Shareholding emotional perhaps innocently, Utopia or road?

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

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. However, 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

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:

professional conviction

@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

Who it is best spokesperson, Does the employer or its people?

When we talk about the best spokesperson for an organization we often confuse. We think the best spokesperson is the person who holds that office. It is not like this. All professionals in an organization, from its leader to the fellow, are mouthpieces thereof.

The digital humanist Joan Clotet usually tell a story in formations that share personal brand. I had to take the place of his boss at a round table made up of various professionals from different companies. had just 25 years ago. A reporter approached him with the question what do you think Arthur Andersen…?

The anecdote reflects the importance and responsibility that comes with working for an organization, no matter how long you take or position held. We are all brand ambassadors.

Agree, but who is best spokesperson, the businessman / or its people?

My answer is: if you have done well, everybody. According Edelman Trust 2019, we believe less in management. But not because they offer less confidence, but some tend to be more opaque, more reluctant to tell what really happens in their organizations. Usually they go on the defensive, and often they play or manipulate data in the public domain. Hence it is that reputation unfairly won, since they do not just be attributed to all.

It makes sense that lower and intermediate profiles provide more confidence because they do not have to cheat, ni exaggerate. Technical and academic profiles offer much reliability, it is logical that an engineer knows more about a car that the company president.

However, portavocía the potential of middle managers or technical profiles is the great forgotten. A missed opportunity?

Why do not they want to voice their key people?

A few years ago I wrote an article entitled Soymimarca Your business does not give voice to key people?. At that moment (2011) few companies were aware of the importance of projecting his people. The main reasons were two powerful enemies: ignorance and fear.

repudiation

unfamiliarity, on the other hand, It was understandable. In 2011 very few companies had an internal social network. Many had access to social networks “castrated”. I must say that this figure has not improved too: according euro Firms, still today 60% companies limited access to social networks for their employees. That's ignorance of the potential of their people act as human and credible strengthening of its brands portavocía.

employees access RRSS

X-Employee Branding in Spain. 2017. euro Firms

In addition, there was little literature on employee advocacy, employer branding, and penetration of social networking company was still scarce.

Fear

I fear to break the status quo, to be different, to promote his people with the risk of being captured by competition. But it is said out there that there is something worse than train your people and go, and not to form it and stay. I moved in 2011 that a strong and positive image of an individual, by charisma, benefits the end image and confidence in the company and its brands.

The keys: mindset And training

The solution to this comes in two phases: awareness and implementation of training programs. And always in that order, and starting managers and then transferring it to the rest of the organization.

I usually do sessions mindset with executives, not carry more than two hours. Through a tour of the Falling effectiveness of traditional media, the benefits and ROI of project programs Employee Advocacy in the company and raised the features and routing them.

The next step is the formation, whose programs ranging from workshops from 8h to 16h other. Of course, There are also shorter formats, but are less Experiential.

 

Conclusion, any professional organization is the best spokesperson, managers offer greater understanding of the context, market and business, employees know best product and service. Only 16% of companies they have initiated a program of this type in Spain. They are the ones who have decided not to be outdone. But 84% (according to Eurofirms) that makes it a priority objective of attracting employee advocacy external talent, what seems to me an error of order: first acts with your people, then with the market. How dice Arruda “your people are your brand”.

 

Photo by Apollo Reyes on Unsplash

 

8 Common mistakes in corporate blogs

Although I am not a specialist in online marketing, My own experience 7 years Soymimarca blog, one of the corporate blogs del personal branding, I encourage me to suggest some ideas to make this journey more bearable.

I've seen over the years many mistakes improvisation and lack of professionalism, and I rated and developed for your company to achieve dodge:

  1. Syndrome shell company. Not having one or more corporate blogs
  2. Extreme boredom syndrome. Confusing blog with a section of company news
  3. Dehumanized syndrome company. Not knowing who sign posts
  4. The headless chicken syndrome. Not having a content strategy
  5. Endogamic syndrome. Not invite external authors
  6. Blog shy syndrome. No share content on social networks
  7. Blog disappeared syndrome. Some SEO is not bad, without obsessions
  8. Impatient syndrome. Believe that this gives results within a few weeks

1. Syndrome shell company: Not having one or more corporate blogs

According to "Employer Branding radiography companies Spain" of Eurofirms, only a 42% companies have corporate blogs. Such a surprising fact as worrisome.

