What happens when you spend a whole year publishing daily stories in images that have been left for the story?
For when you look back you realize the power of the image and its ability to tell stories.
Between 2 March 2019 and 1 March 2020 I've been published the series #GRelatos on my Instagram profile every day. There is no profit at all, nor does it have to do with my profession as an analyst and consultant in personal branding. It's my passion for the story and the image that brings me here. Now you'll see why.
If you have little time, here's a video summary (in Spanish).
Image and story is a winning combination
There are images that draw our attention for their beauty. Mona Lisa's Portrait, by Leonardo Da Vinci. A photograph of the Northern Lights. An image of a whale breathing on the surface…
The Surprise of Harold Whittles. Jack Bradley, 1974
But sometimes, without a little story that clarifies what's going on, the image is only beautiful, but it doesn't constitute a RELATO, this way, In uppercase.
Look at this image of this child: it's pretty, true? Of course, but the interesting thing is to know that it was the first time this child had heard a sound. And photographer Jack Bradley was there to immortalize that unique moment. That turns the image into something else, in a true story capable of thrilling us.
It's not what it looks like.
This phrase, more typical of adultery, defines well the difference between what an image seems to convey with the naked eye and what it really tells when you know the story.
This is the case of this extraordinary photograph by photographer Rocco Morabito in 1967. At first glance you may think it's an image of a two-man kissing at work. Nothing further.
Two power line workers, Champion Randall and JD Thompson, carried out routine maintenance when Champion grazed one of the high-voltage lines on top. His heart stopped instantly.
His safety harness avoided a fall, and Thompson reached him quickly and breathed his mouth-to-mouth. He was unable to perform CPR, given the circumstances, but continued his breath in Champion's lungs until he felt a slight pulse. Then, unbuttoned the harness and descended with it on his shoulder.
Thompson and other workers performed CPR on the ground, and Champion was revived before the ambulance that was called by photographer Rocco Morabito moments before taking this picture. The photograph was published in newspapers around the world.
That's what it looks like.
The photos also show stories that we find impossible today. Images of wars, of parents who sell their children so that everyone can survive. And this one, one of the most iconic images of gender equality, at a time when women couldn't participate in a marathon. Isn't it?, it didn't happen in the 19th century, it was in 1967.
Kathrine Switzer Marathon. Harry Trask, Boston Herald, 1967
Career officer Jock Semple tried to forcibly remove the runner Kathrine Switzer Boston Marathon in 1967, simply because she was a woman. Fortunately for Switzer, her boyfriend gave her a hand and she could reach the finish line. Switzer was inspired by the incident to create athletic events for women around the world and it was a leader in bringing the women's marathon at the Olympics.
Like life itself
Everyday life is part of our lives, even if it's as exceptional as photographer Alyona Kochetkova's, unable to take your favorite dish due to the effects of chemotherapy. A self-portrait that got a World Press Photo in 2019.
There are many images that opened new paths. Like the first selfie or the first image taken from a mobile phone (1997). Imagine what it would be like to photograph without selfies or images captured with our smartphones.
Some of the world's most reproduced images, "Le Baiser de l'Hétel de Ville" by Robert Doisneau were no accident, but planned. That's it, in my view, doesn't take beauty away from the image, but maybe it distorts his account. In this case, it was a publicity photograph to promote Paris as a destination for lovers.
Le Baiser de l'Hétel de Ville. Robert Doisneau, 1950
Manipulating is easy. Simply reframe an image to remove information that "annoying". It's the case of Einstein's iconic image taking out the tongue, who doesn't respond to a sympathetic portrait of the scientist, responds to an airy attitude after "running away" from paparazzi in a friend's car. Along with one detail, it was genius's birthday, right off a party they prepared for him. I was tired..
Conflict zones are a regular place for the most daring photographers. The Greek professional from the Reuters agency, Yannis Behrakis, got a Pulitzer with this stunning image of a raft crowded with Syrian refugees fleeing war and hunger in the Aegean.
Often you only need a good camera and the patience to wait for a moment that can mean many hours of observation. Like this incredible series of images of Daniel Biber of starlings creating bird shapes in Sant Pere Pescador, and that earned him a Sony World Photography Award in 2018.
The impressive drawings of the starlings in Sant Pere Pescador. Daniel Biber, 2016
Social media has been the cradle of new photographers, some of them using smartphones to do their job. They've found a style of their own., a way to tell their stories. I'm struck by the work of two photographers.
And elsewhere Cristina Otero (Pontevedra, 1995), than with just 15 years made their first solo exhibition, becoming the youngest artist in Spain to do so in an art gallery. His style is colorful, Hard, direct, very interesting.
The image and the personal brand, connection points
I usually count in my formations that the images we publish of our daily life are not innocent. Or at least, are not consciously innocent. They say a lot about us..
Let's be frank, it's hard to explain our values. It's better to pass them on, in a natural way. Explaining who we are is important. And I think that today it is even more important and valuable to convey how we are. What moves us, what motivates us.
Seeing some pictures on an Instagram profile, I can figure out what a person is like, And I think that's wonderful.
If you do nothing but repeat phrases from others, I'll know he's someone with few ideas of his own, or maybe afraid to express them. If you generate self-reflections that help others cope, I'll know it's a guide, a sherpa. If you give us beautiful pictures, I'll know it's someone sensitive, broad-looking. If you post curiosities you find in your daily routine, I'll know it's someone curious, with a sense of humor.
People who share their sports images convey their planning character, Disciplined, effort, resilience. If they share family images, transmit their pride and love for their loved ones. If they share only selfies, we'll know that there may be some emotional deprivation. Everything communicates. Everything leaves a brand. And our images have the power to tell a lot about us.
