LinkedIn avanza ma noi siamo indietro di almeno vent’anni

By 12 maggio 2017 IT & Management

LinkedIn è l’opportunità per affermare il proprio marchio personale. Quel personal branding del quale si parla da vent’anni. Era appena uscito Titanic al cinema, usavamo lo StarTAC e non c’era l’euro. Ah…non c’era nemmeno LinkedIn.

“Indipendentemente dall’età, indipendentemente dalla posizione, indipendentemente dal lavoro che ci capita, tutti noi abbiamo bisogno di capire l’importanza del marchio. Noi siamo gli amministratori delegati delle nostre aziende: ed il nostro compito più importante è quello di essere il responsabile di marketing per il marchio chiamato Me Inc (si, il tanto inflazionato imprenditore di me stesso!). E’ così semplice – e così difficile. E’ inevitabile. La buona notizia – ed è in gran parte una buona notizia – è che tutti abbiano la possibilità di emergere. Ognuno ha la possibilità di imparare, migliorare e sviluppare le proprie capacità. Ognuno ha la possibilità di essere un marchio degno di nota.” (“The brand called you”)

Era il 1997. L’anno in cui se ne andò Lady D e Madre Teresa di Calcutta. L’anno in cui vide la luce il primo capitolo di Harry Potter. Buffon aveva appena fatto la sua prima partita con la nazionale italiana e quando si diceva Ronaldo ci si riferiva al fenomeno brasiliano e non al portoghese di oggi. La colonna sonora era quella di Titanic (come abbiamo fatto?) La play station aveva 3 anni e si divideva il mercato con il Sega Saturn ed il Nintendo 64 ma i ragazzini giocavano ancora in qualche campetto improvvisato per strada. Per altri due anni non avremmo conosciuto l’euro e di crisi si parlava riferendosi ai litigi con la parabola per far funzionare Telepiù o Stream. La maggior parte dei professionisti andavano avanti e indietro con i loro bigliettini da visita, i più innovativi sfoggiavano un avanzatissimo StarTAC prodotto da Motorola proprio nel 1997. Il web non c’era. Non come lo intendiamo oggi. Google registrò il dominio proprio quell’anno, la Google Inc sarebbe stata fondata nel 98, LinkedIn sarebbe nato solo 6 anni dopo, nel 2003. Mark probabilmente stava ancora cercando di dare il suo primo bacio e ci avrebbe regalato (si fa per dire!) Facebook solo nel 2004.

Vent’anni dopo: LinkedIn, il networking, il personal branding

Nella versione digitale di Fast Company dalla quale è tratto il brano iniziale appare in calce un pezzo di antiquariato “Tom Peters ha appena pubblicato un CD-ROM….” Ad ogni modo quella fu una delle prime volte in cui apparve il concetto di Personal Branding, un termine che oggi sembra normale e scontato ma che ancora si fatica a capire e mettere in pratica. Mentre per Tom sembrava tutto chiaro ed inevitabile, vent’anni dopo ancora non sembra così e l’inevitabile viene spostato di giorno in giorno. I professionisti abusano del titolo “imprenditore di Me stesso” ma più per paura e confusione che per convinzione. Sono tantissimi quelli che seguono le vendite, la progettazione e rispondono al telefono ma continuano a dire “la nostra azienda” e parlano sempre dicendo “Noi” La cosa paradossale è il fatto che le aziende, le grandi aziende, spendano milioni per apparire più umane e parlare con le persone. I professionisti, le persone, continuano invece ad andare nella direzione contraria: cercano di disumanizzarsi, farsi azienda, fare tutto e non parlare con nessuno. Anche alla voce personal branding c’è tanta confusione. LinkedIn sarebbe il territorio, il social ideale dal quale partire. Sarebbe però…

Il problema è pensare che LinkedIn sia una questione di LinkedIn. In altre parole pensare che riuscire su questo social sia determinato esclusivamente o prevalentemente da dinamiche tecniche, algoritmi e trucchi da scovare.

