Like most CEOs, Tara Castle's leadership journey has never been about self-promotion. It’s been about making people feel connected to something bigger than themselves.
As CEO of Queensland Gives by Queensland Community Foundation, overseeing nearly $200 million in FUM, Tara spends her days helping charities, communities and philanthropists create meaningful impact across the state. But for a long time, she struggled with the idea of building her own public profile online, feeling that the spotlight should remain firmly on the organisation and the causes it supports.
But people - and algorithms - don't work that way.
They want to hear from leaders, and in their own voices. When done the right way, by turning up as themselves, and building trust and relationships at scale, leaders like Tara can generate exponentially more visibility and credibility with key stakeholders than they ever could hidden behind the brand.
Host Roger Christie had the pleasure of working with Tara over 12 months as part of an International Women's Day program. As they discuss in this episode of Your Digital Reputation, it was only once Tara discovered the impact she could have by showing up as herself online - and then gained the confidence to do so - that the real benefits for Queensland Gives and its partners became clear.
From sharing the deeply personal story behind her blood donation advocacy, to documenting her “50 mountains before 50” challenge and passion for thrifted outfits, Tara explains how opening small windows into her life unexpectedly strengthened stakeholder relationships, expanded Queensland Gives’ reach, and created new opportunities for collaboration and impact - on and offline.
This is an episode every executive needs to hear. Tune in to hear Tara's perspective on finding your voice online, why authenticity matters more than polish, and how leaders can create genuine connection through the stories only they can tell.
BONUS: if you're Brisbane-based, make sure you check out her recent “Social Good Map of Brisbane” initiative on LinkedIn. Another fantastic example of using digital platforms to drive real-world community impact and support local social enterprises.
TIMESTAMPS:
00:03:37 – Why visibility matters for mission-driven organisations
00:05:00 – The tension between personal profile and organisational purpose
00:08:44 – Tara’s early approach to LinkedIn and corporate messaging
00:17:28 – Why human stories cut through where organisations can’t
00:21:00 – The deeply personal story behind Tara’s blood donation advocacy
00:25:00 – Why authenticity can’t be manufactured, and Tara's personal story examples
00:35:30 – Turning visibility into real-world impact through the “Social Good Map”
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