employer branding and vision

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, yes, 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

About me Guillem Recolons

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

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

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

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

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10 replies
    • Guillem Recolons
      Guillem Recolons says:

      thanks Xavier! Viniendo de ti me lo tomo en serio. De vez en cuando, en nuestra profesión, tenemos un golpe de suerte, y lo he tenido con esta empresa, su gente y un equipo increíble. Thanks for write!

  1. Laura Corral
    Laura Corral says:

    Hi Guillem, cuando indicas que lo que mas te gusta..por su dificultades su why. ¿Te refieres al por qué de su marca personal?

    Otra pregunta..y los que toman la visión de su empresa como suya propia.. ¿qué lectura haces?

    Curiosidades que me han entrado leyenddo el ejemplazo de EY.. que ya me interesa saber más de ellos.

    A hug,
    Laura Corral

    • Guillem Recolons
      Guillem Recolons says:

      Hello Laura! Cuando hablo de ayudarles con su WHY no me refiero al por qué deben gestinar su marca como a cuál es su visión, su propósito profesional, la razón por la que se levantan cada mañana.

      Los que toman la visión corporativa como propia son profesionales 100% aligned, lo que llamamos una simbiosis. Es un caso que se da a menudo, y que no es negativo en absoluto. In fact, antes de entrar a trabajar para una organización deberíamos preguntarnos si nuestra visión y la suya van en línea, or at least, no chocan.

      Thank you for writing!

  2. hilda luz escobar
    hilda luz escobar says:

    Excelente idea. Cuando la visión de la organización se humaniza y deja de ser abstracta, logra que trascienda en su gente. Las palabras pasan a tener sentido, asociándolas a un mundo mejor; haciendo que el negocio genere un motor que encienda pasiones y las una, en una fogata común que ilumina nuestra jornada laboral.

  3. pedro pablo barabino
    pedro pablo barabino says:

    your (muy) buena pregunta, Guillem, da para reflexionar y reflexionar: “Would you feel comfortable doing your own vision of the company in which you work?”. Y en otro orden, la llegada del Purpose a las marcas, ¿no será una estrategia más (y ahora muy de moda) de comunicación que puede influir poderosamente en la employer brand -que incluso en algunos casos va en dirección opuesta al modelo de negocio de la compañía-, en vez de una verdadera base desde la que enfocar la actividad empresarial y construir una auténtica cultura de empresa?

    • Guillem Recolons
      Guillem Recolons says:

      Gracias Pedro Pablo! No creo que haya un peligro como el que comentas. Lo veo más bien como una oportunidad. In the background, nadie aguanta mucho tiempo en una organización cuyos valores son contrarios a los propios. a greeting!


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