If you want to see my 366 published stories, click on #GRelatos.
https://www.guillemrecolons.com/wp-content/uploads/2020/03/relatos-en-imagenes-1.jpg5171200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-03-07 22:26:342020-03-08 09:58:16#Storytelling: 366 stories in perpetual images
I see that having private or public profiles continues to raise doubts for many social media users. In this post I explain, with the help of Oscar Del Santo, the pros and cons of having a private profile, although I advance that from the point of view of your personal brand, there are more advantages and opportunities having those public profiles.
If you have little time, I invite you to watch this video-summary:
Imagine social media as a social club. Would you cover your face so the partners wouldn't see you?? Would you keep quiet?
OK, I didn't want to condition the answer, but I think that's just what I just did. Imagine the situation. You pay the entry fee to a club, Whatever it is, Sports, bridge, business, whatever you want. And the first day, the day of your premiere as a member of the club, you come with your face covered, earplugs and not saying a word... do you think it's reasonable?
If a network is social, and therefore opened, what's the point of a closed profile?
This was the reflection that prompted me, between 2008 and 2009, to register for the most relevant networks, and with the exception of Facebook, I did it with open profiles. The reason we didn't do it with Facebook is that it was, at least initially, to locate your friends and follow them in the virtual world.
At that time, I was closely following Francesc Grau, author of Twitter in one week, and I remember I asked him his opinion on private profiles on Twitter. His response was stark: Twitter is not a network of friends, it's a place where people and businesses are informed of what's happening in real time and they talk. A private profile doesn't make sense.
But there are still many private accounts, especially on Instagram
Instagram surprises me because a lot of the people who follow me (and the ones I follow) have private profiles. That is to say, that even if they follow me, I can't see what they post if they don't give me explicit permission. I think in the economy of care, maybe we don't have the time to make decisions if there are obstacles along the way. It's my way of looking at it., though I may be wrong.
But beyond my opinion (let's say pretty subjective), I'd rather check the opinion of another great professional like Oscar Del Santo, and then list the advantages (that there are also) and the downsides of maintaining private social media accounts, especially Twitter, Facebook and Instagram.
Privacy is very important for many people, especially those who use digital media and social networks to communicate with an exclusive group of contacts and who want to maintain a certain anonymity and the healthy ability to say whatever they want with a minimum of censorship.
From this perspective, you wouldn't have anything to object to regarding private profiles on Twitter and Instagram. They're a perfectly legitimate option.
True, they convey a certain sense of Obscurantism and do not contribute particularly to the construction or development of our personal brand, or that we can implement growth strategies. All we think twice before following someone whose tweets, feed or images are censored. Thus, from a Social Media Manager perspective and to achieve marketing or reputational goals are not particularly useful.
Key benefits of private profiles
The freedom to choose who you follow and who follows you
Perhaps it's the most remarkable advantage. In the background, you create your own social club. My question is whether that would already be covered with Whatsapp groups, Telegram, Messenger...
By controlling the flow of followers and followed, you avoid trolls, offended, and expendable wildlife like spammers, fake accounts…
This is the main advantage that confess essays those with private profiles. In my judgement, it goes against the idea of "social" network. If you want to share photos with family and friends, there are other formulas. The tailor's wife is the worst clad, Drive, Dropbox, private folders on Pinterest,… And if you want to talk, you can also count on Whatsapp, Telegram, Messenger…
Spy mode: see without being seen
It's also an advantage. Allows an observer profile (the majority net on the network) of those who look but don't touch, doesn't comment, doesn't rumour, doesn't share.
Major disadvantages of private profiles
Missed opportunity in election processes
Many think that election processes only occur when someone is looking for work, when you're looking for equipment, when he's running for an election contest. There's more. Every day there are processes of choice that we are often not aware of, or we're only when they contact us for a particular project.
Having private profiles, that equates to a poor digital brand, makes it difficult to choose. Let's remember that if we don't communicate, they won't find us. Y a private profile doesn't communicate.
Maybe it's a secondary disadvantage., but social media requires minimal so that we can consider them "communities". Linkedin has set it in 500 contacts, the rest of the networks don't have a minimum set.
Many netizens refuse to connect or track people who don't show the cards face up
Farewell to SEO positioning
If you have a very common first and last name, it's harder to be found on the Internet. With open profiles (and assets, important detail), it's easier for them to find your name.
Missed networking opportunity
Just as there is a missed opportunity in election processes, there is to take advantage of connections that can be of great use to us. I'm with Oscar, we tend to be wary of people who don't share minimums of information, and that creates a discard.
One of the good things that the Internet and social media have brought us is, precisely, the ability to build relationships. Initially they are virtual, and many end up being real. Thanks to the network, I've met people who have made me grow, and to which I've then had the opportunity to shake hands.
You choose which monastery you want to live in: one open and admitting visitors or a closing one with a vow of silence. Both are acceptable. Now you know the pros and cons of each. The reflection is yours. Have a nice week.
The ebook "The best and worst of the staff branding in 2019 and trends 2020" is now available, subscriber-only. 87 pages that sum up a lot, full of links and references.
Compiles 10 posts from this blog very interrelated in a single reading that can help update on personal brand management (personal branding) and to see what are the trend-setting immediate future lines.
Just click right here below.
https://www.guillemrecolons.com/wp-content/uploads/2020/01/Perfiles-privados-en-redes-sociales-por-Guillem-Recolons.jpg4501200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-01-25 21:35:162020-01-25 21:55:55Pros & cons of having private social media profiles
If many the blog was up for dead (And they were wrong), now the same voices augur the end of the age of content. Y, from what I see, they're wrong again. Platforms where content resides may evolve (you know, Podcasts...), But little else.
Content remains king. This is the seventh and final trend 2020 I advanced a few weeks ago, and of which I've already developed six parts:
If you have little time, I invite you to watch this one-minute video summary:
Interrupting or seducing?
Outbound or inbound? We ran away from time thieves as much as from the publicity that disrupts our lives. Good content plays a key role as a catcher of our attention and that of our customers. And it's not worth anything.. Repetitive or boring content doesn't contribute, doesn't entertain, does not matter.
