“I used to have the mindset that if I kept my head down and worked hard, I’d be recognized for that and promoted in time.”
That is how Heather Garland, Vice President and Global Chief Marketing Officer at PGIM Investments, describes an assumption a lot of high performers carry, one she eventually learned is not enough. It wasn’t until she became more intentional and vocal about her career goals that those opportunities began to materialize.
Melanie Priddy, now Chief People Officer at Covington & Burling, reached a similar conclusion. “As women, often there’s a tendency to downplay your success, your role or leadership skills, whether with a boss or with a group,” she says. “But someone else can’t speak up for you on your behalf, if you don’t do it for yourself first.”
Their experiences aren’t outliers. Research helps explain why this assumption so often falls short.
The Confidence Myth
For years, the common explanation for why women under-promote their own work was framed as a confidence problem: just speak up more, ask for more, claim your wins more loudly. Looking at the research, however, a different story emerges.
Studies on what’s known as the backlash avoidance model found that when women self-promote, they’re generally seen as more competent, but they also risk being seen as less likable, a social penalty that men engaging in identical behavior don’t face to the same degree. The fear of that backlash doesn’t just make women choose to self-promote less, it can also interfere with their ability to do it well when they try. This is not a confidence gap, but rather a rational response to a real social cost, one that then makes self-promotion itself more difficult.
Another finding comes from economists studying self-promotion in blind settings, where women’s gender was never revealed to anyone judging their performance. Even then, women under-reported their own work relative to men. Again, this suggests the issue isn’t simply confidence in the moment, but a learned pattern that requires a more thoughtful solution than “just speak up.”
The Goal Isn’t to Brag More
If the standard advice to “be more confident” or “toot your own horn” has never felt like the right fit, that doesn’t mean you need to change your personality to advance your career. The goal isn’t to become someone who brags or is pushy. It’s to close the well-documented gap between doing great work and ensuring that work is seen and understood. Ultimately, it’s about strategic visibility and communication.
The Dual-Promotion Approach
One of the more useful findings in this space is an approach known as dual-promotion: pairing a statement about your own contribution with genuine credit to the people you worked with. Something like: “The team and I landed the renewal, and I led the negotiation strategy that got us there.”
Research suggests this approach reduces the likability penalty associated with self-promotion for both men and women. For women in particular, it can be especially effective because it communicates both competence and collaboration in the same sentence, rather than forcing a choice between the two.
What makes this approach work is that it doesn’t come across as performative or self-congratulatory. Instead, it’s clear, specific, and complete. It explains what was accomplished, who contributed, and what your particular role was. Rather than taking credit away from others, it helps ensure your own contribution is visible alongside theirs.
Four More Practical Ways to Make Your Work More Visible
1. Document impact as it happens, not months later.
Reconstructing your wins at review time means relying on memory, which can favor whoever was most recently visible, not whoever made the biggest impact. Keeping a running record of key achievements, updated as projects wrap up, makes it much easier to communicate your contributions throughout the year instead of scrambling during performance review season.
2. Let your work be visible at many levels.
When talking about making her work visible, Charlotte Weir, Head of Corporate Coverage, EMEA at Wells Fargo, described intentionally building relationships with senior leaders one or two levels above her direct manager so they understood the work she was driving. The takeaway isn’t to bypass your manager; it’s to look for natural opportunities to share your work with a broader group of stakeholders, whether that’s through project updates, cross-functional meetings, leadership presentations, or informal conversations.
3. Use outcomes language.
Describe your impact in terms of what happened and what changed as a result: “this increased sales by 30%,” or “this strengthened a client relationship that had been at risk.” Framing your contributions around measurable outcomes reads as straightforward reporting rather than self-congratulation, even though it accomplishes the same goal of making your impact visible.
4. Be clear about your career goals.
Strong performance alone doesn’t tell your manager or senior leaders what you want next. If you’re interested in leading people, taking on larger projects, or moving into a different area of the business, say so. Anar Patel, Director, Portfolio Construction at PGIM Investments, credits much of her career progression to pairing strong performance with clear communication about her aspirations. “In every role, I continued to stay focused, do great work, think about what my next move was and communicate the career trajectory that I wanted. You have to advocate for yourself.” As Patel puts it, “You’re the marketing team behind your own personal brand, and sometimes, that means creating opportunities for yourself that didn’t exist before.”
Make Your Work Visible in Way that is Authentic to You
This visibility gap exists because of a real, well-researched social dynamic, not because you are not good at talking about yourself or simply need to try harder. Understanding that distinction matters because it changes where you put your energy: not into becoming louder, but into becoming more intentional, more consistent, and more strategic about ensuring your work is recognized by the people who need to see it.
That also doesn’t mean talking about yourself constantly, claiming credit that isn’t yours, or acting in a way that feels in inauthentic. It’s about making sure the value you’re already creating is visible, understood, and accurately recognized.
Finding your own approach to visibility, one that highlights your impact without requiring you to become someone you’re not, is exactly the kind of work coaching is designed to support. Evolved People Coaching, the executive coaching arm of theglasshammer.com helps leaders build the confidence, communication skills, and strategies to make their contributions visible in an authentic way. Book an exploratory coaching conversation HERE.