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As an employer, I'd rather not higher a social-media self-brander to work for me. I'd prefer a developer for engineering jobs. The self-promoter might be a fit for marketing, though!

Sure, that's an OK choice to make for you. But if you're heading into the second half of your career, what you absolutely need to do is establish the fact that you know what you are talking about, and are able to clearly and concisely communicate that. Anyone staying in their career for a long time should be a specialist in a few topics, and should be sharing that knowledge. If you're not specialised, your career will be shorter than it could be.

It's not about marketing and over-the-top self promotion. It's more about taking control over defining yourself so you can't be easily stereotyped based on a cookie-cutter resume.

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