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 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 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, 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!


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, 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

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

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

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:

Employee advocacy

Fists photo by Nito on


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

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. 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

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


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

The strength of internal brand ambassadors (Employee Advocacy)

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?

  1. Stop interrupting, to pursue. And start attracting with contents that have value
  2. 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.


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).


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.


People illustration from

Personal Branding FAQ 20 Frequent questions (2)

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:

  1. It is perceived as a unique and valuable specialist.
  2. 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.
  3. Career planning, a responsibility that was once companies and is now the sole responsibility of each professional.
  4. Align the EVP (employee value proposition or employee value proposition) with the proposed corporate value.
  5. 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

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, 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.

Nevertheless, 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.


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.


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 a 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 O 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
  • 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

Crisis and internal brand ambassadors, luxury reinforcement

Programs internal brand ambassadors (employee advocacy programs) They are often carried out as corporate branding reinforcement. But as I wrote in another post, one of the functions to take into account these programs is to help combat a crisis.

¿Crisis? Until now fear prevailed over the opportunity

Typically in business is to think that employees are can cause a crisis; theory half empty has been imposed to the half full. But today, you have to be blind not to see it with a contrary perspective: the (misnamed) employees are professionals committed to a project, excellent spokespeople and carriers of corporate values.

The challenge of a crisis (and all enterprises suffer) it is always easier when the defense has prepared beforehand. Organizations often have a crisis manual that usually have protocols and responsible for implementing Crisis.

But the manual has become outdated if you do not take into account the main factor of business confidence between the organization and the market: employees, people like us and technical experts and academics (view summary Edelman Trust 2017).

The secret: humanize brands and organizations

The idea is clear, people want to communicate with people, not by abstract entities such as companies or brands. That puts business professionals as the main drivers of trust. As paper and bits endure it all, rather illustrate a real example:

A crisis with Banco Sabadell

I manage my finances with Banco Sabadell since the demise of the Banca Jover, my former Trust Bank, on 1999. I have always tried to wonder. In 2013, nevertheless, I suffered an unexpected setback: wordlessly, I canceled a credit via burofax.

In fact, I never asked for the policy, They offered me insisting that it would cost if not used. After more than 10 years without using, on 2013 and different circumstances cash, I used. And it was then when it was canceled without notice.

I decided to act in the same way as the bank, and I published a post in this blog denouncing this practice surprising. logically, I shared the post on social networks.

The alert system online reputation Banco Sabadell quickly detect the possible crisis that could arise. Two minutes to issue the tweet, el community manager, from their own staff, He asked me "follow back" to send a direct message. I asked in a phone message. They did not pass 10 minutes to give the phone when I contacted the bank branch manager apologizing for the error, a communication error.

It seems that the bank had no intention to cancel the policy arbitrarily. What happened is that there was a change in the interest rate, and they forgot to communicate it. By failing to respond, CRM understood that I was not interested to continue with the policy, and the rest is the burofax.

Obviously, the policy was restored and everyone is happy. A few days later I removed the post.

What I can say is that I had not responded to a tweet issued by Banc Sabadell. I did it because he addressed me a person like me, with name, surname and soul.

My current relationship with Banco Sabadell is not only good but, By life things, I've even given talks to some of its directors working with the team content.

Bidirectional communication or death

This example highlights the importance of avoiding at all costs one-way communication that still prevails -Unfortunately- in many organizations.

Like people, companies can make mistakes, but they can not respond with a bot to something that affects the values ​​and beliefs of a person, and less in a crisis situation. The bot can be helpful as a first ultra-fast response "in a few moments a professional of our company will contact you". But after peer communication is required to equal. And here comes the role of the professional as an ambassador and spokesperson for the brand.

Assign responsibilities and protocols crisis

With the above I do not mean that all responsibility is placed on employees to resolve a crisis. Obviously there is a communication department that is who should take charge of the matter.

The employee acts here as reinforcement reinforcement brings credibility and confidence. Crisis under special measures required. It is time to show that all companies are human and that companies are the sum of the people who support them.


Brand Ambassadors… Are outside or internal?

