This article is written by Bynta Ernest at the Division of Gender Affairs, government of Saint Lucia.

  • The problem: The contributions of public servants often go unseen and unrecognised, both internally and externally.
  • Why it matters: Public servants are skilled technical officers who work hard to serve the mandate of government.
  • The solution: The hard work, ideas and contributions of public servants can be recognised through personal branding.

Public policy provides the framework that guides all government operations. Public policy work is completed by qualified technical officers within the public service, politically impartial employees responsible for supporting the needs of a government and its citizens.

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The nature of public service work is that it is collaborative; employees work collectively with colleagues “to serve” – to do the work of government for the good of the country. As a result, public servants’ day-to-day contributions can often go unseen and unrecognised both internally and externally. Recognition, when provided, is typically given to high-ranking public servants such as ministers, permanent secretaries or directors. If you are a public servant looking for ways to have your hard work, ideas and contributions recognised, personal branding is one way to help yourself stand out.

How to start curating your personal brand

Branding is generally associated with the corporate world. Companies and their affiliates leverage their brand to promote their services, be seen as experts in their sector, affirm their credibility and ultimately maximise company profits. Curating your own brand can achieve similar results. By increasing your visibility and credibility within your chosen field you can open the doors to future opportunities and career advancement.

In a world riddled with competition, focused on career and financial success, personal branding can be a scary endeavour to undertake.

What is a personal brand? Sprout Social defines personal branding as “…the process of defining and promoting what you stand for as an individual. Your personal brand is a culmination of the experiences, skills and values that differentiate you.” Harvard Business Review defines a personal brand as “intentional” and “how you want people to see you.” The Review goes on to say: “Personal brand is about visibility and the values that you outwardly represent.”

The steps that I believe are essential to building a personal brand:

  1. Find your niche: Identify an area in your field you are not only good at but are also passionate about. Competency and passion is a winning combination.

  2. Upskilling: I was once told that upskilling is lateral investment in preparation for vertical elevation. No matter what field, ensure you seek and receive additional education and training. Ensure you are knowledgeable about current dialogues and debates in the sector. Seek education and training in relevant cross-sector subject areas such as gender, project management, climate change and artificial intelligence. These subject areas have implications for all other sectors; knowledge/expertise in these areas is currently in high demand.

    Upskilling can be cost-prohibitive, but it doesn’t have to be. A number of websites offer courses for free or at a low cost. International development sites such as the World Bank, the United Nations, the International Labour Organization and the Organization of American States offer several free courses. And Project Management for NGOs, Human Rights Careers, the Global Evaluation Initiative and Google are also noteworthy sites worth investigating. Don’t forget to utilise LinkedIn too; tailoring your preferences will ensure you receive information in your area of interest.

  3. Utilise social media: Your goal is to ensure you brand yourself as far and wide as possible. If done well, this can present you with multiple opportunities. If a vast audience or following, regards you as a knowledgeable, authentic and credible source, these are qualities that are integral to success. In this digital age, social media should be utilised to its full effect.

    Be searchable. Start by determining the message you want to convey, then research the best social media platforms for you and curate your content to suit each platform. LinkedIn is a professional platform, so the content you post in this space will differ from what you post on Instagram or Facebook. Think about what medium suits your personal style and the professional image you want to present in your field. Be mindful that your personal social media presence inadvertently represents your brand. Remember your brand is not some nebulous, intangible entity or phenomenon. YOU ARE YOUR BRAND. YOUR values, YOUR ethos, YOUR knowledge, YOUR reputation. Ensure your activity on your personal site aligns with your professional pages. If incongruences exist, you run the risk of being regarded as inauthentic and not credible. Keeping your personal accounts private is generally recommended practice.

  4. Network: “Network, Network, Network” is the mantra of the professional world. It is not only important to connect with professionals in your field, but you should also make a deliberate attempt to network beyond your current professional circle. Consider networking with organisations and professionals who will also provide you with opportunities to showcase your knowledge and skills. This can be achieved by joining/volunteering with organisations that align with your interests, not only locally, but regionally and internationally. An organisation such as Apolitical is an amazing platform for public servants to network and showcase their professionalism. Again, utilise LinkedIn; it is the perfect platform for networking opportunities.

  5. Draft your Personal Brand Statement: A Personal Brand Statement is a powerful tool to capture the attention of your audience. The statement should not only highlight your skills, knowledge and expertise, but also your passion and values. Short brand statements can be placed on your social media profiles as well as on your curriculum vitae and resumes.

    Developing a personal brand takes thought and effort. In a world riddled with competition, focused on career and financial success, personal branding can be a scary endeavour to undertake. Many of us, myself included, can be struck by imposter syndrome at any given moment as we embark on making bold steps to advance ourselves. Personal branding is not expected to be perfect; it is a constant process. I am still tweaking and updating my brand. However, once you decide on how best to brand yourself and what you want to be known for, just be consistent and authentic, and professional rewards are sure to follow.

Done reading? Make sure to share your own tips by leaving a comment below ⬇️

(Image credit: Unsplash)