La relación Estrategia, Empresa y Recursos Humanos

Sólo 16% de los directivos de empresas considera que este departamento está preparado para afrontar las prioridades de las compañías. La mayoría dijo que Recursos Humanos se encuentra enfocada a la tarea diaria, es decir, lo operativo y no tiene un buen desarrollo en la planificación estratégica. Esta particularidad, según los realizadores del sondeo, es una tendencia mundial. La encuesta se realizó entre 365 ejecutivos de empresas que cubren todas las ramas económicas de la Argentina, Brasil, Chile, Perú, Ecuador, Venezuela y Colombia, además de compañías latinas radicadas en Miami.


Publicado por Leonardo gargiulo

Es sabido que cada vez más, sectores como Sistemas y Recursos humanos sean vuelto estratégicos para el desarrollo sostenible de las empresas. Pero también es evidente que no todos los entienden así, tanto desde la cúpula de la organización como, a veces, desde los mismos sectores.

Comparto una encuesta de Korn Ferry, que salió publicada hoy en el Diario La Nación referente al tema:

Encuesta de Korn Ferry
Los CEO pretenden más del área de Recursos Humanos

Los líderes opinan que esa gerencia debería entender mejor las prioridades de las empresas

Los CEO latinoamericanos opinan que las gerencias de Recursos Humanos no entienden en profundidad el negocio estratégico de sus compañías. Este dato surge de una encuesta que hizo la consultora Korn Ferry International con la colaboración de la Escuela de Negocios e Investigación del Institut Européen d´Administration des Affairs (Insead). Continuar leyendo «La relación Estrategia, Empresa y Recursos Humanos»

Expanding the Licensing Value of Your Brand

To best help you understand how to expand the licensing value of your brand, let’s take a step back and reflect on why companies choose to brand their products in the first place.

Companies brand their products to differentiate them from their competitors’. For example, most consumers have no problem differentiating a Coke from a Pepsi. By giving their products a brand, companies can begin a dialogue with their consumers about their products’ attributes. Over time, a consumer learns she can rely on the brand to deliver a consistent and expected value. [Más…] One of the best examples of this is the Tiffany brand. Whether or not you have every bought from Tiffany, you know the brand is synonymous with the highest level of quality, service and reliability in jewelry. In fact, Tiffany has consistently delivered on this promise for almost two hundred years. For this reason, a Tiffany consumer will not buy from any other jeweler. Moreover, if ever asked where her jewelry was purchased, most women enthusiastically proclaim the Tiffany name.


To best help you understand how to expand the licensing value of your brand, let’s take a step back and reflect on why companies choose to brand their products in the first place.

Companies brand their products to differentiate them from their competitors’.  For example, most consumers have no problem differentiating a Coke from a Pepsi.  By giving their products a brand, companies can begin a dialogue with their consumers about their products’ attributes.  Over time, a consumer learns she can rely on the brand to deliver a consistent and expected valueContinuar leyendo «Expanding the Licensing Value of Your Brand»

Sharing Locations the Facebook Way

AuthorLindsay
The world anxiously awaits as Facebook promises to unveil its location-based status updates this month.

Okay, maybe not the world… But I, for one, sure am curious!

So far, Facebook has played their cards close to the chest, but it is rumored they will partner with an established location-based social network like Gowalla or Foursquare. Alternatively, they could develop and implement their own system. Either way, Location-Based Social Networks (LBSNs) are picking up steam quickly and Facebook, with their 400M + user base (100M+ mobile), are bound to tip location-sharing over the edge into the mainstream.


Image representing Facebook as depicted in Cru...
Image via CrunchBase
AuthorLindsay
The world anxiously awaits as Facebook promises to unveil its location-based status updates this month.

Okay, maybe not the world… But I, for one, sure am curious!

