Employee Advocacy Files | Guillem Recolons

Slight recovery in confidence # EdelmanTrust2019

1 February, 2019/1 Comment/in Employee Advocacy, recommendations /by Guillem Recolons

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 8 points difference.

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:

A Not having enough training and skills to access a well paid job. They see a 59% employee, a 63% in case of multinational.
To process automation and other innovations. A 55% and 60% respectively.
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.

I will develop the content of this graph in the coming weeks. Of course, it opens great opportunities for Employee Advocacy, 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 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

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, guys at 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

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

Why the combination of Employee Advocacy and Social Selling is unbeatable for the company

26 January, 2019/0 Comments/in Employee Advocacy, Social Selling /by Guillem Recolons

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. But, 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, the 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

With Employee Advocacy and Social Selling, representatives may:

1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, the 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: Yes. 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:

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

5 August, 2018/0 Comments/in Employee Advocacy, Entrepreneurs, Personal branding, recommendations /by Guillem Recolons

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

A #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: 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-

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:

Employee Advocacy: 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 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:

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.

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.

Photo by Son Surasarang on Shutterstock.com

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, the #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 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 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

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

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

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

Shareholding emotional perhaps innocently, Utopia or road?

15 July, 2018/4 Comments/in Employee Advocacy, Employer branding, Human Branding /by Guillem Recolons

Some time ago recreated this concept “emotional shareholder” understood as symbolic co-owned to a brand or organization. At the end of the month, They pass through my hands many articles on employer branding (talent attraction) and on retaining talent. I explain briefly:

Talent retention

Photo by Elnur on Shutterstock.com

I think as a concept “retaining talent” literally reflects the image of a guy in a business Caged. I think it does not require much explanation. Nevertheless, the concept “retaining talent” continues to occupy headlines and few have bothered to explain that actually, It is loyalty, to convince, and not to retain.

Attracting talent

Photo by Minerva Studio on Shutterstock.com

In this case, the employer branding understood as attracting talent, not always use the right hooks to do. Talent you may attract many ways, go fishing but is not one of them. Basically because we are neither fish nor shoes, We are people. We also are talented. Although the third meaning of the SAR on talent refers to intelligent people, the first two define the ability to understand or ability to perform. So, are human qualities, so we could define talent as a quality, and not the person who possesses.

Which is the topic? its not about talent, It is people.

It may seem shallow leave all this in a matter of lexicography. But is not: In the first case, We do not talk about retaining talent, We speak to persuade people, to convince them, of ilusionarlas, fidelizarlas. In the second case we talk about attracting talent, We speak to persuade people, to convince them, of ilusionarlas to a project… Do you see the coincidence? Exact! As it turns out there is a common denominator between loyalty and attract people: always it tries to persuade, to convince, ilusionar, and, If you let me, thrill.

emotional shareholding: convince people satisfied satisfied people

In this chart I show the main reasons leading to a professional to stay -a taste- in the organization or brand you work:

@guillemrecolons

This leads me to think about the concept of emotional shareholder, the feeling of being part of the brand, although no titles are held on it. Emotional shareholder is best to attract new professionals. It first makes a possible candidate when bidding for work-not forget- you see how “home” inside. And we're just a click of a check as easy as that.

Emotional shareholder may seem naive, Utopia, but also a way to recover, within the context of a more human branding, human branding.

We recover the essence of that yogurt named Bio before and assuring “making inside looks abroad”.

Have a nice week!

Ants icon by Alemon cz on Shutterstock.com

The strength of internal brand ambassadors (Employee Advocacy)

10 June, 2018/0 Comments/in Employee Advocacy, Personal branding /by Guillem Recolons

Are you for the entire block ads look in a middle of a TV program? You expect to finish the announcement of the YouTube video you want to see? Do you keep the radio volume when ads interrupt your favorite show? Do you walk into the theater before time to view all ads? Do you open and read all the newsletters that reach your email?

If you answered mostly NO to these questions, We can confirm that the data moved us Nielsen: traditional advertising (even online) It is in the ICU.

What is happening with communication “lifelong”?

