lecture given at Ichec during the module of digital strategy

1. Jacques Folon
www.folon.com
Partner Edge Consulting
Professeur
ICHEC
Maître de conférences
Université de Liège
Professeur invité
Université Saint Louis (BXL)
Université de Lorraine
ESC Rennes School of Business
E-reputation
Personal branding
Employer branding
DIGITAL STRATEGY

2. BRANDING
E-REPUTATION AND SOCIAL MEDIA CRISIS
EMPLOYER BRANDING
PERSONAL BRANDING

3. 1. BRANDING
https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

4. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

6. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

9. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

12. IS IT ONLY A COFFEE?
https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

13. SAME THING ?
https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

14. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

15. YOUR TRADE MARK IS NOT
WHAT YOU SAY, IT IS WHAT
GOOGLE SAYS

16. THE CONSUMER CHANGED

17. 17

18. 2. E-REPUTATION
18

20. ONE FAMOUS CASE AND THE
COMPANY’S ANSWER
20

21. 21

22. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Don’t Do This:
How To Ruin Your Online
Reputation

23. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Image courtesy by DeclanTM
Image courtesy by DeclanTM
Political Comments
– Tweets, Facebook, etc. posts can be harmful
– Can turn off half your clients

24. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Image courtesy by DeclanTM
Image courtesy by DeclanTM
Embarrassing Photographs
– Headhunters or employers could be watching
– Looks unprofessional

25. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Image courtesy by DeclanTM
Image courtesy by DeclanTM
No or little web presence
– Not found on first page of Google means less sales
– Makes you appear untrustworthy

26. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Image courtesy by chellseeyy
Personal material shows up in
search engines
– Appears unprofessional
– Could be damaging

27. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Competitors or disgruntled ex-
employees
– Destroy your reputation
– Write lies, negative posts, “hijack” domains

28. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Image courtesy by Dirk Vorderstraße
Harmful reviews or anonymous
posts from troublesome sites
– Result in lost business

29. How Online Reputation
Can Be Ruined
www.recoverreputat
ion.com
Negative Reputation Leads to
Lost Sales
– Result in lost business

30. For
professionals
such as
lawyers,
accountants,
financial
advisors or
others:
If a negative link shows up on the first page of a Google search
page, clients stops calling

31. crisis

32. 3

35. XXST CENTURY
EMPLOYER COMMUNICATION

36. TODAY’S EMPLOYER BRANDING

40. MARKETING & HR TOGETHER FOR
BRANDING

47. SOME EXAMPLE OF EMPLOYER
BRANDING COMMUNICATION

51. Recruitement in 1980
71http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png

52. Recruitement in 2000
72http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png

53. Recruitement 2.0
73http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png

54. SOME DIFFERENT EXAMPLES ?
54

57. PERSONAL BRANDING

61. https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3-You_Are_in_a_Competitive

64. HOW TO START WITH A
PERSONAL BRAND ?

69. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

70. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

71. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

74. NICE TOOL

75. E-recruitment
74
http://altaide.typepad.com/.a/6a00d83451e4be69e2015393d67f60970b-500wi

76. “It is not the strongest of the species that survives,
nor the most intelligent that survives.
It is the one that is the most adaptable to change.”
C. Darwin

77. 87

78. Crédits (MOSTLY ON SLIDESHARE)
•Christel Letist http://christelle.letist.com/
•Cyril BladieR http://fr.slideshare.net/cyril-bladier
•cyril.bladier@business-on-line.fr
•http://fr.slideshare.net/
latelierutm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
•Kevin Cassidy : http://fr.slideshare.net/kevincassidy313?
utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
•https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3-
You_Are_in_a_Competitive file:///Users/jacquesfolon/Downloads/
howtousepersonalbrandingtostandout-170226112747.pdf
•https://fr.slideshare.net/onlinereputationrepair/online-reputation-management-what-is-it-and-
how-to-repair-it?qid=83ddb72b-aef6-4cfb-9847-28c0d01c2cd2&v=&b=&from_search=1
•https://fr.slideshare.net/onlinereputationrepair?
utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
•https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from-
here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4
•https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from-
here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4