5 Ways to Avoid the Visibility Penalty: Why Smart, Capable Women Stay Stuck And What to Do About It

By Mary Killelea, Personal Brand Strategist & Founder of 2B Bolder

She had the results. The relationships. The respect.

But when it came time for a promotion, she was overlooked. Again.

She wasn’t underperforming. She was under-recognized.

If you’re a high-achieving woman who’s ever watched a less-qualified peer rise faster, not because they were better, but because they were bolder, you’re not alone.

What you’re experiencing is something I call The Visibility Penalty.

What Is the Visibility Penalty?

The Visibility Penalty occurs when quiet excellence is mistaken for a lack of leadership potential.

It's what happens when:

• You overdeliver but undercommunicate

• You build behind the scenes but never post about it

• You mentor others, but don’t position yourself as a thought leader

According to a McKinsey & LeanIn.org study:

“Women are more likely to be stuck at the ‘frozen middle’ doing manager-level work without getting promoted to senior leadership.”

Only 87 women are promoted to manager for every 100 men. That gap widens for women of color.

Why Smart Women Stay Silent

Here’s what I’ve heard in coaching conversations and DMs from women across industries:

• “I don’t want to sound self-promotional.”

• “If I speak up too much, I’ll be labeled.”

• “I’m not even sure what I’d post about on LinkedIn.”

And yet, visibility is currency in modern careers.

If your name doesn’t come up in rooms you’re not in, you miss out on:

• Promotions

• Speaking gigs

• Podcast invites

• Career-shifting opportunities

The Data Behind Being Overlooked

• 74% of women feel their contributions go unnoticed at work. [KPMG Women’s Leadership Study]

• 67% of women believe they need to work harder than men to be promoted. [LeanIn, 2023]

• And only 1 in 4 C-suite leaders is a woman. [McKinsey Women in the Workplace, 2023]

These aren’t just numbers. They’re momentum killers.

The Real Problem: It’s Not That You Lack Value, It’s That You’re Not Visible

The truth? You can’t be the best-kept secret and the go-to expert at the same time.

You have to be known for something.

Not everything.

Not loud.

Not performative.

Just clear, consistent, and credible.

5 Ways to Break the Visibility Penalty (Without Feeling Cringe)

Here’s how I coach women to reframe visibility and own their voice:

1. Define Your Visibility Goal

Before you post or speak up, ask:

Do I want to be known as a thought leader, a team leader, or an industry connector?

Visibility without clarity is noise.

But visibility with intention? That’s influence.

2. Audit Your LinkedIn for Gaps

LinkedIn is the top tool for inbound visibility. But:

• Most women treat it like a resume

• Few update it consistently

• Even fewer use it to express thought leadership

Start with this: Does your headline clearly say who you help and how you add value?

3. Start with Micro-Visibility

You don’t have to publish a TED Talk or write a book.

Start small:

• Share one story on LinkedIn this week

• Leave a thoughtful comment on a peer’s post

• Speak up once in a team meeting or Slack channel

Visibility is a muscle. You build it with reps.

4. Ask for the Spotlight—Then Share It

Visibility isn’t selfish. It’s strategic.

And it’s contagious.

Use it to uplift others:

• Nominate a colleague for an award

• Share the mic in your post

• Tag someone whose insight helped you

You’ll be remembered for your leadership and your generosity.

5. Turn Your Wins Into Wisdom

When something goes well, don’t just move on.

Ask: What did I learn from this experience—and how can I share it in service of others?

That’s not bragging. It’s branding.

You Deserve to Be Seen

You don’t have to be loud.

You don’t have to be perfect.

However, you must own your brilliance and let others see it too.

Because playing small doesn’t serve your goals.

It only makes it easier for someone else to get picked first.

👉 Execute the 5 Ways to Avoid the Visibility Penalty and show up consistently on LinkedIn without feeling awkward. Reach out to learn more about my 1:1 coaching program.

📚 Sources:

• McKinsey & LeanIn.org: Women in the Workplace 2023

• KPMG Women’s Leadership Study

• Harvard Business Review: Why Women Don’t Self-Promote

• LinkedIn Economic Graph 2024