In realtà come ogni altro social, anche Linkedin è un semplice mezzo per entrare in contatto con le persone, raccontare la propria storia, affermare il proprio marchio personale. Ci vuole innanzitutto un pizzico di strategia, di marketing (ne basterebbe in quantità minima), di coraggio e di buon senso. Il primo passo è capire come diceva Tom Peters nel 1997, ed oggi i tempi mi sembrano maturi, che a partire da questo momento “non sei definito dal titolo di lavoro o dalla descrizione del tuo lavoro. A partire da oggi sei un marchio”.

A partire da oggi sei un marchio

Semplificando si tratta di fare due cose molto semplici. Ed è molto più importante della giusta foto del profilo, di una headline magnetica o di decine di endorsement racimolate in modo casuale.

Fare una promessa > chiara, forte, unica Il web può sembrare aumenti le opportunità, il che è vero, ma lo stesso si può dire della concorrenza. Mai come oggi c’è l’esigenza di essere un professionista unico e diverso da ogni altro. Nella strada che porta alla riconoscibilità, alla fiducia, all’essere scelti questo è un passo fondamentale. Sforzarsi esclusivamente di apparire professionale o definirsi professionale non è una promessa, dovrebbe essere qualcosa di scontato ed è poco convincente. Ci vuole davvero qualcosa di più grande per conquistare le persone. Una dichiarazione esclusiva portata avanti in modo esclusivo.

Mantenere una promessa > ogni giorno, in ciò che dici ed in ciò che non dici Qui non parlo di promettere un determinato servizio e svolgerlo bene o nei tempi, anche questo dovrebbe essere scontato. Si parla ancora delle dinamiche social e dei tempi che sono cambiati; del tempo che è troppo prezioso. Nel web, su LinkedIn, il primo passo per parlare con qualcuno è sempre questione di tempo ed attenzione. Una mail, un post nel feed, un articolo, un messaggio, una richiesta di collegamento. In questa fase rispettare le promesse significa rispettare il nostro interlocutore, far sì che ogni singolo minuto che ci viene dedicato sia stato degno e ben speso, in linea con le premesse e con le promesse. E’ ancora questione di “Più dai, più hai” e qui si parla di dare davvero.

Pensare bene, parlare bene, che gli altri ne parlino bene

Anche a distanza di 20 anni non c’è in fondo molto di nuovo, si tratta della solita storia. I migliori progetti non valgono niente sino a quando gli altri non li apprezzano, ne parlano e ne parlano bene. Il passaparola non è morto, è più vivo e forte che mai. Le persone scelgono ancora sulla base di ciò che altri dicono ed avviene non solo in fase di acquisto ma soprattutto di scelta. Quale sito web visitare, quale professionista consultare, quale articolo condividere, dipende dalla percezione che c’è di te nell’aria. Lo stesso algoritmo di LinkedIn si basa su questo: più qualcosa (un post, un articolo, il tuo profilo) appare coinvolgente ed interessante e più viene reso visibile. Da capire c’è solo che:

  • L’algoritmo > si basa sul comportamento e sulle azioni delle persone
  • Le azioni delle persone > si basano sulle tue promesse e su come le mantieni.

Ed infine bisogna imparare una parola magica: NO

LinkedIn ed il personal branding, una visione chiara del tuo marchio personale, sono strettamente correlati. Se hai chiaro il tuo marchio sai bene cosa dire e cosa non dire, cosa fare e cosa non fare.

Riguardo al dire: finirebbero in un attimo le polemiche del tipo LinkedIn non è facebook semplicemente perché sapresti scegliere meglio chi seguire e cosa seguire. Sapresti che un like è più pesante di quanto pensi, che esprime e definisce Te Stesso più che esprimere un semplice apprezzamento.

Quanto al fare: è l’essenza di LinkedIn, si tratta del concetto e della realizzazione del networking. Il networking è quell’attività in cui imprenditori e uomini di affari si incontrano per creare rapporti commerciali ed opportunità di business. LinkedIn è questo.

