From Selfish to Service: Reframing how you brag on LinkedIn

I can’t tell you how often people say to me “I hate bragging about myself on LinkedIn.

First of all (for most of us), we’ve been raised to be humble and not “toot our own horn.”

Secondly, our amygdala (aka lizard brain) wants to protects us from harm (ahem…our fellow humans who criticize).

1. Reframe Self-Promotion: From Selfish to Serving

The impact of social media on society has had a huge effect on us all. We all now have a voice; we all now are a brand.

Reframe #1: Telling people about your accomplishments isn’t bragging if you did it.

Your achievements can be perceived as lessons or inspiration,

Instead of:
“Just got promoted to VP! 🎉”

You could say:
“After years of learning how to lead and mentor teams, I’m proud to announce my promotion to VP! Here are the top 3 lessons that helped me along the way…”

In this way, your success becomes a teaching moment for others who are navigating similar paths. Rather than being self-centered, you’re empowering your audience with actionable insights.

2. Make Your Success About the Audience

If your post is solely about you, it might come across as self-indulgent. However, when you connect your achievements to the value you’ve provided to your audience, clients, or community, it shifts the focus. You’re highlighting the impact of your work, not just the result.

Instead of:
“I’m excited to announce I’ve reached 10k followers!”

Try:
“Thanks to everyone who’s supported this journey! Hitting 10k followers means I get to help even more of you grow in your career. What type of content would you love to see next?”

Reframe #2: When you are coming from a place of service and want to help serve your network better, you’ll be seen as a successful professional. See how you can help them.

3. Be a Resource and Advisor, Not a Salesperson

One of the most common pitfalls in self-promotional posts is making everything about a hard sell. People want value, not constant pitches. Instead of promoting yourself directly, offer resources or solutions to problems your audience faces. Your expertise becomes a service when it’s shared to uplift others.

Instead of:
“Check out my new course—sign up now!”

Try:
“I’ve noticed a lot of you are struggling with [X challenge]. Here are some tips that helped me overcome it. If you want to dive deeper, my course covers these strategies in more detail.”

This provides immediate value while still directing people to your services in a way that feels helpful, not pushy.

4. Celebrate Others

True servant leadership is not just about celebrating your own wins—it’s about recognizing and elevating others. Incorporate the successes of your team, clients, or colleagues into your self-promotion. By showcasing how you’ve helped others achieve their goals, your audience sees you as a valuable contributor to their success.

Instead of:
“I completed a major project today!”

Try:
“So proud of my team for their incredible work on this project. We’ve been working hard for months, and it’s great to see everyone’s efforts pay off.”

Now, your post highlights collaboration, community, and teamwork, making your self-promotion feel inclusive rather than self-centered.

Conclusion: Serve Through Sharing

The key to reframing self-promotion is intent. When your posts are created with the goal of serving others—whether through sharing knowledge, offering solutions, or inspiring action—they are no longer self-serving. They become part of your personal brand as someone who lifts others while rising.

So next time you’re hesitant to hit “post,” ask yourself: How does this help someone else? When your posts aim to serve, self-promotion becomes a gift to your audience, not just a celebration of yourself.

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Want some help reframing those brags? I can help you write and optimize your LinkedIn profile.

I’m a LinkedIn Top Voice and have worked with a ton of professionals – just like you – stand out with your brand out. Message me a leslie @ punchmedia.ca for more info.