Value and Content Proposal
Content makes sense if you pivot around a solid value proposition. Before sharing a content, either cured or created, you have to wonder:
Does it connect with my audience, with those people I want to reach?
Does it bring anything new, either solve a problem or analyze an opportunity?
Is it in my power to provide that that brings?
With two positives, we can launch ourselves. With three, we can be sure that there will be an answer if we are consistent over time.
Brands are starting to come up with a web model based on the story and not on digital positioning, generating points of contact with the user who delves into the brand, this way the searches are already direct, boosting the relationship and thus reducing the weight of SEO.
Don't you have a website?
I get it, that seems complicated. And it's not.. The hard part is keeping the web, write regularly on the blog. Many reference professionals who write high-value content work with free web media 100%, as Ricard Lloria, Merco Roura, Francisco Alcaide, Ylse Roa or Joan Clotet. You don't need to spend time on that..
It's also not convenient to give away our ideas, insights and social media concepts that maybe one day will close their doors (many have already done so). If you have to create or share content, the ideal is for you to do it from your own platform, and from there you share it on social media.
If the content is king, the blog is the castle, the place where the king develops his mandate.
Influencer is you
Many companies resort to influencers to increase the brand's appeal. But I see the same thing as sharing or creating content on networks. You lose control, that doesn't belong to you. There's no better influencer that you. And in companies there is no better influencers that their professionals. No better platform than your corporate blog.
Who better than an expert can generate credible content, close leader, Shocking, relevant?
And to go with a mouth, I leave you with some TED talks you should know:
Al Gore. A new conception of the climate crisis
Michelle Obama. A personal commitment to education
Sting. How I started composing again
Bill Gates. Energy: innovating towards zero
Tony Robbins. Why we do what we do
Jorge Drexler. Poetry, music and identity
Stephen Hawking. Questioning the universe
Bonus. The good news about poverty
Jane Godall. Can we live together?
Peter Gabriel. Fighting injustice with a video camera
https://www.guillemrecolons.com/wp-content/uploads/2020/01/el-contenido-sigue-siendo-el-rey.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-01-18 12:38:412020-01-18 12:38:41The content remains the king of the jungle 2.0
Why brevity? We live in a liquid world with few words. The thousands of impacts we are subjected to every day force us to focus on what we think "really matters". The economy of care is installed in our lives.
If you have little time, I invite you to watch this one-minute video summary:
Priority and economy of care
I did a quick reading course and read "War and Peace in 20 minutes". It's about Russia (Woody Allen)
If a time traveler were to land now in a big city, you would be surprised to see thousands of people taken away by looking at a contraption in their hands. The king of attention is called a smartphone, and has managed to get us on average three hours a day of the sixteen that we're awake.
According a BBC News article, we consulted the smartphone some 150 times a day. Apple says we unlock iPhone some 80 times. And if it's an Android, the number increases up 110.
The same article notes that "the explosion of social media has made it possible for us to know in real time what people do at all times". The disorder of the 21st century is the FOMO, acronyms for Fear Of Missing Out (afraid to miss something).
Brevity is attached to speed, a cocktail that turns us into zombies
A few months ago I was able to see at a TEDxEixample event the writer and consultant Carl Honoré, author of "Praise of Slowness". I recommend this book to recover flavors, words, feelings and why not, a life just as effective but something more contemplative.
We strive to get things done faster to be more efficient, but we pay a very high price for subjecting ourselves to a breakneck and uncontrolled pace of life. Carl Honoré.
The importance of context
One of the problems I associate with this explosive mixture of brevity and speed is the loss of context, and therefore, of the real meaning of some complex concepts.
Not many weeks ago, Cristina Aced reminded us of the importance of context in an unfortunate Hawkers brand campaign for Halloween. In that campaign, Cristina received an SMS message from a Vlad with the text "two nights ago I was following you". Against a backdrop of raped herds and women, the message could be anything but fortunate.
Whether it's lack of context (Brevity) or because of design errors (Hawkers), communication fails.
I know, the depth not epata, but gives drop-by-drop results continuously. Let's choose our format. And keep in mind that a long content, even if it may not give short results, can bring more value than an inspiring phrase or an ephemeral genius.
Let's not be in such a hurry.. Good stew takes time. And even a niguiri perfect salmon requires the experience of a master "sushi" who has needed a year to select the best raw material, another year to cut it and another to prepare it. Sometimes, the tip of the iceberg looks like the whole, and we don't see what's underneath.
I don't know whether to pose it as a personal claim or trend, but recover those long poems, those songs that tell stories, those books that help you understand how we work, should be back on the table.
https://www.guillemrecolons.com/wp-content/uploads/2020/01/Brevedad-y-rapidez-son-efimeras.jpg5101200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2020-01-11 20:06:012020-01-11 20:07:12The brevity is, but ephemeral
Of course, the word influencers it's "on fire", but here I explain the need to migrate to Influential, a giant step in creating value for a personal brand.
If you have little time, I invite you to watch this one-minute video summary:
Influencers and Influentials... Comets or Stars?
In advancing trends, he pointed to the metaphor that defines a good part of the (not all) of this collective: Influencers such as comets and Influential like stars. I talked about this at the obituary of my great friend Cristina Torrens. So I wrote this:
Comet brand: is a person who has appeared suddenly, spectacular, noticeable. But spresence weakens over time, No brand consistency, It is something vane. It is fleeting, and finally it leaves unpleasantness.
Star brand: is a person who Shines, but also it enlightens others, it's always there when you need, It gives heat when necessary and can also provide shade. The flagship brand is consistent, He does not give up, his stubbornness makes sooner or later, others are set on it. Maybe his career is not as spectacular and fast like a comet, but the important thing is that the star, It has been a while since it has been turned off, his memory and his light is still among us with full force.
