Self-promotion is a psychological gamble shaped by personality, social context, and structural incentives. Extroverts and people comfortable on stage tend to self-promote, and traits such as narcissism, emotional awareness, and self-efficacy predict leadership outcomes. Perception as a leader increases chances of advancement and can become self-fulfilling, producing faster promotions. Online platforms like X, TikTok, and LinkedIn normalize visibility and can pressure people to show off. Competition and reliance on social connections for advancement can entrench hierarchies. Racial backlash against Black employees who self-promote lowers evaluations, and minorities often respond by avoiding self-promotion. Women are also more reticent.
Self-promotion isn't just a professional decision; it's a significant psychological gamble. Why do some parents want to be president of the local club while equally capable others prefer to avoid the spotlight? Why do some employees self-select for plum assignments while others duck? Science says it starts with personality. Self-promoters tend to be extroverts who enjoy the stage and project confidence. Some may even be narcissistswho areshown to predict leadership, alongside emotional awareness and self-efficacy.
The internet has made self-promotion standard practice. On X, TikTok, and LinkedIn, showing off to fit in can feel compulsory. Author Gary Vaynerchuk calls it basic "plumbing" for business. Competition is often used to justify forced visibility. Why? Only a fraction of employees make it onto leadership tracks. But when advancement depends on social connection, that can entrench existing hierarchies.
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