How to use the social media to find a job

Written on May 17, 2013 by Vanessa Dezem Baida in News

An interview with Juan Merodio

“In order to  find a job or improve our professional situation, it is absolutely important to know how to manage our digital reputation and identity”


By ALICE PODENZANA, student of the Master in Digital Journalism, at IE School of Communication

With its high unemployment rate and perseverant recession, Spain is living a difficult moment. In a scenario in which finding a job is becoming a big challenge, Social Media cover a fundamental role: more and more companies search for the online presence of their candidates, and take care of your online personal branding is a must to be hired. But, how to use these new tools in a useful way? Several books cover this subject, and one of the last ones is Trabajar con Red by Juan Merodio.

Juan is a Spanish blogger, and one of the main experts in Digital Marketing and Social Networks. Winner of several awards, including the award for the Best Idea of the Year 2006 by Actualidad Económica and the prize Young Social Entrepreneurs by the Universidad Europea of Madrid, he always has cultivated the passion for writing. Author of several books about Marketing 2.0, he inaugurated 2013 with this new book, in which he explains how to deal with the new situation in the Spanish labor market, and provides useful tips to succeed.



Trabajar con red, published by LID Publishing, is your sixth book in few years. What have inspired you to write it?

The idea came up over a year ago by watching the complicated situation we had here in Spain about the job seeking. I saw that human resources departments were changing the way to look for new employees, but most people were still using the same traditional methods, as Internet portals or just sending their resume and waiting for a reply. So I decided to create a book to help a little bit people to have other options, and to be more visible in order to find a job they want or to improve their current professional situation.


In several interviews you defined your book as a manual rather than a simple book for reading.

When I say it is like a guide is because it is really a book to read with a computer in front of you, because I tell step by step how to manage your personal brand strategy, how to use each social network, how to manage your online profile, with the aim of create your professional brand and your online visibility to find job more easily. It is a guide that will help you to improve all these steps. It’s a book for any professional who is unemployed and wants to find a job, or who has a job and wants to improve it.


What do you think is the greatest challenge for people who get to search a job through social networks?

Today, the main difficulty is the saturation. When a company publishes a job offer, suddenly there are 600 people registered, so each user becomes almost invisible. But this difficulty can be overcome with the help of social tools. For example, I think in the use of the video resume, which here in Spain is seldom used, but it is a way to differentiate yourself. In the end, the best option is to try to differentiate yourself among all candidates, and a video curriculum is something anyone can do with a webcam or a mobile phone, transmitting to the recruiter a different original view of yourself.


So, differentiate yourself with creativity.

Right. Find creativity. For example the case of the video resume with Vine: the person who did it, she stands out from the others. This is the basis to success: creatively use the new tools we have to stand out.


“Current situation, known by all,” this is the title of the first chapter of the book. It’s true, we all know how difficult is nowadays to find a job, and is also difficult to be optimistic. But in your book you talk about the importance of what you define as Internal Positivism.

We live in a very complicated moment, where it is important to be positive. In the end, you transmit everything, and if you start with a negative mindset, you will automatically put yourself in a negative situation, in which will be more difficult for you to succeed. We always need to look ahead, see the glass half full, be optimistic, and get to work to find what we are looking for. These measures I explain in the book are medium to long term ones, but they are certainly going to help people.


In your book you focus on four specific tools: blogs, Linkedin, Facebook, and Twitter. What are their different uses to find job?

Linkedin is the leading social network to find job: there you have to be, with a very complete profile , and trying to be active in it. Facebook is an interesting social network but not essential in order to find job. Twitter is more and more useful because there are many companies that are turning to this social network, publishing job vacancies, and obviously if you aren’t there you could lose opportunities.


Some people prefer to have two profiles, one personal and one professional…

It may be a good choice. Anyway, I think you always have to be careful when you use social networks as personal or leisure profile, because often you upload information that the person who is evaluating you may not like, and this could condition the decision to hire you or not. I know, it’s not fair; but it is a reality ,and we must accept it as such.


