Although labour market operators, HR companies and recruiting agencies have started to use the social media to market, select and manage a number of human resource processes, the offer for social media education and especially career guidance remains scattered and hardly reach the older age cohorts. AgeFactor aims to increase the competences of educators and professionals in the adult education field to promote personal and professional branding. It targets the age group of over 50 to provide digital and transversal skills to create social reputation, professional credibility and to be able to increase the opportunity for lifelong employability. AgeFactor intends to create an EU platform for adult educators, trainers and career guidance to make social media, and their value for employability, professional and personal branding and reputation- available to mature workers.