Self-Promotion as a Career Strategy

Anita Brick: Hi, this is Anita Brick, and welcome to CareerCast at Chicago Booth. To help you advance in your career. Today we're delighted to be speaking with Nancy Anker, who is a presentation and career coach and author of a great book, by the way, self-promotion for introverts, a Publishers Weekly best book. Her background includes 12 years on Wall Street at JP Morgan Chase and Citibank.

And earlier in her career, Nancy applied her business savvy and creativity to. This was really cool. Nancy. Jewelry design. Nancy. This work has been covered by The New York Times, the Wall Street Journal, the Financial Times, and many, many more. Nancy, thank you so much for making the time today.

Nancy Ancowitz: Thank you and need to thank you for such a warm welcome. I really appreciate it. It's a delight to be here with you in the Booth community.

Anita Brick: Well, we're really glad that you could make the time because I know you are a super busy person. Why don't we jump in? We had a lot of questions. Let's start off with one. I think it'll give us some grounding. So an evening student said, I know you focus on increasing visibility for introverts. How is that possible for someone like me who is deliberately behind the scenes?

Nancy Ancowitz: Thank you for that question. You can be behind the scenes and keep your name in front of people. How? One of our best tools as introverts is writing. You can write for blogs, you could write for other publications, you can make sure your name is attached to anything that you do and make sure it's in writing. Email the right people. So writing is such an important thing. So keep that in mind. Well, what.

Anita Brick: If you have to make a pitch? There is an existing MBA student who said after 13 years in the same company and each year with excellent performance reviews and last year a compensation increase I wanted to ask for, I just couldn't. I felt really uncomfortable about the discussion because the person's only been my manager for three weeks. Any suggestions? And by the way, I am an introvert.

Nancy Ancowitz: That's another terrific question. One thing you want to do is if you have written performance reviews, if you want to look and see and pull out the highlights, the accomplishments that you've made to share with your new boss. If you have a good relationship with your old boss, it might help to have a discussion with them to strategize about what's the best way to work with this new boss, and to get ahead and get that promotion.

It's possible there might be some strategy with the boss's boss that would be helpful to know, but also important make sure you have a discussion with the new boss as soon as it's appropriate. But first and foremost, letting them know that you're there to support them and looking for ways to make them look good and finding out what their style is.

You know, appreciating that this is a new boss and that they have a new direction and all that and making it really about them. How can you support them in their efforts and also letting them know that you're ambitious and you're interested in doing better and better in the organization and contributing more and more? And I say that because I want you to focus on what you have to offer versus what you stand to gain. Always, when you're presenting yourself, it's what you have to offer.

Anita Brick: It's a really interesting point. There was a weekend student who's concerned about that. She said, You suggest finding something special about yourself. Well, I'm really stock what is special about me or my quant skills. And this is special about a lot of people. How do you find what's special? That is also a differentiator. Thank you in advance.

Nancy Ancowitz: One of my favorite tools for that is making a little project for yourself. And you can blame it on me. It's to ask a few people who really get you, whether they're friends or colleagues or classmates, fellow alumni, and so on, who really, really get you and appreciate you and ask them to either write you an email with three of the top things about you could be strengths.

It could be accomplishments, other qualities. It could be your loyalty, your truthfulness, and also to ask them for specific examples if they could. So send that to you by email. And I also have clients that have asked for people to do that by audio or even video. Those things are so valuable because seeing yourself through the eyes of others can often be just expansive rather than thinking, well, I don't know what I do so well because I do it every day and you can easily take your strengths for granted.

It's stepping outside of yourself and looking and evaluating and hearing what other people have to say. Another thing to do is check books like Strengthsfinder 2.0 and there are many other sources, but Strengthsfinder 2.0 by Tom Rath rat. What's great about it is it gives you a list of many different strengths because you might not have thought of, oh, I'm curious, or oh, I'm amazing at solving problems. Then go ahead and think of an example. Those kind of things can really make a difference. Just expanding your mind to be able to look inward.

Anita Brick: I agree you have to take a step back. But also, I love the fact that you suggested getting some external input too, because sometimes people discount what they're really good at because they're really good at it. And it comes easily. There was a follow-on question from an alum, and he said, I've been told I'm a perfectionist, but I like to see myself as a person who strives for the highest quality in everything I do. How can I deliver this super high quality without being a perfectionist?