The way to seek for a job is changing, and social networks are for you the “present”. In your opinion, what could be the future?

It is very difficult to know or guess how this situation will change, also because of the speed with which nowadays everything changes. But I have pretty clear that we’re going to have all these tools more and more social: I do not care if they will be FB, Twitter or Linkedin, or a new one. Things are going to be more connected with internet, and there will be more info available network about each of us, both personally and professionally. So, I think it is absolutely important to know how to work with these tools, and how to manage our digital reputation and identity. All the small footprints we leave online everyday give people a first impression about us; we have to make sure this first impression to be as real as possible.






IE School of Communication Challenges

Written on May 9, 2013 by Begoña González-Cuesta in News












IE School of Communication Challenges. 4th Annual Global Communication Challenge

IE School of Communication is pleased to bring you the 4th Annual Communication Challenge, available to applicants of master programs for the October 2013 intake.

This year, once again we challenge individuals to test their creativity and storytelling skills on a topic that relates to the program they are applying for: the Master in Corporate Communication, Master in Visual Media and Master in Digital Journalism. You will need to elaborate your view in the format specified for each challenge.

The winner of each competition will be granted a publication of his / her submitted work, along with a scholarship award applicable towards the tuition fees of the program you have applied for.

Choose the challenge that relates to the program of your interest and be part of The Challenge experience!

Good Luck!

End date: Friday, 30th of June 2013

Please, take a look at the website here: http://communicationchallenges.ie.edu


The Reputation Journey – Win a free entrance!

Written on May 7, 2013 by Begoña González-Cuesta in News







In order to compete successfully in the reputation economy, companies need to understand and implement complex organizational changes with the final objective to integrate reputation management into the corporate strategy.

If you want to discover the challenges and latest trends of this journey, participate in the “Annual Conference on Corporate Reputation” organized by The Reputation Institute! IE School of Communication is one of the sponsors of this journey.

Place: Barcelona, Spain.
When: June 5th and 7th, 2013

IE is partner of the event and is making available 5 entrances to IE students and alumni who will tweet the most significant testimonial about nowadays major challenge during their company’s reputation journey (#IEReputationJourney).


Ms. Thatcher Funeral

Written on April 17, 2013 by Vanessa Dezem Baida in News

Follow the funeral of the British ex-Prime Minister, Ms. Margareth Thatcher at the Live Blogging done by Master in Digital Journalism students.




Ms. Thatcher Funeral Simulation

Written on April 17, 2013 by Vanessa Dezem Baida in News

Hello!! The Master in Digital Journalism team are simulating the funeral of the British ex-Prime Minister, Lady Margareth Thatcher funeral coverage. Everything is on live. Check out!!!



How the brain works?

Written on April 7, 2013 by Vanessa Dezem Baida in News

In the computer era, the human brain is  being studied with data and supercomputers. Awarded by European Committee, the Human Brain Project is a collaboration project of 80 research institutions in Europe, focusing in investigating how and which genes are expressed by neurons. Masaaki Hasegawa, IE´s student of Visual and Media Communication Program, had the opportunity to talk to Mr. Walker John Richard, the senior research associate of Human Brain Project. In the interview bellow, their conversation involves the concepts of the human being and the functioning of the brain.


MH: You mentioned in your web site and in several interviews that your project would help us to understand more about the brain diseases such as depressing. Do you think that the success of this project would enable us to reduce the stress people feel in their daily life, in order to prevent them from depressing?

RW: First of all, we do not produce medicines through this project, but provide research results that would hopefully help medical development. Second, stress is not a disease, though it can cause changes in the brain. It is something existing in the external environment. In fact, we never feel stress if we don’t work as human or animals. Thus, if you want to reduce the stress, you actually need to improve the real world. 