So far, Facebook has played their cards close to the chest, but it is rumored they will partner with an established location-based social network like Gowalla or Foursquare. Alternatively, they could develop and implement their own system. Either way, Location-Based Social Networks (LBSNs) are picking up steam quickly and Facebook, with their 400M + user base (100M+ mobile), are bound to tip location-sharing over the edge into the mainstream. Continuar leyendo «Sharing Locations the Facebook Way»

Do Social Networks See Organizations as Customers?

With the maturity of many social networks, we should be seeing a better fine tuning of what those networks offer individuals and organizations alike.

However, to an observer it seems that the plan was to enroll oodles of people to put their stuff there and charge advertising money to companies in exchange for eyeballs.

You can see from this chart here that many organizations are maintaining company-related accounts or profiles on social media sites.

Someone has to pay for the data center hosting all the information — and to keep the lights on — right? Looks like that role was intended for organizations.

Many of the social networks, in their haste to build volume with individual accounts have not really thought through the features and benefits available to organizations beyond offering them a pay to play avenue with advertising and/or the recruitment route.


108966 With the maturity of many social networks, we should be seeing a better fine tuning of what those networks offer individuals and organizations alike.

However, to an observer it seems that the plan was to enroll oodles of people to put their stuff there and charge advertising money to companies in exchange for eyeballs.

You can see from this chart here that many organizations are maintaining company-related accounts or profiles on social media sites.

Someone has to pay for the data center hosting all the information — and to keep the lights on — right? Looks like that role was intended for organizations.

Many of the social networks, in their haste to build volume with individual accounts have not really thought through the features and benefits available to organizations beyond offering them a pay to play avenue with advertising and/or the recruitment route. Continuar leyendo «Do Social Networks See Organizations as Customers?»

The circles (no more strangers)

It’s so tempting to seek out more strangers.

More strangers to pitch your business, your candidate, your non-profit, your blog… More strangers means more upside and not so much downside. It means growth.

The problem is that strangers are difficult to convert. And the other problem is that they’re expensive to reach. And the hardest problem is that we’re running out of strangers.


Circlesofcustomers It’s so tempting to seek out more strangers.

More strangers to pitch your business, your candidate, your non-profit, your blog… More strangers means more upside and not so much downside. It means growth.

The problem is that strangers are difficult to convert. And the other problem is that they’re expensive to reach. And the hardest problem is that we’re running out of strangers. Continuar leyendo «The circles (no more strangers)»

Mobile promotion is closely associated to online or internet advertising


Advertisers have many options these days for advertising, though mobile promotion as well as Internet promotion have been a dual many exciting, as a promotion really tasteful demeanour when displayed upon a phone upon screens as well as mechanism / laptop screens. As many intensity as well as operation is in a mobile as well as Internet advertising, as well as it tends to reply deeply to a audience. Mobile promotion as well as Internet promotion have been in a spotlight. Continuar leyendo «Mobile promotion is closely associated to online or internet advertising»

One particular brand has remained a permanent fixture throughout my life: Adidas.


by jeremywaite

One particular brand has remained a permanent fixture throughout my life: Adidas.  A German sportswear brand that has its roots, its ‘brand heritage’ primarily in athletics and football, Adidas has also been the unofficial clothing brand of black American music since the 1970’s (save a small blip in the 1990s when Nike muscled in).  As an international brand, its position in the market and the signals it sends out vary in different regions throughout the world.  Like most sophisticated brands these days, it tailors its marketing and product to suit particular territories.  But as a white middle-class young adult living in England, these are a few general meanings and signals that Adidas carries for me:

  • I am aspirational: I share the same goals and ideals as the athletes (British Olympic Team), musicians (Run DMC) and fashion designers (Stella McCartney) associated with Adidas.  But not David Beckham.
  • I am not the mainstream: although Adidas is one of the biggest sportswear brands in the world, it is not the largest.  As an individual I want to fit in generally, but not be the same as everyone else.
  • I am European: Adidas is not American.  Although I am not nationalistic, I am proud of my heritage, and sometimes feel anti-American.
  • I am ethical: some rival sports brands are notorious for using sweatshops, which I disagree with.  Although I cannot be sure if Adidas has a better or worse track record, to me they seem to be far more responsible.
  • I am not a slave to work culture; I am prepared to work hard when required, but I do not subscribe to the traditions of the workplace, choosing to wear sportswear over a suit to reinforce this.