Nancy Ancowitz: It's a tough one, and I struggle with that myself, and I really can appreciate what you're saying. And it's knowing when good is good enough. So when is your perfectionism actually draining your energy rather than giving you energy? When you are saying that, I've really reached excellence. Now enough, I need to get on to another project versus you know what?

I haven't slept all night because I'm worried about missing a date or a comma or something. Really striking that balance to when is it good enough?

Anita Brick: Well, how do you strike that balance and have that perspective if you're a perfectionist?

Nancy Ancowitz: even as an introvert, who can I use as a sounding board? Whether it's a coach, a mentor, a senior advisor, a colleague that you trust, it's saying, hey, I struggle with this. What do you think about this result? Have I reached my place of saying it's enough? Or should I really spend hours researching a footnote which nobody else will notice?

Anita Brick: It's a good point, and I think it's probably an iterative process. I don't know too many people who can go from I'm a perfectionist to a yeah, I think it's okay. I think it takes like building a new muscle.

Nancy Ancowitz: It is building a new muscle, because if you're a perfectionist, it's as if you're worried that you're going to miss one little thing and it's letting it go a bit. It's saying, I really want to achieve excellence. It's not saying I'm going to lower my standard to something that would embarrass me. It's saying, I'm going to learn to figure out when is it good enough? Just when have I hit that point where it's 98% or 99%? But it doesn't have to be 110.

Anita Brick: It's kind of interesting because the topic today obviously is self-promotion. From the question so far, we can kind of see that self-promotion means a lot of different things. It can mean how to deliver quality. It can certainly mean how do you give a Ted talk? There are many, many different ways that people can self-promote. Yes, there are some negative connotations to that as a self-promotion idea. An alumni said, I grew up in a culture in terms of my family and also business culture, where self-promotion is in bad taste. How do I positively increase my platform visibility and influence while honoring my values?

Nancy Ancowitz: That's such a self-reflective question that I appreciate because many of us have grown up in cultures that disdain self-promotion. It's seen as not appropriate or not appreciated, and it has a bad rap because it deserves one. Think of all the times you've gone to an event. Of course not a Booth alumni event in which somebody corners you and talks your ear off about themselves, and it's just enough already.

You feel not connected to your board. You don't want to do that. So regardless of your culture, you always want to show interest in the other party. And yet get the word out about you. How do you do that? With a few succinct lines I'm a fan of, especially if you're an introvert or somebody who thinks before speaking, who needs time to gather their thoughts.

Do that behind the scenes. Think of a few pithy phrases. Think of the few things that you can say about yourself that are different. Also, to avoid that stigma around self-promotion, always talk about what you do that makes a difference to another organization or population. And this way you're not just bragging, you're talking about the value that you bring.

Anita Brick: That's really great. Well, there are a couple of questions. One is how do you self-promote inside an organization, and then how do you self-promote outside? So let's start with the inside of evening students. Nancy, I recently started a role in an organization where the vast majority of my coworkers are tenured a minimum of three years. It's a tech company, and I'm told that it takes at least a year to be fully competent in any role. I feel confident that I will eventually be successful in the company, but do you have any advice about how I can build my internal brand in the interim?

Nancy Ancowitz: Sure. Do your research. Find out as much as you can about the people in that organization. Set up time to meet with them one on one. Meet people. Have lunch with them. Have coffee with them. Really get to know the style of the organization. The style of the leaders, and then volunteer for initiatives. Look to chair or co-chair initiatives as much as possible.

Look to get your name, as much as possible in organizational newsletters and podcasts. Not necessarily podcasts, but could be blogs. Other ways to get your name out there and connected with important initiatives. Really have your ear to the ground and look for ways to help others and in ways that you can be visible. Looking for mentorship is another thing. Ask how does it work in this organization?

Anita Brick: Is the research identifying people and then coming up with questions? Or is there research that you do before you do any outreach internally?

Nancy Ancowitz: As an introvert, that's for me. Before I open my mouth, an extrovert would possibly feel otherwise. They may research out loud and talk and work the room. If you're an introvert, you'd probably do the opposite, which is sit at your computer, you look on LinkedIn, you look at people's backgrounds and you learn about them. You make bridges with them and you say, hey, I see we both like such and such. I'd love to chat with you. It's a wonderful thing to do.

Anita Brick: It makes it so much easier. The level of related ability. Before you step into that conversation it is really, really high. I find by the time you get there, it makes it a lot less awkward to get things started.