MH: Will this project figure out the relationship between mindset, positive or negative, and human diseases?

RW: It is an interesting question. Positive/negative thinking is one of the highest phenomenon to talk about brain function. We think of brain as one system, and so it could have an effect on human body. And, there is difference in the brain chemical when you are in high mood or in low mood. For example, if you are stressed out, part of your brain would react, and so your mood actually makes a change inside the brain. But this field is still an open question. 


MH: You also mentioned in the web that mapping out and understanding the brain in depth would help the future computing. Does it mean our brain is the currently greatest computer on the earth?

RW: It depends on how you measure it. If you talking about numbers, computer is much more powerful than human brain is, as you know. On the other hand, my brain can answer whatever questions you asked me. No computer can answer like this. Plus, super computer current consumes millions of watt in order to work whereas human brain consumes only about 20-30 watt. Moreover, brain is pretty reliable that we can use it since we are born till die. But computer can break down after 2-3 years usage. I would not say computer is better or worse than human brain is. It is extremely different. 


MH: Will we be able to create artificial emotion?

RW: We might be able to create a model that has a same pattern as neuron activity that would be able to interact with the real world. Whether it would have emotions or not, we do not know about it. It is even hard to know whether a person next to you has a emotion or not. 


MH: Can we put our consciousness into the computer in the future?

RW: I know a lot of people who write about it, but I believe that it is a pure science fiction. My answer is essentially, definitely never. In order to realize it, we need to understand every single neuron, molecules, and all the things related to human brain. 


MH: What makes people feel and perceive differently from each other? 

RW: In general, all human beings have the same basic gene. But, at the same time, every single human has a different gene like your daughter looks very different human from you. Thus, first reason is genetic difference. And then, since we were born, we have been interacting with the world every single moment and all people accumulate different links. Even genetically close twin grow up differently. 

Given that, no two people have same experience and no two people have the same gene, nobody is the same. 


MH: Is this project addressing what is the consciousness, or what is being awake, or what people believe it is reality? If yes, what is it? 

RW: I have doubts about it every day. It is one of the biggest scientific, philosophical questions. We are trying to address what happens in brain when we are conscious, awake and unconscious. We are researching the way of the brain constructs the reality. But this is a very high level function of the brain, and, at the moment, we have just started planning. 


MH: Is there any consensus about what is consciousness and what is reality?

RW: There is no consensus. No one knows how the activities of neurons and synapses construct our consciousness at all. If it is figured out, it would be the greatest scientific result of the 21 century. All I can say is your brain is constructing the reality every single moment.


MH: Do you think the Human Brain Project will answer these questions?

RW: What we are discussing now is very high level of brain function. What we are researching through this project is the lower level of brain functions. It is just a beginning.



Marta García-Aller1The journalist Marta García Aller is the winner of Citi Journalistic Excellence Award 2013 in Spain, an internationally recognized award that aims to boost high quality economic, financial and business journalism, by awarding the best articles with complete guarantee of anonymity of authors and media. Marta García Aller is professor of IE School of Comunication, teaching at both undergraduate and graduate level at IE University. This young journalist has been honored for her work entitled ““La salida de la crisis está ahí fuera“, published in the journal Actualidad Económica in October 2012.

La profesora de Comunicación de IE University Marta García Aller, ganadora de la XIV edición del Citi Journalistic Excellence Award 2013

La periodista Marta García Aller ha sido la ganadora del premio Citi Journalistic Excellence Award 2013 en España, un galardón de reconocimiento internacional que pretende impulsar el periodismo económico, financiero y empresarial de calidad, premiando los mejores artículos, con plena garantía de anonimato de autores y medios.

Marta García Aller es profesora de IE School of Comunication, dando clases en IE University tanto de grado como de posgrado. Esta joven periodista ha sido premiada por su trabajo titulado La salida de la crisis está ahí fuera“, publicado en la revista Actualidad Económica en octubre de 2012.

