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 old . 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.


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 programs 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


No social employee without social enterprise (The IBM case)

No social employee without social enterprise. Thus concluded the article The rise of social employee the company that published a few days ago in Soymimarca and Linkedin simultaneously.

Companies still suspicious of this figure of the social employee. Sometimes ignorance, sometimes for fear. Perhaps for that reason I would like to work with data and a case that will help you gain confidence. Today I present one that amply justifies the ROI and gives strength to the title: “No social employee without social enterprise”.

Creating social culture: The IBM case

When success stories around the concepts of social employee and strategies are analyzed Employee Advocacy programs, IBM always appears in the top. Here's why.

What exactly is the Employee Advocacy

The definition that best fits what I think it is Employee Advocacy programs is that of the specialist Susan Emery: Brands that empower employees to support brand objectives, using content and social networks employees themselves. If I have mistranslated, Here is the original: brands empowering employees to support the goals of the brand, using content and employee-owned social.

Why brands should work with programs Employee Advocacy?

We know that the Employee Advocacy programs It is the way to more quickly and efficiently boost growth engagement mark. I have spoken many times about the trust status between businesses and consumers. Thanks to the annual study Edelman Trust, we know that markets rely on their experts and employees more than anyone in a company.

Edelman Trust Confianza 2017 /

Source: Edelman Trust. Translation: Guillem Recolons

The same study reveals that employees score higher as influencers communication 4 of 5 categories, including Engagement, Integrity, Products and Services and Operations. Not bad, true?

Measures or let it run

All program Employee Advocacy programs It must be measurable, you have to prove their value and results. Without that the company does not have the necessary resources for investment.

And here it is worth considering financial and non-financial. The former seek to increase revenue or decrease costs, and the latter refers to benefits such as increased productivity, improving operational efficiency and reducing marketing cycle.

So, not enough to set goals, you also need to determine how to measure and report progress.

IBM is a leader as a social enterprise, a brand committed to the promotion of transformation, which facilitates open collaboration and participation of employees

Colleen Burns, director IBM's Influencer Engagement Team, He shared the conviction that IBM employees are one of the largest sources of influence. Los IBMers (so employees call themselves), play a critical role in helping to set the agenda, and build and cultivate relationships.

The program IBM Redbooks Thought Leaders Social Media Residency It is a great example. It was designed to create a network of blogs on leadership and help motivate IBM technicians to establish their Personal Branding social. Since its inception in 2011, the 200 Program participants have created about 2.000 blogs 11 different topics. In fact, their 800 publications have accumulated more than one million visits and follow up.

He programs selected by IBM

It is a program designed to identify qualified experts to support social strategies aligned with market priorities. That allowed tag links and track the input references personal blogs. This program has quantitatively and surpassed traditional marketing tactics paid media, Demonstrating that digitally experts who support the brand can achieve a conversion rate 33%.

The power of employee advocacy in IBM


incredible figures: Alone 200 IBM professionals managed Share 146.000 content. These contents generated 188 million impressions (view content). And these impressions got over 600.000 clicks to the web, something that would have cost paid advertising 300.000 and 1.200.000 Dollars.

Still you are doubting the power of Employee Advocacy?

From the book “The Social Employee” (Cheryl & Mark Burguess, McGraw Hill 2014) this infographic shows the results of a study that prompted IBM to know the state of social technologies in organizations. 1.16o business and IT professionals analyzed.

IBM computer graphics from the book The Social Employee

Excerpted from the book "The Social Employee" Cheryl & Mark Burguess, McGraw Hill 2014 / Guillem Recolons translation

Conclusion, despite business confidence, these programs get boost the social employee with a clear objective: promote the brand from a humanized source, connector, and transmitting confidence.

Cover image by

Personal Branding in the company: Applications, pros and cons

In this paper I address the possibilities offered by different programs on personal branding company, applications, advantages and disadvantages. Finally, indicated what the consultant profile / ideal trainer to carry out these programs.

Personal branding in the company: the great unknown

In Spain and some Latin American countries, the development of such programs in the company's testimonial. Responsible for that situation are not the companies themselves, We are consultants and trainers in personal branding, we have not been able to convey the benefits and the return they would get organizations to include in their training plans and consulting applications derived from corporate or personal branding personal branding in the company (employee advocacy programs, executive branding, employer branding…).

For me, I will try to amend the error.

