{"id":13769,"date":"2025-09-07T11:10:15","date_gmt":"2025-09-07T11:10:15","guid":{"rendered":"https:\/\/2026.karrierecoaching.ch\/?p=13769"},"modified":"2026-04-20T08:33:36","modified_gmt":"2026-04-20T08:33:36","slug":"self-marketing-is-always","status":"publish","type":"post","link":"https:\/\/2026.karrierecoaching.ch\/en\/self-marketing-is-always\/","title":{"rendered":"Self-Marketing is always"},"content":{"rendered":"

It is quite common for candidates to sign up for job interview training only once the interview has already been scheduled. But at such short notice, the scope for optimisation is very limited. The same applies to self-marketing on the job: many people think too short-term, as the following example illustrates.<\/em><\/strong><\/p>\n

Peter N\u00e4f<\/em><\/a><\/strong>
\nZurich, November 2025<\/em><\/p>\n

My client \u2013 let\u2019s call him Ren\u00e9 \u2013 was a highly entrepreneurial employee who championed his employer\u2019s interests with great commitment. He was intrinsically motivated, continuously developed his area of responsibility, and went well beyond the duties set out in his official job description.<\/p>\n

During the personal and professional assessment<\/a> I practised storytelling<\/a> with him. He told his stories almost exclusively in the \u00abwe\u00bb-form (see also my article: \u00abForget the WE in Self-Marketing\u00bb<\/a>), which meant his achievements remained in the background.<\/p>\n

Self-awareness comes before self-marketing<\/h5>\n

It was obvious: he hardly recognised his achievements and his strongest assets. He also resisted my insistence that he himself had been the driving force behind the progress in his department. He shied away from claiming this credit for himself and repeatedly stressed that he had not achieved it alone \u2013 after all, none of the improvements would have been possible without his team.<\/p>\n

That is certainly true. But it also remains the achievement of Steve Jobs to have brought the iPhone into the world, even though thousands of employees made valuable contributions without which this success would never have been possible.<\/p>\n

It was to Ren\u00e9\u2019s credit that he valued the performance of his staff. But that he should have done the same with his own performance became apparent a few weeks later. In the course of our further collaboration, he told me he was negotiating a promotion with his superiors, which they refused. As we had practised, he highlighted his achievements by telling stories \u2013 without success.<\/p>\n

Internal positioning is an investment<\/h5>\n

His superiors assessed his performance differently. They were unable to see the difficulties he had had to overcome in his initiatives \u2013 just as I explained in my article \u00abWhy Success Does Not Speak for Itself\u00bb.<\/p>\n

Eventually, Ren\u00e9 realised that his superiors had formed their view of him precisely on the basis of how he had long downplayed his own achievements. In the short timeframe of promotion talks, it was virtually impossible to change their perception. Their opinion was well established \u2013 shaped by the impressions of a long working relationship. Once people have formed an opinion, it is hard to move them away from it. Ren\u00e9 would have needed to build his reputation within the company strategically over time.<\/p>\n

Understand self-marketing<\/a> as a long-term investment and turn it into a consistent habit. Otherwise, it is like waiting until June to get your body into shape for the bathing season. Anyone who has tried it knows exactly what I mean.<\/p>\n

#selfmarketing<\/a> #selfconfidence<\/a> #personalbranding<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

It is quite common for candidates to sign up for job interview training only once the interview has already been scheduled. But at such short notice, the scope for optimisation is very limited. The same applies to self-marketing on the job: many people think too short-term, as the following example illustrates. Peter N\u00e4f Zurich, November […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-13769","post","type-post","status-publish","format-standard","hentry","category-artikel-2"],"yoast_head":"\nSelf-Marketing is always - Karrierecoaching - Peter N\u00e4f<\/title>\n<meta name=\"description\" content=\"Many people only know about self-marketing in job applications. 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