You’ve seen it in your feeds such as those Instagram ads that promise to help you earn $10,000 per month, the people on LinkedIn who are constantly talking about themselves, or the stereotypical influencer. These are all examples of self-promotion through marketing. While they may be annoying, they are effective when done correctly.

Self-promotion is important because it helps to raise awareness about your abilities and skills which can result in opportunities that could assist you in advancing your career or even change professions. It also allows you to showcase your accomplishments to others, whose help you might require in the future. Without it, you risk being a victim of other people’s work and you could be leaving opportunities untapped.

It isn’t easy to master self-promotion as it is difficult to discern when it is too much or if you’re being viewed as a bragging braggart. Numerous studies have demonstrated how bragging can make others feel envious, irritated and even result in negative performance evaluations.

Constructive self promotion is, in contrast, is about demonstrating to others your unique value offer. It focuses on showing others what you do best and why you are the most effective at it and how you will solve their issues. This can be a daunting mystery shopping task for many particularly those who struggle with impostor syndrome or feel uncomfortable being open about their accomplishments. Learning to master the art and science behind self-promotion will increase the chances of success in the workplace.