And this is beneficial for the company itself. The same publications in the personal profiles of employees are more effective for the brand than their own business pages. Because:

• they get 571% more reach;
• they are 24 times more likely to be reposted;
• even reposts of publications get 8 times the reach of a company brand page.

For those interested in marketing and sales

Leads generated through employees’ personal channels are 7 times more likely to convert into sales than other channels.
92% of people believe in recommendations from other, specific people (even if they don’t know them personally) than they believe in recommendations from companies/brands.
Companies that prioritize blogging and personal promotion are 13 times more likely to achieve a positive ROI.

To HR managers and those seeking employment

95% of recruiters believe that requirements and competition are on the rise, and those who do personal branding don’t just stand out, but add value to the company.
75% of recruiters look for candidates online, studying their social media. Fun party posts, Instagram itineraries, 250 “today I’m eating…” style posts. – they know everything about you.

Entrepreneurs, Top Managers.

88% of businesspeople believe reputational risk is the No. 1 challenge for them.
41% of entrepreneurs who faced reputational crises and scandals said that it hurt the company’s profits the most.
Most major deals (especially in the CIS) are still directly dependent on the top management, the company’s leader and his reputation.

Whatever you do, there is one universal thought. People choose people: who to build a family with, who to buy groceries from, who to trust to clean the car, who to watch on YouTube.

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Why Lego?!

Your personal brand is a space box, unique, strange, futuristic, but damn unusual. It consists of different components, blocks.
What does the personal brand.

Self-identity

Who you are as a person, a personality, a specialist. How you position yourself, what desires and beliefs guide you.

Expertise

What is your expertise? What is your superpower, what is your real area of expertise.

Values

This is about your philosophy, benchmarks not only in business, but also in relationships, family, etc.

Goals

These are more focused on society, not on you personally. Not about what color Porsche you want, but about how you would like to change something for your audience, society, the world.

Originality

What is unique about you, how are you different from your competitors and peers. What unique offer/good/service can you do for your audience.

Image

The external perception of you as a person. That first, visual impression. This includes your clothing style, demeanor, gestures, speech, etc.

Story

It’s a kind of your story, your journey to success, the point you’re at now. There may be important, life-changing moments, even fakaps, inclusions of personal turmoil.

Putting it all together in a single, harmonious figure called “Personal Brand” is sometimes not easy. You need, at a minimum, to give enough time, talk to your audience, colleagues, dig inside yourself, perhaps hire a psychotherapist.

It is necessary to make a space box of Lego, even if at the beginning it will not seem very attractive and understandable.

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Personal branding is the image that emerges about you in the professional community. And behind this image can be anything: belonging to a certain company, having skills and abilities, strong personal qualities. Firstly, a personal brand consists of reputation, this is the basis. Secondly, it is important coverage. That is, it is important that you are talked about well and often. According to statistics, the most willing to invest in building a personal brand are employees in the financial sector (86%), science and pharmaceuticals (84%), business services (82%) and retail (81%).

In the U.S. business context, the term personal brand has been actively used in a practical sense for a long time, and more specifically since 1997, when the concept was first used by journalist Tom Peters for his Fast Company article. Since then, the U.S. business market has actively “supplied” personal brands – Jeff Bezos, Elon Musk, Donald and Ivanka Trump, Oprah Winfrey, Richard Branson – any successful professional in his field, who competently managed to develop and sell his image.

The post Who needs it? appeared first on Aesop.

When building a personal brand, the first thing to remember is that reputation is very important. This applies to activities in real life as well as personal pages in social networks. Today, it is enough to repost questionable news or mark your presence in inappropriate content publishers for you to be criticized. The reputation of a successful personal brand can be undermined even by sloppy and ill-considered words.

Remember that whatever you do, be honest. It’s an axiom. As soon as acquaintances or just followers catch you in a lie, the personal brand is over. There are no exceptions to this rule. And, as with the previous point, we’re talking about both offline and online. And don’t forget how important the emotional appeal of you as a brand is. Let your thoughts, words and actions play into the empathy of those around you. Try to make your professional work and your personality inspire admiration, respect and reliability in others.

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