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  • Sara Jurado 9:00 am on June 3, 2013 Permalink | Reply
    Tags: , , , , , personal branding, , professional branding,   

    LinkedIn’s new competency model: networking + personal branding 

    Estimated reading time: 3 minutes

    Some time ago psychologis spoke about the importance of positive reinforcement, but have you ever stopped to think that social networks are just about social reinforcement? They are a way of reaffirming ourselves (what we like, what we know, what we read…), but that was already done in blogs and in the web 1.0.

    Part of the success of microblogging platforms and social networks lies it it enables us to leave our egocentricness and project ourselves towards the world through others (retweets, +1 button); all these ways of sharing our “agreement” are nothing more than a system of reinforcement

    Linkedin started to take advantage of this phenomenon with endorsements of skills and expertise, seeking to encourage interaction among users.

    1. Follows the trend to present information visually.

    2. Aids the process to indicate what you value about a contact. What may represent an advantage in using the tool means a defect for its detractors, as they point out that it will lower the quality of the valuations we make. The risk of a user’s lack of criticism or objectivity will always be there and it is something that HR experts should know how to discriminate.

    3. Prognosis that the next change to be implemented will be a mechanism to quantify the value of the endorsement, establishing the level of real relationship of the professional making the endorsement.

    4. Endorsing an ex co-worker for that quality you appreciated enables you to get back in contact with that person “giving them” something positive without communicating directly, which essentially is practising networking in its nicest form.

    5. It can improve the positioning of a profile, as what is endorsed are tags that we have previously chosen. This means that, apart from helping someone to quickly identify your strong points (being a good personal branding tool), it is also great for SEO.

    Sara Jurado (@sarajuradoBCN) is psychologist specialized in career counseling and social media for professional development, and currently works as counselor in the professional development team at Barcelona Activa.

  • Virginio Gallardo 9:00 am on February 26, 2013 Permalink | Reply
    Tags: , , , , personal branding, professional brand   

    The revolution is called ‘social networking’, not ‘personal branding’ 

    Estimated reading time: 8 minutes

    Editor’s note: Virginio Gallardo has allowed us to publish this article from his blog where he reflects on how social networks force us to reinvent ourselves professionally and become ‘social networkers.’ We wanted to post it since we share his ideas on how technology, and more specially, social networks transform environments and ways of working. At Zyncro we are prepared for this revolution, what about you?

    Many already understand that social networks bring the promise of a revolution without precedents in our work environment, but based on old paradigms, they basically think that it is a form of networking, a way of promoting their ‘personal brand’, more than a new professional environment. The revolution isn’t called ‘personal branding’, rather ‘social networking’.

    The social networks are perceived by many professionals as a medium that they must be present in to be found, to network and earn notoriety, but that is just the tip of the iceberg.

    The impact of social networks on our professional lives promises to be much deeper. They represent a new work environment where connectivity will be the equivalent to professional efficiency that will form part of our way of understanding work.

    Professional branding and the promotion showcase

    More than a decade and a half has passed since Tom Peters wrote his renowned The Brand Called You. Personal branding as a concept has spread and now is living its golden age with social networks.

    Linkedin was the first step for most professionals in approaching social networks from a professional point of view, seeking to be found, as a macro-agenda, and a tool for employability. However, they gradually heard of and included other social networks initially with the same purposes, but above all, seeking to increase ‘employability’ through personal branding.

    Silently, the Internet has been gradually filled with notoriety search engines. More and more professionals affirm in a loud voice that “if you aren’t on the net, you don’t exist” and basing themselves on the old Machiavellian quote: “Many see what you seem, few know what you are”, try to create themselves an image that “has a high engagement with the target audience.” They seek to become more notorious, more ‘employable’, known by customers/employers and build an ‘appearance’ in line with what is expected of ‘new professionals.’

    The new magic words that start to dominate are called Klout, promotion, impact, relevent benefit for our audience, emotional warmth in communication and conversation… Words that are confused with acronyms and Internet analysis software, with promises of going quicker in what seems to them to be a wacky race that lets them reach the clouds in ‘notoriety on the Internet.’

    The internet as an environment of professional evolution and reinvention

    There is another group of ‘professionals’ for whom the social networks is something deeper, a open door towards a new reality, a virtual reality that provides them with something more than just multiplying professional connections. It provides them with learning to create new forms of professional evolution, to share and reinvent themselves.

    Some of these professionals consider that it is a door of light as opposed to the darkness that their organizations and immediate environment live in, where their voices and concerns are not heard, hold no interest or where they don’t know who to talk to.

