CEO of Savills Aguirre Newman
  • Toni Segarra, a man who writes ads
  • Víctor Amela, journalist and novelist
  • Jordi Hereu, ex-mayor of Barcelona and consulting partner in planning and management of urban projects
  • Victor Parrado, former commercial lawyer who now shares joy on stage
  • Mar Santamaria, Architect and urban planner
  • Daria Shornikova, project manager at Imagine CC
  • Paula Fernández-Ochoa, legal marketing expert & personal brand and high-performance environments.
  • Sergio Ayala, entrepreneur and lecturer degree in Law and in Education

speakers TEDxEixample 2019

Don't you think it's a great casting? Well, go ahead and hit the red button. It is a unique opportunity!

tedxeoxample button buy tickets 2019

Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa

In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. And, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, yes, Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

Instead Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, yes, social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Why not. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

#Branding BrandingWeekRD days in the Dominican Republic

Save the date #BrandingWeekRD

It is possible that small Caribbean paradise called Dominican Republic remains you away. Because, This is the journey there worthwhile. And organizing events, friends and partners Anabel Ferreiras e Issac G. Merino, “guilty” from MADI congress and founders of QUIFER Consultants, They are unique in their kind. What is that of #BrandingWeekRD?

His latest idea, to support 100%, is organizing a week of branding, the dubbed #BrandingWeekRD, where RD is the acronym for the country of the Dominican Republic.

The dates: from 4 to 8 February 2019

Topics covered in the #BrandingWeekRD

The #BrandingWeekRD It is the event that brings together in one forum to a team of experts from the area Personal Branding, with the protagonists to lead change in their organizations, business and personal projects. The main activities, unless last minute changes, will be:

  • Political Personal Branding -workshop-
  • Employee Advocacy programs: The momentum of brand ambassadors internos -workshop-
  • Keys to healthy companies -workshop-
  • Management personal brand in the digital environment -workshop-
  • Personal branding for managers and entrepreneurs -charla-
  • Personal branding for the legal sector -chat-
  • If you don´t add value, you don't matter -chat-
  • From employees to involved -chat-
  • digital processing for HR departments -chat-

#BrandingWeekRD Themes 2019

Political Personal Branding and la #BrandingWeekRD

  • 8h workshop (a full day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at candidates from all areas of policy and management organization responsible for the candidate's campaign. Maximum 25 participants.
  • The main objective of the workshop Political Personal Branding is promote the development of the personal brand of the candidates politicians.
  • Date: to define, but quite possibly the week 28 of September.
  • It is shown infografía summarizing the contents of the workshop:

Personal Political Branding QUIFER / Guillem Recolons

Employee Advocacy programs: the momentum of internal brand ambassadors in #BrandingWeekRD

  • 12h Workshop (a day and a half) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Employee Advocacy programs is convert middle managers responsible for brand ambassadors.
  • Date: to define, but very possibly the first days of October.
  • Also in this case it is shown infographic:

Employee Advocacy Quifer & Guillem Recolons

Keys to healthy companies, and la #BrandingWeekRD

  • 4h workshop (part time) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives from all areas of the organization and responsible for managing cultural change. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand in the digital environment, and la #BrandingWeekRD

  • 8h workshop (a day) In Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at Managers and intermediate, and especially HR professionals and communication area organizations. Maximum 25 participants.
  • The objective of the workshop Healthy companies is contextualize the importance of being in a hyper-competitive market and as the current .
  • Date: to define, but very possibly the first days of October.

Management personal brand for managers and entrepreneurs, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives, entrepreneurs and intrapreneurs. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand for managers and entrepreneurs is mentalizar on the need to put people ahead as leading exponents of confidence in markets.
  • Date: to define, but very possibly the first week of October.

#BrandingWeekRD ponentes 2019

Management personal brand in the legal sector, (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • For lawyers, prosecutors, notaries, judges and all legal field. Limited to the capacity of the hotel room.
  • The aim of the talk about Personal brand in the legal sector is mentalizar on the growing importance of each professional above the office and the keys to effectively manage this factor.
  • Date: to define, but very possibly the first week of October.

If you don´t add value, you don't matter (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at all professionals “commodity” they need to develop a proposal for strong and distinctive value to be chosen in processes.
  • The aim of the talk If you don´t add value, you don't matter is find our differential area as professionals and the best way to communicate.
  • Date: to define, but very possibly the first week of October.

From employees to involved (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at managers of the organization, especially general direction, de RR.HH, Communication and Training.
  • The aim of the talk Employees to Implicados It is to achieve new way of understanding the cross-leadership and the role of external and internal communication through internal professionals as ambassadors for natural brand.
  • Date: to define, but very possibly the first week of October.

digital transformation for RR.HH departments (conference)

  • Talk 1h + 30′ interaction with the participants in Santo Domingo, Hotel Embassy Suites by Hilton.
  • Aimed at executives and middle managers or department of Human Resources People.
  • The aim of the talk about digital processing for HR departments is to lay the foundations of an exponential change through better data stream will allow the organization to grow, professional loyalty and attract the best external talent, among many other advantages.
  • Date: to define, but very possibly the first week of October.

Dynamic events

During the #BrandingWeekRD, the methodology used in the workshops is to make attendees are the protagonists encouraging their participation through dynamic, role play exercises and gamification to facilitate the work and create the best environment. Conferences, meanwhile, will allow interaction with the speaker through questions and answers at the end of each session.

trainers / Lectureship

From the Dominican Republic itself, from Mexico and Spain, This is #BrandingWeekRD He has decided to go big and have some of the best specialists in the world in the areas of personal branding, employee advocacy programs, human Resources, branding in the legal sector, personal branding político…

Here are some names, failing to confirm other additions:

Eva Collado Durán

Eva Collado Durán

Eva Collado Durán It is strategic consulting Human Capital. Lecturer, Trainer and writer. Specialist in people, digital transformation and personal brand. Author of the book Brand Is You (Ed. Rasche, 2014).

Paula Fernández-Ochoa

Paula Fernández-Ochoa

Paula Fernández-Ochoa It is partner +MoreThanLaw: Consultant and lecturer at Legal marketing and Personal brand. Founder of the platform #VivircorRiendo, that promotes sport and wellness.

Nancy Vazquez

Nancy Vazquez

from Puebla, Mexico, Nancy Vazquez He is a founding partner of Integra Personal Branding, the specialized agency personal brand management and entrepreneurship most important Spanish-speaking.

Guillem Recolons

William Recolons, management specialist personal brand or personal branding

Guillem Recolons. Soy personal brand strategy consultant, trainer and lecturer. Fundy Soymimarca, one of the references in Personal Branding. Co-author y author 7 books and 500 Related Posts.

Organization

As he said earlier, the organization #BrandingWeekRD is performed by two specialists in successful events in the Dominican Republic: Anabel Ferreiras and Isaac G. Merino.

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

Isaac G. Merino and Anabel Ferreiras, Madi souls of Congress and partners QUIFER Consultants

For any management patronage and preregistration, or for more detailed information on the #BrandingWeekRD I beg you contact Anabel:

  • Anabel Ferreiras, Managing partner
  • QUIFER Consultants
  • Tel. +1 (829) 694 8080
  • Mail: anabel@quiferconsultores.com