The origin of Personal Branding

Although the word “personal” leads us to think that this is a individual action, the first author who coined the term “personal branding”, Tom Peters, he referred to as personal branding enhancing personal brand of employees and to discover their role as intraemprendedores. That is to say, professionals understood as micro-enterprises (he calls it Me Inc., translated as I S.L.) with initiative and ability to go beyond their job roles in creating value to the stakeholders.

Personal Branding development

A few years after Peters coined the expression (it was in 1998), literature about management Personal Branding He dissociated himself from the company and its advantages and wrongly associated -only- independent professionals.

The arrival of the web 2.0 and its impact on brand management staff

It should be noted that while the Internet already existed at that time, social and professional networks are not consolidated their presence until the end of the first decade 2000. There was a significant change: anyone could use for good or bad- the Internet means to vehicular his message and value proposition. Shyly markets began to be conversations and companies had to change monologue (advertising, RR.PP) yet ongoing dialogue with customers, contributors, shareholders, influencers, detractors. Definitely, stakeholders. This dialogue was to blogging platform and social networks.

digital reputation

the Emerge digital reputation as a mechanism for monitoring corporate and defense identity and corporate branding. Organizations begin to create and activate profiles on social networks to protect themselves from crisis and attacks, but also as a means parallel to traditional communication to transfer brand value.

two curious phenomena occur:

1. Finally Crises always meet people with names which it is across the phone or computer. Reading: Brands do not solve problems reputation, why do people.

2. there are employers who still think that if your company does not have a Facebook profile are to deliver on that network attacks. Let's call it naivety 2.0. The solution is not to be present in all social networks or blogs, It is in control them and have a small army of “fans of the brand” -internal or external- they can converse with opponents and establish a constructive dialogue. It is difficult for brands to be assertive, but people can be.

Put a community manager It is not the solution

A mistake many companies and marketing and communication departments is to believe that a community manager solves everything.

The community manager can monitor the network for problems reputation, detect fans and brand influencers. You can share corporate messages in different digital media. You can make monitoring reports and evolution of trends stakeholders in the digital environment. In some cases it may be a generator or content curator. But can not afford a crisis alone.

As Ivan Diaz says (Branzai) branding problem will, no solutions. It refers to our unhealthy obsession with finding the solution before thoroughly study the root of the problem.

What time is now personal branding?

Between 2010 and 2015 many professionals have become aware of the importance of managing your brand. The crisis has helped, definitely. Also the increased presence of consultants personal brand texts, methodologies and ideas have helped many people to self-manage their brand (with or without mentors).

From 2015, proliferate courses, workshops and talks about the personal branding. Many of them, Besides, sponsored by public institutions, other private entities, and others for business schools.

In Spain, for example, excellent texts have been published, books, blogs about. Highlighted the following books: Y tú, ¿qué marca eres? (Neus Arques), Expertología, Personal Branding for Dummies (Andrés Pérez Ortega), The challenge (Pablo Adán says), Marca eres tú (Eva Collado Durán), Desmárcate (Xavi Roca), Un café con Chan (Ami Bondia), El mapa de tu talento (Arancha Ruiz), Your professional brand (Fabián González) and, sweeping homeward, the entire collection of ebooks Soymimarca (7 Until now).

At the dawn of this little hatch, it appears intrusiveness. It is common. Emergen false gurus personal brand, who they call themselves experts but have not even had the decency to read a book about it or take care of your own brand. Intrusismo classic format usually comes from the hand of the experts Multilevel and self-styled experts personal brand 2.0.

Personal branding seems to be a good time. And there is a public that refuses to adopt: the companies. There are several reasons: fear (to promote employees and march), repudiation (It is usual), and what I call “toxic crosscutting“. I mean that the application of personal branding in the company affects three major departments: communication, human Resources, commercial (and therefore, to the general direction). And here come the problems Who should drive personal branding programs? Syndrome “that is from another department, it's not my competition” imposes. Inaction dangerous where there.

Personal branding applications in the enterprise

Personal branding applications in the enterprise

Vector by

The different types of program that can adopt personal branding in the company They have a triple beneficiary, on the one hand company and its corporate brands, on the other own professionals the organization and on the other the market. Without understanding this principle something for something It is impossible to advance.

Executive Branding

A term coined by the specialist William Arruda. basically executive branding about programs individual consulting made to company executives. It is the best possible start, as managers become aware of managing their brand in symbiosis with the corporate branding of the organization. When the mindset is created above and flows to the rest of the company is operating. The reverse is useless.

