Like brand recognition and product loyalty, professional credibility is a marketable commodity subject to the rules of supply and demand. With traditional marketing techniques, it is possible to leverage an existing role into the potential for long-term professional growth.
1. Earn “official” marks of credibility. For most jobs, there are credentials, professional licensure, or certifications that identify an advanced level of training. Take advantage of tuition assistance or in-house training programs and demonstrate a dedication to your field, a desire to improve skills and grow within your current organization.
2. Position yourself as an expert. Regardless of your rank, it is possible to stand out in the minds of colleagues and senior management by marketing your expertise through specific channels.
a. Participate. Joining job or industry specific associations and volunteer for committees. Professionals can acquire a positive reputation within their field and notoriety that extends to their management team.
b. Publish. Submit job related articles, book reviews or white papers to association newsletters, professional journals and company publications. Published knowledge conveys credibility since the publication is seen to back its content.
3. Share your knowledge and maximize your visibility. Speak at industry meetings, deliver presentations or coach less experienced professionals. By demonstrating a vested interest in the ongoing success of your field, you exemplify professional responsibility.
4. Find a niche beyond your job description. Commit to an area slightly outside your typical role to increase visibility while promoting yourself as a multifaceted team player. As departments consolidate, professionals with multiple talents become increasingly valuable.
The goal of self-marketing is to become recognizable, reliable and renowned as the expert in your area, be it for the job security or promotion. The suggested strategies are healthy and productive for professionals at any level and in any environment.