You’ve likely seen it on your personal feed: Instagram ads promising $10,000 per month, or people who are constantly talking about themselves on LinkedIn. The iconic influencer. These are all examples of marketing that promotes self-promotion. While they can be irritating at times, they work when done correctly.

Self-promotion is important because it raises awareness about your capabilities and skills and can help you get opportunities that can help you advance in your career, or even change professions. It also allows you to showcase your accomplishments to others, whose help you might require in the near future. You could be overlooked and missing out on opportunities in the absence of it.

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

Constructive self-promotion, on the other the other hand, is about demonstrating your unique value proposition to the people around you. It focuses on showing people what you excel at and why you are the most effective at it and how you can solve their problems. This can be a difficult task for a lot of people, especially those who struggle with impostor’s syndrome or have difficulty speaking up about their accomplishments. Learning to master the art and science of self-promotion could increase the chances of success in the workplace.