Video and slides synchronized, mp3 and slide download available at URL http://bit.ly/1mdkr9f. Pete Soderling explains from-the-trenches battle-tested tactics that an engineering manager can use to successfully attract the best developers to their team. Filmed at qconsf.com. Pete Soderling is the founder of Hakka Labs, an international community of open-source software engineers. He is a self-taught engineer who has developed online platforms & applications since the very early days of the internet. Since 2004, Pete has been a serial tech entrepreneur in NYC and the San Francisco Bay Area and has built engineering teams for each business he has started.

1. HAKKA
GROUP
ENGINEERING PR
Addressing the Power Shift in
Developer Recruiting

2. InfoQ.com: News & Community Site
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Watch the video with slide
synchronization on InfoQ.com!
http://www.infoq.com/presentations
/engineer-recruiting

3. Presented at QCon San Francisco
www.qconsf.com
Purpose of QCon
- to empower software development by facilitating the spread of
knowledge and innovation
Strategy
- practitioner-driven conference designed for YOU: influencers of
change and innovation in your teams
- speakers and topics driving the evolution and innovation
- connecting and catalyzing the influencers and innovators
Highlights
- attended by more than 12,000 delegates since 2007
- held in 9 cities worldwide

4. HAKKA
GROUP
WHO AM I?
@petesoder

5. HAKKA
GROUP
WHY SHOULD
YOU CARE ABOUT
HIRING?

6. HAKKA
GROUP
“SOFTWARE IS
EATING THE
WORLD”
- Marc Andreessen

7. HAKKA
GROUP
800,000
840,000
880,000
920,000
960,000
1,000,000
1,040,000
1,080,000
1,120,000
1,160,000
1,200,000
2010 2012 2014 2016 2018 2020
Number of Software Engineering
Jobs in US
Source: Bureau of Labor Statistics, Employment Projections, 2010

8. HAKKA
GROUP
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Total Graduates New Jobs
Number of Graduates vs New Jobs
in Software Engineering, 2016
Source: Bureau of Labor Statistics, 2007

9. HAKKA
GROUP
HIRING ENGINEERS
IS TOUGH.

10. HAKKA
GROUP
ENGINEERS AS HOT
GIRLS

11. HAKKA
GROUP
MAKE MARKETING
YOUR FRIEND

12. HAKKA
GROUP
DEMAND > SUPPLY

13. HAKKA
GROUP
1.PRODUCT
2.PRICE (DIFFERENTIATION)
3.PROMOTION
4.PLACE
5.PEOPLE
THE BASICS OF MARKETING

14. HAKKA
GROUP
1. PRODUCT

15. HAKKA
GROUP
* Create unique
engineering brand
message
(corresponds with your
audience and your values)
* Don’t copy it from your
brand message

16. HAKKA
GROUP
ENGINEERING BRAND VS COMPANY
COMPA
NY
BRAND
ENGINEERING
BRAND
COMPA
NY
BRAND
ENGINEERING
BRAND
Option 1:
SEPARATE
(or no eng
brand)
Option 2:
ENGINEERING
BRAND
CONSUMED BY
COMPANY BRAND

17. HAKKA
GROUP
EXAMPLES
Option 1:
SEPARATE
COMPA
NY
BRAND
ENGINEERING
BRAND

18. HAKKA
GROUP
EXAMPLES
Option 1:
SEPARATE
COMPA
NY
BRAND
ENGINEERING
BRAND

19. HAKKA
GROUP
EXAMPLES
COMPA
NY
BRAND
ENGINEERING
BRAND
Option 2:
ENGINEERING
BRAND CONSUMED
BY COMPANY
BRAND

20. HAKKA
GROUP
ENGINEERING BRAND VS COMPANY
COMPANY
BRAND
ENGINEERING
BRAND
THE BEST
APPROACH
CORE
VALUES

21. HAKKA
GROUP
EXAMPLE: ETSY
SUPPORTIN
G
HANDMADE
MOVEMENT
CODE
AS
CRAFT
ETSY
BRANDING
CREATIVITY
COMMUNITY

22. HAKKA
GROUP
EVERYTHING
IS
NOTHING
(REALLY, TRUST US!)

23. HAKKA
GROUP
SELECT
THREE
THINGS

24. HAKKA
GROUP
2. PRICE
(DIFFERENTIATION)

25. HAKKA
GROUP
THE DIFFERENTIATORS
ENGINEERIN
G CULTURE
COMPELLING
TECH
CHALLENGES
INNOVATION

26. HAKKA
GROUP
EXAMPLE PILLARS
ENGINEERING
EMPOWERME
NT
SCALING
LABS,
FEATURING
OS PROJECTS
COMPELLING
TECH
CHALLENGES
INNOVATION
Company X
ENGINEERIN
G CULTURE

27. HAKKA
GROUP
DON’T KNOW
WHERE TO START?

28. HAKKA
GROUP
TALK ABOUT YOUR
HARDEST
CHALLENGE

29. HAKKA
GROUP
(don’t forget to fix your job posting)

30. HAKKA
GROUP
3. PROMOTION

31. HAKKA
GROUP
once the message is identified, sell it.

32. HAKKA
GROUP
EXAMPLE - AIRBNB
THE
TECHNOLOGY
1 2 3
TECHNOLOGY ENGINEERS PROJECTS
2

33. HAKKA
GROUP
COMPONENTS TO CONSIDER
TECH BLOG OS PROJECTS
OTHER PROJECTS
YOU CONTRIBUTE TO
JOBS YOUR TECH EVENTS
CONFERENCES YOU’RE
ATTENDING

34. HAKKA
GROUP
COMPETITIVE LANDSCAPE (NYC)

35. HAKKA
GROUP
4. PLACE

36. HAKKA
GROUP
WHERE DOES IT ALL LEAD?
DRIVE YOUR USERS TO ONE PLACE

37. HAKKA
GROUP
CONSOLIDATE YOUR AUDIENCE
ENGINEERING PLATFORM

38. HAKKA
GROUP
EXAMPLES

39. HAKKA
GROUP
5. PEOPLE

40. HAKKA
GROUP
WHO DO YOU
WANT TO
ATTRACT?

41. HAKKA
GROUP
WHO ARE THEY?
SENIOR OR JR
BIG CO/SMALL CO
CONSERVATIVE/
ADVENTUROUS
SPECIFIC
INDUSTRY
EXPERIENCE?
PREPPY/NERDY?
OPINIONATED?
ENTREPRENURIAL
?

42. HAKKA
GROUP
DO YOU SPEAK THEIR LANGUAGE?

43. HAKKA
GROUP

44. THANK YOU!
@petesoder
pete@g33ktalk.com

45. Watch the video with slide synchronization on
InfoQ.com!
http://www.infoq.com/presentations/engineer
-recruiting