Tag: narrative

  • Own Your Narrative: Why Personal Branding Matters for University Leaders

    Own Your Narrative: Why Personal Branding Matters for University Leaders

    Many university leaders are uneasy about the idea of personal branding. It can feel self-promotional, even uncomfortable – and it’s often a concept that jars with their personal values, the culture of their institution, and indeed their perception of how higher education itself operates.

    However, personal branding should not be about ego or marketing. It’s about clarity, authenticity, and trust. In an environment where leadership visibility, credibility, and alignment with institutional values are increasingly scrutinised, shaping how you’re understood by others isn’t merely helpful, it’s essential.

    So, while we’re a bit uncomfortable with the term, personal brand, we think it’s extremely important for aspiring university leaders to think about how they go about developing one for themselves.

    Personal branding – it’s not just what you say about yourself

    It’s perhaps worth reflecting on what Jeff Bezos has said in this context because it’s helpful:

    “Your brand is what other people say about you when you’re not in the room.”

    Your title and role may open doors, but it’s your values, your expertise and your contribution that leave a lasting impression. Personal brand is the space you occupy in other people’s minds: your colleagues, students, and external connections. In today’s digital world, you are visible in search results, social feeds, LinkedIn and other platforms. If you’re not actively shaping your own narrative, others will do it for you – forming opinions and perceptions that may not be accurate or aligned with your values.

    Why should personal branding matter for aspirational university leaders?

    Thinking about your personal branding allows you to control the narrative. Essentially, if you don’t shape your story, someone else will. It allows you to build trust and credibility authentically. This is vital, we all know that a consistent, values-led brand is consonant with reliability in times of change. Where there is so much information out there, it can be a strong signal among confusion and noise. It also gives you a better handle on future-proofing your career.

    Executive search companies, partnerships, board appointments all begin with discovery, and if you can’t be found, you can’t be considered. Distilling your experience and expertise beyond the role you’re in now makes moves to other roles easier. People do their homework on you, they want to know what kind of person you are, not necessarily the nitty gritty detail (although bad social media lingers) but to know that you are real. And it’s not always about a positive career trajectory to the next job. In these times your role might be at risk, and you might need to consider your next position, even beyond your current role, institution and sector.

    This is about developing a personal mark, but it’s worth noting that an authentic personal brand also benefits your institution. Visible leaders attract talent and partnerships, and can draw top academics, high-calibre students, and external funders. People will engage because of what you stand for in terms of your values and your impact. And got right, it will help your students, staff, external connections and the public to be more confident about your vision and your decisions.

    Equally important, a clear and visible personal brand enables you to communicate more effectively – an essential skill for building strong teams, driving change, and leading through crisis. You are future-proofing yourself, becoming a trusted authority, so that you are known for more than just your job title and credentials. 

    It starts with how you present yourself in meetings, working groups, committees, stakeholder meetings, even corridor conversations and incidental interactions.

    Articulating your expertise beyond your job title

    To be able to develop your personal brand, you need to ask yourself several questions and answer them honestly. And bear in mind that ‘showing up’ is not showing off, you can’t make a difference if you’re invisible!

    Truly understand what your goals are: who you are trying to help, and what positive difference do you want to make? Understanding your reason for doing what you do makes being visible that much easier.

    1. Do I want to make a positive difference?
    2. What do I want to change and how?
    3. What do I want to be known for?
    4. Who do I want to help?

    Ask yourself these questions in the context of what you want to change or influence, such as Leadership & Change Management; Equity, Diversity & Social Mobility; Research Impact & Knowledge Exchange; Student Experience & Wellbeing; The Future of Work & Skills. These should, of course, be significant topics that reflect what you want to be known for and the people or communities you aim to support.

    Before you can become an authority on your topic, you need to have a proven track record of success in that area. Your credibility is built not just on what you say, but on what you’ve delivered; your demonstrable achievements and real impact that others can recognise and rely on. Without this foundation, personal branding risks sounding empty or a promissory note rather than coming from a position of authority and authenticity.

    When you are speaking to others about what you are doing, it is helpful to reflect on how you should structure what you say. Make sure, for example, that you’re clear about defining the issue: speak directly to the challenges your audience faces (e.g. navigating grant applications, improving departmental culture); position the challenges. Share frameworks, tips, or toolkits you’ve developed, and humanise your advice – weave in a short anecdote or lesson learned, for example.

    Do these things in the context of people you might be able to support by being more visible: students and research students, people more junior, and those wanting to get into HE, particularly those from minoritised backgrounds. Essentially, leadership isn’t just about climbing, your role should be to hold the ladder down for others.

    Practical Tips

    To help you maximise your impact – here are some ideas:

    1. Digital Footprint Audit

      • Search Yourself: Google your name in incognito mode. Note the top 10 results.
      • Review Social Profiles: Ensure consistency of photo, headline, and bio across LinkedIn, Twitter, ResearchGate, etc.
      • Clean Up: Archive or delete outdated posts or profiles that conflict with your current values.

      2. Think about Content, Calendar & Cadence

      • Plan regular outputs (blog posts, LinkedIn articles, micro-posts) aligned to your expertise, but don’t worry if you can’t maintain a consistent frequency right away.
      • It is important that they are insightful, add value and contribute.
      • Use simple tools (e.g. Trello or a shared spreadsheet) or agentive AI to track ideas, deadlines, and performance.

      3. Collect Metrics & Evaluation

      • Engagement: Likes, comments, shares on social platforms.
      • Opportunities: Invitations to speak, consult, sit on panels or boards.
      • Search Trends: Monitor Google Analytics (if you host a blog) or LinkedIn analytics for profile views and keyword searches.

