One of the easiest places to create and maintain your profile for self-promotion is on your webpage. I think this one is obvious, but most people don’t realize how much extra information they can put online that will go a long way to bolstering your career. I think most people have a research description, their publications list, and perhaps a CV linked online, but do you have a personal profile page? Do you have a news page that highlights the accomplishments of your group members and yourself? These pages are not just good for publicity, they are good for group morale, and let your students know that you are proud of their accomplishments.
A good way to get started is to look at the websites of your peers, colleagues, and others within your specific field. What types of pages do they have? What is the style? Is it eye-catching and attractive? These ideas may seem shallow, but if you are selling yourself and your work, it doesn’t hurt to look nice and professional. Make sure your links to and from your website work and are up-to-date. Always update as soon as you publish any papers. If you should update your CV, you should update your website. Don’t wait! News items include: publishing a paper, student poster prizes, awards for you or other lab members. Having a short news feed on the very front page is also a good idea. It can have short highlights of the most recent news items and a link to the main News page that has all the news.
I know that this takes time, but this is worth it. Plus, like anything else, you will get faster with practice. Having a nice website can be a spring board invitations to give talks and serve on panels – essential components to any academic science career.