It's a term that has been adopted to sound more professional than "keeping up appearances" which is an age-old concept. It is about how things are/will be perceived by others, rather than the truth of the matter.
The emotional perception of the quality of you, the worker, in the eyes of the leadership who pays you. It is distinct from your true value and contributions. It is maximized by you optimizing the visibility of things that boost reputation and minimizing the visibility of embarrassing things.