DEVELOPMENT about chasing followers or likes. It’ s about being professionally visible in a credible way.
Your LinkedIn profile, any professional writing or industry contributions all create impressions whether you’ re actively job hunting or not. I once interviewed for a role and heard nothing back. Then, four years later, I was invited for coffee by the same person who had been following my work the entire time.
As an EA, this might mean sharing insights about executive support, writing about industry trends you observe from your unique vantage point or contributing to discussions about business operations. You see patterns and solutions that others miss – that perspective has value.
Is your personal brand invisible?
If so, Vinisha Rathod is here to help you build the kind of professional reputation that opens doors and creates opportunities
THE EXPERT
Vinisha is author of The Briefcase Effect and founder of P3 Studio. With more than 15 years shaping leadership, brand, and culture across sectors, she’ s known for her commercial insights and expertise in professional positioning.
As an EA, you’ re often the face of your executive and organisation. You interact with board members, clients and stakeholders at every level. Yet when it comes to your own professional reputation, you might be staying invisible.
Here’ s the reality … In a competitive market, two equally-skilled EAs will be competing for the same senior role. The one who gets it won’ t necessarily be the most capable. It’ ll be the one people remember, trust and think of first when opportunities arise. Your professional reputation isn’ t about becoming an influencer or promoting yourself constantly. It’ s about being credible and memorable in a way that reflects your expertise. When done well, it shapes how people describe you when you’ re not in the room and creates opportunities you didn’ t know existed.
LinkedIn’ s recent Global Talent Trends report revealed that 80 % of executives plan to hire this year, prioritising problem solving, critical thinking and leadership skills. And where do decision-makers look for evidence of these capabilities? Increasingly, online – in your ideas, interactions and professional network.
Your online presence works 24 / 7 If someone searched for you right now, would they find something that makes them think:‘ we need that person on our team’? This isn’ t
Master your professional introduction Most people dread being asked what they do and default to something generic like:“ I’ m an EA.” But that’ s a missed opportunity to showcase your strategic value. Could you lead with your strengths, connect them to your role and finish with your impact? For example:“ I excel at anticipating needs and solving complex problems before they escalate. As an EA, I create the operational foundation that allows executives to focus on high-level strategy. I’ m passionate about building systems that make organisations more efficient and successful.”
This approach positions you as strategic rather than purely administrative. It opens conversations about your expertise rather than closing them down.
Expand beyond your current circle If you’ re only known within your current organisation, you’ re invisible elsewhere. This is where‘ weak ties’ become powerful. Opportunities often come from acquaintances in different networks, not your immediate colleagues.
When I wanted to move into the technology sector, I knew no-one. But I started attending industry events, joining professional discussions and being curious about others’ work. Initially it was awkward but over time I discovered how generous people can be when you show genuine interest in learning.
For you, this might mean joining EA networks, attending industry conferences or professional development events. Your unique perspective gives you valuable insights to share and connections to make. Start small and be consistent. Professional trust builds over time, and consistency creates compound returns in credibility and opportunities.
Remember, if someone with a stronger professional reputation but half your capability gets the opportunity you wanted, how will you feel? You’ re already doing the work. Now make sure people know about it. S
thebriefcaseeffect. com
Spring Issue 2025 | Executive PA 53