King d’Alexis Thobell, Ruben Cohen and Vincent Klingbeil

At a time when each leader becomes a full media, Personal Branding stands out as a strategic lever for visibility, credibility and performance. Today we receive Alexis Thobellem (AURA), Ruben Cohen (FOLLOW), Vincent Klingbeil (EDG) to share a return of experience on the evolution of the speeches of leaders in the era of social networks.

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An old practice, a completely reinvented framework

Personal branding is not an invention of social networks. Alexis Thobellem reminds us by evoking figures like Michel-Édouard Leclerc or Alain Afflelouemblematic of the 80s and 90s. At the time, only a few leaders had access to the mass media to embody their business. Personal branding was reserved for those who had superstar status or necessary media purchase power.

“These personalities had classic broadcasting channels – television, radio, press – and substantial image capital. It was not accessible to everyone, ”recalls Ruben Cohen.

The turning point is in the advent of smartphone and social platforms Like LinkedIn. From now on, any manager can contact his market directly, without intermediary.

“The democratization of speaking has changed everything. It is no longer reserved for an elite, but accessible to all those who have a point of view and a desire to share, ”explains Alexis Thobellem.

Industrialize without standardizing: the method will have

Faced with this evolution, Aura has designed a structured method, without falling into chain production. The goal is to combine Relevance, personalization and performance.

The process is based on two phases:

• A strategic phase : three one hour interviews with each client, to define a personal brand platform (expression territories, objectives, targets, formats, publication frequency, etc.).
• An operational phase : writing, visual design, video capsules, editorial support.

“One of the big mistakes is to believe that you can make a personality. However, if the manager has nothing to say or if he does not want to get involved, the process does not work, ”warns Alexis Thobellem.

It is this hybridization between methodological rigor and singularity of obtaining powerful and consistent content over time.

Video, new language language

Originally focused on writing, the agency will have changed its offer to fully integrate the video. The format has become dominant: 60 to 70 % of the content consumed on social networks are today in video format.

“We went from feathers to audiovisual producers. Today, 100 % of our customers have their personalized video program, ”explains Alexis Thobellem.

The agency supports its customers in the design of Capsules filmed twice a yearwith an optimized production rate: 30 capsules per campaign, around twenty selected, scripted, mounted, ready to disseminate. All in consistency with the tone and the objectives of the customer.

Ruben Cohen underlines: the video allows Create a more direct, more emotional, more engaging link with audiences.

“People need emotion, authenticity. They want to know who they work with, more than what the company does. »»

Employee Advocacy: employees as an impact force

Beyond the voice of the leader, the challenge is now to Restore the word of the company through its employees. Aura has therefore developed a structured offer ofemployee advocacyin four steps:

1. Creation of an expression charter To supervise the speaking linked to the company.
2. Employee training To good LinkedIn practices.
3. Community animation Via an internal content -based diffusion tool suggested.
4. Desk Express Aura : Punctual support for writing on request.

“A collaborator who says” I Love My Job “on LinkedIn sometimes has more impact than an advertising spot,” said Alexis Thobellem.

For Vincent Klingbeil like Ruben Cohen, this dynamic is a Powerful organic visibility lever. In a group like EDG, mobilizing several hundred employees on LinkedIn allows you to reach tens of thousands of people With a coherent, authentic, embodied message.

The king is real, but multifactorial

The question of return is central. All stakeholders point out: Personal branding generates business. But it should not be reduced to the simple volume of views.

“I had posts at 6,000 views which brought me 4 highly qualified leads, where others at 400,000 have generated nothing,” says Ruben Cohen.

The impact is also assessed on indirect dimensions:

• Increased visibility on tenders
• Prospecting time reduction
• Loyalty of old customers
• Easy recruitment
• Sustainable notoriety

At Edg, Linkedin is The leading generation of leadsin front of other more classic channels. The platform also plays a role of living CRM, making it possible to maintain a continuous link with the ecosystem.

“Linkedin allows me to stay in the minds of decision -makers, even if I haven’t contacted them for months,” notes Vincent Klingbeil.

The final issue: embody your brand, without artifice

If Personal Branding has become a strategic lever, it should never switch into artificiality. This is a strong point of convergence between the three speakers.

“The worst part is the subject. The audiences perceive very quickly when it is not authentic, ”recalls Vincent Klingbeil.

For a lot as follow, The well -supervised naturalness is the key. The content must resemble the manager, reflect his convictions, his ways of speaking, his posture as a leader.

And, above all, you have to get started.

“In ten years, speaking will no longer be an option. It will be a prerequisite for existing in its market, ”concludes Ruben Cohen.