If you do not know William Arruda I will say that is one of the references in Personal and Executive Branding worldwide. Creator of Reach Personal Branding, Arruda is among the few professionals that accredits certification itself. Author of the book "Career Distinction”, It is considered by many American media as the "guru" of Personal Branding. True to his appointment every year, He published his personal brand trends for 2016 in the magazine Forbes. As I consider the content is revealing, I have dared to translate it so you can get to anyone interested in the subject and, Not content with this, I have added two "bonus tracks" at the end of other trends that I personally consider important: the big data and asset management.
As a long article, You can also download it or watch it from Slideshare. I hope you contribute as much as I. Here I leave the tag cloud to give you an idea of the contents:
Personal Branding Trends 2016
Work on personal brand management is really interesting. It is a permanent opportunity to align what we are with what we do. True to my annual appointment, I have identified some trends that will impact on how we manage our brand. We influence how we value our personal brand plan for 2016 and later.
1. Integrated applications Personal Branding
Personal brand management can be seen as an isolated task – separate from our everyday activities. Get ready to manage an endless number of applications that integrate personal brand activities in our daily routine. One of the best applications is Refresh (acquired by Linkedin), which combines information from our calendar with Internet data and LinkedIn to send a "brief" of the people we have scheduled meetings. It's like having a personal research assistant that runs the Web to extract information about people in our calendar and prepares a chop on each of them to study them quickly before knowing.
It is acquired by Linkedin, Refresh It will work both as a standalone application as an integrated professional network. Refresh used before any meeting our partners will leave impressed. And this does not end here, They appear more and more Apps related to Personal Branding and our daily tasks, facilitating our efforts networking and virtual work.
2. video: From static to dynamic
Anyone who has read above me knows I'm a big advocate Video. It is the future of personal brand. Why? For three reasons:
First, management of personal branding decant into the online medium, an area that converts the video in the main tool we can use to meet and interact with others. Thanks to the Internet, people form first impressions upon us just looking for our name on Google.
Secondly, the virtual desktop (teleworking) is growing. Many of my clients no longer have an office in your company. Or they work in co-working centers or from home. That means we need to find other ways to be visible to our stakeholders. And that no longer get tools like email, instant messaging or texting.
Video is a powerful vehicle for generating emotional connections when we can not be there in person. We can communicate with our audience and interact. Yes, real-time video represents as closely as possible besides a face to face meeting. applications videoBIO (a secret: videoBIO is my business partner, Reach Personal Branding), VideoCraft, VidMob and Vizzywig They make it very easy to create and edit video content to reinforce our brand. They appear new video applications that will allow us to edit virtually effortless. Video is also a powerful tool in Google SEO. In fact, Forrester Research says Video has a 50 times more likely to appear in our first page of results than any other text content.
In third place, habits change. Our video hunger is growing. In 2015, digital video pulled ahead of social networks. We know that users spend almost two hours a day watching digital video networks. According to a recent article Asends Walgrove, the video will become our most common form of communication in the future. We are prepared?
3. Leadership Consultants
The Executive Branding has established (Translator's note: in Spain and LATAM yet) as an important strategy for companies as more and more customers seek personal connections with organizations. A new type of service is emerging to help business experts to communicate on relevant aspects of their services and products to their target audiences. And these opinion leaders come from all areas of a company – not only top management. A good example of this lies in the growth of Influence & Co, a company that provides services content creation which are made possible by technology and relationships with general and specialized online publishers. These new leadership consultants simplify and streamline the process of gathering knowledge of local leaders and convert that information into high quality content – both means of payment as "publicity". Influence & Co. and similar organizations are filling the gap between corporate PR and traditional media and online marketing.
Experts in the field are valuable resources for organizations that want to increase their visibility and grow their brands, and companies are going to invest in those opinion leaders, providing external resources to develop content. They'll work with an expert in personal communications to help make your persuasive message. Traditional media agencies focus on the content of the company and work with all media. But new types of communicators work with specific individuals in the company and will focus on its relations with the online publications to improve visibility.
4. Our location is part of our brand
By consolidating virtual desktops professionals will have many more opportunities to choose where to live. we will no longer have to move because the work required; We traslademos us because we have found a compatible place with our lifestyle. Companies are accelerating this step into the virtual business as a way to increase profitability. Several of the companies with which I work are encouraging their employees to work in virtual environments if they are in office less than 60% of his time. According to the report World at Work, the 67% companies offer flexible working for all or most of their employees. Our geographical location speak for itself of our brand, because it reflects our choice, not our company. This is great news for professionals looking for a good balance between work and life. a different approach to our personal brand to ensure that away from the office does not mean out of mind will also be required.
