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With unemployment currently at 4.1% and economic uncertainty looming, job security is becoming increasingly fragile. Federal layoffs, spending cuts, and shifting immigration and trade policies have created a volatile business landscape, making it harder to get a clear read on the labor market. In an environment where stability is anything but guaranteed, mastering the art of self-promotion—without veering into cringe territory—can be the difference between staying overlooked and staying employed.
Merriam-Webster defines self-promotion as “the act of furthering one’s own growth, advancement, or prosperity.” And like anything else, there’s a smart way to go about it. We all know the shameless self-promoters— the ones who make everything about them. You can spot them a mile away. But that approach wildly misses the mark.
The best self-promoters make it look effortless. Their confidence feels natural, their insights feel valuable, and somehow, their presence makes you like them more— not less. They share personal stories, showcase their work, and put themselves out there without second-guessing every move.
Woman hiding in sweater
But for you, it’s different. The idea of talking about yourself and your accomplishments makes you cringe. You might think, “I hate making things about me. No one cares. This is so embarrassing. I don’t want to come off as one of those shameless self-promoters.” And yet, staying silent won’t get you to where you want to go.
So, how do you promote yourself without feeling like you’re selling out or being narcissistic?
It starts with defining your “why.” Why does self-promotion matter right now? What bigger goal does it serve? Getting clear on your purpose shifts self-promotion from a “should” to a strategy— helping you move past obligation and toward meaningful action. When your “why” is strong, the “how” feels a whole lot easier.
Some examples of compelling reasons to engage in self-promotion (or your “why”) could include:
- You’re looking to establish yourself as an authority or subject matter expert in your field
- You want to be in demand and sought after for opportunities in your area of expertise
- You’re job hunting and want recruiters to notice you; similarly, you want hiring managers to understand what you’re about when they look you up
- You want new clients for your business or a program
- You want to “risk-proof” your career and/or job
- You have original and/or strong ideas, expertise or points of view
As for the “how,” being more self-promotional will look different depending on your “why.” Some common examples include:
- Posting a few times a week on LinkedIn with original ideas or someone else’s work that interested you
- Doing more Reels on Instagram
- Reaching out to people in your network more regularly for coffee chats
- Being featured in more articles, podcasts, or blogs
- Starting a newsletter or reinvigorating an old one
Even with a clear “why” and “how,” self-promotion can still feel uncomfortable. But the good news? It gets easier with the right approach. Here are some simple strategies to help you go from “Ugh” to “Okay, I can do this.”
Reframe it from self-promotion to providing value.
The hardest part of self-promotion is feeling like it’s all about you. But when you shift the focus to the value you bring, it becomes a lot easier. What insights can you share that might help others? What updates could inspire or inform your network? Instead of thinking, “Look at me!”, reframe it as, “How can I serve others?” When you lead with value—whether it’s sharing valuable lessons learned, industry trends, or helpful resources—your presence feels less like self-promotion and more like a contribution.
Stop overthinking and start sharing.
You could spend another week nitpicking that LinkedIn post, or you could hit publish and see what happens. The reality? It’s rarely as intimidating as it seems. If you’re feeling unsure, ask a few trusted friends to engage with it— helping your message reach a wider audience. The more you put yourself out there, the easier it gets— and the more you’ll build a recognizable brand for yourself over time.
Find self-promotional voices that feel authentic to you.
You don’t have to figure this out from scratch— there are countless people already doing it well, even in your industry. Follow them, study their approach, and pay attention to what resonates. How does their content make you feel? What makes it engaging? Then, turn inward. What would authenticity look like for you? How can you apply the tactics you observe in a way that feels natural? The more you learn from others, the easier it becomes to find your voice.
Ask friends who are good at authentic self-promotion how they get past the cringe.
One of the best ways to get more comfortable with self-promotion? Learn from those around you. Tap into your network—especially those you trust enough to be vulnerable with—and ask how they do it. You might be surprised at how simple their approach is, and hearing their experiences can normalize your hesitations. Plus, people love being recognized for their strengths. Asking for insights not only gives you valuable advice but also builds goodwill— creating a cycle of support that can pay off later in your career.
Make a schedule and stick to it.
Two LinkedIn posts per week, four networking emails per month— whatever your goal is, define and commit to it. A clear schedule gives you structure, helping you stay consistent without overthinking every move. And once you’ve checked it off your list? Let it go. Sticking to a plan keeps you focused on action instead of getting stuck in the mental spiral of the ick. The more you treat self-promotion like a habit, the less intimidating it feels.
Self-promotion can feel uncomfortable at first— that’s completely normal. But like any skill, the more you practice, the more natural it becomes. Over time, it won’t feel like self-promotion at all— just sharing what you bring to the table. And once you start to experience the incredible benefits of effective self-promotion, you’ll wonder why you didn’t start sooner.
