employer branding and vision

No corporate vision no employer branding worth

just over a year and a half ago I gave a training for one of the big consulting world. For me, the corporate vision, yes, purpose, It is essential in terms of personal branding and employer branding.

The fact is that the vision of that company, on 2016 He tore a “be leaders…”. All is said. Leadership can never be a vision, in any case it accepts to be a business goal.

Another major starred in another similar episode. A niece of mine worked there, and when wearing little more than a year working pace 15 Daily hours, they proposed a small promotion. It was more money, a pinch more responsibility and more time. She wondered why? and the only answer I could get was “so that the CEO is richer every day”. He went there, of course.

I am currently providing training for another major, EY (antes Ernst & Young). Its corporate vision is this: they want build a better workplace, fairer, equitable and sustainable. I know these words Building a better working world They may sound like a mere declaration of intent. But the level of commitment that goes beyond; It is incorporated into the brand, inseparably. And not only that: there is site and specific monograph on the purpose EY in the world. Begins with a magic question: Where do I'd start if you wanted to change the world?

EY logoAnd since actions speak louder, from RR.HH EY they are promoting personal brand management (personal branding) its people without any prejudice and announcing full screen and the tag #YoConstruyoEY. I have the good fortune to be part of an exceptional group Laura Chica, Eva Collado, Francisco Alcaide and Alex Lopez, Together we are working in different formats to reinforce brand professionals the consulting firm.

The big difference is that there is a north, a destination, a WHY (as defined leadership expert Simon Sinek in his Golden Circle). And that makes things easier. Those who integrate EY know they do not work just to make money or create a career plan: behind there is something higher: sustainable energy, support for refugees, transform communities, changing supply chains, advance the digital change, improving urban mobility…

All this, coupled with the fact that the company makes its public commitment by the personal branding, configured without doubt one of the best operations employer branding I've seen in years. If we add that many of its officers are social (active and proactive in social networks), we would say that there are powerful reasons to choose EY as inspiring destination.

One of the jobs I like most, for its difficulty, It is helping professionals to draw their purpose, his vision, his WHY. Often they remain thoughtful, and I tell them, Would you feel comfortable doing your own vision of the company in which you work?

The personal branding in the company does not begin with the employer branding, begins with a vision that is more than a set of meaningless words. If the vision is achievable and inspiring, the company will have large internal brand ambassadors that will attract the best external talent. People trust people, recordémoslo.


Cover image: betterworkingworld.ey.com

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner Soymimarca, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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11 replies
    • Guillem Recolons
      Guillem Recolons says:

      thanks Xavier! Coming from you, I take it seriously.. Occasionally, in our profession, we have a stroke of luck, and I've had it with this company, your people and an amazing team. Thanks for write!

  1. Laura Corral
    Laura Corral says:

    Hi Guillem, when you indicate that what you like the most.. because of his difficulty…it's his why. You mean why your personal brand?

    Another question.. and those who take the vision of their company as their own.. what reading do you do?

    Curiosities that have come to me by reading the example of EY.. I'm already interested to know more about them.

    A hug,
    Laura Corral

    • Guillem Recolons
      Guillem Recolons says:

      Hello Laura! When I talk about helping them with their WHY I don't mean why they should gestinate their brand as what their vision is, your professional purpose, the reason they get up every morning.

      Those who take corporate vision as their own are professionals 100% aligned, what we call a symbiosis. It's a case that often occurs, and it's not negative at all. In fact, before we go into work for an organization we should ask ourselves if our vision and yours go online, or at least, don't collide.

      Thank you for writing!

  2. hilda light cobar
    hilda light cobar says:

    Excellent idea. When the organization's vision is humanized and no longer abstract, gets it to transcend in its people. Words come to make sense, by partnering them to a better world; causing the business to generate an engine that ignites passions and, in a common campfire that illuminates our working day.

  3. pedro pablo barabino
    pedro pablo barabino says:

    your (Very) Good question, Guillem, gives to reflect and reflect: “Would you feel comfortable doing your own vision of the company in which you work?”. And in another order, the arrival of the Purpose to the brands, won't it be one more strategy (and now very fashionable) that can have a powerful influence on the employer brand - which even in some cases goes in the opposite direction to the company's business model-, rather than a true foundation from which to focus business activity and build a true business culture?

    • Guillem Recolons
      Guillem Recolons says:

      Thank you Pedro Pablo! I don't think there's a danger like the one you're desperating. I see it more as an opportunity. In the background, nobody can hold on for long in an organization whose values are contrary to their own. a greeting!


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