Your friend’s mistake is that he is too professional, doing the work that needs doing and pays everyone else’s salaries, while other more selfish people prioritise getting some more buzzwords on their CV. I have fallen victim to this mentality myself. It may be too late if he has been typecast, he’ll need to reboot by going somewhere else. But it’s a sad state of affairs that being conscientious is a career killer.
Seconded - I've had this experience myself. I tried to be the "grownup in the room", ensuring that boring-but-important aspects of software development got taken care of. This was also my first experience on a "self-organizing" team.
The end result was that coworkers just kept doing whatever parts of the work they found personally gratifying, and at annual-review time their list of accomplishments was a lot glitzier than mine.
I continue to struggle with the anger and resentment I feel for how that all went down, and it's hard to objectively assess what I could/should have done differently without having behaved in the same (IMO) unprofessional manner as my then-teammates.
How would you recommend communicating these things to your manager without breaking this rule?
1) Communication is key, a lot of times management don't realize you hold resentment and a simple conversation could really clear things up. Make your wants known, don't expect them to just be presented to you.
2) Take the time to shine. Push yourself to impress those in charge. Demonstrating value is always a good way to get more responsibility.
3) Try not to take it personally but instead ask yourself are some valid reasons why they have made such a decision. Also try and ask yourself what you could do to help the new hire. It isn't their fault and would probably love the assistance.
In the case of my friend, although he is a fantastic worker, he struggles at times to vocalize his contempt. Instead he will brood. Do not do this. People can't read minds and at the end of the day it is managements job to do what they think is best for the company as a whole. Good luck, hope all ends up alright!