Wednesday 1 May 2013

Employer Brand Management Master Class

Dear Revolutionaries,

How's it going? Hope all is well with you!

This post is to simply tell you that in a couple of weeks I will be in Georgia, at Tiblisi. I will be holding a 7 hours Master Class on how to manage the enterprise employer brand strategies in the digital era from a glocal perspective.

In particular, I will be speaking at the Marketing House. A 7 hours presentation on how to set, plan and implement an employer branding strategy today in such turbolent times.

Here you can find all the information about it:  Marketing House 

Thanks for paying attention and for following us everywhere! 


London, May 02th 2013!


Thursday 4 April 2013

 New initiative by Employer Branding Revolution is coming, guys!. We are now committed to delivering a 2 DAYS Training Course about How to build a winning employer brand strategy!. Called The Employer Brand Experience, it will take place in Milan at Blend Tower on May 7th and 8th , involving successful  specialists from companies and organizations one step ahead in respect to this theme: LINKEDIN, BNL BNP PARIBAS, THE BOSTON CONSULTING GROUP, UNIVERSITY OF TRENTO, SERENELLA PANARO, REINVENTA DEE OCEANS, DAVIDE SCIALPI, SIMONE MAGGIO.

After interviewing Diego Marini from BNL BNP Paribas, We decided to involve another trainer taking part of our event course. It's the Stefano Lavizzari turn, everybody!. Stefano is Recruitment Specialist at The Boston Consulting Group. He will be our Special Trainer in occasion of DAY1 on May 7th and he will be deeply telling us about BCG Employer Branding Strategies in occasion of the Back to Business session! 

D: So, thanks so much Stefano for joining us and for your time. First question I wanted to ask you is: In terms of soft and hard skills, What makes the difference for being hired by a prestigious strategy consultancy firm like The Boston Consulting Group today? 

S: "..well..when we recruit in BCG, we do not have a "standard", we do not have "specific requirements" (only full marks, previous consulting experience, etc.). We are looking for people. During our recruiting process we try to find "well rounded profiles": you should be strong in problem solving, analytics and logic, but also a team player with excellent listening skills, very curious and creative. Last but not least, commitment and drive are essential to be a BCG Consultant..."

D:  Does BCG recruit high-achievers economists and management engineers only ? 

S : "....Diversity is fundamental, so we have colleagues with different academic and professional backgrounds: degrees from Engineering to Social Sciences, PhDs, MBAs – fresh graduates, expert from Industrial companies, Professor from Universities. Everyone could find his path in BCG...."

D: What are the must-know do's and don'ts to succeed when interviewing for open jobs at The Boston Consulting Group?

S : "....First of all, be yourself. The interview is the time where we could understand the fit between the candidate and the firm, and vice versa. Don't be shy and ask questions, enjoy this moment with BCGers and try to imagine your future with us! Share your energy and passion for this job!..."

D: So, What is not BCG as place to work?

S: "...For sure, BCG is not a competitive environment. During my time in this firm I have found very collaborative and reliable colleagues. The only competition you have to face is with yourself: everyone wants to give the best to grow further professionally and personally!.."

D: With BCG, You had a work experience as Recruiter in Poland too, Did you find any differences between italian job seekers and the poland ones in approaching job ( acts, behaviours, dreams, wants,expectations),  having a recruitment interview and in terms of possessed skills and competences  ? 

S: "...I think the main difference among polish and Italian job seekers is about their pragmatism. Polish guys are very direct in asking questions about salaries, working hours, lifestyle – Italians seem more interested in the Firm's values, work environment and growth opportunities. On the other hand, no difference in terms of possessed skills and competences".

D: How important is the touch points management with job seekers for BCG and how do you manage that during the candidate experience?

"...I believe it's essential being transparent and clear when you speak with your candidates. Unfortunately, 90% of the time is about giving negative feedback, but it's also a key part of the recruiter job. Collect information and provide comments about strengths and needs of the candidates – they are not a number to fill or reach, they are a human being like you!"

D: What does it mean working at BCG from your angle ?

S: "...Working in BCG means collaborating with smart, creative, curious people that are always looking for the best solution in every situation. Very stimulating environment with great growth opportunities – internal and external, local and global!"


Head of Employer Branding Revolution

April 4th London, UK. 

