“Personal Branding to Boost Talent in Your Organization” with Arancha Ruiz.

The partners of INDPULS participated in an inspiring session on personal branding and talent with Arancha Ruiz, founder and CEO of Innero Personal Brands. Arancha is a Personal Branding consultant and the creator of the RADAR method for Personal Brand development. She is a unique reference in the sector with over 12 years of experience during which she has empowered hundreds of professional leaders working in economically impactful areas.

She has authored three landmark books on a professional career, personal branding, and employment: ‘Your Talent Map,’ ‘What Headhunters Look For,’ and ‘Now or Never: the 5 Keys to Succeeding in Your Career’.LinkedIn chose her as a Top Voice in Employment. She is responsible for Capital Humano magazine’s “Talent and Employment” section and is a regular contributor to Expansión and Empleo. Additionally, she regularly writes on her blog, www.HistoriasdeCracks.com, and is highly active on social media.

During this session, Arancha provided us with tools to boost talent within the company and attract new talent to the organization, considering that the organization’s brand is the sum of the brand of its employees and especially its leaders, sales team, and all those professionals who are in contact with stakeholders.

A necessary tool born from our context

Personal branding is commonly understood as a concept applicable exclusively to individuals whose influence and values have a significant public reach. However, this limited view overlooks the depth and real scope of this tool, especially in today’s professional context. Essentially, each professional has an identity they want to project (brand) and a reputation, i.e., the real perception others have. A discrepancy between the brand and reputation can create significant barriers to professional activation and progress.

Personal branding and talent acquisition

For personal branding to be effective, it is fundamental that the attributes and values one wishes to project are recognized and accepted by others. If those we want to attract do not recognize us, we will be unable to attract them, no matter how much we need them. Working on personal branding will not depend on the person but on what each individual can contribute to an audience, and this attributed talent varies depending on the challenges of each context.

Knowledge workers and the importance of motivation

Previously, organizations offered a professional career, but environments are so dynamic that professionals no longer trust long-term plans. They will seek alternatives outside the organization if they feel stuck in their careers. Knowledge workers are high-performance, innovative, and collaborative workers who stand out for their ability to use information, knowledge, and specialized skills in carrying out tasks and making complex decisions. These professionals, even though they possess these competencies, face three significant challenges: the knowledge economy, i.e., the need to continue learning; the collaborative economy, they need to strengthen their leadership capacity and fit into diverse teams; and thirdly, the attention economy.