Training personal brand

Is about workshops of varying length (ideally one to two days) that professionals (middle management, senior managers…) become aware of what brand they project their peers, bosses, customers…, analyze your business model, message, and discover the possibilities of personal communication, both internal means (key aspect) and external.

Employee Advocacy programs (Employee mark)

The Employee Advocacy programs, lso known as programs Employee Branding, Internal Brand Ambassadors or Advocate Branding. It is mixed programs of training and consulting to project the brand used in parallel to the corporate brand, strengthening communication activities of the company and its brands. Makes employees (only voluntarily) in the best influencers marks the organization. well used, These programs include techniques social selling to obtain measurable results in improved confidence, media exposure and sales.

The guiding principle behind these programs is the People trust people (people trust people) and coined by Arruda Your People are your Brand (your career is your brand).

Employer Branding (Employer brand)

Programs are attracting external talent based on the projection of the brand values, the working environment in the company, testimonies of experiences (storytelling). They act like pull, They are part of a philosophy inbound marketing. A candidate prefer to work in a company “Best place to work” in another that offers better economic conditions.

Advantages of Personal Branding in the company

Humanization of brands

Brands need to humanizeThe more technology advances, most need to hear a human voice. People trust people with names, flesh and blood, with a unique story behind, with a forward face proximity.

A corporate blog without personal signatures is not a blog, It is a news section 1.0 unable to emotionally connect with the audience it addresses.

People attract us. My colleague Fran Segarra, humanizing where there, often refers to the pareidolia as a psychological phenomenon in which we tend to identify human faces or objects in nature. In this phenomenon continues Instagram with the hashtag #Iseefaces, totaling more than 450.000 images.

Build trust (or rebuild trust)

We know, thanks to the excellent work of Edelman and its annual barometer Edelman Trust 2019 Trust that the big bosses of companies do not inspire confidence. Instead, our peers, people like us, technical and academic profiles profiles inspire us confidence.

Recovery Confidence

Gráfico Edelman Trust 2019 translated by Guillem Recolons

The graph shows how the vector credibility of a person like us (someone like You) It is important, as are the profiles of technical expert and employee.

Alignment of values (corporate and personal) in one voice

One of the advantages of training programs personal branding in the company It is that help brands and employees put on the table their values ​​and coincidences and affinities are analyzed. It is important that corporate statements (view, mission, values) They are not written so that they are alien to the professionals who will support the company brands. In the same way, it is important that employees internalize their role as spokespersons for the brand and understand very well where your company is going and each of the brands.

In an article I wrote a few years ago in blog titled Soymimarca How to transform employees into brand ambassadors, He detailing the three essential steps to implement a program employee advocacy programs:

  1. Promote self-awareness and personal identity (personal branding) among employees
  2. Turning knowledge of internal brand a priority (Corporate Branding)
  3. Connect the personal and corporate

Amplification Message

What would the communications director of a company if I told you thank your employees can sixfold messages reach of their brands? Surely I'm lying. But for my download, data are published in the excellent book by Cheryl and Mark Burgess The social employee. The text recounts real cases of companies like IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, house, Acxiom or in their social media plans shared with its employees as brand ambassadors.

Far from seeing their professionals as a threat to corporate communication plans, they see them as allies in a something for something that employees internally and externally reinforce their professional recognition, your personal brand.

This was the particular issue that tried in the TED “Small Data, the power of people“, which it based on the strength of the connection company / VALUES market to connect employees / VALUES stakeholders. Something I call Superpowers.

Help crisis settings

I'll leave something clear to avoid misunderstandings: managing an internal crisis is the responsibility of Communication, vice presidency, protocol… And no employee. But clarified this aspect, who better can support the company in crisis management are human persons as maximum generating confidence and credibility.

In this excerpt from an academic article entitled “Employees: The key link to corporate reputation management” and the importance of employees glimpsed in crisis management.

Retaining talent

Clearly a committed employee will be more impervious to external proposals for change than one that is not. But I prefer to call retention “Talent conviction“. The Anglo-Saxons call lasting power, but whatever the expression that defines, motivational talk, illusory, Shared Project, future participation and decision-making, of involvement.


I am the first who argues that the difference is nothing if we do not join the relevance. But personal branding in the company makes a mark different from its competitors. Although it may seem utopian, a brand is also imbued with the values ​​of the people who drive. I do not like to use famous people, but to illustrate the case we will: Amazon carries DNA Jeff Bezos, one of the world's top rated CEO and one of the biggest drivers of personal branding.

