To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.
A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.
If you do not have much time, I'll explain it to you in a minute in this video:
Growing disloyalty: a 92% of consumers are disloyal to their brands
Download graphics from the complete Nielsen Inc in this link
In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…
Don't you think that's crazy? As an ex-advertiser I can't stop thinking about how badly advertisers and agencies are going to be going through right now. Achieving brand loyalty was ALL in advertising in advertising, the ultimate goal.
We like to try new things: a principle of disloyalty?
The report notes that a 42% of consumers around the world say they love trying new things and almost half (49%) of consumers - although they prefer to stick to what they know - - can be moved to experiment..
The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.
And perhaps the most well-founded fear: This is indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.
Are disloyalty and distrust related?
I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.
Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.
The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands
The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies are trusted drivers natural.
The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…
brave professionals seeking
I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?
Precisely programs Employee Advocacy programs are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.
If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.
https://www.guillemrecolons.com/wp-content/uploads/2019/07/deslealtad-blog-guillem-recolons.jpg6001200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2019-07-13 08:00:222019-07-13 09:08:54What to do when disloyalty becomes the norm
Following up on the ideas contained in that article, Today we highlight in this post collaborative findings of two events that have occurred recently and that point in that direction, on the idea of achieving a more human world in the era of machines.
Reading it follows that perhaps Musk's vision of an automated world is not possible without human connection. Similarly to what differentiates a human of a machine is the ability to err, we see that intuition, experience and empathy are still -of time- heritage of us humans.
My personal colleague brander Helena Casas, also a psychologist and photographer, It notes that it is true that we have advanced technology at an incredible rate in recent years. Despite the errors in the production line of Tesla, robotization and automation led to excellence will be a reality in a few years. Experts do not agree just put because of two opposing aspects:
The advancement of technology is being exponentially in recent decades
Artificial intelligence as such is still in diapers because currently only a product is a cross algorithm massive data.
This lack of agreement is precisely the lack of knowledge still has on the functioning of the mind and soul as such. It is not a matter of neurosciences, It is a matter of what appears to be quantum physics. They can not do anything just with the brain of a person ... "the person needed"
Hater, why you wrote that?
The second is a recent talk TED Dylan Brown (not available yet open mode). Marron is addressing a different approach to the problem of hate on the Internet. Your videos as “Sitting in a bath with trans people”, accumulate million hits, but also generate tons of hatred in Internet.The neo-futurist Marron developed a survival mechanism: connect with people who fill the network of hatred and make them a simple question: “Why you wrote that?”
These recordings have been captured in the podcast titled Marron: “Conversations with people who hate me“. As he himself acknowledges, That will not bring peace in the world, but he says he has caused a stream of empathy with his goons. “Empathize with someone with whom I am deeply disagree suddenly does not erase my deeply held beliefs or approve theirs”, warns. “I am simply recognizing the humanity of a person to whom he taught to think in a certain way, someone who thinks so very different from me”. Brown admits in the background we need to lay the foundations of a more human world.
The Human Branding
The common bond of the two stories is evident: we need to put mechanisms that allow us to humanize. Humanizing companies (If Tesla and many other). And humanize the relationships that occur in digital environments. I remember an old announcement of the US Army as US soldiers cross threats Afghan soldiers. All wear sunglasses. At the moment they take them, They realize that people are equal, of the same species, and aggression becomes in confidence.
It may seem superficial reduce the idea of a more human world to a concept such as Human Branding (Branding humano). But each brings its grain of sand in the field in which it is competent, and can hence all those who are dedicated to this we share a greater purpose than helping a few people.
Helena Casas He adds that we face what we might call a new era, beyond what we know today as the fourth industrial revolution:
It is the time when happen to be more human.. more people!
Recalling the capacity intellectual and physical development of the Greco-Roman era, touch feed and grow those capabilities that will differentiate us, for a few years, any drill Artificial Intelligence. Everything is governed by patterns, automation and lack of nuance, succumb to robotización.
We are human, we are very different people from each other, to provide the best for this new era we even lead to be able to combine people and machines towards the human race and not its Extermination. A more humane world is possible.
