This week has taken place the most important event of the year in personal brand, the 6th edition of the Personal Branding Lab Day 2020. 78 people have intervened in front of and behind the cameras in the contents and outreach of the congress, And 2.300 registered to see it. And as usual, was TT (trending topic).
The title of this edition has been "Make your Personal Brand find you a job", and all the content has focused on that. In people who need to improve their work situation, either to find a job or to improve it.
I had the opportunity to discuss with the sales consultant and coach Monica Mendoza, whom I admire and share a great part of my personal and professional career.
If you have little time, I'll summarize it in a minute.
How far is the kilo of Personal Brand?
After wondering the price of the kilo of sardines, Monica has started the debate by asking me about the price of the personal brand kilo. Good entry.
I reply that it depends on who is behind that Mark. So, there is no central market for stocks that sets a price, because it depends on the worth. In addition, you can't sell a perception, an intention, but the result of the action.
Yes, the Personal Brand is sold (Mm)
Monica, with his DNA seller, agrees that the Personal Brand is sold because, as he said Tom Peters, we all sell at all hours and everywhere.
With Monica we share that we have both sold advertising in our early years. And here the question is whether what we were selling was a brand (the agency) or a product (the campaign). Solutions are always more complex, and we both agree that in the end we sold personal trust, results and that translated in confidence into the Brand.
No, Personal Brand is not sold (Gr)
Those of you who follow me know my obsession with associating Brand with Value. No Value No Brand, we'd talk about a commodity. Under that premise, I don't think we sell, but we create Value, a solver, and that's what our customer buys. And that Value is usually behind a service or a product. If you hire a lawyer just because I work in a big firm, you may have bought Brand and made a mistake. No product, no service, there's no Brand. Instead there are the bulk, which are un trademarked products.
This doesn't go from oneself
One point of agreement is the idea that we shouldn't sell ourselves, but the result we can achieve to a client or interest group. In other words, this isn't about us, goes from how we can grow a client or stakeholder.
Monica remembers the classic letters or emails that come to her and explains how she would like to be reached. In the world there is a clear lack of empathy that turns many job candidates into selfish beings who have not taken the trouble to know the smallest detail of the company they are applying for work from.
Monica's Golden Minute
Monica begs job applicants to work their digital identity thoroughly. "We google them, on Linkedin, on other social networks". And you look at what they share, how they share it. You can't see photos of professionals on Linkedin with sunglasses, or doing sport, misspelling or capitalization.
We must also keep an eye on ideologies and beliefs, polarize and negatively predispose the recruiter. You never have to deceive and you always have to show the talent, that seems to be hidden from many candidates.
Guillem's golden minute
On my side, I made a networking recommendation to job candidates:
- Choose five companies you'd like to work on
- Analyzing your business models, your pain points, places where it is possible to add value
- Follow those companies on their websites, Blogs, social media
- Find out the name of potential hiring managers
- Interacting with these people by offering Value, changing the status from unknown to known... and contributer
- At last, Connect. Strengthening the relationship by bringing more value.
- After a while of the connection, request an interview.
The face-to-face video: Is the Personal Brand sold?
Just, here I leave the face-to-face video "The Personal Brand, is it sold?" where the complete information appears and above all, Monica Mendoza's wonderful tone, a cream connector that it's impossible not to fall in love with at first sight. Happy week!!
Stock Photos from S. Vidal / Shutterstock
- Gains relevance, contributes to import and build long-term relationships - 23 January, 2021
- The business model as the epicenter of our Personal Brand - 17 January, 2021
- Believing in you is a necessary condition, but not enough - 10 January, 2021