Blaise James, a strategic brand consultant Gallup, He concludes in an interview call “The Value of Personal Branding” (2009) the next:

“Employees own brand are self-sufficient and more innovative. They are problem solvers, and commit themselves thoroughly with the corporate brand”


The principle that we can all connect comes alive with personal branding company. Normally the role attributed networking the management team, Board of Directors and commercial team. But with a properly applied program contacts will also emerge from the conversation that project employees. My colleague Ricard Pons He holds-and I agree- We sell all. Matiz: we sell, but we do not sell. We sell the products and services we offer, with which we feel comfortable, aligned.

Plan B

What if the company would be forced to close due to financial problems, legal…? The application of personal branding programs will equip professionals that organization skills of self-knowledge, self-management, entrepreneurship, and communication to perform better in a crisis scenario.

Disadvantages of Personal Branding in the company

Where there are advantages there are also disadvantages. And the Personal Branding in the company no stranger. Here I detail the most relevant:

Mindset (mentalisation)

It is public enemy N1 of Personal Branding. Such programs should start from the top and down to be effective. Imagine that among the recommendations of the external consultant, include the implementation of a corporate social network (kind Yammer). If there is no involvement of managers, always be frowned upon an employee is putting a like in a review of internal social network.

Big problems of lack of use of these resources are given by the lack of positive mindset by “bosses”, value that only this type of communication channels as a waste of time.

no immediate return

The managers Today they are essentially short-sighted. They do not consider an investment if the return is not fast. Do not blame. But programs personal branding in the company They are not the rabbit chistera. Require several phases: mindset, structure, determining the persons who will perform the program, make formations, implement action plans, measure outcomes and improve the worst rated areas.

ROI is not an investment in machinery for a sausage factory. competences soft -and what is personal branding- generally they have a positive return but slower than that of hardware.

The advantage in the ROI is that good consultants will choose the most likely professionals to develop personal branding programs. This not only speeds up the implementation, but guarantees its success and subsequent internal diffusion.


The idea associated programs personal branding in the company cost is. Rarely it arises as a depreciable investment. The fact that a program Employee Advocacy programs can help reduce the marketing budget will be welcomed by Human Resources, but not Marketing. With the church we have encountered.

The vertical type organizations very unlikely to achieve consensus on a responsible application of personal branding in the company. Or the role it has overall direction, or personal branding programs “they filed” in the trash.

Flight of talent

Many managers with whom I have spoken say that personal branding can contribute to the brain drain. It is not easy to convince them that those who abscond are not receiving any training or mentoring. It is not easy to convince them that as the director of Gallup says, own brand professionals are more committed to the company.

Who can implement programs in organizations Personal Branding

To end, Some advice for any company are encouraged to implement these programs.

  1. consultants / trainers must project a strong personal brand, both offline and online, and be recognized by the market as specialists. A professor of personal brand without personal brand can little mentorizar. In this sense, welcome to read the post A teacher without personal brand personal brand? which he brought some controversy. In Spain, for example, there are some 15 professionals who fulfill this requirement.
  2. consultants / trainers must have experience in consulting and training in holistic personal branding. And with comprehensive I mean not only have skills related social networks, or only strategy or techniques of introspection. They must be able to treat all. The process personal brand is an iceberg, which it requires a lot submerged part to the emerging shine.
  3. consultants / trainers must have experience as employees and managers in organizations. Otherwise it will be difficult to understand the problems of their client or assess and quantify the opportunity presented by implementing programs.

I hope I have helped clarify some essential role personal branding in the company (personal brand management in organizations). There is much to do, but first break barriers.

I have a detailed program of how to implement the personal branding in the company. And the best, I have the support team of some of the best consultants and trainers in personal branding. The choice is yours.


If you want to discard this article in PDF, here you have the link. If you want a infographic Free summarizing what was discussed, Here you can download the.

Faces image by

From employees to involved: A solution of #Branding

One of the major challenges facing organizations is to get your human capital pass employees involved. The differences are enormous, as I have already stated in a post. But make no mistake: in this movement should come out winning both parties involved; if not, it does not work.

Superpowers do I want you

A few days ago he spoke of superpowers, refieriéndome values. It was a charla TED, in insisting on this fact: without empathy or the values ​​of professional organizations, win the heart of the markets It will be a task far less complex.