Aspiration vs relevance and value
Many would give an arm to experience a day of glory as some of the igers (instagramers) or Youtubers of the moment. But look at the trajectories, in its contribution of value and in its duration:
Influencers struggle to create a very large community, and that's your business model: they know that the online platform will pay them by the number of views. "Live" of the community, and what they sell is not a beauty secret, a recipe for cooking, sell aspirationality. Many people aspire to be like them. But that has a short life.. Agree, maybe it's years, but hardly a career.
Influencers don't consider being. They simply get it through a unique and relevant value proposition. Provide, then they matter. The influencer creates value through a product, service or knowledge capable of transforming the lives of others, to bring about change.
Carlos Rebate wrote a magnificent book "Influencers” (Empresa Activa, 2017) on the theme "Influencers" in which it distinguishes ephemeral influencers with those who transform lives and have "true fans". I have preferred to distinguish them by calling the first Influencers and the latter Influential.
Do you get paid for your fame or for your courage?
At the end it's a matter of business model. Kim Kardashian is a millionaire. He gets paid to be.. Your largest value contribution is seemingly banal (very large buttocks).
Influential people get paid to be., for generating value, to contribute, to transform, to create. Behind the influential there is no fame, there's real influence. Some appear in the pink press, others are referenced in books, Thesis, articles, and in the hearts and minds of those who have benefited from their knowledge.
In conclusion, how do I advance?
He was ahead of the initial trend post 2020 that branding staff is based on the net contribution of differential value.
If my daughter, who is studying a college degree, finds a temporary business model through your newly created community on Instagram @HappyMealsByB, I won't be the one to stop it. But I'll try to keep him from dropping out of school..
What's interesting is to really influence, transform, add value. And that's going on.. It's a star that's hard to locate, but whose shine is long-lasting, it's not comet.
Branding: Brands are not created today, relationships are built.
Branzai Winter Campus 2019. Left, Ivan Diaz
Last weekend I got it.. He had been trying for years to attend the Branding course organized by Ivan Diaz for years, the essence of the brand of Branzai and Grávita. And in the end it could be.
An intense experience, Valuable, immersive and, above all, Transforming. I take a lot of learning from Ivan; perhaps the biggest is that branding is the way to build relationships between a company, their professionals and stakeholders From the market. The other is that this evolves, Improvement, branding is alive. Therefore, 'll.
Last Wednesday interviewed me from Twitter, Curious, no? Although it's not a new format, I find it very interesting.
And so he has. Gina Arán and Inginium with The Tweetinterview, a conversation format on Twitter that I'm sure will be consolidated as a great idea. Good friends like Joan Clotet have been around., Alex Duran, Nilton Navarro, Ronald Durán and many more. Bravo.
I recommend reading: Our brains are no match for our technology
Curious his way of understanding a current anachronism: We have paleolithic emotions, medieval institutions and technology that almost borders on the divine.
This week I have once again had the opportunity to give a workshop on personal branding and job opportunities in the Universitat de Girona, employment area.
I have met an extraordinarily interested and curious group to know how to manage our brand in times of search or professional transition. The next 5 March 2020 between the 12 and 3pm I repeat the experience in case you're interested in attending.
Catalunya Convention Bureau
This Thursday I had the opportunity to give a talk personal brand for professionals in the tourism and events sectors. The goal was how to manage our brand and our ability to generate contacts in an environment as complex as that of social media.
Just remember that Saturday 14 December kicks off the 5th edition of the Personal Branding Lab Day webinar, free and open for all. It will start at 11am Spanish time and end at 7pm. Eight hours with 11 presentations, two round tables and close to 30 interventions in short videos.
If you have little time, I invite you to watch this one-minute video summary:
The key is how we develop each experience
Don't say it., Do it. This is the new mantra. This is a change of order. First it's done, then it communicates. Just the opposite of politics, where it's said and not always done.
The good thing about reversing the order is that the action part, from experience, it's already done. First, the facts.
Inspired by real events
Cases with the "real facts- inspired" stamp generate more interest than theoretical exposures. It's good to show your customers' experience once you've helped them solve their problem.
There's a way to explain it classic but masterful, the before and after. And if you can visualize it, Much better.
From the data to the story
Statistics are mere soups of figures if we are not able to turn them into stories.
A couple of years ago I gave a talk at the IE on this topic. We get drunk on data without being able to get us excited and take us into action.
I remember a campaign at the end of the 80 by British Airways. In an investigation they found that it was the airline with the most tickets sold in the world. That data was re-conducted by Saatchi & Saatchi in a direct claim: “The World's favorite airline”. Here's the spot of the campaign awarded in 1989:
When it's the others who sell your services (Testimonies)
Testimony has been used since ancient times. And of course, doesn't just apply to experience with corporate brands, also with people.
Linkedin competency validations, recommendations in this same professional network... If marketing is to expose yourself, branding is getting others to give you recognition, prescribe you, recommend you. That's priceless.. And remember: you never recommend someone who doesn't deserve it: your reputation is at stake.
The Magic of Feedback
The feedback it's opinion on action, And that's why I like. It is not positive to live only guided by the feedback of others, in the end you have to be yourself. But sincere feedback puts us in our place, in the good and the bad.
Positive feedback represents our strengths. And sometimes we're surprised by our own lack of self-esteem. The negative, very interesting, raises our points of improvement and our limitations. I think it's good to meet them..
Indicators of success
Achievements represent our greatest indicators of success. Achieving a goal is an achievement, overcoming it is a chimera. It happens little, But when it happens, let's not be afraid to put it into value.
Infographic formats explain achievements very well, are excellent digital narratives. Follow Alfredo Sailing on Pinterest (9 millions of monthly visits) and you'll see what gives the format.
Do you like challenges? This is one of the good. Today there are multiple offline and online platforms for live broadcasting.
Online, there is no longer a self-respecting network that does not contemplate this format. He started Twitter with Periscope, but today major networks like Facebook, Instagram is, Linkedin, Tik Tok... they've already integrated it.
