Finding your voice

Our WiAM podcasters discuss how women can be heard in a male-dominated industry

The Women in Aesthetic Medicine founding members came together and discussed tips on how to be heard as a woman in the industry. It was agreed that advocating for oneself is a valuable skill in the aesthetics sector, to give yourself opportunities to grow and speak in a public setting.

WHY IS ADVOCATING FOR YOURSELF SO HARD?

Katie Hughes-Dawkins, head of engagement and relations at Harper Grace International, says there is a fear of being boastful, especially in a “giving industry” like aesthetics, which is so focused on patients.

“As little girls, certainly in my generation, we were often told to be seen and not heard, because nobody likes a show-off,” agrees Tracey Dennison, consultant nurse at East Riding Aesthetics and Wellness. “Then somebody asks us to tell them about ourselves, and we think ‘Oh God, I can’t, it’s just me, I’m just a nurse’, and we downplay what we do.”

Julia Kendrick, business strategy and communication specialist, says she helps clients with this mindset all the time, as women in particular are afraid of coming across as arrogant.

“Some of the first things we work on are, ‘who are you, what do you do, and why are you great at what you do?’ They find it so hard to own it and to put it into words because it feels arrogant.”

WHY IS IT IMPORTANT FOR WOMEN IN THE INDUSTRY TO FIND THEIR VOICE?

Dennison says it is important to know how to advocate for yourself, as it helps with relationship building.

“Usually, people are talking to us because they want to know about us. It’s our duty to share what we do well. It’s about the relationships that we build with our patients, and with people that we may be teaching or interacting with.”

Hughes-Dawkins has found that her experience compels her to share her knowledge.

“As experienced people in this industry, you never know who you’re going to inspire by speaking. We are in an industry of giving. We’re in this because we want to help other people, and we want them to fulfil their full potential. If we don’t speak up, then we’re doing the industry, and the people in it, an injustice.”

Kendrick has noticed that, when practitioners engage with their patients by promoting themselves, they see real results, as patients want to build relationships with people. Even posting a picture on social media of her face got more engagement than other posts, proving that people want to see the people behind the business.

HOW CAN WOMEN IN THE INDUSTRY BECOME THOUGHT LEADERS?

“Start building up your PR and marketing, do some videos and start putting yourself out there on the channels that you currently have access to,” advises Kendrick, “If you’re sharing your insights, your expertise, just who you are and what you do, you will start to crop up on the radar of the wider industry.”

Dennison is an advocate for networking, inside and outside of the industry.

“I’ve gained a huge amount of patients and following from other people that I network with, because we all support each other, and most of the networking groups that I am a part of are women-based. The culture in them is very much a women-supporting-women culture, and I think that that’s quite a nice place to start for people that do like to hide behind the logo, and don’t necessarily want to put themselves forward.”

Hughes-Dawkins recommends building up your experience, so you have a strong foundation to speak from.

“I think having the experience and walking before we run is important, because if you’re coming from a place of authenticity, it is so much easier. I would say, gain as much experience as you can and put yourself in as many uncomfortable situations as possible too. Practice, then network.

“You need to network your butt off in this industry. Some of the best people and the most brilliant minds [go under the radar] because they don’t shout about themselves, they’re not putting themselves forward, so start networking.”