The effectiveness of conventional communication formats (advertising, RR.PP, patronage, Press releases…) It has fallen in the same proportion that has risen the effectiveness of recommendations that come to us through people like us.

What can brands do to such a complex panorama?

Stop interrupting, to pursue. And start attracting with contents that have value
Change B2C (consumer the company) and B2B (company to company) P2P (from person to person)

by simplificarlo, we could say that the content, the story, It is the message. and how we get is the platform, the middle, the vehicle. The one and the other complement. If the story is no way communication, exists, but does not reach us. Conversely, if we get a message trash, although it does often, You will go down in our memory bin.

Valuable content

Value content attracts us. It does so because 1. is thinking for us and 2. It has been prepared to provoke a reaction and emotion (laugh, cry, reflect, inspiration, commiserate,…).

That content may be visual (image, infographic, text, gif…), auditory (podcast, music, radio broadcast ...), audiovisual (video, TV, who) or sensory (augmented reality, 3D simulation ...). The format does not matter, can be direct (TV) or deferred (Netflix), analogical (a book) digital (an ebook).

The important thing is that we provoke a reaction content, we believe a need, us solve, warn us of a problem, we resolve, open us an opportunity. And that's not easy in an environment where the attention economy leads us to stay only two or three of the 3.000 impacts we receive daily. It is therefore essential that brands develop a proposal (only) value within a different story, relevant and transformative.

**¿Marketing content or branded content?**

There are similarities but also differences. The brand Michelin generates content marketing actions to sell your tires, with actractivas actions and at the same time information about their products and brand. And on the other hand, this brand pioneered branded content with the creation of the Michelin guide, a benchmark for world cuisine. What you will have to do a tire with a restaurant? More than we think, The guide was created for drivers "en route" to identify good places for lunch or dinner. The branded content, As it explains Antevenio on your blog, It has a more playful character.

P2P (Person to person), the strength of internal brand ambassadors

When you talk about brand ambassadors many think influencers (confusing term), celebrities or fans of the brand (brand advocates). And that's because the classic resource use famous people by brands outshines other marketing. That is what is known as external brand ambassadors O employee advocacy programs.

Looking easy examples, Rafa Nadal tennis great is a brand ambassador external, and so he was the great golfer Tiger Woods. I think I intuit the pros and cons of this.

A credibility and trust are within home

The programs of brand ambassadors internal (employee advocacy programs, in its anglicized version) persiguien similar objectives to external, but they get different results ... better? It depends on the variable to consider.

humanization

If it is to humanize the brand (P2P communication, from person to person), Both strategies can be effective. The brand ambassador external brand awareness can provide very fast, because the brand is supported by the large community of celebrity. Internal brand ambassador does not provide much notoriety, but experience and knowledge about the product or service whose flag the brand. Effective branding is human, connector, empathetic and ethical. If not, no es branding.

To better understand the context of humanization in times of automations, I invite you to watch this video Jeff Leonhard I dared to translate incorporating the voice of my personal colleague brander Helena Casas:

Do you clear your absolutely vital role in this future that is already upon us?

How dice Leonhard, How technology is changing, and humans are the WHY.

Credibility and trust

Here the balance tips in favor of domestic ambassador. The annual report Edelman Trust It takes confirming years who generate greater confidence (and thus credibility) They are the technical experts of organizations. It is reasonable to who knows more than one product or service that the person has developed?

Crisis Management

You do not talk to a brand, either with a company. Person communication takes place person (the bots is another matter, It is not a dialogue, It is a conversation scheduled).

If you're angry with an airline because it delays your arrival four hours, expect a deal P2P. If you answer the company (an abstraction) you know it's someone following a standard response manual. But if a crisis of a hospital, in addition to the brand you answer a nurse or nurse by name, your reaction will be less angry, and that "someone" has been unmasked.

Sincerely, I can not imagine a famous chef sticking up for a manufacturing error in a pressure cooker advertising on a cooking.