Nancy Ancowitz: Yes, it makes it a lot less awkward because you have a focus. It's not just a how do I start? Where do I start? But instead, if you have a real person in front of you with a real profile, they've gone to these schools, they've achieved these accomplishments, they have these interests, they speak these languages. Here's their background. They grew up here. They're always these ways you can find that you have in common with other people. And that's a lot more rich and exciting than just saying generic things to people.

Anita Brick: Oh my gosh. Yes, of course. And the other person feels better and they'll probably maybe even have a second conversation with us.

Nancy Ancowitz: Yes, absolutely. So we both speak Spanish or we don't speak Chinese, or we both love collecting art or whatever.

Anita Brick: It is a very good point. Here's an interesting question. Felt like there was a little angst in the question and a lot of people said, I am a career changer and this is more now moving toward the external. I am a career changer. And how would you advise someone to create a pitch? I would probably tell a story when you have part of what employers in the new field want, but not everything.

Nancy Ancowitz: Okay, so you know what a Venn diagram is? The two circles that overlap and then there's that piece in the middle that. Sure. Well, and that little piece is well we're talking about this is actually something I love doing with my clients. It's so fun. You start with what's the list of things that they care about. So your career changes from one to another and what are the things that they care about?

Look at a job description. Pick out, let's say the ten things that they're most interested in, your skills and your experience, and then prioritize them from 1 to 10. And then say how you deliver against each of these ten. Take an hour or two, but I bet you can come up with a paragraph that specifically describes what you have that they want as a career changer.

Now, of course, top of the list is what experience do you have that is relevant? Next on the list is what skills, and probably you have plenty of transferable skills. When you run out of those, you still have interests. So I'm learning this. I'm learning to code in Python, work, whatever that is. And then the next thing is I'm passionate about it. If you don't have the experience or you don't have the skills, if you don't have the knowledge yet, you're passionate about it. So you can't wait to learn about it. You're curious and you're excited and you're a learner. That's the mix.

Anita Brick: Got it. And what about the things that you don't have that you know are important? Does it mean that the job is too much of a stretch? How do you address things without calling attention to it? The things that you don't have are gaps.

Nancy Ancowitz: You show excitement for them. Instead of saying, well, I don't have that. Just shutting down and going away, say what you do have on what you're excited about. That'll really make a difference to the hiring manager. Put yourself in their shoes. If you are a fast learner and you've got great energy and you're great to work with, you're collaborative on teams.

You take initiative, you follow instructions, all the mix that they're looking for, and there's just one thing you need to learn, but you can prove you're a fast learner and you really are interested in this. Why wouldn't they want to take a chance with you? They might and they might not. But at least you can make a case for that.

Anita Brick: Yeah, and I think you have to be a little creative in terms of what translates. I was at an event with some students. Some of the students want to go into consulting. They actually do pro-bono consulting for nonprofits in and around Chicago and outside of Chicago to the way they were describing those projects. And what they did was very much like consulting and looking at the need and kind of being done in the scope and time.

And how do you deliver and how do you present to the Bau all these different things, being able to find some bridges parallel to actually looking for the jobs you can keep acquiring those skills can be helpful too. It was quite amazing. You could see really what they had learned, and even the grace and presence that they had in delivering the outcomes.

Nancy Ancowitz: That's a great point. I'm glad you mentioned that. It's also to remember that volunteer work counts. So that's exactly what you're saying. This work counts as well. So if there's something you're doing for a community that can make a difference, and it uses the skills that you want to apply in a regular job, you can underscore that and you could explain what you've done and the value that you've brought. So that totally counts.

Anita Brick: And we know you and I know and everybody listening knows that relationships can be the linchpin of whether we get into a role, into a new industry, into a new function, even in a promotional opportunity. So an exec MBA student has a question and she said, you talk about expanding your network outside your company and industry. How can you do that without raising red flags in your current organization? That's a really good question.

Nancy Ancowitz: It's a great question. Well, the first thing is you probably don't put on your LinkedIn profile that you're looking for a job.

Anita Brick: There you go.

Nancy Ancowitz: No oversight. And you'd be surprised. Some people don't think that their boss is also looking at LinkedIn. But the other thing is to create panel events. You join panel events, you get involved in industry events. You get out there and you get involved in your industry. And this way you meet people that are also part of that industry, that are in other organizations, and you get on boards of directors when you can for professional organizations.

