Influence of personal branding on career advancement for female executives

Abstract

Gender diversity and inclusion in the workplace have emerged as global topical issues, with the need for equitable representation and equal opportunities for women across all levels of the corporate hierarchy becoming a priority. Although there has been some progress, women continue to be underrepresented at executive levels in private sector organisations and they continue to face unique challenges in navigating environments that were traditionally designed by and for men. For many females, corporate structures and cultural norms often reinforce the systematic barriers they face. The development of a strong personal brand has become an essential tool for female executives, not only for distinguishing themselves professionally but also for challenging and reshaping the barriers they face. The purpose of this research paper was to investigate the influence of personal branding on career advancement for female executives, examining how women leverage their personal brands to overcome marginalization and secure executive roles in environments historically dominated by men. A qualitative, exploratory research design was used where in-depth semi-structured interviews were conducted with twelve women from various industries in executive position within private sector companies in South Africa. These interviews aimed to capture the participants’ experiences, strategies and perceptions regarding the influence of personal branding on advancing their careers. And the study will provide insights into the ways female executives align their brand image and personality with their career objectives to drive professional growth and impact. An inductive analysis approach was used to identify and explore emerging themes from the data. Peer-reviewed literature and existing theoretical models related to the research topic, were also reviewed. The findings revealed that female executives develop and utilize their personal branding in conjunction with other strategies, such as mentoring, professional coaching and sponsorship, to influence perceptions and expand their leadership opportunities. A conceptual model was developed based on the summarized findings, providing a practical framework for both women and organizations to apply. This model aims to enhance the understanding of the role of personal branding in career advancement and contribute to the broader body of knowledge on this topic.