E-Mail: davide.scialpi@employerbrandingrevolution.com

Monday 18 March 2013

Simone Maggio - Public Speaker & Doppiatore Pubblicitario

Dopo il successo del Workshop Internazionale Employer Branding Revolution LIVE TOUR, Il 7 e 8 Maggio 2013 a Milano va in scena la seconda iniziativa targata Employer Branding Revolution ( Il network community più autorevole nel campo dell'employer branding a livello mondiale) . Questa volta trattasi di un Corso di Formazione Professionale di 2 giorni sui temi dell'employer branding e che vede coinvolte come eccellenze nel campo aziende di prim'ordine come THE BOSTON CONSULTING GROUP, Società di Consulenza Strategica tra le più quotate al mondo, BANCA NAZIONALE DEL LAVORO - BNP PARIBAS, tra le banche più prestigiose al mondo, LINKEDIN, Il social network professionale n1 al mondo nonché specialisti della comunicazione e della formazione come SERENELLA PANARO, business and career coach presso l'Università di Trento, DAVIDE SCIALPI, Esperto e leader di pensiero internazionale sui temi del marketing e la comunicazione digitale per il branding e dell'employer branding.

La sessione formativa si intitola THE EMPLOYER BRAND EXPERIENCE - HOW TO BUILD A WINNING EMPLOYER BRAND STRATEGY e in occasione del DAY2 prevede per tutti i partecipanti che vi si iscrivono un paio di ore di formazione esperenziale pratica per migliorare anche le proprie capacità di public speaking. In altre parole, esercizi e pratiche per migliorare le proprie capacità di comunicazione verbali e non verbali, alquanto essenziali e indispensabili per un manager che oggi più che mai si trova ad interfacciarsi quotidianamente con attuali e potenziali dipendenti che rappresentano nel contempo anche potenziali clienti nonché stakeholder dell'azienda di cui si fa parte.

A condurre la sessione di Public Speaking sarà SIMONE MAGGIO, Public Speaker e Doppiatore Pubblicitario Professionista. Simone è stato Conduttore Radiofonico Nazionale di Radio del calibro di RADIO MONTECARLO ( Gruppo Finelco ) , PLAY RADIO ( Gruppo RCS ), RADIO NORBA  e già DIRETTORE di PRODUZIONE di RADIO RAMA nonché  Voce Ufficiale di numerose e ben note campagne pubblicitarie nazionali quali: 

  • Music Flash - Banca Intesa San Paolo presso Pushpull ( Milano ) ,
  • Mediapiù ( Reggio Emilia ), 
  • Voce per Yomino - Yomo, 
  • Mediaworld,
  • Synthesis, 
  • Voce spot radio CEPU, 
  • Voce spot nazionale ADSINT campagna novembre, 
  • Voce spot tv Yomino/Spongebob, 
  • Spot radio Creditys -Carige

Simone frequenta anche la facoltà di Scienze e Tecniche Psicologiche dell'Università Cattolica del Sacro Cuore di Milano e come formazione accademica teatrale e di doppiaggio ha frequentato i seguenti corsi:

  • Corso di predoppiaggio tenuto da Aldo Stella presso Centro teatro attivo (Milano)
  • Corso di doppiaggio tenuto da Rossana Bassani presso il Centro teatro attivo (Milano)
  • Corso di perfezionamento di doppiaggio tenuto da Raffaele Fallica presso l’Adcgroup - La bottega del doppiaggio ( Milano)

Tra i suoi hobby rientrano il Karate Shokotan e la Psicologia Analitica.

Il 7 e 8 Maggio 2013 a Milano presso Blend Tower, Piazza 4 Novembre, SIMONE MAGGIO sarà uno dei nostri special trainer.

Per info su come iscriversi al nostro corso, qui tutte le coordinate: Milano - Corso di Formazione Employer Branding Revolution Educational Courses 

The Employer Branding Revolution TEAM! 

Sunday 10 March 2013

Diego Marini - Employer Branding Revolution

Employer Branding Revolution is going to be newly on. We are now committed to organizing a brand new initiative for all our followers. It will nearly be a 2 DAYS Educational Course about How to build a winning employer brand strategy!. It's named The Employer Brand Experience, it will take place in Milan at Blend Tower on May 7th and 8th and it will involve successful trainers and specialists as well as well-known companies and organizations: LINKEDIN, BNL BNP PARIBAS, THE BOSTON CONSULTING GROUP, UNIVERSITY OF TRENTO, SERENELLA PANARO, REINVENTA DEE OCEANS, SIMONE MAGGIO.