Requisito fondamentale però è che le opportunità siano reciproche, che uno venda una cosa ed uno un’altra, che il denaro e le opportunità circolino grazie all’impegno di tutti. Senza la parolina No, senza un marchio personale chiaro, tutti vendono tutto. Se su LinkedIn l’assicuratore fa corsi di marketing, il tizio del marketing vende assicurazioni sul blog, l’avvocato fa il recupero crediti e le lezioni per universitari, se tutti fanno tutto…è semplicemente guerra. Non ci può essere networking se siamo tutti concorrenti. Bisogna dire di No. Dire “questo non lo faccio…ma lo fa il mio caro amico Tizio” e che Tizio dica lo stesso di Te.

E’ alla base del networking, di LinkedIn ed anche del personal branding del quale vent’anni fa parlava Tom Peters.

Vent’anni dopo. Oggi.

Mentre scrivo, nel 2017, Harry Potter è ormai qualcosa di vecchio. Il settimo libro “Harry Potter ed i doni della morte” è del 2007, di dieci anni fa. Google, Amazon e Facebook si stanno dividendo il mondo. LinkedIn ha compiuto qualche giorno fa, il 5 Maggio, 14 anni ed ha raggiunto 500 milioni di utenti, nel 2009 erano appena 30 milioni.

Insomma, a partire da ieri (anche su LinkedIn) sei un marchio. Adesso si tratta solo di metterlo in pratica. E’ inevitabile ed in gran parte è una buona notizia.

 

Fonte: Linkiesta.it

 

 

 

 

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  • Oh wow, I had no idea writers dealt with so much fear. I mean, it makes perfect sense and I’m certain I would feel that way if I were a writer. I mean, fear is such an easy emotion for me in general (especially when it comes to fear of rejection) so I definitely hear you there. I guess I just didn’t realize there was a whole group of incredibly amazingly talented people out there who feel those same fears. But like you pointed out: “Nothing worth having, ever comes easy.”

  • Ian, Regarding the title of the novel, check out my response to Eshaan (second paragraph). The character names are pretty random, (though I will confess to a few small autobiographical elements in the Barrett character). As for the various locations, not a lot of rhyme or reason there either, other than striving to choose places with differing climates (i.e., to suit the crops being tested there) and interesting people.

  • Jeg likte ihvertfall at det ser ut som det er bred enighet rundt Olsens kultstatus -) – hvem vet, kanskje er dette Ã¥ret hvor skambentattis skal introduseres for massene? Det gÃ¥r jo mot sommer!NÃ¥ skal jeg til nrk og lete etter intervjuet.

  • I preordered mine three months ago, WiFi + 3G. I can’t see the time to hold it in my hands Also it’ll come out with a proper line up of good games.VN:F [1.9.17_1161](from 2 votes)

  • Nice guys finish last eh?Still think J****’s dismissal has alot to do with cranky, self-important clients and a subserveant CEO – because if he wasn’t that good – what was he doing being hired and put on that account in the first place.Alright … I’ll get off my high horse now.Good luck with ‘em Scamp

  • borrowing to a deficit equal to 85% of GDP, in the same boat as Greece, Ireland, Portugal, and Spain, and all in two years and then has the gall to say it doesnt look good! Creating the need to sell the silver ware to the same rich mates you gave a handout to is cynical arrogance, mismanagement, or utter stupidity. or all of the above.

  • “A writing teacher once told me that the heart of every story is people and place…”Please tell me you aren’t spending your life in debt for advice like that.

  • You could certainly see your enthusiasm in the work you write. The world hopes for even more passionate writers such as you who aren’t afraid to mention how they believe. At all times go after your heart. “We are near waking when we dream we are dreaming.” by Friedrich von Hardenberg Novalis.

  • May 9, 2011widiiih lumayaan juga ya siap2 nabung deh. Tapi so far puas ga nyekolahin lana disana? btw kalo ga ngerepotin tolong di infoin yah biaya yang play groupnya aja hehehehe. Thanx again

  • Mi associo alla Cena Complottista!!Sono vegetariano….ma per il ragù di Emanuela farei volentieri un’eccezzione.Emanuela, quanto meno potresti mettere online una foto della tua cucina col ragù in cottura?

