Strategic Branding for School Social Workers: Identify, Design, and Market Your Professional Brand
by Jennifer Luna, MSSW
School social workers - have you ever had to explain your role to administrators, parents, or teachers? Have you ever thought to yourself, “I need to better explain who I am and what I do”?
Personal branding is a strategic career development tool that encompasses one’s image, work style, personality, values, knowledge areas, and professional reputation. In the field of school social work, there are many challenges, such as funding, school safety, bullying, parent involvement, undocumented students, and test scores. School social workers are expected to go beyond the status quo, do more with less, and think outside the box. There is little time for school social workers to develop their professional image, or impression in the mind of others, including students, parents, teachers, counselors, administrators, community partners, and boards. Additionally, many leadership models tell us that relationship building and reputation are key to establishing credibility and integrity in the workplace.
The challenge for school social workers becomes how to “package” their competencies in a strategic manner that allows them to become intentional about professional growth and development. The way your "brand" is communicated to teachers, parents, counselors, and administrators through words and actions is important. The following strategies will help school social workers discover their unique role in an educational setting.
Think about what educators should know about you: School social workers are licensed professionals, and many have additional credentials, such as the Certified School Social Work Specialist (C-SSWS) credential through NASW or a state-issued school social work credential. They have social work degrees, they are trained in mental health, and they work from a systems perspective, unlike other mental health professionals. School social workers are the tie that binds students, home, schools, and communities together. They work both externally and internally. They provide direct practice to their clients, including case management and crisis intervention, and indirect practice such as program development, evaluation, and safety planning. Most important, every piece of the school is their clientele. In addition to serving students, school social workers provide school personnel with professional development trainings, assist teachers with behavior management, and provide direct support to staff in crisis situations.
School social workers serve in a variety of roles - articulate these clearly: As a school social worker, it is important to articulate the roles that you play in a confident manner that educators will easily relate to. School social workers are planners - they plan educational, social, and behavioral programs for students and contribute to curriculum. They serve as liaisons to the community to obtain important resources for students, parents, and programs. They are often coordinators of programs that serve special populations, such as LGBTQ students, undocumented students, students experiencing grief and loss, and students needing an advocate. They are program developers who create innovative programs, such as substance abuse prevention services, community engagement, and diversity and inclusion opportunities. They are mental health professionals who provide counseling to students and families in crisis. They are educators who provide training and consultation to teachers, staff, administrators, and student interns on theoretical knowledge such as child development theory, grief and loss, social emotional intelligence, and important complex processes such as CPS reporting, SNAP, Medicaid, and Medicare. What will your role be?
Determine your unique value: What makes your professional brand different from that of other school social workers? Perhaps you have specialized training or expertise in special populations, including the 504 process or special education. Maybe you share strong cultural connections with student families, including cultural, racial, or gender identity; language; or traditions. Often, school social workers have developed expertise in group facilitation with specific age groups, didactic topics, mental health issues, unique family situations, bullying, anger management, or self-esteem. Additionally, you may have another unique informal trait, such as the school social worker who greets every student in the morning with a warm smile and a kind word, or the one who brings donuts to staff meetings on Fridays, or even the one who possesses the art of crafting engaging daily announcements to students. How do you define your unique value?
So, what will your branding statement be?
My role as a mental health professional helps students feel clarity, confidence, and energized about their decisions.
I develop programs that inspire students and families to transform “stuck” patterns and become guardians of their future.
As a proven leader in school settings, I consistently forge strong collaborations based on vision of student, school, parent, and community engagement and a commitment to personal and academic excellence.
If school social workers had the opportunity to work on their personal branding message early in their careers, they would undoubtedly begin to think intentionally about their role in the education system and become more confident when working with other disciplines, as well.
Branding is a journey. It eventually becomes your legacy.
Jennifer Luna, MSSW, is a social worker, career coach, and trainer. She serves as Director of the DiNitto Center for Career Services at the University of Texas at Austin, Steve Hicks School of Social Work. Jennifer utilizes a collaborative yet strategic coaching approach to assist social workers in identifying their strongest skills, areas of knowledge, key strengths, and leadership characteristics.