The direct is like the moment of truth, there's no chance of correcting, it's the lity test. If you want a good example of live on Linkedin, I advise you to follow the doctor Natalia Wiechowski, that airs every week about Personal Branding.
Facts are imposed on the said. I'll wait for you next week analyzing the 3rd trend in Personal Branding for 2020: From being an influencer to being influential.
30 years of #AQAwards, AdQualis Human Results Talent Awards
Last 26 November evening took place the 30th instalment of the AQ Awards at the National Teatre of Catalonia. An event already indispensable in the RR field. Hh. I loved listening to Consuelo Castilla, President of AdQualis, the organizing company, refer to the reason they wear 30 awarding the best talent: gratitude. The awards were presented in six categories:
Direction focused on People Development.
Best practices in RSC
As a publicist, I was very grateful that Estrella Damm was awarded for best practices RSC to the campaign of social conscience“Mediterranean: Another way to live”, a little gem with a great soundtrack. Here you have it:
Starting from the top and from left to right: Jaume Zardoya, Diana Garcia, Ana Puig, Sergi Nicolás, Anna Castellvi, Susana Gallen, Anabel Obeso, Eva Marco, Oriol Jimenez, Hind Bonua, Marti Felix, Pepa Belles, Guillem Recolons and Eduard Marti-Poch
#EquipsSusumen, Creu Roja Catalunya's big initiative
And the 27 November's team Red Cross labour counselors in Catalonia organized a great event for which I had the honor of collaborating with an intervention entitled: “From employees to involved” about the strength of the union of the corporate brand with the personal brand. The best of the morning: re-watch Lara Vidal live, the head of guidance for the Spanish Red Cross, providing content and tools for us to lose the fear of being ambassadors for the brands that move us.
https://www.guillemrecolons.com/wp-content/uploads/2019/11/los-hechos-se-imponen-a-los-dichos.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-11-29 09:00:212019-11-30 20:14:36When facts are imposed on such (good personal brand)
I don't remember making a post to an online platform. The time has come to do so, and start with the queen of online networking: LinkedIn. If you have little time, here's a one-minute summary:
The Three Stages of Life LinkedIn
2003-2007: Virality phase.
Founded in December 2002 by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant,was launched in May 2003 in the US, and the US and the US have been USA. These years LinkedIn grew from 500.000 on 2003 to 13 million users on 2007. Like all startups, growth is essential and the challenge is obvious: grow or die.
Here I want to emphasize that LinkedIn was created as a flattering network of contacts and to project and develop our personal brand. At first many thought it was a place to hang the CV. That could be a medium, but not the end.
2008-2011: Systematic growth phase.
LinkedIn began to invest more in growth. The company created a team that multiplied the number of x10 users, Happening of 14 millions to 140 millions. The company identified its main growth channels by studying user experience and how users found the website. Virtuality and search engine optimization were key to LinkedIn. In 2008, we were able to profile the citizens of outside the US and its USA, which contributed to growth in an obvious way.
2011-2019. Big data phase + Microsoft
Data use to increase growth rate is improved, creating a CRM that improved customer experience beyond income In the net. Added acquisition metrics, Activation, Connections, retention. Improved measurement led to the creation of Sales Navigator, the largest known business networking tool. The entry into China was a breakthrough (20% of the world population), and also Microsoft's purchase June 2016 by 26.200 millions of dollars. Russia banned 2016 access to this network.
The three keys to a good profile
A full profile (Stellar) means an improvement in personal brand projection and one of the keys to the increase in commercial potential in the network. To this end, should be considered:
Updated photograph. Some sources claim that visits multiply x14.
Professional title beyond the business card. Ideally with a summary value proposition.
Sector activity (x15).
Extract, not repetition of the experience, but a detailed description of the value proposition, achievements, competencies and a more personal part including values, purpose and passions.
Detailed description of the experience, differentiating the stages within the same company, and defining job description and achievements in the period (keywords).
Include training accomplished and detailed implies 10 times more visits.
Include Skills (skills). A profile with them achieves 13 times more visits.
Volunteering: are considered as an essential part of the curriculum.
groups professionals: Join and participate in groups (x5).
Create profiles in other languages helps build international relations.
Request and write recommendations (Sincere) is a symbol of recognition.
Having a minimum contacts value for a more dynamic timeline.
Going from "being" to "being"
Think of LinkedIn as a sports or business club. Membership is of little use. Going and socializing has a prize. LinkedIn favors those profiles that are active, that generate and share valuable information and that connect. The keys here are:
Curing content: share valuable content from our industry with a personal brand "plus", as a comment, a review…
Create content: LinkedIn has its own blog, Press, that drives engagement. It makes sense that LinkedIn would prefer you to stick to "Link in" and not "Link out".
Comment on content: it's not just about branding, but commenting and sharing other people's content. It's what we call engagement.
Share insights: you don't always have to share links or blog posts, sometimes a simple insight can be generator of good communication threads.
Follow and interact with companies it's a knowledge accelerator
Live broadcasts providing tips and solutions to problems are the ultimate exponent of online engagement
Use the metasearch engine it is vital to find not only people but also high-value content, Business…
Companies can hire LinkedIn Elevate, a program of automatic content that is turned into an easy-to-use app
Connect, connect, connect
Let's not forget that the origin and ultimate goal of LinkedIn is to promote qualitative networking. In fact, more than half of our ability to sell (social selling) in this network comes from proper contact management. The keys there are:
The Social Selling Index tells us our current ability to build relationships that end up in business. It's a Microsoft-powered gamification exercise with an idea: the more and better you use this network, more and better deals you can do.
We mustnot accept everyone: incomplete or potentially profiles spammers should be discarded
LinkedIn promotes networking suggesting contacts through your CRM. This tool should be taken advantage of.
It is possible to see who has visited our profile. You can usually see people, in case of premium profile is unlimited.
