I agree that self-evaluation is a poor filter. That being said... I know that I am not actually "awesome." From time to time I do something people tell me is awesome, but that's because I do a lot of things and once in a while something I try turns out ok.<p>But here's the thing: I've never been rejected for a job because someone said "Mr. Braithwaite, we advertised for awesome, and you are not awesome." Everybody seems to be in on the secret that "awesome developer" doesn't actually mean John Carmack, Linus Torvalds, and Andy Hertzfeld rolled into one with a side of Alan Turing.<p>So while I don't think of myself as awesome, I look at advertisements for "awesome developers" the same way I look at advertisements touting the "awesome team culture" and "awesome office location" and the "awesome potential to get stinking rich." I just ignore them.<p>This may not apply to everyone, but I'm sure that advertising for an "awesome developer" will still get you good people who have self-critical capabilities. They just have to be a little jaded and cynical. In which case, it may not lose you a candidate, but it won't win you any candidates either.<p>So I doubt it's seriously harmful, but I also doubt it's a great strategy.<p>p.s. Now that my secret's out, I expect someone is going to phone screen me one day and ask: "So, are you really, <i>really</i> awesome? Because if not, we're done with this call." And I'll have to 'fess up.