By wearing the Adidas stripes on even the most minor piece of clothing, I hope to convey the idea that I am an aspirational, freethinking and autonomous European with some sense of moral structure and a worldwide political view.  It’s likely that I never actually articulated these values to the people I know in any serious conversation, nor given much thought to acting on these supposed standards, but to acquaintances and strangers alike, these are the principles I wish to associate myself with, and I can articulate them visually by endorsing this one brand.  Having been exposed to the same marketing and brand positioning, a stranger passing me in the street would hopefully catch sight of my Adidas trainers, remember the brand’s values and then equate them with myself.

Obligatory Adidas Wallpaper

To someone with a little less zeal for brands, this proposition may sound far-fetched.  But I believe that we all build meaning into the simplest things we buy, consciously or not.  Openly admitting this to my circle of friends would be an embarrassing admission of superficiality.  Yet each of us knows we are thinking the same thing…

Excerpt from ‘Bonfire of the Brands’ by Neil Boorman.

Brand Aid Blog

Bonfire of the Brands

http://jeremywaite.wordpress.com/2010/05/15/i-adidas-therefore-i-am/

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If Google Can’t Find You, You Don’t Exist

by Rosetta Thurman May 19

Everyone thinks that young professionals have completely mastered the art of social media. The stereotype is that Generation Y is always online, and companies are eager to tap the tech savvy minds of the «Facebook Generation». I even took on that assumption during an interview I conducted for a new position my organization was hiring for. I asked the candidate, a recent grad in her early 20s, to share her experience using social media tools. She told me she knew how to use Ning, but didn’t know much about Myspace, Facebook, or Twitter. I almost fell out of my chair. For shame! A Generation Y job seeker who didn’t even have a Facebook profile? Where had she been living, under a rock with no access to wi-fi? For a job that involved communications and marketing, this was a big deficit in her knowledge. I was also a little miffed that I couldn’t find out any additional information about her online.


Image representing Google Blog Search as depic...
Image via CrunchBase

by Rosetta Thurman May 19

Everyone thinks that young professionals have completely mastered the art of social media. The stereotype is that Generation Y is always online, and companies are eager to tap the tech savvy minds of the «Facebook Generation». I even took on that assumption during an interview I conducted for a new position my organization was hiring for. I asked the candidate, a recent grad in her early 20s, to share her experience using social media tools. She told me she knew how to use Ning, but didn’t know much about Myspace, Facebook, or Twitter. I almost fell out of my chair. For shame! A Generation Y job seeker who didn’t even have a Facebook profile? Where had she been living, under a rock with no access to wi-fi? For a job that involved communications and marketing, this was a big deficit in her knowledge. I was also a little miffed that I couldn’t find out any additional information about her online. Continuar leyendo «If Google Can’t Find You, You Don’t Exist»

6 Steps for Women Who Deserve a Raise

Although I’ve consulted to numerous female execs over the years, a dozen or so years ago, one client from among the top paid executives in America was especially instructive about the issue of male consultants working for female execs. I asked her why she wanted to work with a man. Her response? «The image of me working with a male consultant has much more cachet than working with a woman.» I hope that by now that has changed. Of course, she tossed me a bone: «Besides, you’re more knowledgable than any women I know in the consulting business.»


One of the continuing inequities in the American workforce is the paygap between women and men.  Even though women, on average, tend to be better educated than men, those women who work full time only earn about 77 cents for every dollar a man makes.

FYI: To my amusement I’ve learned that a few women get frustrated by a man writing about this, but I have plenty of reasons, not least, three daughters and a wife, who are professionals.  At different times in their marriage all four made more than their husbands.  (Furthermore, it’s important to take truth wherever you can get it.) Continuar leyendo «6 Steps for Women Who Deserve a Raise»

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