It's not all contacts, as well we can "follow" whoever we want and keep up with their contents.
The KPI's that generates each publication provide valuable data that needs to be taken into account: companies that read it, charges that read it, major cities, people (with mombre and surnames) they share.
The engagement with someone unknown helps generate proximity and connections.
A contact can pass to the customer if commercial aggressiveness is measured well and value is generated on an ongoing basis.
Devirtualizing contact multiplies the possibilities of closing a business.
Three tricks you need to know to use LinkedIn well
The rule of the 1.000 true fans.
That rule explained it. Kevin Kelly, (Wired) And expanded it Carlos Rebate in his book Influencers (Empresa Activa, 2017). It's about achieving 1.000 true fans, willing to share and comment on content (recommendations or likes are not useful), and willing to buy our products or services, books, white papers, online courses etc. The key on LinkedIn is not quantitative, it's qualitative. When sharing valuable content, it is easy to identify our 1.000 real fans do you know yours?
Sell on LinkedIn
It's very difficult to sell on LinkedLn with a strategy "pushConventional ". Attraction marketing, through content, generates the breeding ground for a high-value networking that ends up for sale. If a manager of an organization shares content our, it's easy for two things to happen: 1. A connection is generated 2. After a while a proposal for collaboration can be put forward, Services...
Incorporate it as a daily routine
It's not about going in from time to time to see what's. LinkedIn is a great place to find valuable content, to interact with professional groups, to share, Interact, hire and connect. The ideal is to be consistent and turn it into a habit.
How to take advantage of publications?
First we need to know what information our potential stakeholders are looking for. There are a multitude of tools to do so. There's a great: www.answerthepublic.com With that we know what material is worth curing or creating to share it later.
Linkedin for Personal Branding, by Sandra Long, 2016. Hybrid Global
Then it's worth working thoroughly with keyword strategies and attractive titles. For example: "The theory of 1.000 Real Fan" works, but lacks claw. Instead, would work better "10 keys to sell on LinkedIn based on your 1.000 real fans". As for keywords, we're used to being excessively sparse about the information we provide in the extract section, experience in companies, volunteer. And in each of those sections we can generate a narrative rich in keywords that would lead to a better "finding" towards our profiles.
As well, conveniently tag people who appear by allusion in our comments multiplies the dissemination of our content in an obvious way.
One thing we use little is the Native video, that is, uploading a video file instead of a link to YouTube achieves LinkedIn favoritism, because the audience can enjoy viewing without leaving the network.
And speaking of video. the live streams, well-planned and with an established periodicity, are unbeatable. A good content calendar is needed, experience on a camera live and know how to manage comments while you're talking.
Another support awarded by LinkedIn is Press, the network's own internal blog. If we compare the engagement that generates an article published on Pulse or another that links to an external site, the difference is x10. That's because LinkedIn favors content that can be read without leaving your network.
Should it be premium?
Depends on your position, sector and business model. I am obliged to be so because of my status as a personal branding consultant. But it's worth thinking about, the benefits are very potent for a not excessively high fee.
The main benefits linkedIn Premium, for me:
Access to LinkedIn Learning: One of the largest knowledge platforms on any topic.
Inmail messages: being able to communicate with anyone on the network, no matter your ratio of degrees is separated. In some cases it's very useful, especially in level contacts 3.
History of who saw my profile: It is usually limited to 5 screenings. In premium, it's unlimited, which allows you to analyze what kind of audience you're capturing and whether it's in line with your professional strategy.
Remove the search limit you can do. The main limitation on non-premium accounts is what LinkedIn calls the 'trade limit'. This is a limit to the number of searches you can do each month.
You can generate, if you think it's convenient, a "open profile"and allow everyone the world to send you a message.
Detailed job information, companies and managers. An essential feature for HR professionals.
How would you recommend looking for a job if LinkedIn didn't exist?
Pareto's principle of the employment of the 80/20
Applying the Pareto Principle from 80/20, we know that only one 20% of the offers of work; And that's where they fight 80% of the candidates: it's a dead end.
Instead, yes, 80% job offers are resolved in the same organization looking for candidates through referrals, Known, mouth, ear.
I think it's essential have the company contacts that can know free applications and thus access priority to the offer. For that you need to leave an excellent personal brand, that collects the achievements and recognitions of colleagues and clients.
Also a digital presence out of doubt, that when they search our name they don't find anything that can slow down a decision and find valuable content, from a blog to articles in the sectoral press.
Devote minimal 8 daily hours to look for work it's a critical aspect, and that includes training in supplementary activities, Languages, digital skills…
In summary, three big stocks: properly manage your personal brand, and skip the rules of the game and spend eight hours a day, As minimum, to that work.
What's wrong with the person looking for a job in their relationship with LinkedIn?
Attitude to recruiters
Normally falls into the mistake of thinking that recruiters are there waiting to receive our CV. And the curriculum is LinkedIn's own profile, of should be 100% Honest, and an activity of generating value content and engagement out of doubt. Worthless there's no mark to leave, And if there is, is negative, or worse, Indifferent.
In active search: the way to get them to pass on from you actively
A common mistake is to put as professional title "active search". If the average reading time of a resume is 15 seconds, linked to reading the professional title and the first lines of the extract.
If I'm looking for a salesperson who specializes in the online channel, I won't find you by "active search" and I'll pass by. Professional title is not current status, let's have that very much in mind. Recruiters aren't fools, and they know when a person is open to job offers: first because there is no "current company" and second ly for enactivating the job search option: settings and privacy > Privacy > Job search preferences.
I remember LinkedIn was not conceived as a place to find work, but to generate relationships. Creating value is the beginning of attraction marketing. Don't chase the recruiter, creates courage for it to look at you, comments their articles, become a person in your environment.
How LinkedIn has changed the job market?
