useless words and personal brand

useless words and personal brand

Lately everyone gives to recommend “keywords” you should not miss on a CV or professional networking profile. In many cases, useless words.

The words used both lose strength

Who does not recognize the word "quality" is somewhat worn and sometimes the opposite effect?

Many words originally have a positive meaning can be returned against abuse our use. "Quality" is a good example, but also "coach" and many others. Why? Overage, but also intrusismo, by the fact that there are people who use quality without one or coach without being (to give two examples).

There is always a loser

There is always someone who loses out, and that is what really works with principles of quality or that really has taken an official title of coach. These professionals must squeeze their brains best to make the market believe them, they are authentic.

The 10 words that can not miss on a CV

I read a few days ago Article with that headline so tempting. But it is tempting as it is misleading, because it seems to want to promote to say things that are not really or perhaps not represent. Or worse: We want to homogenize, CV make all equal.

The words that refer as "must" in all CV are:

  • Teamwork
  • Leadership
  • Proactivity
  • Learning
  • Training
  • Progress
  • goals
  • Experience
  • To get better
  • Availability

Studying LinkedIn

In those earlier words we add that a study of LinkedIn They attributed as the most used in their profiles (in Spain):

  • Passionate
  • Creative
  • motivated
  • Strategic
  • Specialized
  • Leadership
  • Multinational
  • Responsible
  • Expert
  • International experience

Does that mean that these words are prohibited?

Isn't it?, of course. Just means They are worn, who they have lost part of its value and perhaps many people unconsciously- They use them even if they are not entirely certain because "everyone does". In a nutshell, If we use those words we will be one more, an undifferentiated herd members. useless words.

Creative power

If we really want not to bore recruiters with useless words the key is to convey these concepts using different words. The famous "passionate" used in Anglo-Saxon profiles looks good, but does not distinguish. What if instead of "passionate about ..." talk about "I considered a benchmark in ..."? Or what if instead of "leadership" talk about "engagement team"?

Can we look ridiculous?

Expansion newspaper recently published a Article called It makes you look ridiculous and repels recruiters in this issue of words and bombast addressed in the professional qualifications. Can we look ridiculous? Perhaps it is exaggerated, but what it is sure to perceive us as unoriginal and some "ghosts".


A few days after the article was published, one of the professionals who most admire, Andrés Macario, It has become a great infographic the content. Thank you, Andrés!. Here we:

words that do not add. Infographics by Andrés Macario based on a text by Guillem Recolons

Words image by

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.

Want to see my TEDx talk?

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11 replies
  1. Xavier Hernandez
    Xavier Hernandez says:

    Great reflection Guillem; as they say in these cases “Someone had to say it”
    However, another thought comes to me: If to use search profiles “tags”, Naturally that is recommended to be included in the profiles and CVs those keywords or “most wanted”, because otherwise, stay out of the hype. But if that, as you join up in this post (and I share the 100%) difference and you do not homogenised, How can we do to differentiate ourselves and, hang time, that you find us from keywords? Or maybe the strategy is another, for example, even differentiate strategy massive search by keyword?
    Anyway… well done!

    • Guillem Recolons
      Guillem Recolons says:

      True, Xavier. It's a good question. I think those words “keywords” Search may be profile, descriptions… What might be watching is to include them in headlines. A LinkedIn, for example, If you repeat the word “motivated” 20 sometimes you are the king of SEO and you will appear when someone searches 1 “motivated”. The question is does anyone looking profiles “motivated”?. I think the searches are performed more positions: “architect barcelona”, “programmer Valencia”… and in this respect the post warns that once there is worth something more original in the extract. Thanks for write!

  2. Enrique Cejudo
    Enrique Cejudo says:

    as a guiding, I always advise people that attend not to put on your CV or say in a selection process: “teamwork”, if not that have to function as a team have worked and achievements or benefits to the organization obtained.

    • Guillem Recolons
      Guillem Recolons says:

      Enrique, Thank you for your contribution. It is true that the achievement is key, since it is deeds, not words. And we talked about the need to demonstrate our value and our contribution to the future organization, not to add dispensable literature on paper or interview. a cordial greeting!

  3. Andrés Macario
    Andrés Macario says:

    William Dear,
    Every day I learn from great personal brand professionals like you. I like my content “drink” of the best, as it has been the case.
    I am lucky to be able to integrate knowledge from different fields in the direction of Vacolba to drive sales of our partners in the digital environment. An exciting world full of discoveries.
    I'm so glad you liked computer graphics and I'm flattered that you use in your post.
    Do not forget to discover things!!
    A hug,
    Andrés Macario

  4. Guillem Recolons
    Guillem Recolons says:

    dear Andrés,
    Professional recognition is usually less common than it should, and maybe it's because people think they highlight what “others” they make them small; crass error, share what we like makes us bigger step and recognizes those who create valuable content. I consider myself a professional reference must, so imagine my face when I saw how surprised were you doing echo of my writing, and not only eco, as well “pictogram-eco”, adding an excellent infografía. You saw. It did not take two minutes to incorporate it into the post.

    Fortísmimo a hug and my sincere thanks!


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  1. […] leads to a lack of differentiation and postureig. Not long ago I published a list of words used in this network, maybe this will help us look […]

  2. […] a reflection that comes from a very successful Guillem Recolons article in which he speaks of “useless words and personal brand“, preventing the movements that push us to adopt labels. Choose all the […]

  3. […] a reflection that comes from a very successful Guillem Recolons article in which he speaks of “useless words and personal brand“, preventing the movements that push us to adopt labels. Choose all the […]

  4. […] hackneyed that we represent not projecting the wrong image. As can be read in his post "useless words and personal brand" tend to follow established recommendations and institutionalized when you describe. A […]

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