A LinkedIn post rarely begins on LinkedIn.

Sometimes it starts with a vice-chancellor reflecting on graduation, an executive sharing a perspective on a national issue linked to higher education, or a discussion about water security, public health, or student well-being. Then comes the harder part: turning those ideas into communication that people will actually stop and read.

That behind-the-scenes work recently earned Christelle du Toit, Assistant Director: Internal Communication in the Department of Communication and Marketing (DCM) at the University of the Free State (UFS), a Silver Quill Award from the International Association of Business Communicators (IABC) Africa. Announced at a gala event in Cape Town on 22 October, the award recognised Building an Executive Voice, a leadership communication programme designed to help the University's senior leaders communicate more consistently and effectively through their own professional platforms.

Du Toit describes the award as a shared achievement rather than an individual one.

"There was a real sense of excitement and gratitude," she says. "Building an Executive Voice was made possible by the support of our Vice-Chancellor and Principal, Prof Hester C. Klopper, and the other executives, who understood the value of strengthening the University's public voice and were willing to participate in the initiative."

Others see it the same way. Dr Nitha Ramnath, Deputy Director: Communication and Marketing, says the project succeeded because of the commitment shown by the team and the University's leadership. "Hearty congratulations to Christelle on this well-deserved Silver Quill Award and on leading executive communications in the DCM. The impact of this work is reflected in the increased visibility and positive profile of our executives. Behind this success are also the many moving parts and, importantly, our professional and committed DCM colleagues who continue to collaborate, support, and work tirelessly to bring these initiatives to life. A heartfelt thank you to the entire team for your continued efforts and contribution."

Helping leaders find their own voice

When Du Toit joined the UFS in late 2025, executive communication happened largely on an individual basis. Some leaders were active online. Others were not. There was no shared framework to connect executive communication to the University's priorities or to support leaders who wanted to participate more consistently.

The solution was not to create a polished corporate voice. Instead, Du Toit and her colleagues developed a system that allowed executives to communicate authentically, while receiving editorial support, planning, and guidance in the background.

The programme started with the Vice-Chancellor and the Executive Management Committee before expanding to faculty deans and the UFS Business School.

"We have seen greater participation and visibility across the executive team," says Du Toit. "More importantly, it has created opportunities to bring the University's work into wider conversations through the voices of the people leading it." The initiative ultimately achieved full adoption among continuing members of the Executive Management Committee, exceeding its original target.

Communication as a professional skill

Du Toit's career has taken her through newsrooms, lecture halls, government departments, and higher education institutions. Along the way, she has built a reputation as both a communicator and storyteller, earning awards that include the South African Press Club’s Journalist of the Year for Radio News, the SANParks Kudu Award for Environmental Journalism, and an IAB Bookmark Award for Feature Writing.

Throughout her career, Du Toit has learned that communication works best as a partnership. "Communication professionals can provide the strategy, guidance, and support, but the work is most effective when leaders recognise its value and are willing to contribute their voices," she says.

The comment offers a glimpse into what drives her approach to communication. Ask Du Toit what motivates her, and the answer returns to people and ideas.

"I am particularly motivated by the challenge of connecting good work with the audiences who need to know about it," she says. "What motivates me is the opportunity to help make meaningful work visible and to ensure that important stories reach the people who need to hear them."

In many ways, that idea sits at the centre of Building an Executive Voice. The initiative was never simply about increasing activity on social media. It was about creating opportunities for the University's research, expertise, and contribution to society to reach the conversations where they can inform, influence, and inspire.

The Silver Quill recognises a successful communication initiative, but it also highlights something larger. Behind every executive post is a conversation, a perspective, and a piece of work that might otherwise have gone unnoticed. When those stories find their audience, the value of communication becomes visible.