    If we learn to listen to the sound of the network, we can hear how the shout of many professionals from the loneliness is answered by kindred hearts often thousands of miles away, sometimes in other countries, sometimes in other languages, but from those you can really communicate with.

    It is another source of information with increasing importance and relevance that complements those that come from their traditional environment. It is a door that many cross without realizing, after having entered for reasons associated with searching for “employability” and notoriety.

    Social networks are the place where you can connect knowledge, ideas, intuition and emotions with those who share common interests or think professionally like you, something sociologists dub communities or tribes.

    For many, social networks ensure the expansion of your ideas. Innovation is ensuring that you form part of the change, that you form part of a community by sharing what moves and interests you.

    The revolution underway: socialnetworkers

    Although these phenomena are important, we imagine that the impact of the Internet will be so complex and deep that it will build a new work environment, a new way of understanding work.

    Social networks will give rise to a new phenomenon that we could call social networking. The socialnetworker uses the social networks to find clients, partners, suppliers, ‘employability’, efficiency, creativity, ideas, knowledge and personal development based on the philosophy of sharing, with their connectivity rather than their notoriety being a fundamental part of their value as a professional, as their resources are on the Internet and they work in networks.

    Although the future is difficult to predict, we can imagine how this new work environment will evolve by analyzing current phenomena like KnowmadsKnowmads, microbusinesspeople or freelancers are knowledge professionals and innovation instigators that are extremely flexible and concerned about their connections and personal development on the Internet, but what makes them real socialnetworkers is they work in networks.

    The socialnetworker uses their connections on social networks as a fundamental base for their work to create or improve goods or services, they use the social networks to optimize their work, as the Knowmads currently do, but in this case for their companies. Will this be our future use of the Internet?

    The only thing we know about the future is that it will be different. We know that it is no use looking with yesterday’s eyes at what will take place tomorrow, because it is not about finding old paths, it’s about creating them and knowing how it will affect us in moving forward or at least being prepared.

    Are you ready for the impact of the social networks?

    Virginio Gallardo is Director of Humannova, a HR consultancy specialized in helping lead innovation in companies and manage the organizational transformation. He is author of the book “Liderazgo transformacional” and coordinator of “Liderazgo e Innovación 2.0”. This post was originally published on “Supervivencia Directiva“, where you can follow his thoughts.


  • Yolanda Torres 10:04 am on September 7, 2011 Permalink | Reply
    Tags: , , , personal branding   

    Digital Personal Branding 

    Estimated reading time: 4 minutes

    I co-founded Equipo Singular 17 years ago, an agency that specializes in the strategic branding and positioning of products using all on/off line communication tools.

    I then revamped my expertise through ESDEN (In Spanish).  New technologies develop so quickly that I thought it necessary to have a masters in digital marketing in order to widen my horizons; and I did just that – I am currently developing various digital positioning strategies and the one that I am most excited about is for my homeland, Ibiza.

    Last night whilst having dinner with some friends, I revisited the subject of Personal Branding with one in particular who has a known brand named after him and who has gained immensely from having this type of Internet presence.  Why?

    • On the Internet we have a digital identity comparable to that of a brand/product.
    • Our name/pseudonym is positioned on the web, depending on our activity on/off line.
    • Our activity within social networks is another element that builds on our personal digital reputation.
    • With or without a personal branding strategy, I am my brand (In Spanish).

    At the agency, we maintain a privacy policy when it comes to our identity.  In fact, for many years the Team logo consisted of human shadow shapes “we have our clients backs” was our claim and that was what we were: A Team without a specific identity.

    The age of 2.0 has revolutionized and changed the rules of the game completely.  Nowadays we need to “have a presence using our names and surnames, a digital identity and a visible online fingerprint is a must”, Digital Personal Branding consists of tailoring that fingerprint towards our goals, seeing as we must have a presence, let us work on our online identity and in relation to our objectives: Personal Branding, how do we go about it?

    Designing our own personal marketing plan:

    • Mission what do I want?
    • Vision who am I? where do I stand against my objectives?
    • Objectives how do I want to be perceived?
    • Strategy what channels am I going to use?
    • Timing how much time will I spend on it?

    When we design what we want, we are carrying out not only a professional proposition but one that is more often than not vital, as we are already aware of how much time and effort the work requires…  With this in mind, here is a humorous link that describes this http://z.ync.ro/6lTwK (In Spanish) even if it is in a somewhat exaggerated fashion.