As you know, we are used to involve our speakers / trainers in very flash interviews to know more about them. This time it's the Diego Marini, turn. Diego is Talent Acquistion Strategy Manager at BNL BNP Paribas. He will be Special Trainer in occasion of DAY2 of our Educational Course, telling us more about BNL BNP Employer Branding Strategies within a special session named Back to Business! 

DS: So, here we go Diego! Firstl of all, thanks so much for accepting to have an interview with us. That’s a pleasure to us. To start, In just a few words, could you please tell us more about which strenghts of your professionalism have permitted to you to reach the goal of being Talent Acquisition Strategy Manager at BNL BNP PARIBAS Group ?

DM: "Well....first of all Davide thank you for giving me the opportunity to actively join the Employer Branding Revolution “Dream Team”. Answering your question, you know I have a background in Management Consulting (about 7 years of experience there), where I faced several and various subjects, with a focus on HR&Organization ones. This experience helped me to become really flexible and able to face with everyday different tasks with creativity and passion, trying to develop new competencies in the faster possible way. So, my journey in Management Consulting surely supported me and my professional profile to be “attracted” by a great international Group as BNP Paribas, specifically in BNL, an excellent environment where innovation is a strategic “must”. In addition, by myself, I think I am energetic, pro active, reliable and love changes and challenges, I think these attitudes helped me too.

DS: Based on your experience, in nowadays what kind of peculiarities are required for getting possibility to be hired by a Bank as well as to run a successful career within the banking sector? 

DM: "...flexibility, passion for innovation, international mindset and a practical approach in the same time are some of the main features a potential candidate should have to have a successful career in a Bank. We are facing with a dynamic and changing market and it is important that people are ready to approach with new methods, new subjects, new ways of work in order to positively answer to the organization needs.

DS: What’s the most frequent managerial quote you are used to repeat your self for the decision making of your daily job? 

DM: "...Sure, I got it:  “Be Yourself, Follow Your Dreams and Deliver Excellence”. This is my philosophy. It is composed by two emotional concepts and a most operational one. Let me explain. To succeed you should try to be always yourself, considering your attitudes as a treasure and applying them to the environment you are working in, of course adapting as needed. Dreams have to be a goal for you and you should hardly work to obtain what you want, think that everything is possible. When you are yourself and you are following your dreams you will surely deliver excellent results. I think that is true both in professional and personal life. 

DS: Diego, as we know, you will be special trainer for Empoyer Branding Revolution next 8th of May in Milan, Could you please reveal us and share with us some points of your presentation in occasion of DAY2?

DM: "....During my presentation at the session I will try to transfer to attendees my personal experience in, I would say,  "Total Employer Branding Strategy" that is the virtuous mix of Employer Branding dedicated to the external,  the Internal Branding dedicated to company employees and Personal Branding. For a successful Total Employer Branding Strategy all these components should be accurately managed. I will not bring only a theoretical approach but mainly a practical one, trying to underline all the main aspects of the innovative Employer Branding Strategy BNL has activated and is currently managing. Stay tuned for details!...."

DS: What does it mean being Talent Acquisition Strategy Manager in BNL BNP PARIBAS and what does it mean working at BNL BNP PARIBAS from your personal point of view ?

DM:"....In my opinion, It means to have a great opportunity! To have an opportunity to develop deep Talent Management & Acquisition skills and HR ones in general, to feel free to propose my own innovative projects and to be sponsored by the top management, considering BNL as a pure innovator in the Financial Services industry. It means also to be part of a solid international banking group where mobility is considered as one of the main steps for the professional growth of an employee. As Talent Acquisition Strategy Manager I really feel I have a mission: to find and attract the best talents in the market, talents for a changing world, using method and a "project" approach for each open position to be covered. That is very challenging and I like it!....."



Head of Employer Branding Revolution

March 11th London, UK. 

E-Mail: davide.scialpi@employerbrandingrevolution.com


Saturday 2 March 2013

We are excited to announce that Employer Branding Revolution Community has officially reached an important milestone: 1000 members! 1000 employer branding specialists coming from anywhere in the globe for interacting and collaborating together through a collaborative process. 

