Alyssa Gelbard on Executive Branding for Industrial Manufacturers

Your LinkedIn Profile Affects the Way People Perceive Your Company - Executive Branding Matters!

People go to LinkedIn to research you before a meeting. That's true whether you're selling, buying, hiring, or engaging in the community.

Your personal branding, and your team's branding are critical to the fast impressions people form.

Alyssa Gelbard helps executives and companies improve their LinkedIn effectiveness, and her company, Point Road Group, has interesting proprietary research that illustrates the impact of your executive brand on how prospects view your company.

Alyssa and I had a wide ranging conversation on the Indudstrial Growth Institute Podcast, covering how companies and individuals can improve their LinkedIn performance, independent director branding and more.

Connect with Alyssa for insights on how to improve individual and team personal branding, and maximize the impact of LinkedIn on your business growth.

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LinkedIn is Where Everyone Goes - Alyssa Gelbard on Industrial Growth Insitute Episode 27

Show Transcript

Episode Recap

Summary

Alyssa Gelbard, founder and CEO of Point Road Group, discusses the importance of personal branding and executive presence in driving credibility and trust.

Gelbard highlights the need for companies to focus on employee branding and ensure that all employees, from interns to CEOs, have a strong personal brand.

She shares the results of proprietary research conducted by her firm, which found that LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting. She emphasizes:

• need for consistency in personal branding
• importance of staying current with platform changes
• value of attending in-person events

Ed and Alyssa also discuss boards of directors including:

• the significance of personal branding in the board directorship space
• need for board members to have a professional presence on LinkedIn
• importance of telling your story and communicating your value as a board member
• how a strong presence on LinkedIn can help attract and retain talent, enhance company culture, and differentiate a business in a competitive market
• building trust and credibility is crucial in executive branding, and video content can foster that trust more effectively than written content alone.

Takeaways

• Personal branding is essential for individuals to establish credibility and trust in the business world.
• Executive presence encompasses various aspects, including communication skills, appearance, and behavior in meetings and networking events.
• Employee branding is crucial for companies to create a positive perception of their brand and attract top talent.
• LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting.
• Consistency in personal branding is key to creating a recognizable and trustworthy brand.
• Board members should have a professional presence on LinkedIn and communicate their board affiliations to enhance their personal and company brands.
• Telling your story and communicating your value as a board member is important for attracting board opportunities.
• Boards should understand the value of LinkedIn and consider the benefits of board members being active on the platform. LinkedIn is a powerful tool for executives and businesses to build their brand and engage with their network.
• A strong LinkedIn presence can attract and retain talent, enhance company culture, and differentiate a business in a competitive market.
• Video content, such as podcasts and YouTube videos, allows for passive consumption of information and builds trust and credibility.

Takeaway Quotes from Alyssa Gelbard

• "Personal branding is not just something online. It's who you are when you are sitting in a meeting with your team."
• "88% of people said they were more likely to trust the company and their marketing messaging from a company when they had an executive who had a detailed LinkedIn profile."
• "LinkedIn is where people look before any kind of meeting. So as an executive team, it's your responsibility to represent yourself well and the company well."
• "To be an effective leader, there has to be vulnerability and authenticity, and you have to be willing to open up a little bit personally in order to share that."

Outline

Executive Branding is Just One Piece of Manufacturing Marketing

Wondering how buyer research, personas, buyers journey mapping and other manufacturing marketing techniques fit into a revenue growth system? Check out the Overall Revenue Effectiveness™ Framework for strategic growth.