Turning Narratives Into a Brand



Updated August 24, 2022
Technical Recruiting and Hiring

You’re reading an excerpt of The Holloway Guide to Technical Recruiting and Hiring, a book by Osman (Ozzie) Osman and over 45 other contributors. It is the most authoritative resource on growing software engineering teams effectively, written by and for hiring managers, recruiters, interviewers, and candidates. Purchase the book to support the author and the ad-free Holloway reading experience. You get instant digital access, over 800 links and references, commentary and future updates, and a high-quality PDF download.


How to Broadcast Your Brand

Once you know what story you want to tell, it’s time to get it out into the world. There are a number of different mediums you can use to broadcast your story, but regardless of the mediums you choose, you’ll want to craft compelling content around the story, which means you’ll have to get good at content marketing.

Content marketing refers to creating content that promotes a company’s brand implicitly rather than explicitly. Rather than paid advertising, content marketing means creating content (blog posts, videos, a podcast, et cetera) that represents your company’s values and interests and is meant to attract the kinds of customers and candidates that the company is interested in. . The content may or may not mention the company.

This Guide won’t cover how to create content, but we recommend HubSpot’s manual on content strategy to get started. With great content in hand, there are a few ways to get it in front of the right people.

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