It has been more or less 1 year ago when we dediced to run this adventure. We had lots of doubts about it at the starting point. It was like betting on an outsider horse. But we never thought to give up. We never thought it woud have been a walk. We just started working to create something not existing. We just started running a lot by feeling the effort and the energy of our passion.

The goal from the very beginning has never changed: Taking Employer Branding to the next level! 

We never changed our purpose. We have called to actions. So, we have done lots of tests and projects by involving our community members in various kind of activies. We have tried to do something different, distruptive and revolutionary. Competitors have started imitating and emulating us. But we have kept us on our trajectory without stopping and by doing the best we can with all our heart and without changhing way or road.

We have been able to organize together two incredible events, involving the most active and proactive global employer branding specialists from anywhere in the globe and the world's most followed gurus and thought leaders within hr, marketing and communication field:

Employer Branding Revolution LIVE TOUR 2012 Milan 

Employer Branding Revolution EDUCATIONAL COURSES 2013 Milan 

We do find this result as incredible success but for us it's just the first step, the first level, the first stage, the first part of a Revolution that has no boundaries! 

We have had opportunity to learn a lot from others and now we have experienced ourselves about what can be useful and how to do it. We are now commited to launching other incredible activities anywhere. You have just to follow us. 


If you want to go further, If you want to do what you ever dreamt to do and if you want and like collaborating with others, Employer Branding Revolution is your network, your community and your lab.

Reach us from wherever you are in the world and bring the action!!!! To reach purposes, it takes massive actions. Massive action is just for a few people. Revolutionary people! 

The Employer Branding Revolution TEAM! 

Tuesday 26 February 2013

Employer Branding Book - Linkedin

Linkedin has recently created and launched a guide about how to build a highly social Employer Brand. I found this book very powerful, useful and absolutely helpful. And the most incredible thing is that it can be downloaded for free!! And I say that again for free!!! I wanted to share with you this Linkedin initiative. 

It could be a good way to get more about employer branding for all those are daily involved about these themes and frontiers for their own job and for all those are interested in going further about it.

In particular, I would highly recommend and suggest that to:

  • Employer Brand Managers
  • Employer Brand Strategists
  • Employer Branding Consultants
  • Hr Manager, Hr Specialists
  • Recruitment Managers and Specialists
  • Communication Managers and Specialists.

So, You can succesfully download the Employer Branding Guide  by your self by clicking the following link: Employer Brand Book by LinkedIn

I am really curious to know your say about it! 




Head of Employer Branding Revolution

February 25th London, UK. 

E-Mail: davide.scialpi@employerbrandingrevolution.com

Tuesday 26 February 2013

I recently had the pleasure of meeting Luca Balbiani, a Management Engineer Consultant working in  Sophia Antipolis, ( Montecarlo )  for AUBAY, which is a consulting firm operating within IT field. By chatting to him, I got knowledge about his efforts on managing Aubay's employer branding activities for attracting talented IT Engineers even if his daily role within the company is about things completely different from these themes. He is a Management Consultant involved on IT products devolopment activities, to be precise. I was really surprised at the passion and enthusiasm he gives in running his particular mission about employer branding around Europe. He has confessed me he is very marketing passionate! So consequently I dediced to ask him a couple of questions in order to share with our readers his adventures about it.

D: So, Luca, first of all, thank you for your time and thank you for being part of our community.To start, I'd like to ask you.. Who AUBAY is, what’s your role within company and what about your mission on employer branding?

L:  "...well, AUBAY is an Integration and Technology consultancy Group headquartered in Paris. Our company is specialized in information and industrial systems, networks and telecommunications.

Capable of technically and functionally developing its activities in all these areas, AUBAY is has a leading position in Bank / Finance, Insurance (Assurance), Industry, Energy, Transport, Telecoms sectors, differentiating from its competitors by offering to its customers a high value-added “know-how”.

Let me share with you some numbers about AUBAY: 

With more than 2,700 employees, AUBAY is present in 12 offices across 6 European countries (France, Italy, Belgium, Spain, Portugal and Luxembourg). We are constantly growing and improving. In the last three years, AUBAY has acquired two new companies: Adex Ingénierie in France and Selex Elsag in Italy (banking activity of Finmeccanica Group). A significant indicator proving the commitment of the company is the recruitment of 800 new consultants in 2014.