If an organization needs to launch a content strategy, you can do it in many ways. But certainly have a corporate blog is helpful. For several reasons:

  • The blog is a "digital home"A place that is under the control of the company and from which always easier to sort and find content, by category, authors, tags…
  • The blog greatly facilitates employee advocacy strategy, giving voice to internal talent.
  • Consequence of this, the blog facilitates employer branding strategy, attracting external talent.
  • This is an excellent resource for the press, you can find materials to supplement your articles, giving greater visibility to the company.
  • It is a two-way communication resource, which allows any external person can discuss the contents of each post. Recall that markets are conversations.
eurofirms corporate blog

Source: X-Employer Branding in Spanish companies / Oct 2017

2. Extreme boredom syndrome. confusing corporate blogs with sections Company news

Many companies have chosen to rename the old news section, now called blog. It is only if you are signed blog, if it supports comments and if your reading does not require passwords. But I would add that the old news sections explained in journalistic writing bored format. And a lot.

Your company has purchased a new machine may be relevant to your customers. Even for your people. But that's better tell a newsletter. The goal of a corporate blog is that its contents are rich, relevant, that add value to people who do not even know the organization and its brands. to attract (basic principle of inbound marketing).

3. Dehumanized syndrome company. Not knowing who sign posts

I repeat. This is not a news section. It is an opportunity to reach quality audiences through content humanised. Corporate signature on a blog is equivalent to talking to a bot. I get tired of saying that They speak to people, not companies and brands.

In addition, digitally sign posts for professionals, either internal or guests, It is a good promotional tool. And therefore part of a process of personal branding to boost personal brand of these professionals.

4. The headless chicken syndrome: Not having a content strategy

What are we talking this week? Cold sweat. Looks to nowhere. Nobody wants to answer. One has read something this morning that could be the seed of a content. The boss does not see it. Nor chief.

Have a content strategy in a corporate blog is not as difficult. You can create categories based on various criteria: targets, keywords, areas of activity of the organization ... For example, those of Soymimarca They are aimed at different audiences, since the focus is always personal branding.

Someone specialist SEO (positioning online) I would say that the best strategy is the creation of categories keyword why? because if done right (keyword planner) We use the exact words search of our customers and other stakeholders. In this post, for example, the keyword is corporate blogs.

Once we have the blog categories, We can think of subcategories. Imagine that we have defined 8 categories, If everyone can shelter 6 subcategories, We have a total of 48 topics to talk about. Almost one for every week of the year.

It then tries to find the best author of each topic (Internal external) and assign responsibility for drafting the content, following a style guide previously approved.

5. Endogamic syndrome. Not invite external authors corporate blogs

Why would a company like Ferrovial, with about 100.000 employees, would need to invite external authors to your blog?

ferrovial blog

For me Ferrovial's blog meets the characteristics of an example of corporate blogs. Positive invite external authors to enrich the contents. And while, get more widely by joining several communities (internal and external) in the process.

I was fortunate enough to receive an invitation to write there on the value proposition, and the truth is that was enriching for the community and for mine Ferrovial. Win-win.

Elena Arnaiz has created in his blog a section entitled "today shines"Where different authors invited to create value on issues of personal brand, recruitment,…

6. Blog shy syndrome. No share content on social networks

Create a content is progress. But the post does not move alone. You need to gain exposure, and this requires free media and means of payment. Most important, for greater engagement and outreach it is essential to have the diffusion of employees in their own communities. Not to force, Only those who feel the colors and that have communities and digital skills to make.

As for ways to promote the corporate blogs, here are some alternatives:

  • Share it on social networks. let's remember, corporate and ideally the best brand ambassadors -both internal and external.
  • Advertise in social networks (I suggest reading the book "How to monetize social networks"Pedro Rojas and Maria Redondo, -Lid Editorial- which they deal with the subject exhaustively).
  • E-mail marketing.
  • Internal linking strategy (web) to promote content.
  • Press releases.

Some companies are dedicated to "tag" external influencers post their tweets when new content is it a good practice? I speak on their own behalf, It is recommended if they are implied in the post, if not, This is pure spam.

