Join us on Monday, September 21 (9 am – 10:10 am ET)
From Scientific Credibility to Digital Authenticity: Personal Branding and Human Branding for
Researchers on Social Media
Register & purchase your tickets here!
$10 for ASAC Members
$45 for non-Members
Overview
This workshop aims to provide researchers with the tools they need to transform their digital presence into a strategic asset. The session explores how researchers can combine scientific rigor and personal authenticity to increase visibility, credibility, and impact within the academic sphere and beyond.
Too often, researchers share their publications without additional context or storytelling, limiting their reach primarily to academic peers. This workshop introduces a more inclusive and relational approach, where accessible communication, engaging visuals, and the integration of personal values help researchers connect with broader audiences, including students, managers, journalists, and policymakers.
The workshop introduces the distinction between personal branding and human branding. Personal branding focuses on developing a consistent and recognizable professional identity, while human branding emphasizes authenticity, values, and the human dimensions behind a researcher’s work. By combining both approaches, researchers can balance scientific credibility with a more engaging and meaningful digital presence.
Through examples and practical applications, participants will explore how elements such as LinkedIn profiles, biographies, storytelling, tone, and content strategies can contribute to building a stronger digital identity. The workshop also addresses the importance of aligning academic communication with personal values and purpose, helping researchers create a more authentic and lasting online presence.
In this session, participants will learn:
- The difference between personal branding and human branding and how both can strengthen a researcher’s digital presence.
- How to communicate research in more accessible and engaging ways to reach audiences beyond academic peers.
- How to align academic communication with personal values and professional identity.
- Practical approaches to developing an authentic and impactful digital presence.
Presenters
Nataly Levesque, Ph. D., is a Professor and Researcher in Marketing at the Institut de tourisme et d’hôtellerie du Québec (ITHQ). She holds a PhD in Business Administration (Marketing) from Université Laval. Her research focuses on consumer behavior in digital environments, influencer marketing, social media, and online well-being, with particular emphasis on content creators’ identities, digital entrepreneurship, and social interactions on online platforms. She also examines how content creators shape brand and tourism destination perceptions and contribute to value creation for organizations and destinations.
Her research has been published in leading academic journals and presented at international conferences. She is also committed to knowledge mobilization and regularly engages with the media and broader public to make research findings accessible beyond academia.
Geneviève Morin, Ph.D., holds a doctorate in Public Administration from the École nationale d’administration publique (ENAP) and is currently pursuing postdoctoral research at ENAP and Vermont Law and Graduate School. Her research lies at the intersection of sustainable human resource management, ethical leadership, employee well-being, cultural intelligence, and responsible organizational practices. Her work examines how organizations and persons can develop more ethical, inclusive, and sustainable approaches to managing people, particularly in the context of evolving work arrangements, including hybrid and remote work.
Her academic interests are grounded in professional experience in management and the public sector. Before pursuing her academic career, she held management and coordination responsibilities in complex organizational environments, including in Nunavik, where she contributed to regional planning and organizational initiatives. This experience continues to shape her research by connecting questions of sustainable HR development, ethics, leadership, and employee well-being with the realities faced by managers and organizations.
Alongside her research, Dr. Morin has graduate-level teaching experience in management, human resource management, organizational behavior, research methods, and public administration. Her approach bridges research and practice, with a particular emphasis on developing management practices that support both organizational effectiveness and the sustainable development of people.
English 
French
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