24 April in Barcelona > I give a talk on Personal brand for entrepreneurs in Inceptum Foundation (c / Rector Triadó 31 from Barcelona) of the 19h, free entrance. Sign up here.
9 May in Huelva > Participated in the week # EKHuelva18 “Knowmads space Huelva” sponsored by Cajasol Foundation and organized by the great David Barreda, where I will meet on stage along with David Andres Perez Ortega, Eva Collado Durán, Elena Arnaiz and Adela de la Mora. Free registration (there are few places) here.
2 to 6 July in Barcelona > Course > Brand staff to differentiate yourself and achieve your goals “the Joules” at the University of Barcelona. five mornings, that intervene Mari Carmen Martín Muñoz, Paula Fernández-Ochoa, Francesc Segarra, Emilio Rodriguez and William server Recolons. Entries in this link.
https://www.guillemrecolons.com/wp-content/uploads/2018/04/un-mundo-mas-humano.png7591200Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-04-22 12:37:282018-07-23 14:18:10A technology for a more humane world is possible
I think those who are dedicated to branding, whether personal or corporate, We have much to do with the human connection.
I have a few days reading texts and reviewing interesting videos about the human connection in a world where machines increasingly "learn" more and more.
A required viewing video is Yuval Noah Harari of, author of Deus Homo Sapiens and. He wonders what will happen in the labor market, in the economy and the power of human beings in the coming decades. Imagine that frightens They learn emotional intelligence machines, aspects such as empathy, we thought reserved only to mankind. But the road is this.
Also I recommend two articles. First, signed by philosopher and researcher Gloria Origgi, He tells us to say goodbye to the information age and give the Welcome to reputation. Confirms that no longer consume information, We consume information leaked by sources that are trusted to us.
The second highlights the PwC report (required reading) Will Robots really steal our jobs?(Is it true that robots take away our work?). This gives us a somewhat more optimistic but the worrying time horizon view 2030. Particularly in sectors such as transport, Construction and.
This chart, The result of this study, speaks for itself:
But beyond catastrophism, PwC defines four colorful worlds:
The red world, entrepreneurial territory to mediate between workers and employers offering high-value services from startups.
The Blue World, which it highlights three areas: size organizations as a competitive factor, professional skills and digital competences.
Green World, defined by WPMS, where equity premium and especially social responsibility inside and outside companies.
The Yellow World, knowmads that of seeking greater meaning to what they do and they can better compete given their flexibility to move in changing environments.
I like this view "color angry" because I think it is the key to compete in increasingly automated environments. The four worlds robotization used as an instrument at the service of human beings.
George Orwell and advancing the important thing will not stay alive but to stay human.
In any case, and returning to the responsibility of brandólogos or branders with the human connection, there goes my prediction:
Communication will be effective the higher the human connection between brand and market. In other words, the brand must humanize, and the only way you have to do is communicate their values through people.
How do you do that? Programs promoting internal brand ambassadors. I have repeated several times that consumers are people. Companies are persons. And people talk to people.
Promote a culture of human connection is to address, sales, HR marketing and service of philosophy People trust People (People trust people). A good example of culture of human connection is the campaign EY Spain#YoConstruyoEY, unapologetic defining the EY brand is the people who compose and build every day.
The programs of corporate personal branding, employee and employer branding advocacy are at the service of this idea: humanize brands in the era of machines. Let us be faithful to the idea of Orwell, maintain the human connection above all. Human Branding.
https://www.guillemrecolons.com/wp-content/uploads/2018/03/conexion-humana-guillemrecolons.jpg6191100Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2018-03-31 08:30:582018-06-04 16:00:10Can we promote a culture of human connection in the era of machines?
As promised. Behind the first, This is Monday, and tercera delivery a few days ago I presented a FAQ (4) with new issues emerging in talks and formations. For the moment, I have tried the following questions and answers:
Personal Branding FAQ 11. How I can know what my personal brand?
Personal Branding FAQ 12. Will my personal brand begins in social networks?
Personal Branding FAQ 13. How does brand management personnel with career management?
Personal Branding FAQ 14. To what extent should expose my private life?
Personal Branding FAQ 15. Does personal branding is for everyone?