Professional loyalty

Consciously act as brand ambassadors internal (unconsciously, everyone who works for others it is) It is so beneficial for professional-or even- and the organization:

They place value on your personal brand, acquire new skills and digital communication, They act as informal leaders, as spokesmen ... deep, gain a sense of belonging to the brand, They are become something like "emotional shareholders”.

I do not like to talk about retaining talent, It is that professionals active part of the brand feel.

Attracting new professionals

Also know as employer branding. What can attract us as a project has little to do with football or who has a famous announce the virtues of the brands of the organization. What attracts us is the purpose (a purpose), thinking that we can generate value to certain customers, and above all, knowing that those already working in or for that organization are satisfied and show no problems that pride of ownership.

The employer branding will not attract external talent if the inmate is unable (well paid, integrated, with project, aligned with the corporate vision ...). Let us not forget that today we are one click away from anyone, and it's easy to find someone and ask about the organization you work for.

The results

This is the best news program brand ambassadors internal. It is measurable, without undue complications.

Multiplying the communication range and engagement (interaction achieved with users mark) are just two factors. But there's more, as the greater ease in converting contacts (leads) obtained through professional organization.

In the article The rise of social employee in the company I published a lot of data on the effectiveness of such programs. Today there are also various platforms, that through a control panel and a mobile app allow the organization to measure real-time ROI. yes, prior training is necessary for all those involved (so always voluntary) in the program. And for this I recommend having facilitators:

Projecting a career beyond doubt, both in the private and public (Google…)
Staff have training experience in corporate branding and digital skills
Ideally, they have held management positions in companies

Summarizing results, the engagement professional equivalent to engagement the brand (Employee engagement = Brand engagement).

infographics

You can see the infographic summarizing what was discussed so far. Clicking on this link Slideshare > Employee Advocacy: The strength of the brand ambassadors internal You can download you the hassle. I hope the information has been helpful.

Internal brand ambassadors (Employee Advocacy) guys at Guillem Recolons

People illustration from shutterstock.com

Personal branding is like plastic surgery: not explained, noticeable

26 May, 2018/0 Comments/in Employee Advocacy, Human Branding, Personal branding /by Guillem Recolons

What you will have to do plastic surgery Personal Brand (your personal brand) y Personal Branding (the process)?

I start with a question something special. I intend to answer it, and I thank two good friends of the environment Plastic Surgery, the doctors Salvado and Vila-Rovira they have inspired me (without knowing it) to write these lines.

Personal brand

A few weeks ago I discovered one of the best definitions I've read your personal brand (in English marca personal), to the Joan Clotet, digital humanist and inspiring person. Says so:

personal brand is perceived identity. It is what others think and feel especially what we say and do (or not anymore). Inspired by our values and projected on our channels of influence.

If I look so good is because it contains the whole and the parts:

perceived identity. Do not control. It is what they see and perceive others. As Bezos, what they say about you when you're not in front. It is the result of what you project.
What others think and feel about what we say and do (or not anymore). If you read me occasionally, you've probably had enough of the phrase “Everything leaves a brand“, a sort of personal mantra. It also leaves no marks what we, so we do not feel, I do not say, what we do.
Inspired by our values. They represent the human factor and pillar of the personal brand: we are what we are. And it is absurd to change, our values move us. Recall that emotions and mistakes are the factors that humanize us.
Projected on our channels of influence. Many will think social networks. But each has its channels of influence. Some do not need internet, because their good work spreads by word of mouth. If you're one of them, as my friends doctors referenced, congratulations, there is no better way to grow than by growing your direct customers. If your business model requires amplification, You need social networks, and, above all, own place, web, blog both the.

Personal Branding

The personal branding, process by which we manage our marca personal or personal brand, It has good definitions. Perhaps because just out of the oven, I recommend a reading of the definition does my good friend and colleague, Professor Vladimir Estrada, from the blog Soymimarca.

Professor defines it as (abstract):

Personal Branding is the strategic process through which a person, with or without expert advice, integrally manages, a concept / brand project and communicates to the world.