The massive bombardment of advertising, promotion and public relations is becoming less effective in generating complicities. Here I leave you this video that explains in a simpler way (excuses for the lack of accents, a lack of software):

Requirements to align personal values ​​and corporate

Align personal and corporate values ​​is not an easy task. very different disciplines are required to carry it out successfully:

  • Personal and corporate communication
  • Personal Branding
  • Management experience in organizations
  • Advanced digital skills

That's branding

Definitely, talk about a solution capitalized BRANDING. That so many associated with creating a logo is much more. I stay with the magisterial idea of ​​Iván Díaz (Branzai): The main purpose of a brand is to create value and Preference.

You need to put the organization

On the other hand, organizations must put to work, from the general direction, their communication equipment, HR and training. The Brand Ambassadors program (Brand Ambassador, Employee Branding, Advocate Branding) They are really cross. And if any prerequisite required to boot, this is called mindset, a clear mentalization by management on the need for and benefits of the process.

A matter of trust and amplification corporate message

If your company needs improve market confidence and amplify their messages, do not hesitate, You need to implement this program, and turn your human DNA employees involved. I am fortunate to have partners really prepared to successfully develop the program. Let's talk.


The digital transformation starts at the top ... or fails

Those who know me know I'm not an expert on digital processing, my business scope is around branding, both personal and corporate. But we could say that I have witnessed the introduction of several digital transformation processes, It is allowing me to target a reality that can be painful for many companies:

If the digital transformation does not begin with the management staff of the company, the thing does not go well

The company, through its reponsables IT, Marketing y RR.HH. or general management decides to launch a process of digital transformation. Sometimes they do this by analytical factors and competition, sometimes because it has the neighbor (competitor) and we shall not be less. It is important to internalize what the digital transformation, and take into account not just about skills but a different way of doing things. I strongly agree with the three key areas of the digital transformation that defines McKinsey:

  • Value creation in the new frontiers of business world
  • Value creation processes that implement the vision of customer experiences
  • Development of new skills that enhance organizational structure

The beginning

the search process starts, the company will lead the implementation and training process is chosen, often with a significant cost impact: Imagine for example that an internal corporate network is implemented: although there are content management modules (Yammer…) the costs of adaptation and implementation for a business that has various ranges of products and services are high.

Lack of mindset

One of the problems facing this type of process is often time of implantation until their regularization is long, and therefore process benefits slow to perceive, often causing complaints anti-change (that there, and many). The cause of the slowness of these processes is to be carried out without prior phase mindset (mentalisation) that prepares managers and other professionals for digital change management.

Lack of training

There are many companies that provide a system of effective and regular training, facilitating the implementation of processes, but unfortunately a large majority see the training needed to adapt to this new time as a cost rather than an investment.

limiting beliefs

It also often happens that one of the brakes are certain limiting beliefs that equate the digital transformation of the organization only managing social networks. Obviously the management of external communication online is an important digital competition, but by no means is the only.

The importance of the Department. HR.

In this context, Dept.. RR.HH., given its transversality ,You must commit to the process, because ultimately we are talking about fit and adopt new skills by professionals throughout the organization.

And start from above

A good friend who works in an apartment. HR. a large company told me that bosses They did not see with good eyes that employees were wasting time at the computer screen communicating with other professionals through an internal network. Again the lack of mindset, the difference between cost and investment the error to start the process from below.

Personal Branding and digital processing

Of course the personal branding It is an important competition in a digital transformation process, Although the vast majority of companies that offer these services do not consider it as a core skill.

For the same reason a few months ago I collaborate with area Consulting AdQualis Human Results, which you have created a specialized in digital processing equipment specializing in Human Resources. which will take into account such an important competition as managing employee brand and its role as an ambassador the organization and its brands.

“Go digital” image by

14 questions to see if I fit in an organization (employee branding)

The alternative title for this article is: What kind of professional business needs, must or gran reserva?

A few months ago I read an interesting article by the coach Debra Benton -author of "The CEO difference"Over 360 tests that are usually done to managers in organizations. In the article, Benton invited to come forward and answer the questions before we get the test to see If we are aligned with the objectives in the organization. Frankly, I think not only a great idea but a must branding staff of professionals working for others.

My only question is why always these tests are aimed at managers? Does a middle manager or the person who answers the phone or community manager are not key figure as public spokespersons for the organization?