During the workshop at IESE for Alumni Career Services. Photo: Jofre Zorrilla
It's my favorite question.. LinkedIn is a personal branding provocative agent. I explain. The profiles that appeal to us are those that meet the requirements that we have dealt with above. And that's nothing more than having consciously managed our personal brand: that's what we call personal branding.
We need to get to know each other (brand diagnostics) to find out what brand we leave in others. Need develop a strategy (objectives, purpose, value proposition and business model) to know where we're going and what we want to achieve. And we need put in value that value proposition to make us known using personal marketing tools, be recognized through our achievements and valuable content, be memorable thanks to our values. All of this contributes to us being elected, which is the end of a personal brand management process.
What is the future of LinkedIn?
Microsoft is a dynamic company, and I'm sure he'll continue to bet heavily on his professional network. I think the progress I would like to see has already started with LinkedIn Learning, a knowledge platform that will make some universities tremble, but that will also be a great opportunity for creators of valuable content.
Futurologists have predicted improvements in several fields, and in my humble opinion, I 'm 100% agree:
Improved local searches
Analysis of profiles using AI
Improving the sense of community, humanizing ways to connect
Continuous focus on creating content that brings value
Prioritize more authentic and humanized branding (videos, Originality...)
Empowering live streams
Affordable coaching services
The end of email
Increased focus on sharing results and team successes
Improving the experience with hashtags
One-way video preview for job seekers
Find out more about LinkedIn
I can help you work your value proposition. Very soon you will see in this same blog a specific service.
LinkedIn experts - at my discretion- They're here. I recommend following them closely. In alphabetical order:
https://www.guillemrecolons.com/wp-content/uploads/2019/11/Personal-Branding-y-Linkedin.jpg4801200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-11-02 10:49:152019-11-03 21:31:16Personal Branding and LinkedIn: made for each other
Humanity never ceases to amaze me: Now it turns out that to find work you need to hide relevant information in your digital profiles (and also in analogues).
If you have little time, I invite you to see this summary a minute (in Spanish):
Hiding academic information, the latest fashion
I don't know from which country you read this article, but in Spain it's happening. People who eliminate complementary trainingas as important as a master's or a university postgraduate degree. And they do it so as not to force companies to better pay. That's right, I live in a low cost country, that penalizes merit, training and experience (I tried this last topic two weeks ago in the post What's going on in Spain with the seniors?)
It seems that good training is understood as over-qualification, And that's punished. A shame. And the paradox is that on the other hand, the same companies that hire demand broad academic training. In a nutshell and for us to understand each other, they demand it but they don't pay it. And that's why, the candidate has no choice but to hide information.
Privatizing social networks, another way to escape the headhunter online
It also turns out that many job seekers start hiding information and privatizing their social media profiles to escape the jaws of e-recruiters, nethunters or headhunters online.
I don't advise having a private profile, just missing. But getting to the extreme of having Facebook, Twitter, Instagram private and not to appear by Linkedin for fear of exposure seems to me sincerely absurd.
If you intend to share photos with family, there are other options, how to create a private board on Pinterest. Having private profiles is equivalent to a recruiter that we have something to hide. And that's not well perceived, even if we have every freedom to do it.
Social and professional networks are a window into the world of networking and an opportunity to explain what we can do for others (value proposition), to explain how we are (values) and who we are (Profile, Cv...). Not to take advantage of that is to go back to the last century.
Avoid your superiors or company team, another way to hide information
Another current: I also see that many people do not admit or invite their bosses or team on social media to avoid being "spied".
Almost all social networks have mechanisms for hide certain posts certain people. There's a lot of literature about that on the net.
Does it make any sense to hide information to progress or not to be disqualified? We're in troubled times., but also in times of fake news when truth and authenticity are appreciated. It's clear that not everyone thinks the same.
I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.
https://www.guillemrecolons.com/wp-content/uploads/2019/09/esconder-informacion-y-marca-personal.jpg4081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-09-27 18:00:512019-09-27 21:30:36Is it good to hide information to boost your personal brand?
The vulnerability human, and for us it makes a powerful difference to robots (at least for the moment). A few days ago I read a fantastic text published in Fast Company by Chris Litster, CEO of Buildium, a platform to help property managers streamline their businesses..
I'm not going to translate the article, but I am going to try to extract some lessons on Personal Branding. If you have little time, I invite you to see this summary a minute (in Spanish):
Promotion to CEO
Chris Litster was promoted to CEO within his company, and set out to be an empathetic, listening, close leader. Ready to "let down his guard at work and create a space for real understanding and empathy" , something really risky in a traditional organizational model.
For me, there is a key question that Litster asks: Wouldn’t we all like to live in a world where people were honest about their insecurities and needs, rather than projecting overconfidence and aggression, especially in business?
Lesson 1: The binomial Leadership + Vulnerability is not easy to exercise
In his early months as CEO, Litster was so focused on "not being a dictator" that he went the other way. By not taking a more vertical approach, he ended up leaving his senior team in a leadership leadership .
His team doubted what Litster expected of them, did not feel that they had their support, and that generated uncertainty and stress.
Vulnerability and clarity are not mutually exclusive
It was only when he made things clear that he began to move in the right direction. As a lesson, vulnerability and clarity are not mutually exclusive. Being vulnerable means being clear about needs and expectations and receiving feedback.
Lesson 2: honesty yes, but under a leadership of service
We agree: being very honest with your team is the cornerstone of good leadership. But honesty must be accompanied by an offer of help, support and guidance.
It's okay to reprimand someone for not fulfilling their part of the bargain or not achieving their goals, as long as you have the resources at hand to help them overcome their obstacles. As a lesson, let's not forget that leadership must be about service.
Lesson 3: A Thin Line Separates Coherence from Ingenuity
Litster wanted to improve the elements that make an organization 100% integrated in the 21st century: This is diversity and inclusion. To this end, he organised an event for women to discuss the major technological challenges.