You are CEO of a company. You have to make a decision:

1. Betting on external brand ambassadors
2. Pour the rest by internal ambassadors

I raised this question a few days ago from Linkedin, and the responses I got seemed enriching, so I think the result is well worth a reflection on this post.

Before analyzing the responses and drawing conclusions, it is worth pausing to define what it means brand ambassadors external and internal.

What are the external brand ambassadors?

This group consists of two profiles, the influence external and brand advocate. Translated, speak of those who can exert a positive influence on temporal and brand (influencers) and fans of the brand satisfied customers or (brand advocates).


At the same time, the influencers They may be celebrities (famous people) O experts. The first provide quick reach of the message, large audiences, and regulate credibility. Experts provide a slower communication range, specialized audiences and full credibility.

External influencers, both famous and experts, They are hired on a temporary basis (bells) by brands to represent them.

Brand advocates

You can try to satisfied customers it key partners. Satisfied customers are arguably the best means of communication, credibility and trust that can represent a brand. They have lived the brand experience and satisfies them enough to repeat the process of buying and prescribing. Marketers are known as “fans of the brand”.

Key partners, meanwhile, representing the balance of prescribers of a brand. Usually they located in the same ecosystem: providers, contributors, administration, professional associations, trade press, relatives of employees,…

The brand advocates They are not hired, are fidelizados, convinced, and therefore support, albeit temporary, It can be durable based on experience.

What are domestic brand ambassadors?

Obviously, This is the professional organization. This group may consist of three parts: President and CEO, the management team and the group of employees (hateful expression, But that you may know me).

CEO internal brand ambassador

The head of an organization should be its most effective and credible spokesman, at least in theory. In practice, It is not like this. Not me, that year after year is reflected in the confidence survey Edelman Trust. It is difficult to know the reason for the disagreement, in which multiple factors undoubtedly, but it is there, and it is serious.

On the one hand many CEOs do not see essential act as spokespersons and delegate the function. On the other many CEOs they are still living in the environment 1.0, more effective but less open than 2.0.

The head of an organization should practice example and be a mirror for their teams. If it is a bad communicator, the organization of this virus is contagious.

The management team

Steering committees and management teams are not spared from the low confidence generated. According to the same study Edelman, and to put it mildly, they need to improve.

A more transversal leadership style, open and communicative can be a good antidote, but from theory to practice there is a stretch.

Employees as generators of confidence

No one speaks with a company, with an organization, with a mark; We talk to people. Traditional communication techniques (public relations, media advertising, promotions,…) become less effective because those who communicate with us, who tries to persuade, It is an abstract entity (brand, product, service, company).

From the time we are able to humanize the brand through people who move, connect. Rue clearly it says “your people are your brand” (your people are your brand), and the people, in the end, people trust.

And there it is again Edelman study is to demonstrate that employees, people like us (peers) and technical experts are the profiles that generate greater confidence (in fact, They are the ones who approve).

Why? because the messages of employees or peers They're not here marketinianamente sweetened. Mechanic workshop cars do not fool with the same ease as the manager of the workshop regarding the benefits of a machine.

The answers

View of the foregoing considerations, and clarified what, In my opinion, they are brand ambassadors, Understanding the Answers (first come first served):

  • Jose Ignacio Czech Cenoz, marketing consultant
    I not think it's a matter of choice but of complementing the two actions. The first serves to project the company outwards with a more commercial approach and the second to attract interest from outside to the values ​​of the company through employee, managers, etc…
  • Carmen Herrada, vice-president of large organization
    I agree that 2 options should be complementary, but given the choice I prefer internal brand ambassadors. I've known companies with the best celebrities as brand ambassadors… internal team then burned with the company… As the world is evolving give priority to the option 2.