Regarding my role in AUBAY Group, I can say that in nowadays, I am carrying out a mission in French Riviera for an IT leading company in the e-travel industry sector. I am in charge of managing Product Definition activities for three Airline IT projects. 

Thanks to my proficiency in English, Spanish, Italian and French and my expertise in international business, I am also working as a project manager role to bring up together IT financial service products among different AUBAY offices in Europe (mainly France and Italy).

And last but not least, I collaborate with HR and Communication department for Digital Media Marketing and Employer Branding strategies too!!!..."

D: That's very cool!! So can you please tell us What does it mean working at AUBAY for You and Which kind of value in terms of intangible and tangible benefits AUBAY can offer to IT Engineers? 

L: .".well, to be honest, to address this point, instead of listing tangibles benefits offered by AUBAY, I would rather focus on the intangible ones in order to explain the value added of our offer: we propose a real opportunity for TOP universities graduates to move abroad and start an international career.

During this period I often listen to my former colleagues complaining about the lack of international environment and contractual conditions on their current jobs. Their response when suggested to move abroad is “It is not that easy”, and I agree. Today’s economic situation does not encourage companies to search talents abroad: sometimes they rather hire from national offer, avoiding costly logistic and bureaucratic issues. Moreover, the spoken language of each country might represent an obstacle.

In contrast, AUBAY is actively looking for foreign talents because our customers are 100% international, requiring and needing as many consultants coming from different countries (both EU and extra-EU) as possible.  To illustrate this latter point: in my mission in French Riviera the customer’s portfolio amounts to over 120 nationalities among staff and consultants. Therefore, the creation of AUBAY international teams seems like a right move.

One of the AUBAY priorities is the talent scouting abroad, and in order to achieve it, this company invests a lot in Career Service Events of European Universities.

Finally, I would like to highlight that our HR Managers facilitate as much as possible the arrival of a new consultant in France: they provide assistance for logistic issues (like the house research) and bureaucratic tasks (such as opening a bank account and the offer of private medical insurance).

Last but not least, French courses are offered to all consultants in order to overcome the language barriers.

In my personal view, working in AUBAY means  ‘’to breath’’ the internationality of the Technology Business: every day I work and I have possibility to interact with people coming from all over the world, speaking English, French, Spanish and of course a bit of Italian.

The international label is also present in the trend of the company to collaborate on several projects shared among the 12 different offices around Europe. This is not very common in other consultancy companies, which tend to keep projects in only one country. 

D: But could you please share with us some initiatives you have formulated and implemented in terms of employer branding for attracting your target audiences ( IT High Performers ) ? 

L: "....Despite I am not a HR manager, I have a strong passion for Digital Marketing and Employer Branding. That is why I often collaborate with HR and Communication Department for creating buzz about AUBAY brand and its values.

There are two main activities I am pursuing: to participate in ‘’round tables’’ events organized by universities and I consider crucial the HR presence at these events for all questions related recruiting and career opportunity, as the presence of a business consultant to address questions such as ‘’what are your daily activities?’’ or ‘’what are the difficulties for an Italian who wants to move to France for working?’’. I honestly think I am the right person to respond to these questions since I have experienced by myself what moving in France from Italy means and I can also explain in detail projects and activities where a new graduated might be working 

Furthermore, I have created a LinkedIn group (AUBAY in French Riviera: link) where I have uploaded the video I have prepared with my colleagues to explain why potential candidates should join us in this great region (in my opinion, French Riviera represents a perfect balance between working expectations and quality of life). Thus, I would like to invite Employer Branding Revolution Community members to have a look at AUBAY video (link). Through this video I simply pointed out and communicate that from a geographic point of view, we are located in Costa Azzurra. Which is an important driver characterizing our employer value proposition. Then I dediced to ask our IT Consultants to share their own personal professional stories in order to create identification through a storytelling activity to succesfully attract high value IT performers like them...."

D: How do you find Employer Branding Revolution Community on LinkedIn for your Employer Branding mission ? 

L:"...I daily follow with enthusiasm the Employer Branding Revolution Community  on Linkedin. I found interesting contents that helped me do the right things so far. It's very great interacting with real experts from around the world too! 

