You’ve likely seen it on your own feed: Instagram ads promising $10,000 per month, or people who keep talking about themselves on LinkedIn. The iconic influencer. These are all examples of marketing that encourages self-promotion. While they can be annoying at times they are effective when executed properly.

Self-promotion is important because it raises awareness about your talents and capabilities which can result in opportunities that will help you advance in your career or even change professions. You can also share your achievements with people who might be able to help in the future. Without it, you run the risk of being overshadowed by the work of others, and you could be leaving opportunities untapped.

However it can be difficult to master the art of self promotion because it’s often hard to know how much is excessive or when you might be perceived as a braggart. Many studies have shown how braggadocio could make others feel jealous, angry and can even result in negative performance evaluations.

Self-promotion that is constructive, on the contrary, is about demonstrating to others your unique value proposition. It is about showing people what you excel at and why you are the most effective at it, and how you can solve their issues. Many find this a difficult task, particularly those who have impostor’s syndrome or aren’t comfortable talking about their accomplishments. However, gaining proficiency in the art of self-promotion could bring more opportunities and a longer career in the workplace.