There’s a funny thing that happens when you’re a woman trying to climb the career ladder in today’s attention-driven world: it’s not just your work that has to be outstanding—it’s your visibility. What do I mean by visibility? I’m talking about that little digital footprint we leave behind with every tweet, post, or even just a comment on a colleague’s LinkedIn update. It’s like, welcome to the “attention economy,” where your ability to be seen and heard is just as important, if not more so, than your skills.
Is this unfair? Maybe. Is it the reality of career progression in today’s world? Absolutely.
The Pressure to Perform and Be Seen
Let’s take Jessica as an example. She’s been in her company for five years. She’s brilliant at what she does—whether it’s project management, content creation, or team leadership, she’s got it down. But Jessica knows that no matter how well she does her job, if she’s not actively showing up online, she could easily be overlooked. There’s the added pressure of keeping a steady stream of social media updates that showcase her achievements, insights, or even personal life.
And it’s not just about work. It’s also about keeping up with a stream of “personal branding” moments. Gone are the days when career success meant just putting your head down and working hard. Now, it’s about curating an image of yourself as a boss babe on Instagram, a thought leader on Twitter, and an inspiration on LinkedIn. Even if you’re not a fan of social media, the reality is that in many industries, being “seen” online directly impacts career opportunities. Jessica’s experiences, both online and offline, are all being analyzed, commented on, and judged, often by people she’s never even met. A little exhausting, right?
It’s like trying to juggle a flaming sword while riding a unicycle. The constant need to be everywhere at once. But let’s dig deeper into how this reality specifically affects women, because women face some pretty unique challenges in the attention economy.
The Gendered Side of the Attention Economy
Women, historically, have been expected to “show up” in a very particular way. Professional women who get ahead are often labeled with terms like “bossy” or “aggressive,” while men in the same positions are seen as assertive and strong. So now we’ve got this extra layer of stress: we have to manage not just our careers but how we’re perceived when we show up in the public eye.
Think about the social media pressure women face compared to men. A woman can post an insightful thought about her industry and be labeled as “bossy,” or worse, “too opinionated.” Meanwhile, a man doing the same might be praised for his thought leadership. It’s not only exhausting but also mentally draining to constantly balance what you should say versus what might be interpreted the wrong way.
This doesn’t even touch on the rise of influencers, many of whom have turned their online presence into full-time careers. But let’s be clear: while the influence game is a goldmine for many women, it’s also a world full of judgment. Women are often expected to look good while being successful, while men just need to be successful.
There’s also the issue of “attention fatigue.” It’s real, and it’s hitting women hard. The need to be everywhere, all the time, can wear on anyone, but for women, who may already feel like they have to work twice as hard to be seen, the toll is heavier. This pressure can lead to burnout and dissatisfaction, both personally and professionally.
“Women in the attention economy aren’t just fighting for a seat at the table—they’re fighting to make sure they stay seen on the table.”
The Double-Edged Sword of Self-Promotion
On the flip side, there’s a good argument to be made about self-promotion. Let’s face it: if you’re not promoting yourself, who will? Self-promotion is vital for career progression, but here’s where it gets tricky for women. We’ve all heard that women aren’t supposed to boast about their accomplishments. There’s always this strange balancing act we have to perform: we want to be seen as competent and confident, but not too confident. We’re told not to brag, but then we’re expected to have a digital presence that constantly reminds people of our worth. It’s this paradox that leaves many women feeling like they’re walking on eggshells.
Take the “humble brag,” for example. You know the one: “So happy to have worked with this amazing team on this big project!” It’s just enough self-promotion but wrapped in the cloak of humility. It’s exhausting to feel like you’re dancing a careful line between sounding self-assured and sounding like you’re flaunting it.
However, if you’re not seen, then you might as well be invisible. And unfortunately, in many industries, if you’re invisible, you might as well be irrelevant.
The Impact on Work-Life Balance
Let’s not forget the impact that all this attention-seeking can have on our personal lives. Women, more than men, often bear the brunt of household responsibilities and caregiving. So when you factor in the time it takes to build an online presence, keep up with trends, and stay visible at work, it becomes easy to see why so many women feel like they’re stretched thin.
Plus, the constant cycle of content creation, updating your profile, and posting the “right” thing can take a toll on mental health. The pressure to remain relevant in an attention-driven culture often conflicts with the need for downtime and space to recharge. And women, especially those who are mothers or primary caregivers, often feel like they don’t have the luxury of downtime in today’s 24/7 economy.
How Can Women Navigate the Attention Economy?
It’s not all doom and gloom. While the attention economy presents challenges, it also presents opportunities for women to reshape how we think about career progression. Women can use their unique perspectives, creativity, and intuition to build powerful online presences that align with their authentic selves.
- Own your narrative: Don’t let the narrative be written for you. Take control of how you show up, online and offline. Whether it’s sharing your successes or your struggles, let it reflect who you really are. Authenticity is a powerful tool.
- Set boundaries: It’s OK to turn off the notifications. Protect your peace. No one should expect you to be on all the time, and the best way to avoid burnout is to give yourself permission to step back.
- Find your tribe: Surround yourself with other women who get it. The beauty of the digital world is that there are communities of women supporting each other. Find the women who uplift you and connect with them.
The attention economy isn’t going anywhere anytime soon, but that doesn’t mean women have to play by everyone else’s rules. By taking control of how we show up and building supportive networks, we can navigate the complexities of this world in a way that feels right for us.
“In a world where attention is currency, women need to make sure that their worth isn’t defined by how much they can be seen—but by how much they choose to show.”