Genuine Expertise In The Age Of Self-branding

Srinivas, eager to break into the consulting world, embellished his resume. With a few strokes of his keyboard, he added fictitious experience at top firms and expertise in complex fields. His impressive-looking resume landed him a job at a prestigious consulting firm. Assigned to a major project with Biomedica, a leading pharmaceutical company, Srinivas's task was to optimise their supply chain operations. Although he had no real experience in this specialised field, his resume claimed otherwise. Confident he could wing it, Srinivas plunged into the project. Initially, Srinivas's charm and buzzwords impressed the Biomedica team. However, his lack of true expertise became evident as the project progressed. His solutions could have been more specific and practical, causing growing concern among Biomedica executives. The tipping point came during a critical presentation to Biomedica's board. When the COO, Dr Malhotra, asked specific questions about regulatory compliance and logistics, Srinivas's facade crumbled. Unable to provide concrete answers, he was exposed. 

In the age of social media, with a view to stand out, self-promotion has become an indispensable part of professional life. LinkedIn has transformed into a digital stage where professionals tout their expertise and achievements. However, the rise of grandiose claims in profiles like "Top Voice," "global expert in marketing," or "know-it-all about AI" by individuals with modest titles such as "department head" or "AVP" has sparked a growing dissonance between self-branding and actual expertise. This phenomenon raises an important question: *how can individuals, particularly those in the early stages of their careers, strike a balance between promoting themselves and maintaining authenticity? *

The heart of the issue lies in the distinction between optic style and substance. In an era where visibility often translates to opportunity, professionals might feel pressured to embellish their credentials to stand out. Yet, superfluous claims can be a double-edged sword. While they might garner immediate attention, they can also undermine credibility if not substantiated by genuine experience and accomplishments. This discrepancy can be particularly glaring for younger professionals who, despite their potential and enthusiasm, lack the extensive experience traditionally associated with true subject matter experts. The fixation on impressive designations or embellished bios seems to overshadow the crucial efforts needed to build genuine skill sets and capabilities.

For instance, a Gen Z professional with four years of experience might be highly knowledgeable and capable within their domain. However, branding oneself as a "global expert" or an authority in a complex field like AI can appear presumptuous and counterproductive. Such individuals must balance ambition with humility, recognising that expertise is often a lifelong journey rather than a title conferred by a few years of work. One usually begins on the continuum with no knowledge, basic awareness, working knowledge, functional knowledge, and leading edge. It is crucial to allow for realistic self-assessment and not self-style oneself, a false label of ‘Guru’.

Tall claims can backfire for actual career growth by eroding trust and credibility. When professionals exaggerate their expertise or accomplishments, they set unrealistic expectations that they may be unable to meet. This can lead to disappointment and a loss of confidence from colleagues, superiors, and clients. Over time, this can damage their reputation, making it harder to secure promotions, new opportunities, or professional endorsements. Authenticity is key to building lasting relationships and trust at the workplace, and without it, career advancement becomes a challenging endeavour.

Personal branding is undoubtedly important in today's competitive professional landscape but must be nurtured carefully. A strong personal brand can open doors to new opportunities, highlight one's strengths, and set an individual apart. However, this branding must be rooted in genuine skills, accomplishments, and a clear understanding of one's value proposition. Building a brand on a foundation of truth ensures that professionals are seen as reliable and trustworthy, essential for long-term success and career growth.

Many people today seem eager to accelerate their career progression and achieve financial success quickly, often needing to appreciate the risks of dishonesty fully. In the rush to climb the corporate ladder, some may be tempted to embellish their resumes or overstate their qualifications. While this might yield short-term gains, the long-term consequences can be severe. Being untruthful can lead to a significant loss of credibility, job termination, or even legal repercussions. Professionals must recognise that sustainable success is built on integrity and hard work rather than shortcuts and deceit.

The key to effective self-branding lies in truthfulness and humility. Professionals should focus on showcasing their real achievements and value to their organisations rather than resorting to hyperbole. Authenticity fosters trust, and trust is the foundation of lasting professional relationships. For instance, instead of claiming to be a "know-it-all" in AI, a more impactful approach would be highlighting specific projects or contributions demonstrating a deep understanding of the field. This provides concrete evidence of expertise and signals a commitment to continuous learning and growth.
Organisations and mentors have a role to play in guiding young professionals. Encouraging a culture of honesty and supporting the development of true expertise over superficial accolades can help foster a more authentic professional environment. Leaders should emphasise the importance of substantive achievements and provide opportunities for meaningful professional development.
 

Srinath Sridharan

Columnist Strategic counsel for over 27 years, with leading corporates across diverse sectors. Independent Director across multiple sectors. Advises organisations on the intersection of finance, digital, consumption economy, GEMZ (Gig Economy, Millennials, gen Z) & ESG. Coaches & mentors senior leaders. Active engagement across industry-growth policy conversations & public policy issues. Visiting faculty at various management schools and with regulatory learning centres. Prolific media columnist across topics he works with. He is also the Editor and co-author of ‘Time for Bharat’ (book on public governance). Visiting Fellow at the Observer Research Foundation. Posts all published work at https://srinath.blog

Steve Correa

Columnist The author is Executive Coach and OD Consultant