I strongly believe that continue and dynamic interactions with the Community let me find the good INSPIRATION for my daily activities. This INSPIRATION will help me not only in the Employer Branding mission, but in my project management works and career in general. All of us represent a Brand in unstable and dynamic market, so it is crucial to know how to communicate this brand in the in the most efficient way to reach brand new goals..."



Head of Employer Branding Revolution

February 25th London, UK. 

E-Mail: davide.scialpi@employerbrandingrevolution.com

Saturday 23 February 2013

Employer Branding Revolution - Guest Post - Serenella Panaro - Personal Branding

In quella che è la marcia di avvicinamento alla nostra due giorni di formazione sui temi dell'Employer Branding dal titolo THE EMPLOYER BRAND EXPERIENCE! in programma a Milano il 7 e 8 Maggio 2013 e reallizato con la collaborazione speciale di aziende del calibro di The Boston Consulting Group, BNL BNP Paribas,Università di Trento, LinkedIn e Davide Scialpi,  abbiamo chiesto proprio ad uno dei nostri trainer delle due sessioni educative SERENELLA PANARO, Business Coach Certificato e Career Coach presso l'Università di Trento, di svelarci ed illustrarci in soli 7 punti i segreti e i motivi per migliorare la nostra, la vostra, la propria presenza on line dal punto di vista professionale.  

I 7 motivi per cui Linkedin è un valido strumento per promuovere il proprio Personal Brand oggi.......

“Be Personal!” E’ questa la parola chiave che oggi guida le strategie di chiunque voglia ottimizzare il proprio CV, aumentare contatti e visibilità, essere riconosciuto per la propria expertise. Grazie alle nuove funzionalità, e ai suoi 200 milioni di utenti, Linkedin è un perfetto strumento di Personal Branding e risponde esattamente a questa esigenza, consentendo di gestire sempre più proattivamente e a 360 gradi lo sviluppo di carriera. Il profilo somiglia ormai ad un mini-sito personale con cui poter orchestrare più azioni contemporanee, scegliere come promuovere se stessi, raccontare la propria storia professionale e coinvolgere chi legge il profilo: 

It’s your Brand!.. Prenditi la piena responsabilità di promuoverti! Poiché stai comunicando te stesso, la tua professionalità e non quella di qualcun altro, parla alla Prima Persona, mantieni tale coerenza in tutte le sezioni del profilo, e inserisci un e-mail o un recapito telefonico per poter entrare in contatto con te. 

Evita di semplificare e riprodurre quanto già scritto nel tuo Curriculum Vitae. Al contrario, utilizza LinkedIn per raccontare la tua storia professionale, scegli parole che esprimono la passione e l’entusiasmo che metti in ciò di cui ti occupi, e ricerca sempre il coinvolgimento in chi ti legge. Approfitta dell’Headline, ovvero la sezione che più frequentemente compare nelle ricerche e meglio comunica il tuo brand, per chiarire la tua professionalità, anche nelle diverse sfaccettature di cui è eventualmente composta (es. Employer Branding Specialist | Marketing Specialist | Speaker | Trainer). L’impatto è di certo molto più interessante dell’asettico livello del tuo inquadramento aziendale (es. Quadro presso Azienda X). Per un uso ancora più “personal”, aggiungi una breve frase guida che chiarisca cos’è che anima il tuo lavoro, qual è il tuo obiettivo professionale, e quale valore aggiunto apporterai a chi lavorerà con te (es. Employer Branding Specialist | Marketing Specialist | Speaker | Trainer | Consultant .Driving Corporate Growth!)

Foto, video, Slides & Co... Inserire una foto professionale è essenziale. Scegline una curata, che ben ti identifichi, ti renda riconoscibile, ma soprattutto colpisca l’immaginario di chi visita il tuo profilo. Tieni presente inoltre che la foto nell’Headline è uno degli elementi che ti consente di raggiungere il completamento al 100% del profilo, facendoti rintracciare più frequentemente nelle ricerche!

