Interview with Tanya Kathuria, Strategic Communications Consultant

Tanya Kathuria is a passionate development practitioner with a focus on strategic communications and advocacy for Social Impact. She also is part of the prestigious LinkedIn Top Voice program! Her expertise lies in crafting innovative marketing strategies, executing campaigns, and leveraging certifications to establish thought leadership in marketing and entrepreneurship. 

As someone who's all about making a positive impact in the world, what inspired you to pursue a career in social impact and advocacy?

Tanya:

I started in corporate advertising, but I felt like something was missing. It just didn't have that sense of purpose that I craved. But then, during my college days, I got involved in on-ground impact work, especially within Muslim communities. That's when it hit me - social impact communications was where I belonged. I wanted to connect with people on a deeper level and tell meaningful stories that could make a difference.

How did you go from working in India to becoming a digital nomad and freelancing? Tell us more about that journey.

Tanya:

Well, it all started with collaborating with social enterprises and nonprofits in India. But I knew I needed to enhance my skills, so I started volunteering remotely with international organizations when COVID hit and everything shifted online. Not only did this expand my network, but it also showcased my abilities and opened up remote job opportunities. Eventually, I found myself freelancing and living the digital nomad life!

Based on your diverse experiences, what are some common communication challenges newcomers face when tackling complex social issues?

Tanya:

When it comes to addressing social issues through communication, ethical storytelling is key. We need to be mindful of privacy and sensitivity when sharing stories of vulnerable populations. And then there's the challenge of finding the right balance between generalist and niche-specific communication. It's all about strategically targeting your audience to engage stakeholders effectively.

Transitioning to freelancing, what skills do you believe are essential for success in a remote setting, especially within the social impact and communications sectors?

Tanya:

Remote work requires a whole new set of skills! Patience and cultural sensitivity are crucial when addressing sensitive issues within diverse communities. While digital communications offer flexibility, it's important to understand local contexts and involve communities in content creation. By incorporating localized support, we ensure authenticity and respect for diverse perspectives, making our communication efforts more effective.

Could you share insights into the process of creating communication strategies, content, and campaigns for organizations such as IOM-UN Migration, Save the Children, and others in your portfolio, especially for individuals seeking to learn more about the practical applications in the field?

Tanya:

A lot of the strategies I use are rooted in understanding behavioral notions. For example, I conduct a thorough analysis before developing any strategy or campaign. This involves understanding who my stakeholders are and what they’re interested in. I review a lot of online profiles to gather this information. If I'm creating an advocacy campaign for government officials, I examine the content they interact with and the readings they engage in. This persona analysis helps me create targeted and strategic campaigns. It’s not always about the numbers; it's about the impact your campaign creates, whether small or large. It needs to be tailored to your audience. One of my first strategies is to ensure my campaign is precisely targeted.

Next, it’s about addressing the issues at hand and defining key messages. I always have a list of key messages for my campaign. For instance, if I'm working on a research report with multiple themes, I identify the core messages that the organization or project aims to communicate. These key messages drive my campaign or communication strategy.

Another important strategy is understanding what the organization expects from me. Managing expectations from various stakeholders—whether it’s the communications team, higher-ups, clients, or the community—is crucial. Each group has different priorities and goals. Balancing these without offending anyone is key.

Fortunately, we have multiple platforms and outputs available, from social media channels to stakeholder meetings and on-ground communication efforts. The feasibility and resources available determine the choice of platform. The goal is to use the right mix of these platforms to effectively cater to each stakeholder’s needs.

Considering the volatile job market, not just in the U.K. but globally, especially for international students, can you shed light on the importance of personal branding on LinkedIn during job hunting?

Tanya:

One phrase: put yourself out there as much as you can. I understand that many students find this overwhelming, especially when it comes to stating, "I'm an international student looking for an internship or job," or even discussing their skills and experiences online. It’s a significant mental hurdle that international students—and their mentors—need to overcome.

As an international student myself, currently pursuing another master's degree while consulting and freelancing, I know how daunting it can be to put yourself out there in an unfamiliar community. However, it’s crucial to position yourself in a way that makes you stand out from other applicants.

One common concern is the fear of negative judgment on LinkedIn. Many students worry about what others might think. While this concern is legitimate, when it comes to your career progression, you need to prioritize your own goals and do what’s necessary for you.

On LinkedIn, it's essential to establish your brand. Understand who you’re talking to and who you want to work for. Your audience could be potential recruiters, employers, colleagues, or organizations seeking new talent. It could also include individuals who want to learn from your experience. Even as a first-year master’s or undergrad student, people are looking up to you and wanting to gain insights from your journey.

Therefore, realize that you are always in a position to provide value. Platforms like LinkedIn are excellent for personal branding. When you start posting, focus on sharing your experiences, skills, and insights. Over time, you’ll become more comfortable with the platform and find your voice.

Ultimately, it’s about understanding yourself first—knowing what you want—before aligning with industry expectations. When you are clear on your goals, you can better meet the needs of the industry with the skills you already possess. What are some of the common mistakes job seekers make when optimizing their LinkedIn profile during their job search?

Tanya:

One of the most common mistakes is keeping everything too generic. Applications should be very specific. Many people reuse the same cover letters and CVs for different jobs, or they present one image on their applications and a different one on LinkedIn. It’s crucial to understand that most employers will review your online profiles—LinkedIn and Twitter especially—because they use these platforms for their branding and advocacy.

If an employer asks for your LinkedIn profile, they will go through it. If you provide your LinkedIn profile in your application, portfolio, or even in your email signature, be prepared for it to be scrutinized. Therefore, your application should align with your LinkedIn profile. Do not lie or exaggerate on either platform. Despite it being a volatile job market, honesty is key. Misrepresenting yourself will eventually catch up with you, whether in day-to-day tasks or conversations with colleagues.

For those of our readers who are aspiring to freelance as a non-profit communications professional, how do you use LinkedIn and Social Media to find clients and work opportunities? Tanya:

Networking is key. I used to have virtual coffee chats every week for about a year and a half, connecting with people globally. These conversations helped me build professional contacts and secure freelance contracts. Most of my freelance work comes through networking rather than just applying for jobs. Building a community on LinkedIn showcases your value and helps potential employers see your industry knowledge and connections.

Before posting content, focus on networking. Once you have a strong network, start sharing valuable posts, graphics, or videos. Additionally, maintain a digital portfolio with testimonials and references to highlight your skills.

Understand the logistical aspects of freelancing, as interview questions often cover these areas. Being prepared for administrative requirements can set you apart from other candidates.

In short, approach LinkedIn to make genuine connections, not just secure jobs. Genuine networking leads to opportunities and is appreciated by others.

Looking ahead, what emerging trends do you see shaping the field of strategic communications for social impact? And how can individuals looking to break into the industry best prepare themselves to adapt to these trends and drive positive change?

Tanya:

The key emerging trend is the use of AI. It's crucial to learn how to use AI tools ethically and effectively, especially when dealing with sensitive social issues.

Another important trend is translating complex information into accessible content. Non-profit communicators need to master both long-form and short-form content, turning detailed research into formats like fact sheets, blogs, podcasts, or advocacy packages.

Understanding and facilitating multi-stakeholder collaborations is also becoming essential. While common in places like Geneva, local organizations in regions like India or South Sudan often struggle with this. Localized collaborations will be a significant trend, enhancing communication strategies and development interventions through partnerships, training, and events.