    Our vision as one of my idols in the way of thinking, Seth Godin says in his post “Mark Zuckerberg is not Mark Zuckerberg” we are ourselves with our pros and cons in the context we find ourselves in.

    The objectives are closely linked to the mission, in other words what do we want to achieve? Professional objectives are often in line with personal objectives, we are unique and Digital Personal Branding should encompass our life objectives.

    If we do what we gives us job satisfaction, we will be a lot more efficient.

    Regarding strategy – it is here we enter straight into tools 2.0, or How to manage talent via Social Media (In Spanish), my advice is: seek training on 2.0 tools which are fundamental for Digital Personal Branding.  It is virtually impossible to use channels we do not know about.

    The timing depends on the importance we give our personal positioning, based on their objectives, everyone will have a timing for completion.  Another piece of advice along with a reflection:

    Internet does not stroll along, it flies!

    “Think then act, the Internet flies and we need to know where we want to fly to before boarding the plane”.

    Are you ready for Digital Personal Branding?


  • Yolanda Torres 11:35 am on May 23, 2011 Permalink | Reply
    Tags: , , , , personal branding   

    Personal marketing: What do I contribute to the business 2.0? 

    Estimated Reading time: 5 minutes

    Hello everybody!

    I have been thinking about a topic that concerns me for days now: personal branding or personal marketing which is closely linked with digital reputation.

    Going back to marketing integration, one of the biggest professional challenges of today in particular is integrating digital personal branding into the business 2.0.  How do we market ourselves digitally?  How does that positioning fit into the business 2.0?  What do we offer our manager, colleagues and clients in the company we work for?  We can create a determined profile on the Internet, but it is in reality that we will demonstrate our capabilities.  Ready, get set… here we go!!

    From the moment a search for a person takes place on the web, be it for professional or personal reasons, it is clear that we are going to need some idea about how to position ourselves, what image do we portray? What digital traces do we want to leave behind? I am afraid that one of the biggest issues for coming years is the deletion of unwanted traces. In fact, in the USA there are already a lot of agencies that specialise in this area.

    The fact that part of our professional career is developed in the off world obliges us to integrate the two profiles. Is the person I met on the web the same person I see sitting in front of me?  All of the capabilities and qualities present on the web need to be reflected in the off world: increased personal reality!! The reflection must exceed expectations otherwise, instead of personal marketing we can actually create confusion and fake marketing.

    Let us not fear criticism, let’s risk it and be genuine.  The business 2.0 values decisiveness, as Kant so well put: “With the stones that critics throw at you with all their might, you can surely erect a monument in your honour”. These are no times for cowardice.

    What is personal marketing?

    The ability to know ourselves and reinvent ourselves creatively, resolving our own difficulties, strengthening our abilities.  Creative thinking.  Searching for a realistic and unique digital positioning in line with our aptitudes.  What I transmit is…

    • Intuition
    • Determination
    • Push
    • Reflection
    • Sincerity

    These could be some of the necessary principles to initiate our personal marketing strategy.

    Some marketing and leadership gurus can already see things within a climate for economic change and at the end of what is referred to as the industrial era* pointing to people having more power than ever.  Lies!  We always did have power, we just became so accustomed to wellbeing and the placidity of consumption that we most likely did not do so much for ourselves than we are prepared to do now.

    • Training
    • Collaboration
    • Investigation
    • Creation

    These are some of the paths we have available for us to complete our training in order to create our professional profile 2.0 and add value to the business 2.0 where creativity, teamwork, ability to innovate and continuous learning are valued as positive skills.

    The business 2.0 rewards transparency, dialogue, on/off networking, the ability to adapt to continual change, efficient decision-making and consistency more than in the older business models where keeping the boss happy was the premise sine qua non for progression.

    To summarise: innovation, both at work as well as in our daily lives.  I think we are experiencing an excellent moment in which to delve deeper into our personal branding.  How?

    1. Know ourselves: ourselves and our deepest concerns
    2. Addressing our concerns and tailoring skills towards what the company expects from me
    3. If I enjoy my work, I stop seeing it as work if not enjoyment
    4. Setting aside a few hours to analise my professional me/ personal me
    5. Cultivating our strengths
    6. Polishing our weaknesses, it is not about changing if not improving

    Personal marketing in a 2.0 environment offers value to the business.  Let us position ourselves from the beginning and ask ourselves, what will I contribute?  What is my value and how will I portray this?

    *You will find many Wikipedia, definitions, I am a big fan of Jimmy Wales.  Long live knowledge!!


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