Professor Let me dismember your definition to take full advantage:

strategic process: Part of diagnosing own personal brand, What is the brand that I leave in my environment? This is a process of self that begins asking feedback, but it does not end there. (I take this opportunity to recommend reading Smart Feedback). Follow personal strategy and ends with a projection plan (communication and networking).
With or without expert advice. Indeed, do not need to hire a personal burner to work conscious of our personal brand management. Basically it is a matter of speed and accuracy. Because the speed / personal brander has specialized in this, and you know where to start and how to follow. Precisely because cases leading to their backs (the experience is a plus) You know what mistakes not to make. Clear, it has a price. You can learn to ski alone or with monitor, automedicarte or go to the doctor. You know the consequences of one or another action.
fully manages a concept / brand project. easily explained, if only we manage our communication, we will not know what brand must modify or strengthen. It refers to fully autoreconocernos (who I am and what brand leave), work one personal strategy (what brand I want to make, according to who I am and my skills, value proposition and values) and visibility plan (I announce how these competencies, value proposition and how to convey my values).
And communicates it to the world. If we do not, we exist, even we can find. But we must get others to communicate and disseminate our brand for us. It is word of mouth, the most effective means B2b. If you go to large audiences, you need to communicate or yes, and for this you have traditional media but effective (book, journals, newspapers, radio, TV,…) and online media measurement effectiveness easily (the best, do not hesitate, a blog).

Personal Branding, Plastic Surgery and hope of personal branding in organizations

What you have operated lately?

Many people who go to a psychologist / a do not tell anyone. In old Europe seems to go to a psychologist is like being tared. My question is how we are perfect? Do not we need help?

In the same way, many professionals who have commissioned a process personal branding they prefer to conceal. As that man or woman who operate to achieve a more youthful appearance. They never say. But note. And believe me, There is nothing bad. No need to feel ashamed for wanting to be better with yourself.

It seems that if you recognize that you're the psychologist, ask for help to manage your personal brand or rejuvenate a part of your body, quotes a sin. Our friends in America have fewer hobbies to share these things.

Something positive about some organizations

I see light at the end of the tunnel. The organizations (I define myself groups of people who share a vision and mission temporarily, that is to say, driving one or more brands) see it otherwise.

corporate brand = Personal Records

A corporate brand is (or should be) the union of several personal brands do not you think? Then do an exercise investment terms (lateral thinking): The opposite of a personal brand is a brand impersonal Would you like your organization is an impersonal brand, cold, distant, robotizada, inhumanely?

This week's been two things that reinforce my theory. And the two took place at the beginning of the week, a Monday:

Smart Key (clave-i), some organizations explain smoothly

The first is that my colleague, mentor and admired Eva Collado Durán (felicítala, please, your book Brand are you -Rasche 2015- It is now in the 3rd edition) and I share an interesting training. Or more. We worked for two days program Internal Brand Ambassadors (employee advocacy programs) in an SME call Clave, proud of its most precious treasure: its people.

In Clavei we were able to see something important: Brand are you, and her, and the, and we, and you, and we. Brand are they. I am my brand, but with you, with the rest, one Superbrand satisfied with Superpowers: the organization of the XXI century. The companies like Clavei (digital processing) They not intended to grow. They want to be better, They want to be David, no Goliat.

His strength lies in his humility and professionalism. Your brand is a union of personal brands led by a visionary team to Grow? yes, humanized form pero, custom. Human branding the good one. A great lesson. And they have no qualms about publicly say that train their people (including its founder and promoter) programs “corporate personal brand” (before un oxymoron).

VS impersonal personal brand mark

On Monday, my friends and colleagues Andrés Pérez Ortega and Claudio Inacio launched an street personal branding recorded video on the fly in the street in Huelva (mayo 2018). If you have just under 7 minutes, We'll see what we mean concepts like humanize, coherence, your personal brand, manage communication in social networks and something more. All with humor, a value that should never hide (please).

If you want to see them in action with other issues, see my dear Elena Arnaiz (My psychologist north) or my dear Eva Collado Durán (alias M.A.) telling truths as fists in full canal street sign Street Personal Branding. Is worth.

As a conclusion to all this, manage personal brand can not see, but as in the case of plastic surgery, noticeable. Happy week!

