During a recent Power Skills session, I facilitated for a brilliant group of women leaders at an industry-leading asset management company, we discussed the concept of being a digital citizen. This topic sparked some insightful conversations, especially around navigating online spaces like LinkedIn.
Many still find LinkedIn intimidating, and in coaching conversations, I often hear phrases like, ‘I don’t want to sound like I’m bragging’ or ‘What if I say the wrong thing?’ These concerns reflect the challenges of establishing an authentic and confident online presence.
One participant, a powerhouse with a thriving NPO and an exceptional reputation in her workplace, admitted she avoids posting on LinkedIn altogether. Not because she lacks confidence in her work, but because she’s concerned about how others might perceive her.
Does this sound familiar?
The confidence-visibility gap
LinkedIn’s own data has shown that women are less likely to self-promote online, even when their achievements are substantial. But here’s what we need to remind ourselves: visibility isn’t about ego. It’s about leadership.
In a world where first impressions are formed within 7 seconds, both in-person and online, your digital footprint counts. It’s often the first insight someone has into your personal brand. What does yours say about you?
According to McKinsey’s Women in the Workplace 2023 report, women in leadership are still underrepresented across industries. And one of the contributing factors? Lack of visibility. When your voice, value, and work aren’t seen, you’re not considered for the next opportunity, because people simply don’t know what you’re capable of.
The South African job market is competitive and complex. While education and experience are critical, networking and personal branding are equally powerful tools that can influence opportunities. Building a trusted online presence isn’t just for entrepreneurs or executives, it’s essential for anyone looking to lead and grow.
What visibility really means
Visibility doesn’t mean shouting into the void or pretending to be someone you’re not. It means:
- Owning your growth and journey
- Sharing what you’re learning, not just what you’ve mastered
- Elevating others in your field
- Contributing to the conversations that shape your industry
The 2025 Gallup State of the Global Workplace report shows that employee engagement is closely tied to purpose, and purpose is amplified when people feel seen.
Your reputation is the reason people pay you attention, respect, or new opportunities. So, let’s reframe visibility as a contribution, not a performance.
Every time you show up online with intention and authenticity, you:
- Build credibility
- Open doors for mentorship or collaboration
- Inspire someone who needed to hear your story
And let’s be clear: your lived experience, cultural lens, leadership lessons, and voice matter, especially in South Africa’s unique work context, where diverse stories and perspectives are deeply needed.
How to show up online…without the fear
Building a strong digital footprint doesn’t require hours of content creation. It starts with small, intentional steps:
- Engage first: Comment on articles or posts that resonate with you. Thoughtful engagement builds confidence.
- Share your voice: Write like you speak. Share a lesson from a recent meeting, a mistake you learned from, or a milestone that felt meaningful.
- Support others: Amplify colleagues or causes you care about. Generosity is visibility, too.
- Protect your reputation: Be mindful. A few tips that still apply today:
- If in doubt, don’t post it.
- Avoid venting or divisive content (unless it aligns with your professional brand).
- Balance personal and professional tone.
Why networking really matters
Networking isn’t about your next role. It’s about:
- Being generous, sharing insights, trends, or niche expertise that others find useful
- Offering value without expecting immediate returns
- Staying informed about industry trends
- Learning from thought leaders
- Boundary spanning, building bridges across sectors and businesses.
According to research from McKinsey, informal networks, such as peer-to-peer connections and social-based communities, often lead to powerful collaborations and market insights. Yet many organisations miss this potential by failing to equip their people with the tools to network effectively.
Companies that invest in digital presence training, personal branding support, and formalised networking systems benefit from a workforce that’s more connected, informed, and innovative.
Practical tips for strong online networking
Set aside 30 minutes a day for focused digital engagement:
- Share one relevant third-party article
- Comment on one blog post or update
- Follow or connect with two – five new people in your industry
- Respond to messages or support your existing network
These small steps compound over time to strengthen your credibility, your confidence, and your digital visibility.
Last thought
Visibility is no longer optional, especially if you are in a leadership position. And like any skill, it gets easier with practice.
You don’t need to be the loudest voice in the room. You just need to be present.
The best content is rooted in experience and shared with humility. So, whether you’re leading teams, building an NPO, or simply navigating your career, know this: your voice matters. Your perspective matters.
So, start small, start authentically, but start.
Because someone out there needs to hear what only you can say.
