I can’t tell you how many times I’ve heard from my clients, “I can’t sell myself. I just can’t brag.” I understand their consternation, yet I can’t feign sympathy. This would be a disservice to them. What they need is positive reinforcement.

There are two undeniable truths. First, if you don’t sell yourself, no one will. It’s like waiting for Prince Charming to arrive or waiting for a job to jump in your lap, both of which aren’t going to happen.

Second, no one is asking you to brag, not even the employer. He’s asking you to promote your accomplishments and relate your skills to the job at hand. No one likes a braggart.

So how do you sell yourself? Selling yourself is going to involve developing a campaign that requires you to use your verbal and written communication skills.

Written skills

Your résumé. Most believe, understandingly so, that your résumé will be the first contact you’ll have with an employer. Let’s assume this is true, at least 85% of the time (some job seekers network their way to a job with applying for it using the traditional method).

A compelling résumé must include, among other components a branding headline; non-fluff, professional profile; and a robust employment history consisting mostly of accomplishment statements and duties of interest to the employer.

LinkedIn and cover letter. So far you’re not bragging, are you? Also included in your written campaign are your cover letter and LinkedIn profile. Like your résumé, they must promote (not brag about) your accomplishments.

The cover letter is tailored to each specific job (as should your résumé) and entices the employer to read your résumé. It points out your experience, skills and accomplishments pertinent to the position at hand. No bragging yet.

Increasingly more employers are enabling the Hidden Job Market by cruising the Internet searching for kick-ass LinkedIn profiles that meet their lofty expectations, so don’t disappoint. In my opinion; If you’re not going to put the required effort into you LinkedIn profile, don’t bother having one.

Verbal communications

Your elevator pitch. This is an area where job seekers have the most difficulty promoting themselves. For example, as they recite their written elevator pitches in my workshops, I don’t hear the enthusiasm in their delivery. Unbeknownst to them, when they talk about their accomplishments with pride, other attendees admire their confidence. This is not bragging.

Networking. Confidence carries over to you networking efforts. Delivering your pitch in a natural way is how people want to know about your accomplishments and outstanding skills. Remember, at a networking event or even when you’re out and about, people who ask about your job transition want to hear about what you do, have accomplished, and want to do in the future.

Also remember that listening to fellow networkers is just as important as talking about yourself. Too many people talk at networkers at an event. Or they feign listening, all the while waiting for their opportunity to talk.

Telephone interviews. On the telephone during an interview or leaving a message, promote yourself by explaining why you are the right person for the job. Again, demonstrating confidence, not arrogance, is essential. Confidence is one important skills employers look for in a candidate.

The interview. Finally there’s the interview. I can’t tell you how many people fall back into “we” statements when describing successful projects or programs. Interviewers want to hear about your role in the process, not your teammates. You’re the one they’re considering hiring.

Don’t be afraid to talk about your accomplishments with pride. This shows confidence. Without saying you’re the best project manager to assume that position, talk about the time when you assessed a major problem one of your clients had, then how you orchestrated a team of 12 consultants to resolve the problem two weeks before the deadline.

Read the series on Nailing the interview process.

while not coming across as bragging. No one likes a braggart. People appreciate others who are proud of their accomplishments.