Summary: Situation Julio is a dependable young professional who is very proficient at his job. He is the go to person for anything that needs to be done on time and with superb quality. Julio recently noticed an open position in his current organization that he thought was perfect for him. He formally applies for the role, but another internal candidate is successful in getting the position. Julio learns that this candidate was not initially aware of the open role. Two other employees who know the hiring manager mentions the candidates name as a potential fit. Root Cause Because Julio is so busy, he spends every lunch hour eating at his desk and working. He feels that taking the time to build relationships is schmoozing and playing dirty politics. After some discussion, he realizes that, other than his boss, he does not have a network of brand advocates that are willing to proactively speak favorably about him. Strategies Julio tries 7 strategies to build his network of brand advocates: Julio makes a list of target brand advocates. He intentionally chooses individuals that have a disproportionate influence on the opinions of others. He shifts his mindset from a purely utilitarian approach to building long-term friendships with the individuals on this list. Julio knows that he must actually care about these people. Genuine care leads to curiosity about their personal and professional lives. Julio must be vulnerable. He cannot project an impervious, bullet proof attitude of perfection. He knows that real vulnerability is endearing. He must be helpful. He tries to listen carefully to the advocates pain points, offer solutions, and deliver on his promises. Julio must be a brand advocate for these people, and expect nothing in return. Julio must maintain these relationships through regular touch points. Results After attempting the above 7 strategies, Julio better understands the importance of building a network of brand advocates. He has also made significant progress on his desired advocates, and finds that he is enjoying the process. He realizes that building professional friendships are fulfilling for its own sake, let alone the powerful side effect of a having a network of people that promote his brand behind his back.