7. Blog disappeared syndrome. Some SEO is not bad, without obsessions

Strategy online search engine positioning (SEO) You can help make content easier to find by those who do not know us.

There are several actions that, without obsessing, worth considering:

  • Define a keyword per post, to be 100% related to the content and category. If not forced, worth repeating keyword 4 or 5 times.
  • If it is a text blog, Keep in mind that the short posts are not as welcome to Google as long and well structured. Some authors speak of 1.200 words as an ideal. El plugin SEO by Yoast, a reference for users of WordPress, recommends a minimum of 900 words. In any case, my obsesses me more quality content not quantity, but if you want to tie it all together, note the extent of each post.
  • Some companies have chosen to create their own blog domain for different web. From an SEO point of view it is a mistake, since it involves not take advantage of the inertia of attraction keywords to a single domain. For example, Blog URL is Soymimarca soymimarca.com/blog-personal-branding.
  • Remember to enrich with images, podcasts, videos, infographics ... Today we know that these elements facilitate reading and get between a 20 and a 50% more visits. In this masterpost (7.000 words) José Facchin expert explains the keys to the success of your blog, which include the use of images and computer graphics.

8. Impatient syndrome. Believe that this gives results within a few weeks

The expert John Lincoln defines a customer journey of the corporate blogs in four years to achieve its effectiveness.

  • Year 1: create audience
  • Year 2: Basic monitoring and constant flow of traffic
  • Year 3: count visits by thousands, generating leads and business
  • Year 4: The blog is already established as a channel for marketing and branding

Sure you'll come more errors. But these are the most blatant I have encountered along the way. Do not forget to consult those who live on this, among which I recommend to José Facchin, Miguel Florido, Claudio Inacio, Rubén Alonso, and Vilma Nunez, among many others.

 

Photo by Diego Vitali on Unsplash

No corporate vision no employer branding worth

just over a year and a half ago I gave a training for one of the big consulting world. For me, the corporate vision, the purpose, It is essential in terms of personal branding and employer branding.

The fact is that the vision of that company, on 2016 He tore a “be leaders…”. All is said. Leadership can never be a vision, in any case it accepts to be a business goal.

Another major starred in another similar episode. A niece of mine worked there, and when wearing little more than a year working pace 15 Daily hours, they proposed a small promotion. It was more money, a pinch more responsibility and more time. She wondered why? and the only answer I could get was “so that the CEO is richer every day”. He went there, of course.

I am currently providing training for another major, EY (antes Ernst & Young). Its corporate vision is this: they want build a better workplace, fairer, equitable and sustainable. I know these words Building a better working world They may sound like a mere declaration of intent. But the level of commitment that goes beyond; It is incorporated into the brand, inseparably. And not only that: there is site and specific monograph on the purpose EY in the world. Begins with a magic question: Where do I'd start if you wanted to change the world?

EY logoAnd since actions speak louder, from RR.HH EY they are promoting personal brand management (personal branding) its people without any prejudice and announcing full screen and the tag #YoConstruyoEY. I have the good fortune to be part of an exceptional group Laura Chica, Eva Collado, Francisco Alcaide and Alex Lopez, Together we are working in different formats to reinforce brand professionals the consulting firm.

The big difference is that there is a north, a destination, a WHY (as defined leadership expert Simon Sinek in his Golden Circle). And that makes things easier. Those who integrate EY know they do not work just to make money or create a career plan: behind there is something higher: sustainable energy, support for refugees, transform communities, changing supply chains, advance the digital change, improving urban mobility…

All this, coupled with the fact that the company makes its public commitment by the personal branding, configured without doubt one of the best operations employer branding I've seen in years. If we add that many of its officers are social (active and proactive in social networks), we would say that there are powerful reasons to choose EY as inspiring destination.

One of the jobs I like most, for its difficulty, It is helping professionals to draw their purpose, his vision, his WHY. Often they remain thoughtful, and I tell them, Would you feel comfortable doing your own vision of the company in which you work?

The personal branding in the company does not begin with the employer branding, begins with a vision that is more than a set of meaningless words. If the vision is achievable and inspiring, the company will have large internal brand ambassadors that will attract the best external talent. People trust people, recordémoslo.

 

Cover image: betterworkingworld.ey.com