  • : ça n’a rien à voir avec les Ardennes, c’est la Meurthe et Moselle. Les Ardennes (avec un s) c’est plus haut avec la pointe qui fait une incursion en Belgique. je connais, j’y ai passé toute ma jeunesse

  • "South Georgia is as flat as anywhere in Indiana has ever thought about being," Sure. And Brown County indiana is hilly and lovely. All of indiana doesn't suck. I've often thought that hunting soutwestern indiana would be awesome. "if you think about it."Actually, I a lot.

  • southpaw dit :Depuis qu’il travaille pour La Presse, Patrick Lagacé n’a écrit aucun article sur le Darfour, mais il a parlé à 8 reprises de Gaza.Il ne faudrait pas passer sous silence ses nombreux reportages sur Patrick Roy et Maxime Bernier/Julie Couillard…

  • Thanks all for the good wishes… the move went as smoothly as these things can. I’ve stored a ridiculously large amount of boxes-of-the-past in the attic… maybe they can safely stay there, for long enough. The rest of them have been unpacked to join life in the present

  • hallo heb ook pas balkenbrij gemaakt van spekprecies gedaan zoals jij hebt beschreven alleen hij stolt niet genoeg hoe komt datstuur even een mailtje Van rene vd donk op 08.11.11 10:05 pm

  • that she did, in fact, abuse her power. seems like that’s really the biggest issue she’s facing right now. oh well. i’m sure as limbaugh gains experience he’ll learn how to ask questions that actually matter. wait, what? he’s been doing this for over two decades? shoot. well, maybe he just forgot.

  • Enriqueta / Amiga Rosa: MUCHAS FELICIDADES TE DESEA TU AMIGA Y FELIZ Y PROSPERO AÑO 2010 EN EL QUE ESPERO NO SOLO CONTAR CON TU AMISTAD, SINO QUE SIGAS ADELANTE Y QUE TU LUCHA SEA UN EJEMPLO PARA MUCHOS QUE USAN LA POLITICA CON OTROS FINES.FELICIDADES PARA TI Y TU FAMILIA DE ESTOS AMIGOS.Enriqueta del Hierro

  • Thank you for this post. Very refreshing after being surrounded day after day to jokes, speculation, gossip, sinful relishing of the gory details, by co-workers in the work place. This helps by meminding and reorienting me to a gospel perspective. I have also been able to share this blog with several co-workers.

  • I thought I smelled a rat too. Something about this whole thing doesn't add up. I know we (myself including) are likely to believe whatever the MSM feeds once they have the verdict on the entire story, but right now it doesn't sit right with me.Its uncanny how convenient this is for leftists, but then again its easy to say that any act of Islamic terror is "convenient" for us.

  • These necklaces are amazing. I’m so happy that they can spread awareness and an altruistic spirit. They inspire me to get out there and do something to help others.

  • Especially Americans are ridiculous in there opinion here. You fill the time with a second job because you’re not able to pay the bills. The Dutch system works better than the American in EVERY single way. Look at the percentage of poor people in your country…

  • Som nyinvald i Syd-Ost styrelsen sÃ¥ ska det bli oerhört intressant och hinna läsa alla förslag och idéer som kom in i Boendedialogen i lite lugn och ro. Samt Ã¥terkoppla till alla lokala LH (även den jag är aktiv i). Fantastiskt att sÃ¥ pass mÃ¥nga kom i det underbara marsvädret. Även om det bara är en brÃ¥kdel av alla vÃ¥ra medlemmar.Kanske kan vi fÃ¥ igÃ¥ng fler hemsidor/bloggar i andra lokala LH?

  • Nyoob zoo! (means hello in hmong) I’m Kouly form Minnesota! I’m a senior in high school. This is my first time posting a comment although I’ve subscribed for a while…anywho I can’t wait for Fire to come out! I was wondering, is that picture of Graceling another book cover? It looks really cool!