And that's another way you get to meet other people. You also go to meetups, and you start meetups in your field or a field that you're looking to explore just to get to know people. And it's a great way to connect with other people outside your company without anybody having to know that you're actually looking for a job.

Anita Brick: And it's a good idea, especially if your company is in one field and you're going to some of these meetups or programs or presentations in a related field, the field of vendors, the field of customers or clients, it could actually be advantageous to the company.

Nancy Ancowitz: Yes, you can bring back some Intel that would be helpful to them by speaking to customers, by speaking to people in related fields. Absolutely. So it makes you more valuable. Also, let's say you're having speaking assignments and on panels and whatnot. That can be good for your organization as well. It's giving them visibility as well.

Anita Brick: I see that here alumni come back fireside chat or panel or keynote, whatever it happens to be. And they're not representing their company in the sense that, oh, we're hiring for something, but they are a representative of their company because their company name and their title is on their nametag. And so I think there are many ways to do that. I like what you suggested as well. I think that's it.

Nancy Ancowitz: Good. And what you mentioned is also good, because you can remember that alumni events are also important. That's a great way to meet people at other organizations, but instantly you have something in common with them.

Anita Brick: You're absolutely right. Okay, so I see two things. People were very uncomfortable. They weren't necessarily going well. So the first one and Elon said, you talk about detractors and I seem to have them at work in at home. Where can I start without ditching my family, friends and coworkers?

Nancy Ancowitz: Start with, who's your inner circle? Who are the people you trust the most in your life? Not even necessarily your career. Those people are cold to you, and those are your go to people. When you have a real problem and you always want to be bold to them as well, and then you have different rungs, different levels of people in your life.

And you think of it as who can I trust, who is important to me, whose advice do I value, whose presence makes me feel good and makes me feel seen and down to people who are, let's say, just acquaintances who don't really get you but are pleasant to be around. And then there's some people all the way at the other end who absolutely drain your energy.

Know that and see how you can balance your time as much as possible, so that you get enough of that enrichment and you get enough of that exposure to the people who are really cold to you, those who drain your energy. How can you minimize your time with them? Or if you're unfortunate enough that they're in your family, how can you shield yourself and not share the things that they could do damage with?

And if you're in a work situation in which you have a boss that drains your energy, then it's time for you to figure out is this the right situation for me? Can you find a mentor that would be helpful enough that you'd figure out your next steps, and be in a situation that in which you really can bloom, and which your amazing strengths can really make a difference, as opposed to where you feel afraid to say anything, where you feel overshadowed, where you feel overtopped and whatnot. It's taking stock of who's around you as well as what relationships you can build and where you need to distance yourself because these people drain your energy.

Anita Brick: Yeah, sometimes it's hard to do that. Yet when one has the courage to disconnect if you can. I mean, sometimes you can't, but if you can, it seems like there's almost a renaissance or a revitalization in a person's life and career when they disconnect from someone who's really siphoning off very important focus and energy.

Nancy Ancowitz: Yes, indeed. But remember, people are often predictable. No. Not everybody. Sometimes you don't know what you're going to get with certain people, but a lot of people are predictable bosses that yell will yell again. Usually it becomes predictable. This person gets stressed out and they yell. Is that something that you can work with? Does that create an environment in which you will flourish?

If yes, and you can work around that, fine. If not, then let's come up with a strategy to change your situation so that you can flourish so that you don't have to put up with that. So it's back to I think a lot of these behaviors, they repeat themselves. Keep in mind that they were often predictable.

Anita Brick: Good point. So there was an executive MBA student who's been getting feedback that his story is too much about we did it rather than I did it, and it's hard for him to get promoted because of that. So here's this question. How could a person go from we did it to I did it without being perceived as stealing credit?

Nancy Ancowitz: Yes, I've heard the term credit Hoover. Those people who just know how to beat the drum louder than everybody, especially if you're an introvert. That's a tough one, but it's totally doable. One thing is to really be clear. When you and a team come up with an accomplishment and you say, we did it, but you also want to be clear when you've come up with an idea or an accomplishment that you take credit for.

If taking credit verbally is hard for you or out loud is hard for you, at the very least, be sure to get it in writing. Be sure to put it in emails to the right people that I find is easier to do. You can even share it again with a mentor or somebody that you trust to say, hey, does this look like I'm bragging too much? Or is this just stating the facts? And if the answer is this is just stating the facts, then you're right in the sweet spot there and it's important to do and be consistent. Get your name out there plenty of times, not just this one time. Let's say when you need a promotion, do be mindful that yes, credit where it's due, but let that include you.

