Is self-promotion a necessary evil?

I avoid chatty salespeople and wince at flashing marketing techniques. I am not immune to all advertising, as I often succumb to green-washing and “natural” products, but I roll my eyes when the latest New Yorker (an annual gift from my mom) is filled with Rolex or Hermes ads. I have no interest in a status watch and I am more likely to carry a practical shabby tote bag than a purse or a clutch. As an introvert who prefers to lurk safely the background, I don’t want to draw attention to myself. I admire women like Lady Gaga and Oprah Winfrey who have built a brand and are business-savvy but promoting myself has always felt distasteful.

I closed my Facebook and Twitter accounts a few years ago. I’ve never had an Instagram account. I’m not interested in TikTok or other social media. But I do have a LinkedIn account, because it is an essential tool of the professional.

Two weeks ago, a former teammate from another class forwarded a local job description to me on LinkedIn with a message saying she thought I should apply. Until recently, job searching was just an abstract idea rattling around the back of my brain. I finally received my Canadian permanent resident status a few months ago so it was time to focus. I knew I had to update my LinkedIn profile, revise my resume, and get a cover letter together. The familiar uncomfortable feeling of being exposed returned. And this feeling was compounded when I read in the first week of this class that we would have to write a blog.

Recently, I’ve been thinking about my mindset around self-promotion. I used to be an actor and acting has a special place in self-promotion hell. I had multiple headshots: for theater, film, and commercial auditions. I had a website and a reel (a short video of acting clips). I regularly went to film meet-ups to network. I had an agent, and I auditioned a few times a month. I wrote scripts for myself and my friends, hoping to get a break. Outside of writing, I never particularly enjoyed any of this, but I accepted it as part of being an actor. Every job is temporary. You are always looking for the next job. You must constantly market yourself.

I’ve been thinking about this in terms of new goals and a new career and wondering how I can apply my previous experience to my current job search. Here are my thoughts:

Offer them a gift. You.

My first acting teacher in college suggested that we approach every audition with the intention of offering a gift. He said casting directors watch dozens (if not hundreds) of nervous actors a day. Most file in, slate their name and then fumble through a monologue or scene. The casting director is not there to trip you up or judge you harshly. Each casting director wants to find the perfect actor for the role. They want you to do well because they want to fill the role.

Each time I went to audition, I tried to think of it as a gift. I tried to set an intention. I might want to make them laugh or entertain them for a minute or two. With a gift, I was less nervous because I wasn’t so concerned about judgement. Because I was more relaxed, I usually performed better.

Interviewing is just like auditioning. Go in with the intention of giving them a gift. They just want to fill the position. Be prepared and show them how you can help them. Maybe give them a good laugh.

Choose a brand

In acting, your brand is mostly your range (what cadre of characters can you play). You want to tailor marketing materials to highlight your range.

If you’re not sure where you want to specialize in software, highlight your principal strength. If you have a specific goal, your brand is your goal. I want to work toward data engineering, so I should highlight skills specific to data engineering.

Send thank you notes

In the last few years of acting, I had a practice each December to write thank you letters to the people I had worked with over the year. I would compose a silly poem or write my heartfelt appreciation for advice they had shared. With this act of gratitude, I felt more connected to my creative community and less cynicism toward the march of rejection that is acting.

Thank people who help you out. If you meet someone at an event and get their card or a LinkedIn connection, follow up with a quick note to let them know you enjoyed meeting them. Send a thank you note after any interview. If the interview is by phone, shoot off an email shortly after. If the interview is in person, handwrite a thank you card.

Who doesn’t like getting a thank you? It’s not just a way to help someone remember you. Writing a sincere thank you is a great way to acknowledge that you’re not doing this alone.

Build your own or help others

When things were slow in the acting world, the best thing I could do is to create something myself or help someone else with their creative project. I could write a script and get some friends together to read it. I could try an improv class or a new acting class. I could help a friend cast their project by volunteering as an audition reader or coordinate and run an audition for them. I didn’t feel sorry for myself when I was actively doing something.

Building your own side-projects is a great way to practice coding skills. If you don’t know what to do, you can volunteer your time on open-source projects or create a website for a friend. There are lots of ways to build your skills and your portfolio.

Networking is a topic for next week. See you then!