  • Saya seorang lulusan smk teknik mesin tahun 2007 di blitar.pengalaman saya; 1 tahun di bali bagus,samarinda sebagai mekanik dan sekarang sedang bekerja di PT karindo sebagai mekanik LV.Besar harapan saya untuk bisa bergabung di Thiess,terima kasih.CP 085259143143

  • Dear friends!pls shop our Cheap ,, , , as much as you like. We are a professional online shop special design high quality shoes with competitive prices. They are good at dealing with different person either old or young,men or women…You will achieve a shiny,smooth and easy control with the help of our ,, , , !!!

  • dah lama tak tgk ANTM ..best tgk sbb dorg tngkap2 gmbar tu mcm2 fesyen..dah tu juri komen mcm2,,padahal tgk okay je gmbar tu.. =.=

  • Raizensha dit :Oui, cela m’a perturbé aussi qu’ils aient les bandeaux de Konoha et non ceux de l’alliance shinobi ^^ Ils sont censés tous l’avoir donc ce doit être une erreur de Kishi…Pour ce qui est d’Urushi, oui c’est une façon d’appeler son frère d’orphelinat, nous l’avons vu dans les flashbacks Aime : 1

  • I’m not sure why but this web site is loading extremely slow for me. Is anyone else having this problem or is it a problem on my end? I’ll check back later on and see if the problem still exists.

  • Non è quello. Semplicemente quando inizio il Pontificato aveva 78 anni, adesso ha quasi 86. A questa età la parabola in discesa è forte e uno o due anni si sentono molto. Egli è già arrivato a qual punto dove uno deve andare dal bagno alla stanza e forse con coraggio spingersi al salotto. E lo sa. La sua decisione è perciò buona per la Chiesa.

  • In this particular case Krugman attacks left-wing economics cranks, but I'm sure he'd say the same about the "Austrians" and other marginal kooks of the sort you find at the CATO Institute Bob, your knowledge of the field you are discussing is close to nil. CATO is a Chicago school bastion. They booted out the Austrians, such as Rothbard, decades ago.

  • The liberals have chosen Islam as their "traditionalist" ally because Islam has traditionally had no rock-solid principles other than pursuing their own self-interest. How else could an obvious collection of distortions and lies like the Koran have been accepted by them?Nonetheless, the crocodile (or is it alligator) will still gobble up the liberals, if their own self-extinction program doesn't get them first.

  • Doncs si, no cal que diguis res mes, jejejj. Toque de carmel… m’agrada. Jo seria incapaç de dir que no a una tarta de formatge, totes, totes.Bueno guapa bon finde, ah! com porteu lo de les tapes?Muas!

  • Bra skrevet! Men ogsÃ¥ litt deprimerende, men sÃ¥nn er det jo gjerne med ting som møter deg litt midt i fleisen… Vi har ikke sÃ¥ lyst Ã¥ se det, har vi vel?

  • Waiting (not so) patiently for Fire. And I find Bitterblue to be a very interesting character. Looking forward to knowing her better. Congratulations on making the lists. Well deserved!

  • Ja! Hurra! Precis vad jag ville höra! Smiths ocksÃ¥… det är sÃ¥ att man redan börjar undra hur han ska kunna toppa det i nästa bok… 😀

  • Hello I like your blog site. Would you like to invitee post upabout mine someday? If that’s the case please inform me via e-mail or simply answer this kind of opinion because We enrolled in notices and will know if you do.

  • elected officials should have a servant’s heart I did indeed have money in mind. It was my money and how it is spent by those officials. Its not their money to spend – its my money I elected them to spend on my behalf to do only the things I elected them to do.

  • Bouhhhh ….. que de vidéos ! Je n’en regarde presque jamais. Sans doute l’habitude de se passer d’image, quand depuis des années on n’a pas (volontairement) la télé.

  • produce produce more in hope of reeling in more profits—the result in this case is a SURPLUS. It is always best to let the laws of supply and demand determine the outcome—government agencies, tsars are totally in over their heads when they try and control the market place.Actually, I may not know what in the hell I’m talking about—economics is not my ball of wax!

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