Before-after woman & lips photos by Shutterstock

Recommendations of the week

Are you an interesting person? Journalist and director Expansion and Employment Tino Fernández presents interesting reading an article about the value of professionals and their relationship to job search. In the part involved friends and people whom I follow and admire, Ovidio Penalver and Carlos Rebate (author Influencers). It also provides ideas Professor José María Gasalla, Miren Olcoz (Sodexo) micro with a last-minute intervention of one Guillem Recolons.

You are not excuses for not learning. Alex Duran, expert talent and Project Manager of Consulting and Training, the consulting team ConTalento Human Resources, it is clear. “Ya no one will pay you only for the titles you have or you've got in your academic stage, but are your skills, competencies and continuous recycling that will make the difference. The market and not only claims titles, liquid claims mentality and adaptation as key elements of the new professional emerged from this global catharsis.”

do not give much importance. Elena Arnaiz remember, My psychologist north? A post to read every line (although she does not believe you do), with fresh language, direct, as is. “Your spare ideas and you need take your importance… And as you also give yourself more important to you than me, you're going to mold your knowledge schemes and interpretation of reality”. very Elena.

Slavery numbers. Andrés Pérez Ortega, strategy and expert staff street personal brander. Andrés wonders why who search on Google the term “your personal brand” You will not find any of the references that they have made this concept:

Which, Nose, William, Eva, Claudio, Pablo, George, Elena, Arancha, David and many others should be there without question.” Things SEO, you know, sometimes it seems that Google values more look good to be.

A technology for a more humane world is possible

22 April, 2018/0 Comments/in Employee Advocacy, Human Branding /by Guillem Recolons

A few weeks ago was the human connection in the post title Can we promote a culture of human connection in the era of machines?

Following up on the ideas contained in that article, Today we highlight in this post collaborative findings of two events that have occurred recently and that point in that direction, on the idea of achieving a more human world in the era of machines.

Humans are undervalued

The first is the recognition by the Elon Musk (Tesla) that automation is not always synonymous with effectiveness. This follows from article signed by Xataka Raul Alvarez, Production problems in Tesla are due to excessive automation. Humans are undervalued.

Reading it follows that perhaps Musk's vision of an automated world is not possible without human connection. Similarly to what differentiates a human of a machine is the ability to err, we see that intuition, experience and empathy are still -of time- heritage of us humans.

My personal colleague brander Helena Casas, also a psychologist and photographer, It notes that it is true that we have advanced technology at an incredible rate in recent years. Despite the errors in the production line of Tesla, robotization and automation led to excellence will be a reality in a few years. Experts do not agree just put because of two opposing aspects:

The advancement of technology is being exponentially in recent decades
Artificial intelligence as such is still in diapers because currently only a product is a cross algorithm massive data.

This lack of agreement is precisely the lack of knowledge still has on the functioning of the mind and soul as such. It is not a matter of neurosciences, It is a matter of what appears to be quantum physics. They can not do anything just with the brain of a person ... "the person needed"

Hater, why you wrote that?

The second is a recent talk TED Dylan Brown (not available yet open mode). Marron is addressing a different approach to the problem of hate on the Internet. Your videos as “Sitting in a bath with trans people”, accumulate million hits, but also generate tons of hatred in Internet.The neo-futurist Marron developed a survival mechanism: connect with people who fill the network of hatred and make them a simple question: “Why you wrote that?”

These recordings have been captured in the podcast titled Marron: “Conversations with people who hate me“. As he himself acknowledges, That will not bring peace in the world, but he says he has caused a stream of empathy with his goons. “Empathize with someone with whom I am deeply disagree suddenly does not erase my deeply held beliefs or approve theirs”, warns. “I am simply recognizing the humanity of a person to whom he taught to think in a certain way, someone who thinks so very different from me”. Brown admits in the background we need to lay the foundations of a more human world.

