From Expertise to Influence: Exploring Personal Branding Journey of Women STEM Leaders Indonesia

Abstract

This study aims to analyze the personal branding process of female leaders in the STEM field, with a case study on the Generation Girl community. In the midst of the low representation of women in strategic positions in the STEM sector globally and in Indonesia, the community acts as a counter-space that provides space for women to build leadership experience. This study uses a qualitative approach by analyzing the experiences of women leaders in communicating STEM skills while shaping their leadership image. The results of the research show that the personal branding of female leaders in the STEM field in the Generation Girl community is formed through consistent digital communication, personal relationships, and shared values as the foundation of trust, as well as a narrative based on personal achievements and values. This research provides a conceptual contribution in the form of understanding the personal branding of women leaders in the community-based STEM field, a context that has not been widely explored in STEM leadership studies and personal branding which generally focuses on formal organizations or other professions.