It's time to conclude the last five new issues
Frequent questions (4)
Personal Branding FAQ 16. Do you have room for personal branding in the company?
It is curious that the creator of the term personal branding, Tom Peters, think of it as a related competition Figure employee intra-entrepreneur. His concept Me Inc, o YO, S.L. Then, over the years and the emergence of blogs and social networks, the term independent professionals associated, autonomous, knowmads…
Empower managers and other professionals and place them in the center of the mark (your people are your brand). This is accomplished through executive programs branding and personal branding.
Connect more effectively to the organization with its external stakeholders (customers, contributors, providers, public opinion, Potential customers…) through programs Employee Advocacy programs or internal brand ambassadors, with evident advantages towards the company using as leverage trust that generate the most technical profiles, but also with clear benefits for employees.
As a result of the above, attract the best external talent by programs Employer Branding. let's remember, is the first priority for the company and its professionals are aligned, and only then you can find the best talent.
Personal Branding FAQ 17. What requirements must meet personal brand consultant (personal burner)?
consultants / trainers with experience consulting and training in holistic personal branding (self-knowledge, strategy, visibility)
consultants / trainers with experience as employees and managers in organizations. What is known as professionals who have been in the line.
Personal Branding FAQ 18. Is necessary a blog to manage our brand?
Not at all. but it helps, and a lot. I owe this blog (with long boring 10 years of life) which many of my clients have contacted me. It is a digital home. Of course, you can write to places like Press (Linkedin blog), but do not forget that the house is not yours. That you can not have a section about me, portfolio, FAQ, Contact…
Blogs: Feedly enters and places the word “personal branding” or “Personal Branding” and subscribe to 10 or 12 blogs that will appear first. Forgiveness do not you know Feedly? be, be, be…
Consultancy: There are many good consultants / as personal branding in Spain / Latin America. I would not fit here. When you recommend one, Look for it in their own social networks and blog (if it does not have, I discard it) and make sure it is personal branding specialist, not someone who has it as a service. Shies away from using the term “Personal Branding 2.0”. Prices depend heavily on cache consulting consultant and methodology employing. Not the same process 3 one sessions 15 or a monthly mentoring permanent.
Training: The best formations are the companies that hire for your professional. I hate to say, but that's how it is. A two-day workshop can afford not everyone, and less with specialists good. You have university training in the Graduate Personal Branding Blanquerna URL, a course almost 100% online with a face week in Barcelona.
congress: In Spanish, There is a congress, yes, Personal Branding Lab Day (PBLabDay for friends) which is already preparing its fourth edition for June. In Portuguese and Spanish, this PBEX Brazil, Personal Branding Experience, which is usually done in November. Besides that, I subscribe to Google Alert “Congress personal brand” because they go out to consider specific events.
Wikipedia: Do not even think about it. It is the opposite of reality. Someday I promise, with my professional colleagues, give a change as it deserves.
Personal Branding FAQ 20. When you end a process of Personal Branding?
you suspect, true? It does not finish. Well, I lie, just at the time of transfer. Not our personal brand, which it acts as a legacy when we're not.
That does not mean you do not know people who have decided to end the process. They are a small group that has formed and does not see him the advantages and disadvantages yes. I respect, in the world must have all. A process of personal branding is a training process, as he stated Socrates, “I only know that I know nothing”. Training is something inherent in our life. The day we stop enable us to create value.
I hope I have clarified doubts and concepts with this quarter FAQ (4). This ends here, but I do not rule out that later returns with a new collection. Have a nice week!
Ten years of not being able to suppress my thoughts, my ideas. Ten years incontinence. The principle is undressing. Then you realize that striptease Mental is not negative if you have your audience and, above all, if it adds value.
You are right, this month ten years of this blog are met
It was spring 2007. I reached an agreement with John Paul Tréguer in Paris to represent his successful agency TVLowCost in Spain. The idea was good: packetize advertising campaigns on national TV at affordable price (250.000€) and including research, 6 Ad scripts, shooting 3 or 4 Ad versions from 7 and 10 TV campaign seconds approx. 250 GRPs (some 250 audience points summed crude).