It seems to be becoming aware of this idea. And let me use a metaphor: a stereo sound so good (or so bad) as the worst of its components. This, applied to the organization means neither more nor less than the efforts made on professional will be useless if not taken into account all hierarchies. Let's see, a worker who runs a lathe in a factory have two options when leaving work: Ignore It, forget and erase from his mind the company you work for or share your experiences ..., speak positively of the benefits of your company, recommend it. Utopian? Less than we think. personal branding employee branding

The programs of employee branding (Brand Ambassadors) They have that function: understand the alignment of values ​​between employees and organization to improve internal communication, the motivation of professionals and, of course, that would force them to become as natural spokesmen for the company, as ambassadors of their brands. To manage a program of this type is essential to have specific professional areas self-knowledge, and communication strategy, and that is increasingly in the field of consulting Personal Branding.

So, neither short nor lazy, I encourage you, you are manager or not, to answer these questions to see if you are aligned with your organization, their brands and their values. And I encourage you, businessman, Director of RRHH, extend all your people such initiatives. That's harvest, maturation take time, but in the end we will have a team Gran Reserva.

Here are the questions, in a free translation done on the text of Debra Benton.

How I can meet or exceed the needs of my customers?

How I can meet or exceed the needs of my superior in the organization?

How I can help give a positive approach to business?

Do I analyze complex situations accurately and when appropriate?

Do I help to minimize the activities that do not add value to the organization?

Do I value the ideas of others, especially those that provide great value?

I understand how to make things happen in my organization?

Do I have a thorough knowledge of the sector?

How I usually overcome hurdles?

Do I move quickly when I saw an opportunity?

Do I have intellectual curiosity, desire to continue learning?

Do I assure you that you can count on me to solve problems?

Do I keep control in stressful situations?

Do I know and practice how to gain the trust of others?

I assume responsibility for my mistakes?

Actively I help others?

¿I prioritize getting results?

Am I a good ambassador for the brand and the organization?

I know what the medium-term direction of my organization?

I recently interviewed my good friend Jose Castellon, autor del best seller “Live without working"To get a definitive article on Personal Branding. I recognize that the title of the article is the result of something bombastic interview: “Marca Personal y Personal Branding: How to become "The Chosen", detecting false gurus, and dodge death ". But honestly I recommend if you do not bring much read literature on the subject.

At the interview, Castelló asked about the Common mistakes in managing personal branding. Of course, the lack of consistency is the first, but the second is try to walk the path alone. If you have in your hands the ability to manage professional branding your organization, She enlists the help of anyone who has done it successfully in other companies; you do not play with that: a fall reputation can be recovered, Unfortunately not a mark on. If you are looking for professionals recognized as "Gran Reserva" he works with a team "Gran Reserva".

Yes & No image by

HR Human Resources with

I wrote a while ago, with the launch of "Expertología”, the second book about personal branding Andrés Pérez Ortega, that we no longer be human resources.

Humans do not want to be resources

Every time I read "Human Resources" O "Hriःः"I am overcome by the same feeling about the central idea: human resources not want to be. What the world needs is human resources. And here comes into play Personal Branding.

the tuitero @jordibonhomia I had questions a few days ago: "Behold, I have given this turn of Personal Brand, but I dare not explain what is? with conviction ". I wanted to avoid the classic definitions and answered: “the business strategy of yourself founded on the value you bring to others”. It seems he liked, as it made RT (retweet).

The key is to humanize

If we combine both ideas, we could inspire us to find new definitions for this department, and work with proposals such as "Mark Person", "People and Value" or "Resources for People". As seen, In all three cases I substitute the word "Human" by "People", because at the end this department is that, of people. Instead we could say that in a context of personal branding company, one of the functions of people is "Humanize"The organization and its corporate brands.

And putting all the ingredients together, You would think in a department that would work in a double context:

Encourage people to define their individual and team business strategy and secondly analyze their value contribution, not only his field of activity in the organization (hard skills) but in its ability to represent corporate brands with maximum efficiency and proximity to stakeholders (soft skills).

Human resources

If this scenario is true, We not speak of human resources but human resources. Some organizations have already taken small steps in redefining their HR departments and are moving towards "talent management", or much better, “People and Culture Department" O "People and Values”.

I must admit that there was already a significant improvement when the old name of "Personnel Department" was changed to HR, but it seems time to integrate the philosophy of personal branding in the organization, and it has a great responsibility the manager of that department but also the general direction and the presidency.

We enter the era 3.0, the values. Our challenge as professionals is not only functional, is communicative and spiritual. The challenge for organizations is to integrate these professionals to transmit the values ​​of their brands in a direct way, committed and sincere. humanization 3.0 it is starting. forward the human resources!

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