The first talk of the day was focused on the concept of personal branding as a key factor for business marketing.

"I have found that personal development is a key factor for the development of business marketing, as it positively impacts the marketing of our company," said Pagano. "The personal brand is the footprint that we leave on others, it is how the rest of the people perceive us thanks to the actions we carry out. Strategically it is managed the same as the brand of a product," he added.

"We all have a personal brand and we can develop it or not. Today it is further strengthened, with the issue of social networks, and from the pandemic even more. Today the first thing you do to find persons is to google them, or search for their social networks, "he said.

What is personal marketing? The strategies and actions that we generate to spread our personal brand (social networks, traditional media or professional and work areas). It is the management of our personal brand. We must add content strategically to work on our profile. "We have to be consistent with what we communicate, at a personal and work level. Consistency must be both online and offline. We must also be active, generating valuable content," he said. How does personal marketing relate to business marketingl? Pagano remarks that it is imprtant to count on collaborators who know how to manage their personal brand in an effective way in order to position as "brand ambassadors."

-One of the advantages of the personal branding is that it helps collaborators to connect their values and their own personality with the company's values.

-The company is benefitted if it is chosen as a "grat place to work," and it starts receiving talents.

-It also improves the image towards the customers.

-When boosting the quality of the work of our employees, we generate three key benefits: Empowered employees, profitable organization and satisfied customers.

Which are the barriers? Lack of adaptability of the companies towards new scenarios, not allocating budget for the investment in training events.

New scenario: Personal branding is one of the main necessary job skills that all organizations must promote (Eg: developing a LinkedIN strategy for our collaborators, and that our employees are influencers of our brand),

Conclusion:

"Companies are not very much in favor of personal branding, because they believe that promoting people's interest is against the company, but it is not. The main thing is to align and reconcile personal values ​​and objectives and those of the company. for generating these values ​​first, and let's make the employees are motivated and grow together with the company", Pagano closed.