The Human Branding

The common bond of the two stories is evident: we need to put mechanisms that allow us to humanize. Humanizing companies (If Tesla and many other). And humanize the relationships that occur in digital environments. I remember an old announcement of the US Army as US soldiers cross threats Afghan soldiers. All wear sunglasses. At the moment they take them, They realize that people are equal, of the same species, and aggression becomes in confidence.

It may seem superficial reduce the idea of a more human world to a concept such as Human Branding (Branding humano). But each brings its grain of sand in the field in which it is competent, and can hence all those who are dedicated to this we share a greater purpose than helping a few people.

Helena Casas He adds that we face what we might call a new era, beyond what we know today as the fourth industrial revolution:

It is the time when happen to be more human.. more people!

Recalling the capacity intellectual and physical development of the Greco-Roman era, touch feed and grow those capabilities that will differentiate us, for a few years, any drill Artificial Intelligence. Everything is governed by patterns, automation and lack of nuance, succumb to robotización.

We are human, we are very different people from each other, to provide the best for this new era we even lead to be able to combine people and machines towards the human race and not its Extermination. A more humane world is possible.

Cover photo by Shutterstock.com

24 April in Barcelona > I give a talk on Personal brand for entrepreneurs in Inceptum Foundation (c / Rector Triadó 31 from Barcelona) of the 19h, free entrance. Sign up here.

9 May in Huelva > Participated in the week # EKHuelva18 “Knowmads space Huelva” sponsored by Cajasol Foundation and organized by the great David Barreda, where I will meet on stage along with David Andres Perez Ortega, Eva Collado Durán, Elena Arnaiz and Adela de la Mora. Free registration (there are few places) here.

2 to 6 July in Barcelona > Course > Brand staff to differentiate yourself and achieve your goals “the Joules” at the University of Barcelona. five mornings, that intervene Mari Carmen Martín Muñoz, Paula Fernández-Ochoa, Francesc Segarra, Emilio Rodriguez and William server Recolons. Entries in this link.

free agents: The living example of personal branding

10 February, 2018/12 Comments/in Employee Advocacy, Personal branding /by Guillem Recolons

When Tom Peters write your text “The brand called you” on 1997 He did not thinking about social networks. simply, there were. He did foreseeing that many professionals could improve their degree of autonomy, whether or not they work for third parties. His idea “Me INC” here translated YO, S.L. It is a good example of this degree of independence or interdependence.

A few years later, on 2002, Daniel Pink published “Free Agent Nation, the future of working for yourself“. prophetically drew a picture of corporate employees becoming free agents What notion? streamline the operation of enterprises. A sample Do you imagine that in large organizations have as few casualties as working in autonomous? National productivity would increase outrageously.

To this we add the emergence of millennials in the employment picture. His philosophy is closer to the free agent worker a vertical structure. And to that we add the emergence of knowmads, Nomads knowledge should not necessarily exclude employees employed.

Free agents: It can be both employer and employee?

A good example of free agents are realtors and some insurance agents. They are their own company, but at the same time they represent a brand. Ambassadors are two brands, his own and that (or those) which represent. In fact, are not employees, They used themselves, but part of a great brand conglomerate that gives them prestige, coverage and service.

A few months ago, on Mexico, I had opportunity to meet many insurance agents at an annual meeting of the company GNP Seguros. Were free agents, people who own themselves, independent but shared a common corporate branding project.

A few days ago I met personally several real estate agents RE/MAX in the Dominican Republic, and I took the same feeling. Even better, Look the importance and symbiosis between personal and corporate brand:

Candia Arias, broker and real estate agent Remax

Candia Arias, broker and realtor

The dream of Tom Peters and Dan Pink

Agree, not in all countries the figure of insurance agent or real estate is so free. In Spain, for example, -and there is some fear rejection- to this entrepreneurial idea, and many prefer the security of a fixed payroll.

A text that strikes me on the website of RE / MAX in the Dominican Republic is as follows:

Figure Agent RE / MAX goes far beyond that of any real estate agent. Thanks to the work provided by RE / MAX, In addition to the Brokers, Agents can also create your own business. The main advantage of receiving the highest commissions in the market, all RE / MAX agents will always have support of the Broker and the entire organization RE / MAX, developing its business with full autonomy.