    • Jose Ignacio Czech Cenoz
      Carmen Herrada, I agree with the hue. The problem with the internal customer is activating its ability to mobilize and reach an audience that is usually more limited.
  • Davinia de Leon Martin, Technical product
    For sure, internal ambassadors. They are the real and reliable.
  • Eduard Perez-Mañanet Lozoya, digital marketing manager
    A mix would be best. But if you must choose an option according to the example, the best is bet on internal ambassadors.
  • Sanchez-Ocaña Alejandro Suárez, CEO of publishing company
    A 3: That your customers become your best ambassadors.
  • Jose Antonio Quesada, Global project manager in IT company
    It depends on the company strategy and the context of it. A priori, the best ambassadors of your brand your customers should be followed by your employees, and then thirds, but it will always be very relative, and conditioned on strategy.
  • Navy Sabaris, health professional
    In my humble opinion a mix would be yours, but if you have to choose one option, I stay with internal ambassadors. Without a doubt.
  • Rosendo Hernández Rubio, Professional insurance sector, teaching and blogger
    It seems that wins the second option, which would confirm a recent tweet from that shared Guillem it is post. Vale: post speech that are preferred influence the famous and both are external ambassadors. But, in the same publication, we read about the dark side of marketing influencers, the value of comments other consumers and the advantages of internal brand ambassadors. Of those 3 readings, I conclude that the best “influence” It is the anonymous who knows the company or the product, that is to say, a company worker.
  • … Y, because you have to take the rest by internal ambassadors, the CEO must assume that he has to be the first ambassador. A CEO who “Of the face” by your company to the public and to encourage their example employees in that work. In my industry (insurance), we are living and we do not usually noted for point us to the latest craze, so the effectiveness of internal ambassadors will be more than proven.
  • Fernando Duarte Merelo, director of vocational training agency
    “Talk about you, even bad” Oscar Wilde. That is to say, anything goes.
    The foreign ambassadors only if they are customers-apostle, the rest are mercenaries, and because inmates have to be included in the fixed salary.
  • Mario Villar, CEO and founder of enterprise web apps & mobile
    How many and which broadcast quality They have on each side?
  • Like Xavi, CEO audiovisual company
    In my case, I am looking for option 2, and as stated above, THE CLIENTS!
  • Juan Rodriguez Talavera, expert on digital analytics
    workers, always. Your happiness depends on the customer ?
  • Nacho Jimenez Delgado, Communication Consultant
    A 4: a mix employee / external / client.
  • Jordi Sabat, online video industry entrepreneur
    Among the options that you raise, the 2. Although Alejandro Suarez proposed Sanchez-Ocaña I think the most appropriate

some conclusions

This is not a quantitative study, but opinions and pundits are more than respectable.

The paradox is that everyone is right. Although there is a majority opinion in favor of internal brand ambassadors, the idea of ​​using also-according to brand strategy- the external one has considered.

I would say there mentioned aspects that deserve discussion, one is the Carmen Herrada when referring to external messengers can “burn” internal teams.

Rosendo Hernández is the importance of the CEO as the first portavocía, without which whatever comes next will have little validity. I agree.

  • The 77% consumers are more predisposed to buying from a company whose CEO uses social networks (Source: MSLGroup)

few months ago, CEO of the Energy Sector had a bad role in a crisis about a deceased person because of energy poverty. Although the company invests millions of euros in advertising, His words carried the reputation of the company to a lamentable stadium.

Mario Villar establishes a direct relationship with your question between quality and quantity of dissemination of each stakeholder. reasonable question. Invest one million euros in a campaign with a celebrity can not be compared to investing 100.000 euros in training 200 internal ambassadors.

In any case, something is happening. The effectiveness of traditional media is declining. According to the Nielsen Global Online Consumer Survey, only 33% buyers trust in brands. On the other hand, the 90% customer trust recommendations of products or services people who know.

Employee Advocacy, the solution

The employee advocacy programs, or programs to promote domestic brand ambassadors, is a cross solution affects direction, communication, HR. and sales.

Not just about turning employees spokespersons, seeks to improve the internal climate, to improve trust between managers and teams, in digital form and communication skills (soft skills).

The most important thing is to understand that not only has advantages for the organization, also for the employee and the market.

Dare to give your opinion about the doubts raised. There are few questions unanswered.

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8 advantages of being a brand ambassador for your company

To be Internal brand ambassador O brand ambassador your company has infinite advantages for the organization. And for you. In many talks business professionals ask me what they stand to gain by sharing corporate information. It is a recurring issue, I decided to dedicate this article.

Part 1. If you do not feel the shirt, Team changes

It's rough, but that's how it is… How long do you think will happen to your colleagues and bosses know and notice that you have a certain pride of ownership?

