Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .
If you have little time, here I leave you a one-minute video-summary:
Corporate Personal Branding: What is it?
Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?
Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.
It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.
First key: Trust
As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.
To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.
People trust people, so there's no one better to move these corporate assets than through professionals.
Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.
Second key: Training
Among the three keys to corporate branding, training is, for me, one of the most solid foundations.
As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.
And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.
This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.
Third key: Technology
Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.
These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.
This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.
Paul wanted a book like that, And I get it. Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.
Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?
I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.
https://www.guillemrecolons.com/wp-content/uploads/2019/10/Personal-Branding-Corporativo-1.jpg4501080Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-10-11 19:42:012019-10-11 20:09:46Trust, training, technology: three keys to corporate personal branding
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:
I think as a concept “retaining talent” literally reflects the image of a guy in a business Caged. I think it does not require much explanation. However, the concept “retaining talent” continues to occupy headlines and few have bothered to explain that actually, It is loyalty, to convince, and not to retain.
In this case, yes, 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:
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”.
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:
Syndrome shell company. Not having one or more corporate blogs
Extreme boredom syndrome. Confusing blog with a section of company news
Dehumanized syndrome company. Not knowing who sign posts
The headless chicken syndrome. Not having a content strategy
Endogamic syndrome. Not invite external authors
Blog shy syndrome. No share content on social networks
Blog disappeared syndrome. Some SEO is not bad, without obsessions
Impatient syndrome. Believe that this gives results within a few weeks
1. Syndrome shell company: Not having one or more corporate blogs
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.
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?
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).
Internal linking strategy (web) to promote content.
Some companies are dedicated to "tag" external influencers post their tweets when new content is it a good practice? I speak on their own behalf, It is recommended if they are implied in the post, if not, This is pure spam.
7. Blog disappeared syndrome. Some SEO is not bad, without obsessions
Strategy online search engine positioning (SEO) You can help make content easier to find by those who do not know us.
There are several actions that, without obsessing, worth considering:
Define a keyword per post, to be 100% related to the content and category. If not forced, worth repeating keyword 4 or 5 times.
If it is a text blog, Keep in mind that the short posts are not as welcome to Google as long and well structured. Some authors speak of 1.200 words as an ideal. El plugin SEO by Yoast, a reference for users of WordPress, recommends a minimum of 900 words. In any case, my obsesses me more quality content not quantity, but if you want to tie it all together, note the extent of each post.
Some companies have chosen to create their own blog domain for different web. From an SEO point of view it is a mistake, since it involves not take advantage of the inertia of attraction keywords to a single domain. For example, Blog URL is Soymimarca soymimarca.com/blog-personal-branding.
Remember to enrich with images, podcasts, videos, infographics ... Today we know that these elements facilitate reading and get between a 20 and a 50% more visits. In this masterpost (7.000 words) José Facchin expert explains the keys to the success of your blog, which include the use of images and computer graphics.
8. Impatient syndrome. Believe that this gives results within a few weeks
The expert John Lincoln defines a customer journey of the corporate blogs in four years to achieve its effectiveness.
Year 1: create audience
Year 2: Basic monitoring and constant flow of traffic
Year 3: count visits by thousands, generating lead generator and business
Year 4: The blog is already established as a channel for marketing and branding
https://www.guillemrecolons.com/wp-content/uploads/2017/11/blogs-corporativos-diego-vitali-190243.jpg506900Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2017-11-11 23:08:362018-08-13 10:36:178 Common mistakes in corporate blogs
just over a year and a half ago I gave a training for one of the big consulting world. For me, the corporate vision, yes, purpose, It is essential in terms of personal branding and employer branding.
The fact is that the vision of that company, on 2016 He tore a “be leaders…”. All is said. Leadership can never be a vision, in any case it accepts to be a business goal.
Another major starred in another similar episode. A niece of mine worked there, and when wearing little more than a year working pace 15 Daily hours, they proposed a small promotion. It was more money, a pinch more responsibility and more time. She wondered why? and the only answer I could get was “so that the CEO is richer every day”. He went there, of course.
I am currently providing training for another major, EY (antes Ernst & Young). Its corporate vision is this: they want build a better workplace, fairer, equitable and sustainable. I know these words Building a better working world They may sound like a mere declaration of intent. But the level of commitment that goes beyond; It is incorporated into the brand, inseparably. And not only that: there is site and specific monograph on the purpose EY in the world. Begins with a magic question: Where do I'd start if you wanted to change the world?