Oggi è possibile essere ancor più proattivi: nella sezione riservata alle esperienze professionali puoi aggiungere ulteriori immagini che rappresentano i momenti salienti della tua carriera (es. premiazioni) o che chiariscono la tua attività (es. momenti di aula, conferenze in cui sei relatore), Slides (per presentare ad esempio alcuni risultati o progetti che hai seguito), e anche video. Personalmente trovo i video una splendida opportunità per presentarti a chiunque avrà la curiosità di leggere il tuo profilo. Perchè non sfruttarli quindi per dare il benvenuto nella tua pagina “ a tuo modo” e per raccontare il tuo mondo?

Fai parlare gli altri di te... Gli “endorsment” che trovi alla sezione “Skills & expertise” e le  “recommendations” sono due opzioni diverse ed entrambe utili per far parlare gli altri di te! La prima è molto più rapida: con un semplice click i tuoi contatti possono validare alcune delle skills che tu stesso hai deciso di inserire nel profilo. E’ una sezione di sicuro impatto visivo e quantitativo. Ma le recommendations sono più interessanti. Perché?  Perché qualcuno spende parole per te, e non solo un click. Perché qualcuno si prende il tempo di raccontare una storia: quella della relazione e dell’esperienza lavorativa avuta con te. Si tratta di persone che ti hanno conosciuto professionalmente, e la cui testimonianza va ad inserirsi su una dimensione qualitativa. Inoltre, considera che tra le funzioni con cui è possibile ricercare i profili, esiste quella che filtra solo quelli che contengono “recommendations”. Un motivo quindi per sollecitare quest’opzione!

Sii consistente nell’ uso delle tue Key words... I recruiter inseriscono filtri e lavorano per parole chiave quando cercano un candidato. E’ quindi fondamentale individuare quelle che più ti rappresentano come persona e come professionista. Sceglile con cura, evidenziale sapientemente nelle diverse sezioni del profilo e testane l’efficacia. Come? Nell’area “Top Search Keywords” puoi verificare attraverso quali parole chiave il tuo profilo viene maggiormente raggiunto. Raffina dunque la tua strategia di Personal Branding, scegliendo sinonimi che nel tuo settore sono più comuni o preferiti per descrivere certe competenze. Ciò ti consentirà di dirottare un traffico target crescente verso il tuo profilo. 

Non limitarti inoltre a inserire le tue parole chiave nella sezione “Skills & expertise” ma rendi più consistente e credibile il tuo profilo citandole nell’Headline (la sezione che appare con maggiore frequenza nelle ricerche), nel Sommario, e anche tra le  Esperienze Professionali. Considera Keyword non solo le hard skill(specifiche conoscenze e comptenze) ma anche le soft skill (aggettivi e verbi che sottolineano la tua passione e l’entusiasmo che guidano i tuoi progetti), così come i nomi delle Aziende o dei clienti con cui hai lavorato. Tutto può divenire fonte preziosa per trovarti!

Uso appropriato dell’URL... Sii personale in ogni dettaglio! Modifica con il tuo nome e cognome l’url del profilo che, di default, appare come una stringa di caratteri numerici. Potrai così inserirlo nei tuoi documenti, sul tuo biglietto da visita e il tuo curriculum.

Rendi “vivo” il tuo profilo... Il profilo, e quindi il tuo Personal Brand, non è una fotografia statica. Va alimentato, curato, promosso, modificato spesso. Rendilo vitale, permettigli di esprimere la persona che c’è dietro. Consideralo come un dolce di qualità, preparato con cura, ben confezionato ed esposto in vetrina. Se a distanza di mesi lo ritrovassi ancora lì in vetrina, uguale ma ormai impolverato, lo troveresti di certo meno attraente. Semplici refresh a piccoli dettagli hanno un duplice risultato: mantengono up to date il tuo profilo e dirottano traffico e contatti preziosi.

Un po’ di “netiquette” non guasta mai… Attenzione all’immagine professionale che mostri nella delicata fase di primo contatto. La cattiva abitudine di inviare richieste a chi non si conosce, senza presentarsi, far capire la ragione dell’interesse per il profilo della persona a cui si scrive, può compromettere la possibilità di stabilire nuovi legami preziosi. Quando entri in contatto con qualcuno nella vita reale di norma ti presenti mentre gli stringi la mano. Non si comprende perché, nel mondo virtuale, questa buona regola sociale e professionale sia spesso dimenticata. 

Per ottimizzare la tua presenza e le tue azioni in questa vetrina eccezionale e di portata globale per la tua professionalità che è LinkedIn, la domanda che dovrai porti sarà: “che tipo di Personal Brand voglio comunicare?”


