Blowing my own trumpet..

I've been dawdling around this morning, not getting on with things and I've just realised why

I've got to look at my research profile and improve the evidence of esteem for my work, and say where I contribute to research infrastructure..

I have to blow my own trumpet and I hate it

But there's a real problem here in the UK academic life, for in order to have the freedom to do the research and scholarship that I want; I will have to be classed as 'Research Active' and that requires me to 'blow my own trumpet'.  Additionally, in order to get a promotion I will have to write a bid that shows that I'm excellent in teaching, research and management, again, I will have to blow my own trumpet.

I can see the reasons for this but somehow it seems plain wrong and unhealthy to base careers on self celebration.