Is, effectively, Dan Pink dream, the nation of free agents. With the possibilities of modern communication, any of these agents could have your own blog, its own YouTube channel why not?

In fact, some already have. For everyone else, It is a pending. I told them in a speech that there are two kinds of people, Google friendly or enemy. Being friends with Google means to create value on the Internet, from a blog, from press articles, radio interviews, videos, publications in social networks… An enemy is to ignore all that and let opportunities pass after one if realize.

How would the friend Álex López, If your client is digital you can not afford to not be. The good news is that with will and training nothing is impossible.

Vector by Shutterstock.com

It polarizes confidence -Edelman Trust 2018, summary-

26 January, 2018/3 Comments/in Employee Advocacy, Personal branding /by Guillem Recolons

This week has published the prestigious barometer “Edelman Trust” 2018. For me, the report is not only a global thermometer on the state of the world, companies and the media; It is also a strategic tool.

The Edelman Trust takes 18 editions, and current have worked 33.000 questionnaires 28 countries of the world, distinguishing general public guys at public informed (the latter formed by university graduates).

It polarizes confidence

In 2017 We saw a general decline in confidence in the world very biased by the Brexit and the victory of Trump. In 2018 We see a contrast between two giant, EE.UU, -where confidence plummets- and China, a country on the rise.

It is no coincidence that the report has been conducted informally during the Davos summit leaders (Switzerland), notice a whole for the great leaders of the OECD.

Spain is one of the countries that recovers positions, and within Europe, Switzerland leads the rise and fall Italy.

The battle for truth

A year “fake news” has been trending topic, I could not give a different headline: the battle for truth.

Source: Edelman Trust 2018

Manipulation that are the subject much news is news. Bad news.

In 2005 live a change happened confidence in large authorities to trust in people like us. This year, nevertheless, profiles with greater authority (CEO’s…) recover a bit and peer people (peers) lose significantly.

Retrieves trust authority, but it is far from technical profiles

The political class, boards of directors of companies and CEOs, They had fallen to the lowest. But this year seems to raise its head, despite leading the tail of confidence. I am struck by the rise of confidence in journalists, that coming back from hell to appear. Curiously, the two profiles, despite being trusted generators, They are down “people like us” and employees.

Who Queen, who we trust more? The experts. That profile is who reigns, whether technical experts or academics. This is the graph from a perspective of personal branding consider most relevant. It indicates the strength of confidence in historically profiles “hidden” by employers. Do not exercise the role of spokespersons, but they should exercise. The programs of Employee Advocacy They are there for that, to supply the -still- distrust- in management profiles.

Means not connected

As for the media, are not connected. At least, journalists this year improved over large media platforms, but the reasons for this disconnect are here, in this graph:

Source: Edelman Trust 2018

The reasons for the disagreement are three 1. The media seems more interested in getting large audiences on content 2. Exclusive prioritize the accuracy and reliability of the news 3. They are at the service of a political ideology that really inform the public.

Confidence in Spain

These four figures show the following conclusions:

Source: Edelman Trust 2018

institutions: NGOs continue to lead institutional trust, and confidence grows slightly in companies and administrations. Confidence in the media continues to stagnate.

Gender: Men seem to trust more than women in institutions and media.

ages: There are no differences by age, the three groups exhibit the same recovery and the same index.

Training: Confidence remains greater for the public informed, although decreases. While, the general population perceives some recovery.

Personal branding and trust

No doubt people are great confidence transmissive. institutions, and media companies must rethink their corporate branding and move more weight in the press service of employees, and especially technical profiles.

managers, political profiles and boards of directors required to offer a more transparent and sustainable vision of business. Programs corporate branding staff (executive branding, professional branding, employee advocacy programs, employer branding) may help build bridges of trust in society, markets and, definitely, people. P2P (person to person) It's the key.

Much more information on this barometer, Here's the download link PDF del Edelman Trust 2018.

