Dear Social Value Colleague,
I’m Tiia Sammallahti, CEO of whatimpact.com – a National Social Value Marketplace® – and I want to share some thoughts from years of working with social value professionals across the UK. Our conversations, research, and a white paper on social value roles all point to a common challenge faced by many, especially those early in their careers: impostor syndrome.
Impostor syndrome is that uncomfortable feeling that you’re not quite good enough for the role you’ve landed. That you’re faking it – and one day, someone will find you out. It leads to fear, doubt, and a reluctance to speak up or take initiative.
And it’s incredibly common – especially in emerging fields like social value.
You’re Working in a Pioneering Field
When you’re operating in a space that’s relatively new to the business world, you’re often tasked with trialling new approaches, designing systems, planning new processes and actions and educating your colleagues — sometimes before the wider organisation even understands what you do.
Social value is now a mandatory requirement in public sector procurement, and increasingly a strategic focus for businesses. But many professionals still find themselves having to justify the relevance of their work daily. That uncertainty can creep in: “Am I even getting this right?”
Let me reassure you — the doubt is not a sign of failure. It’s a sign you’re working at the heart of today’s business priorities — helping your organisation stand out, meet modern business expectations, attract new customers, and retain purpose-driven talent.
We’ve Been Here Before
When I started my career in marketing and PR in the 1990s and early 2000s, marketing was often seen as a “cost centre” — a necessary evil with no proven return on investment. HR had a similar reputation: fluffy, operational, and outside of strategic conversations.
Now, marketing and HR are considered essential business functions, tied directly to growth, reputation, and performance. They sit at the executive table.
Social value will follow the same trajectory. And you are helping build that future.
From Impostor to Signposter: 7 Lessons I’ve Learned
Here are a few insights I’d like to pass on to help you thrive — not just survive — in your role:
1. Social value drives real business outcomes.
Studies show companies investing in sustainability and social impact see 4–11% higher valuations. You’re not a nice-to-have — you’re a strategic asset.
2. You directly impact revenue.
If your organisation works with the public sector, your efforts are key to winning and retaining contracts.
3. Pushback isn’t about you.
If you face ageism, dismissiveness, or confusion about your role, remember — it reflects the other person’s lack of awareness, not your lack of competence.
4. Learn to speak in ‘business terms’.
Use commercial language when making a case for investment. Show estimated ROI, time savings, or operational efficiency. Even a well-informed estimate is powerful.
5. Clarify your role.
Many social value roles are loosely defined. Don’t let your work get diluted across ad-hoc tasks. Take ownership of defining your scope, objectives, and reporting lines.
6. Not all social value roles are the same.
Some jobs focus on data, digital tools, and procurement bids. Others centre on community engagement and delivery. Know what type of role suits you best — and seek it out.
7. Grow beyond your job description.
Stay connected to the wider social value community. Learn from others. Your development shouldn’t depend solely on your current employer’s structure or support.
You’re Not Alone
It takes courage to do what you do — to step into a complex, evolving space and try to make it clearer, fairer, and more impactful.
So if you ever doubt yourself, remember: You’re not an impostor. You’re a signposter — guiding your organisation towards better business and better social outcomes.
We at whatimpact are cheering you on. Keep going. Keep building. And keep trusting that what you do matters — because it does.
With respect and solidarity,
Tiia Sammallahti
CEO, whatimpact.com
