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Advancing Women to Leadership In Academia: Does Personal Branding Matter?

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Title: Advancing Women to Leadership In Academia: Does Personal Branding Matter?
Language: English
Authors: Heriberta Heriberta, Nurdiana Gaus (ORCID 0000-0002-1411-7512), Muhammad Azwar Paramma (ORCID 0000-0001-8358-8548), Nursita Utami
Source: Qualitative Research Journal. 2024 24(5):666-681.
Availability: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
Peer Reviewed: Y
Page Count: 16
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Women Administrators, Higher Education, Females, Marketing, Reputation, Visual Aids, Competition, Advertising, Holistic Approach, Equal Opportunities (Jobs), Sex Fairness, Gender Issues, Promotion (Occupational), Public Colleges, Private Colleges, Foreign Countries, College Administration, Leadership Role, Disproportionate Representation
Geographic Terms: Indonesia
DOI: 10.1108/QRJ-06-2023-0091
ISSN: 1443-9883
1448-0980
Abstract: Purpose: Personal branding is a strategic tool of marketing and communication to define success in organisations. While it constitutes a conscious attempt to commodify self and audit self, it must be intentionally managed to obtain its optimum results. This study aims to illustrate how personal branding may also pose unintentional and unconscious strategic tool for women academics in academia to help them get wider visibility and increase their chances of getting into leadership positions. Design/methodology/approach: We employed a case study approach and convenience sampling to select our unit of analysis. Three universities in both public and private universities in the eastern regions of Indonesia were purposefully selected, and interviews were held with 30 female leaders occupying and occupied middle and lower leadership hierarchies. Findings: Our research shows that, despite their unintentional, unplanned and poorly designed personal branding, women have been able to advance to their current leadership positions by building their own rooms for practising their own preferred leadership values to get them visible and heard. This way is performed through a gendered networking, previous leadership experience and bureaucratic requirements. The consequence of such a practice may limit the range of visibility to getting noticed as worthy individuals for senior leadership roles. This might be one reason why women are scarcely found in senior leadership positions. Originality/value: We propose that natural strategies of constructing, narrating and marketing or communicating personal branding in academia through authentic actions can also be helpful for the success of women to get to leadership roles in a smaller and ambient environment.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1451691
Database: ERIC
FullText Text:
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PubType: Academic Journal
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  Data: Advancing Women to Leadership In Academia: Does Personal Branding Matter?
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  Data: English
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Heriberta+Heriberta%22">Heriberta Heriberta</searchLink><br /><searchLink fieldCode="AR" term="%22Nurdiana+Gaus%22">Nurdiana Gaus</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-1411-7512">0000-0002-1411-7512</externalLink>)<br /><searchLink fieldCode="AR" term="%22Muhammad+Azwar+Paramma%22">Muhammad Azwar Paramma</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-8358-8548">0000-0001-8358-8548</externalLink>)<br /><searchLink fieldCode="AR" term="%22Nursita+Utami%22">Nursita Utami</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Qualitative+Research+Journal%22"><i>Qualitative Research Journal</i></searchLink>. 2024 24(5):666-681.
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  Data: Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight
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  Data: Y
– Name: Pages
  Label: Page Count
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  Data: 16
– Name: DatePubCY
  Label: Publication Date
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  Data: 2024
– Name: TypeDocument
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  Data: Journal Articles<br />Reports - Research
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  Label: Education Level
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  Data: <searchLink fieldCode="EL" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="EL" term="%22Postsecondary+Education%22">Postsecondary Education</searchLink>
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  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Women+Administrators%22">Women Administrators</searchLink><br /><searchLink fieldCode="DE" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="DE" term="%22Females%22">Females</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Reputation%22">Reputation</searchLink><br /><searchLink fieldCode="DE" term="%22Visual+Aids%22">Visual Aids</searchLink><br /><searchLink fieldCode="DE" term="%22Competition%22">Competition</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Holistic+Approach%22">Holistic Approach</searchLink><br /><searchLink fieldCode="DE" term="%22Equal+Opportunities+%28Jobs%29%22">Equal Opportunities (Jobs)</searchLink><br /><searchLink fieldCode="DE" term="%22Sex+Fairness%22">Sex Fairness</searchLink><br /><searchLink fieldCode="DE" term="%22Gender+Issues%22">Gender Issues</searchLink><br /><searchLink fieldCode="DE" term="%22Promotion+%28Occupational%29%22">Promotion (Occupational)</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Colleges%22">Public Colleges</searchLink><br /><searchLink fieldCode="DE" term="%22Private+Colleges%22">Private Colleges</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22College+Administration%22">College Administration</searchLink><br /><searchLink fieldCode="DE" term="%22Leadership+Role%22">Leadership Role</searchLink><br /><searchLink fieldCode="DE" term="%22Disproportionate+Representation%22">Disproportionate Representation</searchLink>
– Name: Subject
  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Indonesia%22">Indonesia</searchLink>
– Name: DOI
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  Data: 10.1108/QRJ-06-2023-0091
– Name: ISSN
  Label: ISSN
  Group: ISSN
  Data: 1443-9883<br />1448-0980
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Purpose: Personal branding is a strategic tool of marketing and communication to define success in organisations. While it constitutes a conscious attempt to commodify self and audit self, it must be intentionally managed to obtain its optimum results. This study aims to illustrate how personal branding may also pose unintentional and unconscious strategic tool for women academics in academia to help them get wider visibility and increase their chances of getting into leadership positions. Design/methodology/approach: We employed a case study approach and convenience sampling to select our unit of analysis. Three universities in both public and private universities in the eastern regions of Indonesia were purposefully selected, and interviews were held with 30 female leaders occupying and occupied middle and lower leadership hierarchies. Findings: Our research shows that, despite their unintentional, unplanned and poorly designed personal branding, women have been able to advance to their current leadership positions by building their own rooms for practising their own preferred leadership values to get them visible and heard. This way is performed through a gendered networking, previous leadership experience and bureaucratic requirements. The consequence of such a practice may limit the range of visibility to getting noticed as worthy individuals for senior leadership roles. This might be one reason why women are scarcely found in senior leadership positions. Originality/value: We propose that natural strategies of constructing, narrating and marketing or communicating personal branding in academia through authentic actions can also be helpful for the success of women to get to leadership roles in a smaller and ambient environment.
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  Data: 2024
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  Data: EJ1451691
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=eric&AN=EJ1451691
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        Value: 10.1108/QRJ-06-2023-0091
    Languages:
      – Text: English
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        PageCount: 16
        StartPage: 666
    Subjects:
      – SubjectFull: Women Administrators
        Type: general
      – SubjectFull: Higher Education
        Type: general
      – SubjectFull: Females
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Reputation
        Type: general
      – SubjectFull: Visual Aids
        Type: general
      – SubjectFull: Competition
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      – SubjectFull: Advertising
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      – SubjectFull: Holistic Approach
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      – SubjectFull: Equal Opportunities (Jobs)
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      – SubjectFull: Sex Fairness
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      – SubjectFull: Gender Issues
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      – SubjectFull: Promotion (Occupational)
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      – SubjectFull: Public Colleges
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      – SubjectFull: Private Colleges
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      – SubjectFull: Foreign Countries
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      – SubjectFull: Leadership Role
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      – SubjectFull: Disproportionate Representation
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      – SubjectFull: Indonesia
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      – TitleFull: Advancing Women to Leadership In Academia: Does Personal Branding Matter?
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            NameFull: Nursita Utami
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