Anita Brick: I remember there was a student I was working with and on his resume, and clearly wouldn't start arresting me for bullet points this way, but he said as part of a five person team, we did this, this and this. I asked him, what was your role, what was your specific contribution? And he was able to then say lead the technology, due diligence, etc., etc., etc. as part of a five person team. So he gave the team credit and he gave himself credit too.

Nancy Ancowitz: Great point and other language to consider. For that I contributed to X, Y and z. I collaborated on X, Y and Z. And yes, I spearheaded the ABC aspect of this project. Coming up with verbs that highlight your part of something. Great point.

Anita Brick: Do you have time for one more question? You bet. Okay, good. You've given us a lot of things to think about. What are three things that a person can begin doing right now to increase their self promotion and influence? Wow.

Nancy Ancowitz: If I had to pick three, one thing is make a list of a lot of people you'd like to meet. Do some research on who they are, target them for informational interviews or coffee. Chat is a great way to expand your network to get known by other people, to learn about other industries, career changers out there and to raise your visibility as well by having amazing connections with some of them.

So won't be with all of them, but with some of them, you will build your network over time. You'll deepen your network, and you'll get to help other people and get help yourself as well. So one is get informational interviews or coffee chats, and they can be by phone as well as in person. So that's about networking. Number two, if you are an introvert, remember to rest up, prepare and practice.

So that's three tips. And one resting up is you get your energy mainly from your time alone, from reading, from writing, from researching, doing things that are more alone. Rest up from your social energy and gather your energy so that when you're at social events like business meetings or networking events or presentations or seminars, you'll have more energy for them.

And then prepare a few key lines or a few key questions to give you visibility, and also to make you part of the organization, part of the event, because you may tend to think of them afterwards. So thinking of them beforehand can make a real difference. And by practice I mean let's say if it's an elevator pitch or a few key words about yourself, key lines about yourself, practice it in advance, especially on video, you'll be even stronger. That's the second to a few mini tips thrown in there.

Anita Brick: I like it.

Nancy Ancowitz: Thank you. Oh my gosh. Now the third one. No pressure there. The third one is to take an improv class. It's invaluable for introverts in particular. Great for extroverts too. It's terrifying for introverts in particular. And I've written about this for my Psychology Today blog. You can Google me and find it. I interviewed a master improviser named Carl Kissin.

What I love about improv is it helps you speak on the spot with confidence. It's learning to trust yourself that you will know what to say and that you don't have to be perfect, and that you can bounce ideas off other people in a way that supports you and looks good. So improve. It's learning how to go with the flow of the energy. Let's say it's in a business meeting and bring out your best. It's a tip I love because it can be life changing. I took a bunch of improv classes early on in my career. It's one of the most important things I've ever learned.

Anita Brick: Wow. Yes, and there you go. There's so many things in the book. You know, in the time we had, we just began to touch on. But there are also a lot of things on your site, which is self-promotion spelled out for introverts.com. That's self-promotion for introverts.com. So many good things that we talked about. And I feel like we could have talked to each other for like.

Nancy Ancowitz: Three more hours. Oh thank you. Would you like one more tip?

Anita Brick: Go for it.

Nancy Ancowitz: This is actionable folks. You can do this like right now okay. Especially if you're an introvert. But this works for extroverts too. It's right crafted thank you notes. It's a great way to show appreciation to another person. You can go to a lecture if you're the speaker and you want to get to know them.

Send a thank you note. You read a great article in the press. Send a thank you note. It's a great way to connect with people that you don't know, say some specific things about what you appreciated, and then you can also say who you are and if it's appropriate, you could say welcome a conversation at any point. That's it.

Anita Brick: That's great. And I guess you could do it by email. You could do a handwritten note, any of the above. I am a big fan of those. If you really liked what Nancy had to say, you could start with Nancy, right?

Nancy Ancowitz: Sure, I will write back.

Anita Brick: Okay. Wonderful, Nancy, thank you so much for making the time. This was fun and you clearly are very knowledgeable and this is clearly a passion of yours. And that was what makes it so great because you come from this very, very authentic place. I'm glad that you were able to make time for us.

Nancy Ancowitz: Thank you and go, Booth. It's been awesome talking to you, Anita. Thank you. Great.

Anita Brick: And thank you all for listening. The is Anita Brick with CareerCast at Chicago Booth. Keep advancing.