Stay informed with free updates
Simply sign up for the myFT Jobs & Careers Digest, delivered straight to your inbox.
Ruth Handcock, CEO of Octopus Money, sometimes finds herself in awkward situations when she meets up with old acquaintances.
“Since I started growing my new business, I can’t count the number of times I’ve run into an old friend or colleague and been told, with an eye roll, ‘Yes, I know what you do. I saw this on LinkedIn. Yes,” she says.
Subtle criticism of a woman’s willingness to promote herself and her work is one reason why many women leaders are reluctant to put themselves in the public eye. .
Handcock said such attitudes are not harmful, but older women in particular feel uncomfortable with self-promotion, even if they have an interesting opinion or work they want to share, and are “afraid of being judged for showing off.” ‘There is a possibility.
As journalists, it’s often harder to convince top female leaders to speak on the record or agree to be profiled than their male bosses. This is partly because the few women in top corporate positions receive too many requests. But that’s not all. Many older women declare that they do not want to put themselves in a vulnerable position because they fear that they will be criticized more harshly than men by society, colleagues, and investors. They often have shorter tenures than male CEOs because they are already considered higher risk and are punished more quickly for mistakes.
One potential interviewee I spoke to said he had faced unwarranted criticism from the press for a business decision and didn’t want to put himself in the crossfire again. Another kept postponing the interview, saying it wasn’t the “right” time.
Women often face contradictory demands at work. People might judge you for overdressing or not paying enough attention to your appearance. This is because they have too much empathy or are not motherly enough. This is because they are too ambitious or not focused enough on their career. The pressure is so great that many people leave top jobs early or don’t take advantage of opportunities at all. Locking yourself and your work up in a way that exposes you to the outside world can feel like a self-inflicted trauma.
Ms Handcock admits she was previously reluctant to talk about herself, but says she has now “completely reversed” her position. She believes that if a person’s mission or business is important enough, they should speak up. It is also important to improve your expressiveness.
“There is a lack of women leaders in the financial services industry, and even fewer state-educated women leaders,” she says. “I have a moral obligation to prove to the next generation that you can see, so you can see.”
But many female business leaders don’t feel that way. Aliza Licht, a personal branding expert, says people she interacts with often feel like they “won’t be taken seriously” when they ask for publicity. They are cautious about social media posts, interviews, and public appearances because they want to avoid negative perceptions. “They don’t want to be seen as superficial. There’s a stigma around personal branding,” Licht added.
Part of it is cultural. For example, Americans are generally praised for highlighting a new fundraiser or promotion at work, whereas people in the UK are more likely to consider it bragging. The “tall poppy syndrome” also exists in other parts of the world, where people who achieve too much success or acclaim are discarded by others.
It can be especially difficult for women. A 2019 study found that women systematically evaluated their own past accomplishments and potential future abilities less favorably than comparable performing men. . However, if a woman does not promote herself, she may receive little help. Work and accolades often default to male, pale, and banal choices. For example, another recent study on nominations for academic jobs found that women and ethnic minority candidates were less likely to be recommended to top departments.
Licht says leaders don’t have to “shout results from the rooftops.” No one wants to read endless boring posts from executives about their accomplishments.
She suggests that a good way to promote yourself is to start small. This could be speaking about a specific topic or appearing on an occasion related to your business. Speak about your background, the issues your company deals with every day, and the broader field in a way that demonstrates effective leadership and authority.
“It’s important to formulate an elegant and relevant narrative…talk about the problem or job you’re trying to solve, not necessarily just about you,” she added.
Self-promotion can hold anyone back, especially if it doesn’t come naturally. But let’s think twice about punishing women leaders just for speaking out.
anjli.raval@ft.com