Como cada edición, el ganador asistirá, junto con el resto de periodistas premiados en diferentes países, a un seminario de diez días, especialmente diseñado para Citi, en la Columbia Graduated School of Journalism de Nueva York, una de las universidades de periodismo más prestigiosas en el mundo, que incluye, además de intensas sesiones académicas en la Universidad, visitas a relevantes instituciones financieras, periodísticas y gubernamentales, así como encuentros con altos directivos de Citi.

El Premio incluye, también, la elección de dos finalistas que, en esta edición, han recaído, como primer finalista, en Manuel Vicente Gómez por su trabajo “A falta de devaluación, bajada de salarios” publicado en El País, en febrero de 2012 y, como segundos finalistas ex aequo en Amanda Mars por su artículo “España duda permanente”, publicado en El País, en mayo de 2012, y Miguel Angel Uriondo por su reportaje“Cuando la marca muere de éxito”, publicado en Actualidad Económica, en diciembre de 2012.

El Jurado final, que seleccionó al ganador y la mención especial a los finalistas, ha estado integrado por relevantes representantes del mundo de la economía, asociaciones empresariales y líderes de opinión.

Marta García Aller es periodista y autora de La Generación Precaria (Espejo de Tinta, 2006). Ha trabajado en la BBC de Londres, la Agencia EFE, y la Comisión Europea en Bruselas, donde fue editora del European Stagiares Journal. Actualmente trabaja en Madrid para la revista Actualidad Económica. Imparte clases de Comunicación en IE University, tanto de grado como de posgrado.

Citi convoca el premio Citi Journalistic Excellence Award desde 1982 con el fin de impulsar el periodismo económico y financiero de calidad en más de 60 países de América, Asia y Europa, identificando y reconociendo a los mejores profesionales del periodismo. En España, ha llegado a su undécima edición al haberse convocado por primera vez en 1999.

La entrega de premios tendrá lugar el próximo 7 de mayo de 2013.

Sigue a esta periodista en twitter: @GarciaAller


2012-01 Alberto Andreu RSC Telefonica17Hace tiempo, a la salida de una reunión compleja, en la que no había conseguido “vender” internamente un proyecto en el que llevábamos meses trabajando, un amigo me dijo. “Alberto, ¿me permites un consejo?  Verás. Tu problema es que, como Paco Umbral,  siempre te empeñas en ‘hablar de tu libro. Lo que tienes que intentar es saber qué quiere oír el otro, cual es “su libro”. Sólo así podrás venderle el tuyo. Habla de lo que le importa a él, no de lo que te importa a ti”

Y me contó un cuento sobre dos religiosos que querían fumar pero chocaban con la negativa de sus respectivos padres superiores. El cuento completo (que está extraído del libro “Influencia, poder y persuasión en los negocios“, de Quentin de la Bedoyere) dice:

 “Había una vez un par de religiosos, benedictino uno y jesuita el otro, que eran amigos y ocasionalmente se encontraban para charlar.  Parece ser que tanto el jesuita como el benedictino eran grandes fumadores; y compartían ese problema. Como todos los días debían pasar largos períodos de tiempo en oración en sus respectivos conventos, sufrían gravemente la privación del tabaco. Resolvieron entonces discutir el asunto con sus respectivos superiores y, en la semana siguiente, comunicarse el resultado. 

En la reunión convenida, el jesuita le preguntó al benedictino cómo le había ido. “pésimamente”, replicó éste. “Le dije al abad: ¿me da usted permiso para fumar mientras rezo?, y se puso furioso. Me impuso quince oraciones más de penitencia, en castigo por mi atrevimiento.

Pero tú”, refiriéndose al jesuita, “pareces muy contento, amigo mío. Y a ti, ¿cómo te ha ido?”, le preguntó el benedictino al jesuita.  El jesuita sonrió. “Hablé con mi superior”, dijo, “y le pedí autorización para rezar mientras fumo. Y no sólo me autorizó sino que además me felicitó por mi devoción”. 

