Senior and fear of digital leap

¿Senior? ¿You Tienes miedo to digital salto?

I had long wanted to address this issue in this blog. If you have not read me before and did not know me, I include myself in the two categories title: Senior and digital.

And to start, Let me break a seated belief: Not all seniors are illiterate or all digital millennial They are handled well in digital.

I come to give a talk on personal branding a group of professional bankers Banco Mediolanum. When you have finished my presentation, responsible for business planning, selection and training of the company, Francesco D'Italy, He commented something flashy:

Maybe one of you is not digital, but what if your customers are?

Guillem Recolons / Banco Mediolanum

Photo by Francesco D'Italy Mediolanum -Banco-

That question is of reaching the marrow. If your client (the jefe, the patient…) It is digital, you may speak the same language, but you can not hear or follow, since you speak across different platforms. If the fear of flying is cured, fear of the digital has the same remedy: mentalisation, training, testing and analysis of results. All seasoned by PATIENCE, a basic ingredient for the success of the mission.

Detail the four stages of the process, but be warned in advance that do not spare any, let alone having infinite patience.


Is the process by which the senior becomes aware of the need not to be outdone. The digital environment for senior is a means, not an end in itself.

It is a step of benchmarking intensive, to consult different sources how it could help a person customs analog using digital environments. Whether the simplest, as networking tools or more complex as the big data analysis of a CRM.

At this stage is good contact with people like us who have gone from analog-only to a balanced combination of analog / digital.

I suggest perusing this TEDx of Senior Specialist Laura RosilloRevolution madurescente” for inspiration and realize the need to adapt to change. I also recommend if you have some more time (1h) watch this webinar from another specialist séniors, Prudencio López called satisfactory working life after 40 It's possible? Webinar. Although not subject specialist, my colleague, personal brander Neus Arques excellent book published “Lives 50“, where states that are new eighteen fifty.


The concept is “it's never too late“. According to Prudencio López, Today's senior +45 They represent 43% of the population in Spain, for example, and that reach a 60% on 2030 (27,7 millions of people). Does anyone think that the 60% of the population it is not important in a productive economy?

Digital training schools there are many, as there are hundreds of blogs to follow, webinars YouTube… If you're serious, I suggest either hire a consultant / mentor specialized, as mentioned Laura Rosillo and Prudencio López, and if you are a manager you advise Almudena Gallo, one specialist coach in human capital with long history management area and mentorship.

As Prudencio says, the world needs today séniors. And I would add, séniors prepared to face new challenges.

Secondly, There are two specialized schools of high level, ISDI e INESDI. Of course, Also many schools of general business include these types of training.


After the awareness and training, it's time to implement, the time of testing. I call “proof” and not “action plan” because I believe that the senior has the right to create their own test area to see if this is going to be tactical or strategic. I explain

  • Tactical: I launch my new digital skills when the occasion demands. Not acquire the habit, only the temporarily adopted convenience.
  • Strategic: I get a new habit and put the necessary mechanisms to include it in my daily schedule.

Here it is starting with each of the digital skills that will substantially improve our work and our lives. I like the 5 points defining the specialist Jordi Adell and collecting Leandro Fridman one Medium:

1) information competence: namely information pose a problem, search, to access, manage, organize, creating and disseminating, etc.
2) IT skills: management tools and electronic devices, either a computer, a cell phone, but also a camera, etc.
3) Multiple literacies: that is, competent in multiple languages, not only the traditional written language, but also in the audio and visual, for example.
4) A generic cognitive competence: and to cross the rest of the powers, that allows us to select from all information available to us, that which is relevant and turn it into knowledge.
5) digital citizenship, that is, preparation for a world which is being overcome the dichotomy between "real" world and the "online".

Analysis of results

Fortunately, and as repeated Pedro Rojas, everything digital can be measured. An example is the dissemination of digital content. For example a blog: It lets us know the visits generated content, the average reading time, the profile of people who have read it, The rebound (if you have only read that or have ferreted out elsewhere on the web), the geographical origin of the visit, the source of the link (social networks, subscription, newsletter…) and much more.

Depending on the available budget, we can have more or less precise analysis, but in any case, measurement tools usually offer a free basic part. Measurement allows us to correct errors or reinforce approaches, indispensable.




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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9 replies
  1. Manuel
    Manuel says:

    I agree with you :” Not all seniors are digital illiterates or all handled well Millennial digital.”
    Everything else, as well, congratulations. but the photo… The picture is of a man of 65-70 años.Le missing grandson next. disservice (the / our) It makes all those who have more than 45, when people see visually image has a senior.
    a greeting.

  2. Nose
    Nose says:

    Thank you for reference “50 lives”, Guillem. We continue to seek the word that defines us. To the 50 are not senior, on my view. I think the stages of life are now very fluid, such as gender. In any case, as explained in “50 lives”, to the 18 most are years old, and the 50, mayor, as you are more, You can do whatever you want. including digitalizarte, Light Un abrazo.

    • Guillem Recolons
      Guillem Recolons says:

      Good question Neus. Curiously, for me, Senior is step on junior, and I do not associate both issues of age and experience. As I started very young in advertising, I had to hear it from many years “junior”, perhaps it is something related to a complex. In any case, I'm with you that we must continue searching for the word. Thanks for write!

  3. Lynette Gomez Portillo
    Lynette Gomez Portillo says:

    Excellent article Guillem. I am also a digital Senior. It is very important to adopt the skills and digital skills to take advantage, communicate and share all the experience we have in different areas of knowledge.

    • Guillem Recolons
      Guillem Recolons says:

      Hello Charo. Senior refers both to a professional level and age profile. In the first case, These are professionals with at least 6-7 years of experience. age, It is usually placed senior from 45 years old . I hope I've helped!


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