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Trust, training, technology: three keys to corporate personal branding

Personal branding is no longer exclusive to celebrities entrepreneurs. Today I deal with the three keys to corporate personal branding, a way to move personal brand management to companies, and specifically to their professionals. .

I heard an interview to Brian Fanzo, ISocialFanz' CEO in which I liked the way he simplified the application of corporate personal branding.

If you have little time, here I leave you a one-minute video-summary:

Corporate Personal Branding: What is it?

Many believe it is a Oxymoron... and I get it, what are we talking about? personal or corporate?

Corporate branding staff deals with the application of staff branding in top executives, known as Executive Branding, training in personal branding for middle managers and other professionals, and the programs employee advocacy programs or impulse to “emfluencers” y employer branding.

It is based on the proven fact that people transmit greater confidence than imagined realities such as brands or companies.

First key: Trust

As it could not be otherwise, in times of distrust in brands, companies must trust their people (I remember the recent post: Entrepreneur: your people are your brand) to perform the corporate storytelling.

To this end it is essential that the organization has corporate story, with a very clear and social purpose (beyond benefits, Leadership...), a mission, values and a story.

People trust people, so there's no one better to move these corporate assets than through professionals.

Entrepreneurs afraid to give greater power and knowledge to their people, we can only tell them that investing in them is a way to build loyalty.

Second key: Training

Among the three keys to corporate branding, training is, for me, one of the most solid foundations.

As my colleague says David Barreda, trainer and personal branding expert, training is a learning strategy for knowledge acquisition and development, skills and attitudes, that allows people to respond effectively to certain problems and dilemmas.

And in this case, training aims to provide methodologies and tools for employees to (I prefer to call them professionals) connect with stakeholders or stakeholders stakeholders, internal and external.

This has a dual objective: on the one hand to value each professional's own personal brand, turn them into trademark spokespersons. On the other, to transfer the corporate storytelling to the markets in a person-to-person communication.

Third key: Technology

Today it is essential that professionals can leverage technology to be able to act as spokespersons and ambassadors. Since this isn't your main “job description”, it is necessary for the organization to provide applications to manage this new role, easy to use, intuitive, and most importantly, productive and efficient.

These applications are about knowing content, Cure, share them and follow their trail. We can't expect employees to constantly enter the company's website to see what's new. To this end, notifications to an application are required from the communication department, so that information easily reaches every professional.

Stock Photos from Catsence / Shutterstock

Books: SOS! I have a toxic boss.

This past Thursday I had the opportunity to attend the presentation of the twelfth book of my colleague Pablo Adán says, organized in Lleida by my other colleague Xavi Roca with the assistance of 60 of alumni ESADE.

SOS I have a toxic boss, by Paul AdamPaul wanted a book like that, And I get it. Everyone we've lived with bosses (or partners) toxics we have always wanted to explain... And we've lacked courage. Paul has studied it thoroughly, has been documented as it always does, and has even launched a little online research to gather more data on this abounding specimen (a 50% of all the bosses are toxic) and that erodes business leadership.

Paul and Xavi invited me to be part of a round table after the presentation of the book which was very useful for the attendees to lose the fear has asked committed questions. An interesting one was, do you think it's a good idea for me to give this book to my boss?

I'm not going to spoiler the play., but I recommend it to all the bosses and to all those who are suffering the consequences of a bad leadership style.

Personal Branding strength in the # PBlabDay17

Why not. That's the motto of next Personal Branding Lab Day of 22 of June 2017: Personal Branding strength in the company. The first two editions were devoted to the fundamentals of Personal Branding and its advantages for professionals. But the turn of who can benefit most from the advantages of the different types of programs Personal Branding arrives: the organizations. Business, institutions, Non-profit organizations, Collaborative projects…

Why a format WEBINAR?

Since the first edition 2015 There were many requests for the event could go worldwide. I know, That could be achieved with a live broadcast streaming. But the format webinar, in this case, It offers three additional advantages:

  1. Ability to interact with the speaker. Questions, doubts expressed through social networks and the hashtag # PBLabDay17 and answers rapporteur live by moderators.
  2. asynchronous. Who can no longer live all papers the same day 22 June may do so during the next week, as each presentation will be recorded on a YouTube channel.
  3. gratuitousness. PBLabDay17 organization has decided to follow the presentations is free this year, unlike the two previous years attendance, where there was a fee of € 125 per attendee.

Does that mean that from this edition will always hold the congress in webinar format? Isn't it?. Lack evaluate the outcome of the webinar, but it seems that the Congress will face biannual, and will interspersed with congresses webinar format.

Why do we talk about the power of personal branding in the company?

It is certainly the great unfinished business of personal branding. Many employers remain closed to the implementation of programs of personal branding in organizations because of the false belief that comes to promoting employees with the risk that more visible, and therefore you captables by other companies.

Let us not deceive ourselves, the talent can not be retained by force or by hiding under the desk. I believe in the conviction of talent, and personal programs that corporate branding is more than useful.

What are the applications of personal branding in the company?

Some time ago I tried this in this blog with the post Personal Branding in the company: Applications, pros and cons. Not only that; I spent a brief content free ebook for free download.

Applications are personal branding corporate:

  • Consultancy: Executive Branding: programs for managers
  • Consultancy: Personal Branding: employee programs
  • Consultancy + Training: Employee Advocacy programs (o Employee branding), programs to strengthen the role of internal brand ambassadors
  • Consultancy: Employer Branding. Programs to attract the best talent.
  • Training: courses and workshops on personal branding (or personal brand management)
  • Mindset: Conferences or short workshops (maximum 3h) to highlight the importance of corporate branding programs staff.
  • Measurement: Measurement programs control panel monitor employee advocacy.

How to follow the webinar 22 of June?

The first, register. This will receive by email the link to the webinar few days before. To this end, I invite you to connect to the event's website: www.personalbrandinglabday.com.

You will see that there are two types of registration, This is free, which lets you see all the 22J papers on the same day and until a week later. And the premium, which also it provides access to the forty-odd papers from previous years and webinar presentations unlimited in time.

On the web you will also find the program and speakers, it can even vary slightly, but in essence is that.

Of course, there hashtag: #PBLabDay17

Organization

This event came as a result of Graduate in Personal Branding URL Blanquerna Faculty of Communication & RI. His academic director, my partner Jordi Collell, He had the idea of ​​holding a congress at the end of the graduate in June.

equipo personal branding lab day 2017

Andrés Pérez Ortega, Guillem Recolons, Jane's Trunk, Fabián González, María A. Sánchez, Isabel Muela, Jordi Collell / November 2016

In this year, we must thank the altruistic collaboration of the same faculty, of Soymimarca, of Infojobs, and a team that takes a few months preparing this: Andrés Pérez Ortega, María A. Sánchez, Fabián González, Jane's Trunk, Cristina Mulero, Oianko Choperena, Alicia Ro, Nilton Navarro, Jordi Collell and writer. The die is cast. The strength of personal branding in the company now has an exceptional speaker.

I hope the 22J, with all the enthusiasm.

PD: two days ago we heat engines Celia Hil, Jordi and writing in the radio program building Relationships The RKB Radio, directed by Rudolf Helmbrecht with Edward Martin and Francesc Galván. What they talked? You're right: the strength of personal branding in the company.