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Ruth Handcock, CEO of Octopus Money, may find herself in an awkward situation when she bumps into old acquaintances.
“Since I started developing a new business, I can’t count the number of times I see an old friend or colleague and they say with a wink, ‘Yes, I know what you’re doing; I’ve seen it on LinkedIn,’” he says.
Not-so-subtle comments about her willingness to promote herself and her work are among the reasons why many women leaders feel apprehensive when it comes to putting themselves in the public eye.
While no harm is intended, Handcock says, such attitudes can make older women in particular find self-promotion uncomfortable and “afraid of being judged for showing off,” even when they have interesting insights or work to share.
As a journalist, it is often harder to persuade top female leaders to speak on the record or agree to be profiled than male bosses. This is partly because the few women in senior corporate positions receive too many applications. But there is more. Many senior women have expressed that they would prefer not to put themselves in a vulnerable position because they fear being criticized more harshly than their male counterparts by the public, their colleagues and investors. they are already seen as more risky and are often punished more quickly for mistakes, leading to shorter terms than male CEOs.
One potential interviewee I approached described how she had faced what she considered unfair criticism in the press for her business decisions and did not want to put herself in the line of fire again. Another kept putting off an interview, saying it wasn’t the “right” time.
Women often face conflicting demands at work. They may be judged for overdressing or not caring enough about their appearance; for being too empathetic or not maternal enough; for being too ambitious or not focused enough on your career. The pressure can be so overwhelming that many resign from top positions. prematurely or not taking advantage of opportunities at all. Connecting to themselves or their work in a way that exposes them to the outside world can feel like self-inflicted trauma.
Handcock admits she was previously reluctant to talk about herself, but now says she has “completely reversed” her stance. She believes that if a person’s mission or business is important enough, they should speak up. Increasing representation is also vital.
“There are not enough women leaders in financial services, and even fewer with state-educated backgrounds,” she says. “I have a moral duty to show the next generation that ‘you can see and therefore you can be’.”
But many female business leaders don’t feel that way. Aliza Licht, a personal branding expert, says those she interacts with often feel like they “wouldn’t be taken seriously” if they sought publicity. They are wary of posting on social media, doing interviews, or appearing in public forums because they want to avoid negative perceptions. “They don’t want to be seen as superficial. The personal brand is stigmatized,” adds Licht.
Some of this is cultural. Americans are often praised for highlighting new rounds of fundraising or job promotions, for example, while in the UK people are more likely to consider it bragging. “Tall poppy syndrome” is also present in other parts of the world, where those who have achieved too much success or acclaim are eliminated by others.
For women it can be especially difficult. TO study 2019 Women were found to consistently provide less favorable evaluations of their own past performance and potential future ability than equally performing men. But if women don’t promote themselves, chances are they’ll get little help. Jobs and congratulations often default to pale, outdated, masculine options. Another recent study of endorsements for academic jobs, for example, found that female and ethnic minority candidates were less likely to be recommended for top departments.
Licht says leaders don’t need to “shout achievements from the rooftops.” No one wants to read endless embarrassing posts from any executive about their achievements.
She suggests that a good way to self-promote is to start small: speaking on specific topics or making occasional appearances that are relevant to your business. Selectively talking about your background, the issues your company addresses day to day, and the industry in general can show competent leadership and authority.
“It’s about shaping a narrative that is both elegant and appropriate. . . Talk about the problems you are trying to solve, talk about the work, not necessarily about you,” he adds.
Self-promotion can be a drag, no matter who you are, especially if it doesn’t come naturally. But let’s think twice before penalizing female leaders just for speaking out.