How to enhance your personal brand on Linkedin

Our personal mark on Linkedin can respond to a standardized pattern. Or we can also use this platform to show clearly our value proposition, and also how we are, not only who we are and what we do.

As the consultant José Manuel Casado says, “the me me distinguish the extinguish“, and that principle also applies to Linkedin. Have a profile full of words “you spent” and charges, gallons and petulance leads to postureo and indifferentiation. Not long ago I published a list of the most commonly used words on this network, maybe that will help us look for alternatives.

How can we strengthen our personal mark on Linkedin?

The professional title

We do not give enough importance to the professional title, which it defines us at first sight and is right under our name.

Common mistakes are here:

  • Syndrome “visiting card”: write our professional headline based on our position and company. If you put “sales director at xxxx” it's very good, but do not you think this information is already listed below in paragraph “experience”?. With that you explain your position, but not your value proposition. In addition, There are sales managers kicking.
  • Which he is dedicated to “In active searching of a employment”: What a value proposition! You will see, If I look for someone who can boost new sales channels for a company I will not find, so better leave that for the extract.
  • Which only he speaks of his or bachelor's degree: “Lic. journalism”. C'mon, How are you going to distinguish from other 50.000 they are also? Okay soon, but whenever relevant. Mr. Richard Branson can allow parco “Founder at Virgin Group”, you do not.

Professional holder can be a summary of our value proposition. Examples:

  • Sarah Harmon: Chief Motivator @ LinkedIn Iberia, transforming the way companies Hire, Market, Sell & Grow. Here Sarah uses one of its roles (see business model canvas), the motivating, instead of using his position (activity) de CEO. Then, Harmond adds value proposition: transform the way companies hire, communicate, They sell and grow.
  • Joan Clout-Kruse: Writing Made Easy. The shorter, is better… Escueta, direct, clear and transparent. So Ms. shown. Clout-Kruse with a brilliant proposal value. Facilitate writing.
  • Andrés Ortega. Creating the Future of Work through innovation in Talent Management and Human Resources. The value proposition is not only, it is projected onto a seed for tomorrow. I looks bright. Creating the Future of Work through innovation in talent management and human resources.

The extract

Extract or abstract is increasingly a place visited by people who want to know more about us than our history or our professional training. It is a real opportunity to explain how we are and to develop our value proposition and what guarantees.

If we are able to develop a elevator pitch, this is a golden opportunity to capture it less aggressive format but equally effective. I usually recommend three sections in an extract:

Relevant area. What I offer?

Space for describing the value proposition, a text that should make clear what will win that company or person you hire us for your project

Security area. What guarantees me?

Space to describe in brief experience, achievements and training that develop skills in "I offer"

Area choice. Where is the difference?

important space that justifies the choice to our proposal. It can be a resource (Languages, awards), a hobby that tune with the values ​​of the company, mastery of technological tools or internet environment, a thorough knowledge of the market (investigation…), and above all, the "soft" skills , those related to communication and empathy.

An example extract

  • Guillermo Matía, systemic coach: Here you can find. Has it all and in the manner described.
  • Carmen Rodrigo de Larrucea, attorney / doctor. Here are your abstract.
  • Joan Clotet, innovation manager talent: Here are your abstract.

Other areas to enhance your personal brand on Linkedin

A personal brand is what others say about you, so the area “skills” It is a perfect platform to let others validate your main skills.

Here the Council is being generous, we can reach 65 skills, and the key is to place them (Can be done) in the order that best meets your current value proposition.

Remember that you can only validate us our direct contacts, and possibly they do so on the quality of what we share, not for our pretty face, so you already know: Linkedin creates value and your brand value will be enhanced.

Have a nice week!

Image: Flickr CC


Working the value proposition

I attached the presentation on the value proposition I made in the framework of the event #MarcaPersonalUCV in the Catholic University of Valencia yes, 18 December 2015. I thank Pablo Adán says for telling me as speaker and giving me the opportunity to explain one of the cornerstones of any process of personal branding: the value proposition (or why we should choose us and not competition). You can also download from this link.

