On the importance of self-promotion (and how to do it your way)

If you aren’t promoting yourself even a little bit, it’s hard to predict if others will.

As “icky” as this feels for some, self-promotion is essential for relevance in a competitive and easily distracted work environment.

I once coached an executive who believed her work would speak for itself.

And to her credit, she did advance to a senior level over the years in her chosen work domain.

But the world and technology change much faster in one year now, than it did in 10 years when she was starting her career.

She saw the likelihood of more tech-savvy, younger talent who were prolific in their branding, entering her competitive space.

Even if they didn’t necessarily take her job, their ubiquity and creativity in tooting their own horn created a contrasting perception about my client’s level of enthusiasm and engagement.

It’s not fair and certainly not even a matter of equals being compared to each other.

But it’s today’s reality.

To avoid self-promotion is just as much a bad idea as coming across too boastful and narcissistic.

It’s possible to be authentic – even attractive in your modesty – but choosing not to evolve with the way people make decisions these days may unnecessarily hurt you, while helping others.

THE SETTING

In the workplace, self-promotion can be a double-edged sword.

In large companies, it’s easy to be forgotten. Building your brand and touting your work ensures you don’t go unnoticed.

But when you talk about yourself too much, you will put off others and diminish your ability to influence and connect in a trusted way.

In my work, I’ve found different people have blind spots in each area: some truly don’t recognize how unknown they are; and others truly don’t get how arrogant they come across.

Keep this dichotomy in mind so you can strike the right balance in how you go about it.

THE PRACTICE

Imagine Sarah, a coworker who constantly self-promotes, but not in a way that feels right for you.

It can help to lay out the contrast with those whose style you don't resonate with, first.

In this way, you can decide to pay attention to your brand, but also commit to doing it in your own way.

For instance, how about when Sarah takes credit for team achievements, or is always highlighting their achievements in conversation?

Chances are, they are successful in the eyes of certain people (perhaps those that wish they could be as front and center) but resented by others.

You don’t have to be like them.

Instead, do these things:

· Stay true to your values?(authenticity).

· Be mindful of how others see you?(empathy).

· Know when to highlight and when to be quiet?(balance).

· Emphasize the collective/team effort?(mutual success).

· Acknowledge and celebrate others?(gratitude).

· Use your achievements to add value?(teach/coach/serve).

You can also try these actions:

· Diversify how you promote yourself; don’t just do it within one team, get to know other parts of the company.

· Let others notice you indirectly, rather than through your own direct measures, for instance, develop thought leadership through a blog or social media.

· Partner with other leaders you admire on projects.

· Encourage others to recommend you in return for you providing them support, connections or counsel.

· Actively look for stories to share about others meeting the moment and triumphing. Tell them directly and share with others. When you talk about others positively, human nature is such that those listening to you associate you with that positive demeanor.

· Ask for advice and feedback to show others you are willing to grow, to listen and adapt on your way to success. Powerful people look favorably on those that ask for help (e.g. “the Benjamin Franklin effect”).

· Promote yourself and your team as part of a steady commitment to uplifting the culture. Make this not just about you, but about everyone looking out to affirm each other when deserved.

THE IMPACT

The mindful practice of self-promotion not only will improve your success in the world but invite more people to your life that need your gifts.

Success is often a measure of how much you have added value in someone’s life. If you don’t toot your horn even a little bit, how will people know you can help them?

In addition, taking time to talk about your work, while still doing the work, can be motivating for you to keep going.

Many of my clients are successful in their companies, so they haven’t bothered updating their resume or LinkedIn profile in years.

But instead of waiting until that day (and I hope it doesn’t come), when you need people to notice you desperately because you decided to leave your company or were let go; why not keep sharing with the world what you’re up to?

You may feel like no one really cares; and perhaps that’s true. But these days, people also like to see how things come to fruition (i.e. how the sausage is made).

It makes them feel like they are a part of the story and therefore much more invested in the ups and downs than if all they ever see is a “perfect” finished product/brand.

As Harvey Mackay wrote: “Dig your well before you’re thirsty.”

Today, more than ever,?you?get to control the narrative of how others see you in this world.

Don’t let the opportunity pass you by.

Nihar Chhaya is an executive coach to CEOs, C-Suite and VPs at the world's top organizations.

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