321. Alyssa Gelbard. Employee Profile & Employer Brand.
Alyssa Gelbard
June 27, 2024
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In today’s interview, we discuss the intersection of personal branding and corporate perception with Alyssa Gelbard, founder and CEO of Point Road Group. We explore how employee profiles on LinkedIn can significantly impact an employer's brand. Both companies and individuals can benefit from leveraging their LinkedIn presence to enhance trust, engagement, and business success.
Key Takeaways from the Interview:
Profile Types:
Minimalist: Contains basic, often outdated information.
Self-Promotional: Overly focused on the individual’s achievements, often with excessive detail and self-congratulatory language.
Professional Highlights: Balanced and complete, showcasing the individual’s role, achievements, and impact on the company.
Findings:
Impression Formation: Significant differences in perceptions based on the type of profile. Professional highlights profiles were viewed most favorably.
Impact on Company Perception: Profiles, particularly of executives, influenced how people viewed the company. A well-crafted profile led to greater trust and interest in the company.
Recruitment and Business Decisions: Minimalist and self-promotional profiles have negative effects on recruitment and business engagements. Professional highlights profiles made companies more attractive to potential hires and business partners.
Details Matter: Word choice, level of detail, and balance between personal achievements and company impact are crucial. Overly self-promotional profiles can deter interest. Balanced profiles highlighting both individual and how personal achievements benefited the business are more effective.
Actionable Advice:
For Companies: Encourage and guide employees, especially senior executives, to maintain professional LinkedIn profiles. This can be a relatively low-effort way to enhance corporate brand perception.
For Individuals: Regularly update profiles to reflect new roles, responsibilities, and company developments. A well-maintained profile can open doors to business opportunities and strengthen professional relationships. Even for those not actively job hunting, it's beneficial to periodically review and update LinkedIn profiles to keep them current and reflective of any new skills, responsibilities, or company achievements.
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Alyssa Gelbard is the Founder and CEO of Point Road Group, a unique branding firm that helps companies attract customers and drive revenue by delivering powerful brand experiences through their people. Point Road Group also supports executives looking for a job or board seat with strategic personal branding.
Alyssa advises CEOs, leadership teams and board directors on brand strategy, corporate messaging, human capital, and employee branding, aligning these elements with business strategy to drive credibility, trust, and revenue growth.
As an expert and frequent speaker on executive branding and board search readiness, Alyssa is a strong advocate for getting more women into the C-suite and boardroom and is proud to have built a company led by women. Her unique perspective stems from a background in strategic marketing, branding, and communications, where she held leadership roles in the biomedical research, technology, and sports & entertainment industries, contributing to growth at organizations including Rockefeller University, Quidnunc and the National Hockey League.
Alyssa serves on the Advisory Boards of Peterra Kitchen and the Graduate Sports Leadership Program at Endicott College and the Board of Directors of Financial Executives International. She is Co-President of the Private Directors Association NY Metro Chapter and an elected member of the Tufts University Alumni Council, serving on the Finance Committee. She is also Co-Chair of the Tufts Women’s Network in New York.
Alyssa has an MBA in Marketing from NYU Stern School of Business, a BA in Sociology from Tufts University, and a Certificate in Private Company Governance from the Private Directors Association.
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Alyssa Gelbard
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