Serenella Panaro,

Business & Career Coach certificato e Career Coach presso l'Università di Trento.

Serenella sarà fra i Trainer Formatori del Corso di formazione professionale Employer Branding Revolution THE EMPLOYER BRAND EXPERIENCE organizzato in collaborazione con REINVENTA DEE OCEANS, THE BOSTON CONSULTING GROUP, BNL BNP PARIBAS, LINKEDIN, DAVIDE SCIALPI  in programma a Milano il 7 e 8 Maggio 2013 presso Blend Tower, Piazza 4 Novembre, subito vicino alla stazione centrale di Milano.


Saturday 23 February 2013

Employer Branding Revolution - Potential Park

Employer Branding Revolution - Potential Park Nordic Forum

On March 7th 2013, Employer Branding Revolution will be supporting  an interesting and unconventional workshop seminar hosted, organized and set out by Potential Park  centered on the latest evolutions in digital communication for employer branding: The Nordic OTaC Forum 2013

In a War For Talent that is going digital,  companies online talent communication has never been so important for attracting and recruiting ideal high value people. So, the question is: What can we do to win the hearts of talents through social, mobile and web?

Following Frankfurt, Paris and New York, ”Winning the Hearts of Talents Online” represents an exclusive breakfast event in Stockholm for HR, Communication and Employer Brand leaders to discuss on results and trends in today's Online Talent Communication

Forum will deep dive in  topics like:

• How online talent communication is changing the rules of recruitment

• Where mobile recruitment is going in 2013 and beyond

• How digital natives judge recruitment in social media

• Why you should be stressed about your online candidate experience

• What it will take to make your ATS a job seeker love affair 

• Who’s winning the career website battle and why


Official SPECIAL GUEST will be: Davide Scialpi, International Employer Branding Thought-Leader and Founder of Employer Branding Revolution


It will take place on Thursday, March the 7th, 09:00-11:30 (breakfast is served from 08.30, at  Magnus Ladulåsgatan 63A, 118 27 Stockholm (Office of Ping Pong AB).

To join event, simply apply here. Please Note: Seats are limited.


Backing the talks are Potentialpark’s latest global OTaC studies S-Com (Social Media Talent Communication), M-Com (Mobile Talent Communication), TEWeB (Top Employer Web Benchmark) and APOLLO (Applying Online and Loving IT).09.00 09.15 09.3

Nordic #OTaC13 Forum – Stockholm 7/3 ”Winning the Hearts of Talents Online”

Here's full agenda about it: 

09.00 -  Welcome (breakfast from 08.30)

09.15 - Time Travel – 10 years with Understanding Talent

09.30 New rules of the game – Global OTaC Trends 2013

09.45 - How to win Mobile & Social – Trends 2013

What are the latest results from global study of +26 000 job seekers on how Online Talent Communication is changing the game in recruitment?

10.15 - Coffee break

What are the latest results on M-Com and S-Com 2013, where is mobile and social going and how can employers adapt to attract and recruit the digital natives using mobile and social?

10.30  - Applying Online and Loving It – Trends 2013

What are the latest results on top career web sites and online application processes, who’s winning the career web site battle and what should employers do to make their online candidate experience a love affair?

10.45 - We are in an Employer Branding Revolution

What are the opportunities and challenges facing employer brands around the world in an age of digital and employer brand revolution?

11.10 - Winning The Hearts of Talents Online – Management Takeaways

Panel discussion on most important takeaways from the latest OTaC research and trend spotting, and what management should do about it.

11.25 - Summary and what to do on Monday 

Hare all confirmed Key Note Speakers:

• David Scialpi, International Employer Branding Thought Leader & Employer Branding Revolution Founder, Guest Speaker

Tommie Cau, Employer Brand Expert, Moderator

• Torgil Lenning, Founder & CEO, Potentialpark

• Daniel Eliasson, Business Director, mobile digital agency Apegroup

• Björn Wigeman, Senior Advisor & Director USA, Potentialpark

• Julian Ziesing, Client Development Manager, Potentialpark

For more information, visit Potential Park Web Page: 

Have a good seminar in Stockholm!!! Reach us from Denmark, Sweden, Norway and Finland! 

The Employer Branding Revolution TEAM!

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