And since actions speak louder, from RR.HH EY they are promoting personal brand management (personal branding) its people without any prejudice and announcing full screen and the tag #YoConstruyoEY. I have the good fortune to be part of an exceptional group Laura Chica, Eva Collado, Francisco Alcaide and Alex Lopez, Together we are working in different formats to reinforce brand professionals the consulting firm.
The big difference is that there is a north, a destination, a WHY (as defined leadership expert Simon Sinek in his Golden Circle). And that makes things easier. Those who integrate EY know they do not work just to make money or create a career plan: behind there is something higher: sustainable energy, support for refugees, transform communities, changing supply chains, advance the digital change, improving urban mobility…
All this, coupled with the fact that the company makes its public commitment by the personal branding, configured without doubt one of the best operations employer branding I've seen in years. If we add that many of its officers are social (active and proactive in social networks), we would say that there are powerful reasons to choose EY as inspiring destination.
One of the jobs I like most, for its difficulty, It is helping professionals to draw their purpose, his vision, his WHY. Often they remain thoughtful, and I tell them, Would you feel comfortable doing your own vision of the company in which you work?
The personal branding in the company does not begin with the employer branding, begins with a vision that is more than a set of meaningless words. If the vision is achievable and inspiring, the company will have large internal brand ambassadors that will attract the best external talent. People trust people, recordémoslo.
We make it easy to know what percentage of companies communicate effectively with their professional. It has lost the fear to answer anonymous surveys, and the misnamed “employees” -I hate that word- They prefer to be more transparent than before.
This data may be irrelevant, but in the era of employee brand advocacy it is entirely relevant. It is because a CEO can not require its people to act as positive ambassadors for the company or its brand (brand advocates) without sharing key information before. Nor without allowing proper development of your personal brand.
Companies suspended in internal communication
Indeed, and suspense I mean not share information that everyone can see in a web. I mean meet medium-term objectives of the company and its brands.
Just a 42% meets the objectives of the company
the data, drawn from a study of the company Weber Shandwick collected the report Employees Rising, on a basis of 2.300 professionals working in companies +500, It is revealing.
Source: Weber Shandwick
The same study indicates that the worst information flow occurs from the CEO down (only a 17%) compared to an immediate supervisor (31%).
The utopia of engaged employee amid the chaos of communication
The companies heavenly music sounds them that from “engaged employee” (active and engaged employee, Natural company spokesman). But in a context of poor communication that is a utopia.
How can the company expect more active participation of its people in building the brand without sharing the medium term it the most basic information on the objectives?
And what's worse, How can the company expect more active participation of its people without giving anything in return?
Assist in strengthening personal brand
few days ago I wrote on the blog that Soymimarca employer branding (promotion of the employer brand to attract external talent) It is an investment with no return if previously not invest in and who is within.
To people they are not retained, not stop. They must create the framework so that they can develop their personal brand. With information, with training, mentee programs, with participation in decision-making, with own firm in corporate media, internal and external.
The human side of branding
Curiously, the word branding (brand building process) It is more associated with iconic elements -the mark, field meanings, internal communication, outbound, public relations, the stylebook…- that people. Misconception.
Branding necessarily have a human component. Authentic transmitters and trusted values are within.
Two days ago I heard Micky Ribera, CEO de Be[Agency], is now selling brands sell smoke. At first it may seem shocking. But you're right, brands should not be sold, They must trust that role in the marketing of products and services. The role of the brand is not selling, It is to build bridges, It is to build trust, one on one, humanizing, connecting.
https://www.guillemrecolons.com/wp-content/uploads/2017/02/Las-empresas-comunican-eficazmente-con-su-gente.jpg5911299Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2017-02-25 18:12:102017-02-25 18:17:52Companies, Do they communicate effectively with its people?
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 management 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.
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.
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.
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.
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.
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
The 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.
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.
Promote self-awareness and personal identity (personal branding) among employees
Turning knowledge of internal brand a priority (Corporate Branding)
Connect the personal and corporate
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.
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.
“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.
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:
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.
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.
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.
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.
https://www.guillemrecolons.com/wp-content/uploads/2017/01/personal-branding-en-la-empresa-guillemrecolons.jpg5551234Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2017-01-28 22:13:432019-07-23 19:03:32Personal Branding in the company: Applications, pros and cons
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