Profesionales de marca blanca o la gestión de nuestra marca personal
Juan Rivero marzo 31st, 2009
Tuve el placer de asistir ayer a una ponencia sobre el personal branding impartida por las personalidades más relevantes en España sobre la materia, Andrés Pérez Ortega, y Tomás Marcos. El personal branding no es un concepto nuevo, de hecho Tom Peters ya lo mencionaba hará una década.En un mercado laboral tan competitivo y saturado como el que nos acontece debemos de ser capaces de no entrar dentro de la homogeneidad de la oferta laboral.
Todos tenemos una marca, y somos continuamente catalogados. La percepción de los demás, será la realidad de lo que somos, por lo que la fuerza de nuestra marca viene de los demás.
Cabría preguntarse qué significa para nosotros una marca como por ejemplo Audi.. Puede ser muchas cosas a la vez: Lujo, potencia, innovación,..e incluso Touriño.
Una marca es una inmensa información comprimida y si no creas tu marca, la van a crear por ti.
El objetivo principal del personal branding es pues
En definitiva, necesitamos encontrar nuestra diferenciación y hacerla ver a los demás para conseguir relevancia, fiabilidad, y notoriedad.¿Y cómo conseguirlo? Echar el cv a toda empresa conocida al final no es más que como echar la bonoloto. ¿Cómo te diferencias? Para encontrar nuestra diferenciación tenemos en primer lugar que conocernos a nosotros mismos, cosa que por otro lado nunca es fácil. Solemos pretender conocer a los demás sin ni siquiera comprendernos a nosotros mismos.Hay que pensar en ser mas que emisores de cv’s, receptores de ofertas, y ¿cómo se consigue?
Con las nuevas tecnologías, este mismo blog, o linkedin, son herramientas que facilitan la comunicación, y hacen generar confianza para que la gente llegue a ti. Esta es la forma de hacer negocios en la red. No se trata de invertir 50.000 € en publicidad, se trata de trabajar duro y de llegar a la gente. Asimismo lo importante no es a quien conoces, ni a cuanta gente tienes en el facebook, lo importante es que quien conozca lo que haces pueda ser relevante en tu carrera y qué mejor manera que a través de un medio tan propicio como internet para que te encuentre.Es importante pues no sólo ser capaz de aumentar las ventas en un 30%, sino de que la gente lo sepa y el medio de internet es perfecto para ello. Una comunicación no para vender, sino que sea percibida como una ayuda o un valor añadido para quien lo vea en un blog, en un tweet, en un vídeo, o en un podcast.
¡El futuro del branding personal es ONLINE! Una última cosa, la reputación no se consigue ni en uno, ni cinco años, simplemente se consigue con el tiempo, con la consistencia, y con el trabajo. Tenemos el medio, sólo falta la consistencia y el trabajo de todos!
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- Management
- Comments(197)
El tema de la marca personal es un asunto de total actualidad dada la situación que estamos viviendo en la que la curva de oferta y demanda de empleo presenta, por primera vez en mucho tiempo, una variación importante. Aunque motivos como el crecimiento vegetativo y la escasez de talento, provocarán una vuelta a la situación que ya en el 97 se empezó a llamar “Guerra por el Talento”, es cierto que la marca (ya sea la de tu empresa, la personal o la que queramos) en el entorno actual en el la competencia es más feroz que nunca, se convierte en un elemento estratégico y diferenciador.
Para quien le interese este tema de la marca personal, les recomiendo que se compren la revista Emprendedores de este mes porque hay un especial bastante completo sobre el tema.
Un abrazo a todos!
Es muy interesante la reflexión acerca de cómo lograr una diferenciación de tu perfil a través de las aportaciones a blogs como éste, se traduzca finalmente en nuevas oportunidades profesionales.
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