Sustainability Is a Trend In Personal Branding
Personal branding involves promoting yourself in the job market so that you can sell yourself as a product. This strategy, which, in short, seeks to make our profile stand out from the rest to attract new clients or capture the attention of headhunters through differentiation, was born by Tom Peters in 1997, who coined it with the term personal branding.
There must already be professionals who are personal brand consultants and have even specialized in sustainability, given the growth in green employment in recent years and its potential. And through the unique brand, a profile transmits its values and social and environmental commitments, so it must be aligned with the responsibility that its position requires or the place or image it aspires to achieve. The personal brand consultants says that sustainability is one of the trends in personal branding.
Sustainable Development Goals
In this sense, currently, any of the 17 Sustainable Development Goals approved by the United Nations for 2030, which are cross-cutting and interrelated, have to do with the activity of many sectors.
Observing which ones affect our work environment and developing them in our messages would be essential. In this way, a double objective is achieved: communication in keeping with the times, which is exciting and attractive, and raising awareness or drawing the attention of potential collaborators with the same concerns.
This type of synergy is easy to find thanks to the deployment of social networks specialized in networking and job search, which, although they have made the concept of personal branding popular, have also multiplied the number of competitors when it comes to getting a profile to stand out…
Today the majority of those work on their brand. Even many people do it without knowing or having a defined plan. The benefits are greater credibility, more visibility, a better image, and recognition. Ultimately, there are more significant possibilities to grow professionally, collaborate with others, or be self-employed.
Start from scratch
According to the Cerem International Business School, to start from scratch to build a personal brand, you must follow the following steps:
- Define the objectives.
- Determine the target audience.
- Define the message and tone of communication.
- Choose the name of the brand.
- Design the corporate image.
Take care of the online reputation and, finally, plan and measure the results if necessary to introduce any change in the strategy.
The tone and message are definitive and must align with the news we will spread and the public we will address. Also, the name has to be consistent.
Regarding technologies, recommends resorting to everything that allows us to reach people through mobile phones, for example, through podcasts, which can be audio only or video, and stories or direct (lives). ) of Facebook and Instagram.
For the company, the fact that its managers and employees have an excellent personal brand and a well-worked profile on social networks is increasingly important because it affects their reputation. Corporate messages are shared 24 times more when posted by an employee than when published by the company itself, according to the report ‘Global Trends in the Workplace 2017 Report’ ( Sodexo).
The document states that one of the practices distinguishing the most advanced companies in HR management is incorporating their employees’ brands as a corporate marketing tool. Involving them in this way also causes, according to their analysis, workers to feel more satisfied with their company and that they are 20% more likely to stay in the company and 40% more likely to create, which is more competitive.
When giving guidelines on building the personal brand, this report quotes the personal brand expert, Gaurav Gulati, who insists on the importance of authenticity, creating it honestly, and defining a unique value proposition. He also cites Jeanne Meister, co-author of ‘The Future Workplace Experience:
10 Rules For Mastering Disruption in Recruiting and Engaging Employees’ and founding member of HR Advisory. For Meister, personal branding is an important new job skill for those wanting to grow and develop. “We hear a lot about technology taking jobs away from people, but in this case, it is positively affecting people’s lives,” she says.
How important it is for CEOs to take care of their brand on social networks, given the corporate image of their companies. For example, 78% of financial readers visit at least one of a CEO’s social media accounts to learn more about them. The preferred one is Linkedin, for 45% of those surveyed.
In its 2019 edition, this study revealed that LinkedIn is the most popular platform for business leaders. 44% of the CEOs surveyed stated they were present in this network, and 45% were active. Twitter turned out to be the second most popular network, with 15% of CEOs current and 79% of them happening. He says most of them are on more than one platform ( Brunswick Group. 2019 ).
Working on our brand with a good strategy makes it easier for us to achieve our professional goals.