      4. Network Activation

      • Identify, say, 10 key contacts (internal & external) each quarter to reconnect with.
      • Offer value first. Be gracious and share – share an article, congratulate them on their achievement, propose a brief call.
      • Leverage your network to co-author articles, co-host webinars, or nominate others for awards.

      And avoid:

      • Oversharing: While transparency is good, avoid extraneous personal detail that can detract from your message.
      • Inconsistency: Mixed messaging erodes trust. Align every post and presentation with your core values.
      • Neglecting Offline Presence: A strong digital brand should be backed up by consistent behaviour in meetings and events.
      • Ignoring Feedback: Listen to comments, direct messages, and 360-degree reviews to refine your approach.

      What Leaders Say

      Professor Shân Wareing, Vice-Chancellor and CEO, Middlesex University

      People are always going to draw conclusions from what they see you do, so you always need to be aware of that. I don’t use personal brand with the goal of ‘selling’ me. However, I do want to consistently communicate important and specific aspects of how I work – such as that I care about other people’s growth – and I try to align all my social media and other communications with that message.”

      Professor Simon Biggs Vice Chancellor and President, James Cooke University

      Senior leaders represent their organisation externally. A strong personal brand helps amplify and align their values with the organisation in public forums, industry discussions, and policy advocacy. Personal branding signals what a leader stands for ethically, strategically, and culturally. It helps align teams and attract talent who resonate with that leadership style.

      Professor Theo Farrell, Vice-Chancellor, Latrobe University, Australia

      I think aspiring leaders need to think carefully about the kind of leader they want to be – and this will involve reflecting on their own values, the ambitions they have for the organisation or unit they lead, and their aspiring leadership journey. For me, personal brand is simply the outward expression of this leadership ethos and style. It is expressed in communications, including social media, and also in every interaction with people inside and outside the organisation. Being consistent with your personal brand, in everything you do is important for authentic leadership. In terms of social media, the goal is to communicate your values. Being consistent is obviously important. At the same time, my experience is one of posting fewer personal reflections and more corporate content as I have become more senior, and in these senior roles increasingly represent my organisation.

      And finally

      Leadership and personal branding are inseparable in today’s higher education landscape. Your brand is not a luxury. It’s your strategic asset made up of your values, your story, your impact on others and ultimately your legacy.

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  • The widening access narrative must return to speaking about places

    The widening access narrative must return to speaking about places

    Widening access to higher education has experienced a precipitous fall from grace in the eyes of politicians over the last ten years – a fall that may have slowed slightly but as yet to stop under this government.

    This fall may have coincided with the shift away from place-based to institutional-focused approaches to the problem. The access and participation plan regime may have stopped widening participation slipping out of sight completely but as our latest report shows, they have done little to increase higher education participation for those from the poorest backgrounds, particularly in rural and coastal areas.

    Split geographies

    The report – Coast and country: access to higher education cold spots in England – looks at the data published annually by the Department of Education on participation in higher education by free school meal (FSM) backgrounds. There are things we know about what this data shows as outlined in previous reports I have written and more recent work such as that from the Sutton Trust – in particular that London does far better than everywhere else.

    In this report, though, we show exactly how much. The national higher education participation rate in 2022–23 for those from FSM backgrounds was 29 per cent. If you take out London, which has only 16 per cent of the population of England, it falls to 23 per cent. London is covering up a much more challenging situation in the rest of the country than we are prepared to admit.

    These challenges increase as areas get smaller. The report looks at the relationship between the size of an area and the FSM higher education participation rate. It drops steadily as population decreases from 43 per cent in big cities to 18 per cent in rural villages. Nor is the situation improving. The gap between London and the other 84 per cent of the population has increased 3 per cent from 2012–23 to 2022–23 and just under 3 per cent between predominantly urban areas and predominantly rural areas over the same period.

    Many coastal areas in England – especially seaside resorts – have well documented problems with poverty, unemployment and health inequalities and higher education participation can be added to that list. The higher education participation rate for those from FSM backgrounds coastal communities was 11 per cent lower than in inland areas in 2022–23 with in many areas less than one in five such young people going onto higher education. There is an overlap here between rural and coastal areas here with the South West especially including areas of lower higher education participation.

    It is often said that the differences in higher education participation described above are associated with attainment in schools. Increasing attainment was the priority where widening access work was concerned for the Office for Students for a number of years. In the report, we map GSCE attainment at the area level against FSM higher education participation – and the correlation is indeed strong.

    It is far weaker, though, in villages and coastal areas than the rest of the country. This suggest that in the places where the problems are the greatest, better GCSE results alone won’t be enough. In 2022–23, six of the ten areas with the lowest levels of higher education participation did not have a university campus within them. What provision exists also matters.

    We need new (old) stories

    If any progress in closing the gaps between regions described above is to be made then place must again become the central focus for widening access to higher education work – as it was when the last Labour government championed the issue so vigorously in the 2000s.

    The pendulum has swung too far since then toward what institutions themselves do. Consequently, that political link between widening access, opportunity and growth has been broken. It is possible that the government itself will swing the pendulum back to place, and some of the signs coming from the Office for Students in recent months have been promising.

    However, higher education providers themselves can take the initiative themselves here and look for new ways to form stronger partnerships – ones that take whatever replaces Uni Connect as the start, not the endpoint, of what regional collaboration means.

    While the sector’s financial challenges make competition for students more intensive than it has ever been – and thus collaboration in this area more difficult – the value of higher education itself is being questioned by young people more than it ever has been since participation increased rapidly in the 1990s. Fighting between each other for young people’s and their schools’ attention won’t convince those, especially from the poorest backgrounds, that higher education is worth it. But collaboration will.

    Collaboration won’t produce additional provision in rural and coastal areas, or the money to fund it. But unless we shift the story and the practice of widening access back to place, this additional provision will never come.

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