Do I need what you propose me? 3rd stage of personal message


Descubre en este artículo si tu mensaje y tu propuesta encajan con las necesidades de tus públicos.

I remember the five stages of a compelling personal message are:

Notoriety. I know you?
Affinity I know what you offer?
Do I need to fit what you propose me?
Choice. Are you better than your competition?
Fidelity Do you keep your promises?


imageEl mensaje personal no se detiene en un nombre y una especialidad. Además hay que trabajar a fondo el factor de encaje, el que hace posible que incluyamos una propuesta de valor relevante para nuestro público.

Es muy posible que tu mensaje sea notorio, que genere afinidad, pero si tu propuesta de valor no interesa, el vaso de la comunicación se rompe.

I explain. Si ofrezco, for example, muebles cuyo valor radica en que los han diseñado niños de 8 years old , el mensaje bien pudiera ser notorio, pero tal vez carezca de relevancia ya que no sabemos entender cuál es el VALOR que añade el diseño por parte de los niños.

In a nutshell, hemos de asegurarnos de que la relevancia (idea de valor) esté clara y explícita en nuestro mensaje. No por ser diferente será relevante. A menudo utilizo el ejemplo de un hombre que quema una Biblia o un Corán. ¿notoriedad? Yes, mucha. ¿Relevancia? Poca.

Este factor de falta de relevancia es el culpable de que muchos currículos acaben la papelera o en el archivo demás adelante”. Al completar un CV, se debe dejar muy claro el Valor que implica nuestra aportación. Si es posible, esa propuesta de valor hay que destacarla para que sea leída en diagonal. Recordemos que el tiempo medio de lectura de un CV es de algo menos de 20 seconds.

También sería aconsejable adaptar el CV o el mensaje en función del público al que vaya dirigido. Si entramos en una selección para una empresa de brockers de bolsa, quizás valga la pena destacar nuestra capacidad multitarea (si existe, of course).

I know what you offer? The second stage of personal message


Check out This article describes the different ways to communicate your value proposition and generate affinity receptors message.

I remember the five stages of a compelling personal message are:

  • Notoriety. I know you?
  • Affinity I know what you offer?
  • Do I need to fit what you propose me?
  • Choice. Are you better than your competition?
  • Fidelity Do you keep your promises?


messageIt may seem a no-brainer, but after you say your name you have to keep your specialty or your office. For example, “I am Guillem Recolons, personal brand consultant and partner Soymimarca”.

May not discover anything new, but every day more people greeting to simply give the name as assuming that you know who they are. And it is not like that.

So much it costs to invest just 10 seconds to explain your specialty and title?

The problem is that if not you tell input two things can happen: 1. You are a seller you're going to plug something I do not want. 2. I will lose interest in conversation not knowing if there is affinity between you and me, between your business and mine.

This is especially relevant, for example, by phone, means that every time we consider more invasive and requires absolute transparency for good end. Often I get calls “suspected” they have almost always the same pattern: the issuing person takes a few seconds to talk (Switchboard clear signal). Then you need to ensure that your, so ask did you talk to …?. When they suspect it is an unwanted call, Your questions Who do I speak? and that is where communication often breaks, as the caller, instead of properly identified, you loose the trade tirade, from which you flee quickly.

In the online world, I'm sick of seeing people who are either not identified (It is just the name) or put you type an odious euphemism “In active searching of a employment”. that happens, for example, Twitter and Linkedin.

Ghosts in the network

If Twitter I do not see any text under your name, I probably will not refund the follow. I do not have time to get into your timeline and see what content Believe it or what content share. A good description Help me to “follow” I quickly located the kind of person you are.

In Linkedin, I see people who do not write anything under his name, son Ghosts on the net. I also see others with the “In active searching of a employment”, as if that could define the specialty of the person.

Both are wrong, as we continue to prevent interested in continue reading, break affinity.

When, Besides, no photography, we have a person who has something to hide.

So, I said, It may seem obvious, but after you say your name you have to keep your specialty or your office.