People vector by Shutterstock.com

Personal Branding FAQ 20 Frequent questions (2)

20 January, 2018/7 Comments/in Employee Advocacy, Personal branding /by Guillem Recolons

We continue with frequently asked questions after first delivery a few days ago. Then I tried to respond to the time factor management, the misconception that this is for unemployed, the concept of service catalog, the idea “manufacture” a brand and the reasons for managing personal brand.

Frequent questions (2)

Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?

I guess you already know that employment for life has expired. Even in Japan. But beyond the “addiction” to a job, the personal branding for professionals as an employee of an organization it is useful for many other reasons:

It is perceived as a unique and valuable specialist.
break the crystal cealing, a term originally referred to the difficulty of women to access top management positions, but now it could be extended to people of any stagnant sex or stopped by an insurmountable wall superior.
Career planning, a responsibility that was once companies and is now the sole responsibility of each professional.
Align the EVP (employee value proposition or employee value proposition) with the proposed corporate value.
Act as a brand ambassador, moving market value (customers), attracting new talent (employer branding) and improving the effectiveness of communication (employee engagement).

Personal Branding FAQ 7. Being manager why should I manage my personal brand?

You might think that you've reached your professional destiny. But Now the work is more complex: stay there. Leo The country that Otto Walter (consultant) He conducted a study on “Toxic heads”, with thousands of employees of all sectors and professional categories about which were the most irritating behaviors that had suffered from his superiors. concludes “the 49% of respondents he denounced the "disrespect" as the main scourge from the controls. "Prepotency", chosen by a 37%, "Management incompetence" (29%), "Lack of support for the team" (28%) or "absence of humane treatment" (25%) complete the picture of horrors”. A challenge.

your responsibility for team leadership cries a management plan and not just your own brand, but from professionals in your charge. double work.

The management process of a personal brand management as we know it Executive Branding, and the basic difference with a process Personal Branding It is this dual responsibility and a chameleonic symbiosis with the values of the organization, vision and mission.

Personal Branding FAQ 8. How soon will I see results in a process of personal branding?

Million Dollar Question, whose importance reminded me of the brander staff Alicia Ro, recent winner of the award Best Blog personal brand 2017 (Congratulations heart, dear Alicia).

I think you already suspect what the answer: the results will come sooner or later based on the investment. I have had clients who have taken personal branding as a new competition soft on its agenda and others who have thought that six consulting sessions would bring them results in a few weeks.

What is investing? Does it refer to money? Investing means taking time to acquire new competition, It is like acquiring a habit. But who tells you they are 21 deceives days, it is not true (unless they are 21 days without sleep and with total dedication). It also refers to money, what fool anyone. If you hire a good consultant or mentor personal branding help you, acortarás you will accelerate the process and the outcome. If you also accounts a budget for graphic design, Web programming, management and content curation, network management, tracking KPI's, because you're going to accelerate, definitely.

From experience in this (I took from 2007), time to see results range from 6 months for highly motivated and 2-3 years ago for those who lead a more relaxed pace. When we compared to what it took to build Rome, We speak reasonable deadlines.

Personal Branding FAQ 9. ¿El personal branding es marketing personal?

Es marketing personal, but it is also much more than that. Branding is a very broad umbrella brand, among which is the marketing tools. All of identity would in a field between psychology (ideally) or coaching, away from marketing.

In my talks I usually raise the following simile: Personal Marketing is what I say about me. Personal Branding is what others say about me. Even if you think there is little difference, there is a gap between one and the other. Our goal, the main objective of personal branding is the recognition of others and their subsequent choice of our people. In a nutshell, they are others whom we “sell”.

Personal Branding FAQ 10. Is any personal brand is the same as personal branding?

If I translate the question into English, would “Is personal brand the same as personal branding?”. obvious. Isn't it?. The gerund branding indicates action. The personal branding It is the process of managing our own brand, whose main steps are self-knowledge, and visibility strategy. Personal brand (marca personal) the outcome of that process, in the form of emotional footprint we leave on others.

I hope I have clarified doubts and concepts with this second part of FAQ (2). I hope the coming weeks with the 10 other questions. Have a nice week!

FAQ Vector by shutterstock.com