This trend of mobility also have an impact on the property market and companies that offer co-working spaces and meeting rooms (as Regus, for example). This could increase demand-and consequently the price- of second homes near beaches and airports.
5. Transformation Formation
The world is moving too fast for us to make progress with the knowledge we already have. People and companies with strong personal brands make continuing training a priority – knowing that if they are not learning every day, They are lagging behind. Our ability to learn and grow as we strengthen our brand will be critical for success.
Learning within organizations will be a key element for the success of the company and employee engagement. Innovative organizations use learning as a way to attract the best talents. Some organizations are already adopting formations with hard and soft skills. Kelly Palmer, CLO (Chief Learning Officer) LinkedIn said “With our platform LearnIn LinkedIn put the student in charge of the ship. The old model of learning is not relevant to the current job settings. Learning should not focus on the process, achievement or tracking, you need to focus on empowering people with access to the skills they need when they really need. We are building a culture of lifelong learning for our people prepare for success and commitment to their work”.
The workshops and other training formats will merge or be replaced by learning options on-demand. The video will be more common as a learning tool. Employees will be responsible for identifying the necessary training and by crowdsourcing will have a direct impact on those most valuable training modules. Kelly Palmer went on to say “social actions are integrated into our learning platform. This helps us know what you value our people and at the same time makes our active learning more compelling and visible to the rest of the company. Real-time learning is integrated into everyday actions and becomes a natural part of the working day, no added activity “.
6. Analyzing the, S.A. in the virtual world
Competition forces us to be even more creative to differentiate ourselves from the herd - whether we are looking for work, aiming for a promotion, looking for new customers or new members to our team. The best way to gain a competitive advantage is to have own site. There was a time when I thought a profile on LinkedIn was enough, but nowadays, with more people expert in personal branding, the level has risen. Have our own professional web will position us and differentiate with respect to our competition. When we talk about personal brand, Differentiation is key.
Just as each company has its web, we also need a personal site if we take charge of our career. This may seem daunting, but the good news is that barriers to launch a high quality personalized web have disappeared completely. No longer they are expensive and require a significant investment in time to create them or keep them. Emerging platforms such as branded.me (a note: branded.me is a business partner of my company Reach Personal Branding) and others will become indispensable to create a genuine web and differentiated. And although these platforms are becoming more popular, still represent an opportunity to highlight.
7. LinkedIn as a competitive advantage for companies
Many managers thought that if their employees had a profile on LinkedIn was because they were looking for work. And at first they had bowl, LinkedIn was launched as deposit virtual CV. But since then, LinkedIn has become an integrated platform of personal and corporate brand. The old fear on LinkedIn employees is being replaced in innovative organizations “If my employees use regularly LinkedIn, everyone in the organization will have an advantage over the competition.”
Kirsten Boileau, Star director-up Digital's SAP said “We value our team as an integral part of our social media strategy. As part of our social initiative selling, We are welcoming everyone – from our senior executives to our latest additions. We have implemented a weekly podcast called Social Selling with Game Changers, about social selling and training in employee branding, and we are working to make this spirit is present throughout the organization”.
People trust people rather than brands
Jack Teuber, Creative Director at PwC, sums it up this way: “There are too many benefits to ignore. People trust people more brands, so the employees participating in LinkedIn represent a communication channel with great potential for the company. They can help to increase visibility and orientation of corporate messages, humanize the brand of a company and make it easier to find talent.
To expand our success and strength of our brand 2016, will identify key trends that will have the greatest impact on the success of our career.
Bonus track #1. Personal Branding y Big Data
Calmly discuss in another post, but I add William Arruda trends potentiality Big Data in managing personal brand. I recommend reading the moment you gave me Pau Hortal on a text of the consultant Sage in this link.
Bonus track #2. Humanization and values
Not long ago I published on the blog post title Soymimarca "Are the people, stupid"That highlighted the need for humanize and "desrobotizar" our relationships with other people, especially in the network. The phrase "Our life matter"It is eloquent in this regard, since those who hire us for your project will want to know more than our hard or soft skills, interested to know what things move us, care about, motivate us.