The way to reach customers devised by Jean-Paul was (And it is) buy email lists (permission marketing) to send a monthly newsletter, and, more important, manage a blog. What is a blog? At that time I had no idea, for me it was a web blog but staff. But I was wrong, He did not need to be personal and present its dynamism and, It was not a web use.
First steps in blogging
In April 2007 He had already created two blogs, TVLowCost that of Spain and another for a political candidate. And in December, does 10 years old , I opened my own. Then the URL was www.lateralconsulting.wordpress.com. My own company was called so, Lateral Consulting, and it was not until 2010 that I changed the name to the current guillemrecolons.com.
If I dared to open my own blog was because I was already familiar with the content creation and publishing platforms Blogspot and WordPress (I unify finally WordPress, there is no comparison). By that time hardly existed SEO, It was mainly to create a tag cloud for visitors to blog could find content more easily.
Although social networks already existed, in Spain few had in 2007 an account on Twitter or Facebook or Linkedin. The important thing was to share the blog in places like Delicious, DIGG and some more healing platform.
Rereading some of those early posts judiciously today, we would say they were content very simple, anti SEO (very brief post), but with ideas and insights a certain value. And always in personal tone. Who writes a blog as a press release company always boring.
Little by little, transmitting personal brand
It is true that a blog is an "accelerator" personal brand. I explain: what previously he was on the mark in private circles (job, friends, family) extends to the blog your circle of influence humanity connected. Big responsibility.
Besides going to expand that circle of influence, since 2007 I started working without being aware of it yet- personal branding consulting. My first customers: political leaders, artists, managers and entrepreneurs. I called him "personal communication consulting".
A few months later, my friend Linda Reichard said -mirándome with serious rictus- what you are doing is called personal branding.
Although most texts are very much focused on the need to differentiate, as advertising it was clear that this was VALUE. He remembers that in “Brand = unique value proposition). I also clear that a simple method was needed to manage it, based on three key phases: self-knowledge, personal strategy and visibility; later, to inaugurate Soymimarca, I baptized him as “Iceberg method Personal Brand“.
I threaten: I intend to continue writing. I wish the thing for another ten years. If this has lasted 10 years I owe it to you, the readers. Thanks with all my heart. Everything leaves a brand, recargáis energy and you mine.
https://www.guillemrecolons.com/wp-content/uploads/2017/12/10-anos-de-blog.jpg505900Guillem Recolonshttps://www.guillemrecolons.com/wp-content/uploads/2018/07/Logo-Guillerecolons-300x240.pngGuillem Recolons2017-12-02 09:14:172017-12-03 12:53:28Ten years incontinence, ten years of this blog
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.
In this paper I address the possibilities offered by different programs on personal branding company, applications, advantages and disadvantages. Finally, indicated what the consultant profile / ideal trainer to carry out these programs.
Personal branding in the company: the great unknown
In Spain and some Latin American countries, the development of such programs in the company's testimonial. Responsible for that situation are not the companies themselves, We are consultants and trainers in personal branding, we have not been able to convey the benefits and the return they would get organizations to include in their training plans and consulting applications derived from corporate or personal branding personal branding in the company (employee advocacy programs, executive branding, employer branding…).
For me, I will try to amend the error.
The origin of Personal Branding
Although the word “personal” leads us to think that this is a individual action, the first author who coined the term “personal branding”, Tom Peters, he referred to as personal branding enhancing personal brand of employees and to discover their role as intraemprendedores. That is to say, professionals understood as micro-enterprises (he calls it Me Inc., translated as I S.L.) with initiative and ability to go beyond their job roles in creating value to the stakeholders.
Personal Branding development
A few years after Peters coined the expression (it was in 1998), literature about management Personal Branding He dissociated himself from the company and its advantages and wrongly associated -only- independent professionals.
The arrival of the web 2.0 and its impact on brand management staff
It should be noted that while the Internet already existed at that time, social and professional networks are not consolidated their presence until the end of the first decade 2000. There was a significant change: anyone could use for good or bad- the Internet means to vehicular his message and value proposition. Shyly markets began to be conversations and companies had to change monologue (advertising, RR.PP) yet ongoing dialogue with customers, contributors, shareholders, influencers, detractors. Definitely, stakeholders. This dialogue was to blogging platform and social networks.
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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