If your values ​​are not aligned with your company or its brands, think a bit before moving forward. What happens to you it may be due to several reasons:

  • You came because you wanted a job at all costs and no matter where you
  • Circumstances have changed, new address, new business philosophy
  • You are in a toxic team, breathing is increasingly difficult
  • Perhaps you do not realize, and toxic person is you

In this case, The best thing to do is start looking for something else. For your own good. By your peers and your company.

Part 2. T feel, but you do not have time

You are not an isolated case. The 99% professionals allege lack of time to be spokespersons for your company. And all, This is a question of priorities.

The #notengotiempo syndrome should be changed #estonomeinteresa. And of course, if not interested, Why spend one minute? Of course, the cuts will not make you earn more money, but thanks to the sum of corporate efforts and personal, Company brands can be seen strengthened. And what is good for brands your company is good for you.

Part 3. Do not look like employee, you are a shareholder, a part of the brand is yours

Yes. With all hours, effort, know-how (hateful palabro) and even affection that you've made brand, Do not you think it's a little yours? You may not have shares in the strictly commercial sense, but emotionally this brand is yours, or at least a little yours.

I have had the good fortune to be very proud of all companies and brands we have worked. And surely none was perfect, but to take part of my DNA, those marks were part of my heritage.

Yes now, the advantages of being brand ambassador (para ti)

Think big. When you work for a brand, you do in all areas

We tend to focus only on our tasks, our job description. But nonconformists professionals always go further and look for the brand globally. There's the big difference between someone who “meets” or someone who brings. Prevents the trees will not let you see the forest.

I know the first people to be the last

You get the freshest news of your company and its brands. In an advanced program, you will create content for a corporate blog that will take your signature.

Put your professional brand value

You may have created a career based on what you've shared on your social networks. When you share content from your organization, Besides being a natural, you start to build your professional brand to make a field of expertise. In a nutshell, corporate branding personal branding projects.

Create relations level 1

Often we complain about not having time to create professional relationships. So, Why not do it from the networks? LinkedIn and other networks allow access to potential customers, potential partners, providers, prescribers. Perhaps the virtual environment is not as authentic, but lack of time / space, It is a more than good alternative.

Acquires new digital skills

Perhaps you know interact, Share content, Network talk. But do you know where to find the best content (without your mailbox is full mails)? Do you know how to save and categorize links? Do you know how to treat SEO professional networks? You know how to stop programmed the contents of an entire week? Do you know what are the best times to post on each network?

Definitely, the training that brings these programs is of great value, and contributes to add communication skills and digital.

You are more credible than your brand take that responsibility how?

We've talked a lot about Edelman Trust which is published every year. Employees and people like us offer more confidence that CEO, steering committees, analysts…

That means that in a crisis situation, reinforcing your role to the Department. Communication can be crucial. Nobody talks to brands. People understand to people. Among the advantages of being brand ambassador, building trust is one of the most important.

You like to play? This is a game, and he has prize

If a program Employee Advocacy (so it called technically) It's well done, It includes a portion of gamificación. Come on, there are points, awards… Isn't it?. Money no. But some very custom-made gifts.

Recognition, influence, success

to end, wearing the shirt of your brand will become not only spokesman, also a professional recognized and influential. Between your computer and the digital environment your business, no longer a reflection of the real world online.

Someone influential is an informal leader, as defined Eva Collado. You may not have the title or position, but everyone attends the informal leader when it comes to solving a problem.

In my opinion, success is a measure that everyone should define. Define what is success for you, and you see how co-participant in your brand comes into play. In the book The Social Employee You will find several case studies of companies like IBM, CISCO, DELL… who they have carried out these programs, multiplying the scope of the brand thanks to its people.


You see. The advantages of being brand ambassador are not just for the company, They are shared. The difficult thing is to break the fear to implement these programs. The marketing and communication prefer to use conventional means, not knowing that an employee advocacy program, when digital, is 100% measurable. The HR do not want to take on new responsibilities. It seems utopian, but the general direction is not involved in this, no program. Perhaps not even know your competition you may be applying. Come on! it's never too late.


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