Without realizing it
, the event, which sought to be inclusive, became exclusive. The lesson learned is that you don't always have to step back and regret a decision. Litster shared the process of reflecting on that position with a new philosophy: Agreement is not necessarily the goal; understanding is.
At this point, I think it takes some courage to justify an apparent contradiction. The author calls it leadership from vulnerability.
And he adds it as a result of an anecdote: he found on his desk a paper with a drawn bird and the word "vulture". Initially he attributed it to a possible criticism of his leadership .
Asked, Asked, the vulture was the mascot of a team in which Litster was named an honorary member. End of speculation. Key lesson: ask before you reach misleading conclusions.
Lesson 5: Rely on Other Leaders, Avoid Manager Loneliness Syndrome
Litster's previous CEO, who gave him the reins of the company, was beside him at all times
. Kind of an executive consultant. .
True, CEOs, because they are CEO's, don't have all the answers. In her words "true leadership is knowing what you don't know and what you won't know". Therefore, having a point of support gives a deeper and more realistic view of things.
Litster is doing very well, and so is his organization. He admits that living in vulnerability as a leader has given him the set of tools to start improving: recognizing mistakes before they become lethal and correcting the course as soon as possible.
Vulnerability is not the Achilles heel
We have grown up thinking that vulnerability is the crack in the boat through which water enters. In leadership it's not like that. Vulnerability is sensitivity, empathy, it is to take the helm of the ship directing the team so as not to run aground, to avoid cracks.
In terms of personal brand, the opportunity lies in modifying the idea of the leader as someone who is unbreakable, who knows everything and doesn't care about the problems of his people.
Today's big bank managers or big companies still run in a zero vulnerability format. We may need the next generation of people like Chris Litster to come along to achieve a business ecosystem that prioritizes purpose, and within it people, yes, planet and profits (in that order).
https://www.guillemrecolons.com/wp-content/uploads/2019/07/vulnerabilidad-y-marca-personal-guillemrecolons.jpg6081200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-07-28 09:44:472019-07-28 09:44:47Leadership, vulnerability and personal brand
For some time now I have been reflecting on whether politics unites us or separates us, if religion unites us or separates us, and the same with sports and sex, the group I call PRSS.
What do you think? Do the PRSS aspects unite us or separate us? And what does that have to do with our personal brand?
If you have little time, I invite you to watch this one-minute video (in Spanish):
PRSS: Politics, religion, Sports and Sex, they all belong to beliefs, affiliations and values
Indeed, political, religion, Sports and Sex (PRSS) belong to our group of beliefs, affiliations and values, for that reason they unite us, and for that reason they separate us. The problem with this is that politics as well as religion and sports as well as the treatment around sex become polarizing (or you're with me or against me) and discrimination factors.
If we add the race SDNP, which is neither belief nor value, we would have the answer to most of the conflicts on our planet.
Throughout history, there have been many wars caused by territorial (political) and religious disputes. And many people have been killed because of sports affiliations or mistreated and killed because of sexual discrimination.
#Politics "There is only one rule: hunt or be hunted " Frank Underwood in House of Cards
In politics, the centre seems to have disappeared, and the world tends to polarise towards extreme positions. Hunting or being hunted means that there is no place to flee, hide or be a gun maker, only to be an executioner or a victim.
"Healthy" political discussion is giving way to silence or confrontation between equals. On a personal brand note, it's not forbidden to talk about politics, but to ask these questions:
Am I respecting the opinions of others, even if I don't share them?
Does what I'm about to say, share, or comment bring anything to anyone?
Investing those 10 seconds in the answers to these questions can be the salvation to a disciplined dismissal, to the end of a professional career or even to being expelled from a forum or social network.
#Religion Believer and non-believer are human, they deserve great respect. Dalai Lama
With the second SDNP, the problem, in my view, is that many religions are exclusionary, not inclusive. I was educated in the Catholic religion, which for centuries was exclusionary, and now has evolved and respects other beliefs. Unfortunately, there are still many exclusionary religious currents.
Of course, we can speak of religion but with the two premises of the Dalai Lama:
Respect those who believe in other religions
Respect those who don't believe in any
#Sports In football everything is complicated by the presence of other team. Jean-Paul Sartre
The first "S" in PRSS cannot be applied to all sports. Fortunately, fairplay prevails in most sports. Golf, tennis, Athletics, motorcycling, skiing, rowing … In others, unfortunately, affiliations can be extreme, especially in Football, basket, baseball and some others.
Extremism is often due to local rivalries. The "derby" between the two major cities pits clubs, but also citizens.
On a personal brand note, it is advisable to act with a certain amount of common sense:
Of course we can celebrate our team's triumphs, but without humiliating the other
As a fairplay, we will break new ground if we are able to congratulate the opponent when things are going well or encourage him when things are going badly.
#Sex What a sad time! It is easier to disintegrate an atom than a prejudice
. Albert Einstein
The 2nd "S" of PRSS is not a belief, nor affiliation or value. And dealing with sex issues is delicate, because it can discriminate. Social networks are in charge of censoring- sometimes exaggeratedly - the photographs they consider "unseemly".
And the networks themselves can not control certain forms of sex discrimination, referring to groups such as LGTBI (Lesbians, Gays, Bisexuals, Transgender and Intersex). And also the heterosexual collective.
Prejudice is based on issues related to sex, so the personal brand would be about:
Continuing with the topic, and related to what this post about PRSS is about, I leave you this magnificent video with an experiment by one of the founders of social psychology, Muzaffer Sheriff, called "The Robbers' Cave experiment".
What do you think? Are you surprised? After watching it, don't you think that flags separate us? Don't you think that symbols, filiations, some cultural beliefs act as prejudices?
Be very careful about PRDS politics, religion, sports and sex. Especially in print media (and that includes Whatsapp, Messenger, in addition to social networks). Your personal brand is a result of what you do, but also what you say, the way you say it, who you say it to, and also what you keep quiet about.
I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.
I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.
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