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Personal Branding and LinkedIn: made for each other

This week I've been present at three events where Personal Branding and LinkedIn have been the protagonists.

  • The personal branding course in Ferrovial, with a six-year journey. There the attendees valued the importance of this network for active professionals.
  • In Vassis Conseil I had a chance to have a talk about Personal Branding and LinkedIn for professionals hungry for change. In fact, I owe it to Marion Suffert the questions posed in the article.
  • And at a session in Barcelona to IESE Alumni Career Services I gave a workshop on personal branding and value proposition LinkedIn was very present as a networking element.

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

Full 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

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?

Guillem Recolons, workshop IESE Alumni

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
  • Eliminate spam
  • 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:

Download the PDF of this article

Click on the Slideshare logo:

 

Stock Photos from Graphic farm/ Shutterstock

 

Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa

In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. And, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, yes, Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

Instead Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, yes, social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Why not. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

Personal Branding in the company: Applications, pros and cons

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.

digital reputation

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.

two curious phenomena occur:

1. Finally Crises always meet people with names which it is across the phone or computer. Reading: Brands do not solve problems reputation, why do people.

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.

In Spain, for example, excellent texts have been published, books, blogs about. Highlighted the following books: Y tú, ¿qué marca eres? (Neus Arques), Expertología, Personal Branding for Dummies (Andrés Pérez Ortega), The challenge (Pablo Adán says), Marca eres tú (Eva Collado Durán), Desmárcate (Xavi Roca), Un café con Chan (Ami Bondia), El mapa de tu talento (Arancha Ruiz), Your professional brand (Fabián González) and, sweeping homeward, the entire collection of ebooks Soymimarca (7 Until now).

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.

Personal branding applications in the enterprise

Personal branding applications in the enterprise

Vector by Shuterstock.com

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.

Executive Branding

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

Brands need to humanizeThe 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.

Recovery 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.

In an article I wrote a few years ago in blog titled Soymimarca How to transform employees into brand ambassadors, He detailing the three essential steps to implement a program employee advocacy programs:

  1. Promote self-awareness and personal identity (personal branding) among employees
  2. Turning knowledge of internal brand a priority (Corporate Branding)
  3. Connect the personal and corporate

Amplification Message

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.

In this excerpt from an academic article entitled “Employees: The key link to corporate reputation management” and the importance of employees glimpsed in crisis management.

Retaining talent

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.

Differentiation

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.

Blaise James, a strategic brand consultant Gallup, He concludes in an interview call “The Value of Personal Branding” (2009) the next:

“Employees own brand are self-sufficient and more innovative. They are problem solvers, and commit themselves thoroughly with the corporate brand”

Networking

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.

Plan B

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:

Mindset (mentalisation)

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.

Means

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.

  1. 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.
  2. 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.
  3. 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.

 

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