Although he was born to define investors, stakeholder stakeholder refers today to all those people or groups Affected or influenced by the activities of a company. Or even better, persons or groups influenced or interested in the activities of a company, collective and -add- independent professional.
Types of stakeholder in the company
There are internal and external stakeholders. An image explains it perfectly:
The Stakeholder in Personal Brand Management
The chart above Wikipedia it's very useful for organizations with classic structures. But how do you draw a person's stakeholder map, employed or self-employed?
The first thing to consider is that in your Me Inc. (definition of Tom Peters in The Brand Called You, 1998, here translatable as I, S.l.) Have stakeholder stakeholder different interns, and instead you have key partners, Mentors…, those people or entities that will help you reach external stakeholders.
The second thing is that the company is you, and therefore there are differences also in the stakeholder stakeholder External. For starters, we should consider two charts, people with a single customer (definition of Andrés Pérez Ortega of those who are employed) and people with a diversity of customers (Entrepreneurs, Autonomous, self-employed professionals in general).
The following describes two graphics groups stakeholder stakeholder most important personal staff and details who they are, what goals or functions they fulfill in our career and where we can find them.
A strategy for each stakehoder
Given the huge difference between them, it would be absurd to unify them as one when it comes to crafting your message, your offer and your communication. do you target a contributor as you do a customer?
Who are you: Mentors, Consultants, Coaches, Seniors, job launchers, Teachers, Courses, moocs, Books, Blogs, press articles, radio programs, Tv...
Your goal: They're our lighthouse, a guiding light. They won't do the work for you., but in early stages they will help you get less wrong, and they will do so based on their specific experience and competencies.
Where to find them: Each type of mentor has its specific location form. A majority will find them by direct referrals. Don't trust internet search engines too much in cases like this, because many know more about SEO than they do. It's best to pull out personal agenda and ask people you trust for advice. Best Word-Of-Mouth seO.
Who are you: It's the equivalent of a UTE (Temporary union of companies), but personal. We are in the age of the sharing economy (Airbnb, Hubber, Bicing, Co-Housing…). But what interests you here is co-work. We're talking about key partners, non-direct competitors (co-opters), satisfied customers, co-workers, professional colleges, Guilds, Cooperatives, related collaborative projects, Freelancers.
Your goal: lighten infrastructure, providing us with Skills that we don't have, and where they can complement and accompany us for a project. Unlike a supplier, many will make the way with us without charging a monthly (they're going to results), putting only his time and knowledge. It would be the equivalent of a company's departments.
Where to find them: At most we find along the way. We've seen them work and we thought we could come to a non-corporate agreement, one agreement per project. We can also find them via mentors, professional guides or W-O-M.
Company (professional mono-client)
Who are you: Organizations willing to hire your time and competencies, usually exclusively and usually full-time and to integrate into a hierarchical structure.
Objective: Putting your personal value proposition at the service of a larger project with other owners to improve an organization's performance.
Where to find them: They find you through multiple ways: Universities, job shuttles, companies or freelancers of RR selection. Hh, social media, job shuttles, job portals (Example: Infojobs). They also find you through your own personal branding, inbound marketing And Personal SEO: your blog, Linkedin profile, social media activity, Publications, Conferences, Presentations. Of course, you can also look for your target companies, locate key people and initiate outreach strategies. But it's more effective to attract than to push. To access the 80% hidden labor market offers I recommend you read this Article.
Personal environment (most effective in multi-client professional)
Who are you: friends, Family, fellow students, former co-workers, friends of friends. In short, the closest core of trusted people that we usually turn to in the first instance for the first consultation or help.
Objective: Give us a first trusted advice. Throwing the first cable at us. My first internship at an advertising agency was got to me by my mother.. There's only one, and every now and then you have to take advantage of your resources.
Where to find them: In the speed dial numbers of our smartphone. In the next room…Easy.
Who are you: for multi-client or independent professionals, are the ones who are going to pay you to provide value: Companies, public sector, Ngo, Associations, Cooperatives, Professional, Students, Unemployed, Seniors…. For those who are employed (monoclient) can be an internal customer (For example, for an HR employee. Hh, management...) or external customer (those who pay the company to add value). For those who are employed, the main customer (the one who pays) it's the company itself, and especially the person who decides every month to continue to count on your services.
Objective: They are the basis of our remuneration. Are, No doubt, our lead stakeholder and those who guarantee us our progress and job survival. We usually spend most of our time.
Where to find them: If you're employed, it's the organization itself that takes care of that, and maybe that becomes one of the key advantages of working for others. But also in a Sword of Damocles: Cases are not missing: Nokia, Pan Am, Blockbuster, Concorde, Olivetti... If you're self-employed, that will be part of your permanent work: find customers, and then keep them. To find you: Inbound Marketing (Blog, Publications, Papers, social media…), Seo, recommendations from professional colleges, Linkedin, BeBee, Guudjob, Twitter, About.me, Sem, Advertising, Pr, e-mail marketing,.. To find them you have sectoral directories, professional colleges, to the great Google and other search engines and professional networks. Perhaps the most important source remains satisfied customers and their recommendations
Who are you: Many are part of our agenda. People who have passed or will pass at any given time through our real or virtual lives. They're not friends., are barely known or, as Josep Pla would say, Greeted. But they can be activated and become quality stakeholders. It's a good idea to have them handy or go looking for them.. Most of them are friends of our friends.
Objective: If activated, can help us reach customers more easily, Suppliers, Collaborators, mentors and mentors, in short, to the rest of the stakeholders. They have a bridge function. If they activate us, we can do it ourselves too.
Where to find them: In the lost corners of our agenda, on professional networks like Linkedin, In Twitter lists (a function that few use but is tremendously useful), personal networks and, Of course, through our personal environment.
Who are you: professionals or entities that supply us in exchange for payment for their services or raw materials. Tic, Services, Logistics, R & d, Shopping, marketing and communication, Finance… Unlike collaborators, they don't get on our boat to help us in sailing but they sell us the fuel.
Objectives: We need them to complete our value proposition, to make the customer experience easier.
Where to find them: Do not worry; will come to you. There are also multiple professional directories. But if you want to make sure you have the best, goes back to the mouth-ear (W-O-M), to recommendations from people close to you. And of course, Internet, search engines, websites, social media...
Self-employed or self-employed, I hope I have helped you aware of its importance and identify your key stakeholders, those people or entities so important in your business model.
To clarify personal brand concepts, I leave you the video What is Personal Brand? (personal brand).
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.