En síntesis ese fue el consejo de mi amigo. “Si quieres ‘vender tu libro’ (tu idea, tu proyecto), no te queda otra encajar tu argumentos en lo que le importa al otro, no en lo que te importa a ti”. Desde entonces, intentó aplicarme estos cinco pasos para capturar la atención del otro para “vender” mis argumentos”.

1. Recabar información. Antes de ir a venderle a otro tu proyecto es necesario hacerse esta pregunta ¿Por qué va a interesarle al otro lo que voy a proponerle?  En esta fase, el objetivo es -como si se tratase de un puzzle-encajar literalmente tu proyecto en las necesidades del otro, no al revés. Para eso hay que saber de ante mano en qué esta trabajando el otro y qué le preocupa.

2. Generar la necesidad. La mejor manera de empezar la conversación con el otro en saber si comparte contigo el problema que quiere resolver tu proyecto. Generar necesidad significa compartir las causas y los problemas que ambos tenemos: el con sus preocupaciones; tu con tu proyecto. El objetivo de esta fase no es presentar tu proyecto, sino que el otro piense: “éste puede serme útil porque me entiende, sabe qué me preocupa”.

3. Escucha activa.  Significa escuchar al otro y hacerle ver que te pones en sus zapatos. Para escuchar lo que hay que hacer es dejar hablar al otro, tomar notas,  compartir con él experiencias previas que puedan demostrar que estamos en la misma frecuencia. El objetivo de esta fase es sencillamente trasmitir al otro la confianza de que le entiendes, de que has pasado por situaciones semejantes a las que el está viviendo.

4. Comprobar comprensión. Para trasmitirás otro que has comprendido exactamente su problema  es conveniente formularle algunas preguntas que demuestren que has entendido su problema (y, si es posible, usando sus mismas expresiones). Puedes empezar con un “permíteme que compruebe si he entendido bien la situación”.  El objetivo de esta fase es encajar definitivamente tu proyecto en sus necesidades y perfilar cómo vas a venderle el plan de acción.

5. Cubrir la necesidad. Esta es la fase en la que empiezas a enseñar tu proyecto, los hitos en que se descompone, el cómo en la práctica puedes ayudarle. Pero, como dirían los italianos… “ma non troppo”, es decir, sin avasallar, ni deslumbrar, ni parecer el listo de la clase. El  objetivo de esta fase es cerrar un segundo encuentro en el que puedas desplegar con todo detalle el plan de trabajo que propone su proyecto, porque eso significa que has sabido escuchar y adaptarlo que inicialmente traías a las necesidades del otro.

En resumen. Para “vender tu libro” no tienes más remedio que entender “el libro del otro”. Se trata, simplemente de ser capaz de entender Su problema, compartir Su problema, y, solo entonces, ofrecer la posible solución que tu propones. Tan  viejo como el mundo: se trata de maximizar el viejo binomio de problema / solución, aderezado con un montón de preguntan que demuestren que sabes escuchar.

Te invito a visitar mi blog AlbertoAndreu.com


2013 MCC Placement Report: good news from our Alumni!

Written on March 12, 2013 by Laura Illia in News

We have conducted a Placement Report for the Master in Corporate Communication. Findings show that 81% of employed students found their current jobs in the first 6 months after graduation!

Read the full report

About the study
-  Overall goal: assess employability of alumni of Master in Corporate Communication
-  Study from January 2013:  6 months after graduation 2011-12 intake and  18 months after graduation of 2010-11 intake
-  90% of alumni of MCC participated to the survey
- Sample is representative as proportions between sample and real population are respected

Sample in the study MCC Alumni Population
MCC 2010 30% 32%
MCC 2011 69% 68%


We take this opportunity also to thank the Alumni who participated to the survey!

MCC Program Direction Team

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