Overview
Developer Relations (DevRel) is a discipline focused on building relationships between a company and developer communities. DevRel professionals create content, speak at conferences, engage with communities, gather feedback, and advocate for developers internally—serving as a bridge between the company and its technical audience.
DevRel titles vary: Developer Advocate, Developer Evangelist, Developer Experience Engineer, Technical Community Manager. The function spans marketing, engineering, product, and support—sitting awkwardly in org charts but providing crucial value for developer-focused products.
For hiring, DevRel requires finding genuinely technical people who also love communicating. Pure engineers rarely want this role; pure marketers lack credibility with developers. The intersection is rare and competitive.
What DevRel Professionals Actually Do
The DevRel Function
DevRel work spans multiple activities:
Content Creation
- Technical blog posts and tutorials
- Documentation contributions
- Video content and demos
- Sample applications and code
Community Engagement
- Conference speaking
- Meetup attendance and hosting
- Online community participation
- Developer support and troubleshooting
Feedback Loop
- Gathering developer pain points
- Advocating internally for improvements
- Product feedback synthesis
- Roadmap input from community perspective
Developer Experience
- Onboarding experience improvement
- SDK and API feedback
- Documentation quality advocacy
- Sample code and quickstarts
Why DevRel Hiring is Uniquely Difficult
The Rare Skill Combination
DevRel requires multiple competencies that rarely coexist:
| Skill | Why It's Needed | Why It's Rare |
|---|---|---|
| Technical depth | Credibility with developers | Most communicators aren't deep |
| Communication | Content and speaking | Most engineers don't love this |
| Community instinct | Building authentic relationships | Neither engineering nor marketing teaches this |
| Empathy | Understanding developer frustrations | Requires specific orientation |
| Thick skin | Handling public criticism | Exposure is constant |
The Authenticity Requirement
Developers detect inauthenticity instantly:
- Marketing-speak fails
- Superficial technical knowledge is exposed
- Community relationships can't be faked
- Credibility is earned, not appointed
This means hiring for genuine qualities, not just skills.
Who Becomes Successful in DevRel
Backgrounds That Work
Engineers Who Love Communicating
- Have blogged or spoken publicly
- Active in open source communities
- Genuinely enjoy teaching
- Comfortable with visibility
Technical Content Creators
- YouTube, Twitch, or blog creators
- Conference speakers
- Course instructors
- Technical writers with depth
Community Leaders
- Meetup organizers
- Open source maintainers
- Online community moderators
- Developer community managers
Characteristics to Look For
Genuine Technical Interest
- Still codes (even if not full-time)
- Keeps up with technology trends
- Can go deep when needed
- Respects engineering challenges
Natural Communicator
- Writes clearly without forcing it
- Comfortable speaking publicly
- Enjoys explaining concepts
- Active on developer platforms
Community Orientation
- Finds energy in community interaction
- Handles criticism gracefully
- Builds authentic relationships
- Advocates for developers genuinely
Emotional Resilience
- Thick skin for public exposure
- Handles negative feedback professionally
- Doesn't take criticism personally
- Maintains energy despite travel/events
Hiring Strategy for DevRel
Where to Find DevRel Candidates
Conference Circuit
- Speakers at tech conferences
- Meetup presenters
- Workshop instructors
- Event organizers
Content Platforms
- Technical YouTube channels
- Dev.to, Hashnode, Medium writers
- Podcast hosts or frequent guests
- Course creators (Udemy, etc.)
Open Source
- Active maintainers who communicate well
- Contributors with community presence
- People who answer issues helpfully
- Documentation contributors
Existing DevRel
- DevRel at other companies (competitive hiring)
- People ready for new challenges
- Those whose companies pivoted away from developers
Interview Focus
Technical Assessment (But Different)
- They don't need to pass SWE interviews
- Assess depth in areas they'll cover
- Can they explain technical concepts clearly?
- Do they have genuine technical curiosity?
Communication Assessment
- Review existing content (blog, videos, talks)
- Have them explain something technical
- Assess writing quality
- Evaluate presentation skills
Community Fit
- How do they interact with developers?
- What communities are they part of?
- Can they handle criticism?
- Do they advocate for developers genuinely?
Selling DevRel Roles
The Appeal of DevRel
For Technical People
- Impact through teaching and helping
- Visibility and personal brand building
- Variety vs coding all day
- Community connection
For Communicators
- Technical challenge and respect
- Not "just marketing"
- Meaningful relationships
- Conference travel and speaking
What to Be Honest About
The Challenges
- Travel can be exhausting
- Public exposure invites criticism
- Metrics are often unclear
- Organizational positioning is awkward
- Not pure engineering or marketing career path
Role Reality
- Content creation is constant work
- Community management is emotional labor
- Feedback loop requires internal advocacy skills
- Success takes time to measure
Common DevRel Hiring Mistakes
Mistake 1: Hiring Pure Marketers
Developers see through marketing backgrounds:
- Technical credibility is essential
- "I'm not technical, but..." doesn't work
- Community won't engage authentically
Mistake 2: Hiring Reluctant Engineers
Engineers who don't genuinely love communicating:
- Content creation becomes painful
- Speaking engagements feel like burdens
- Burnout is inevitable
- The role needs to be energizing
Mistake 3: Expecting Immediate Metrics
DevRel impact is hard to measure:
- Community building takes years
- Attribution is difficult
- ROI pressure kills authenticity
- Set appropriate expectations
Mistake 4: Underestimating Travel
DevRel often requires significant travel:
- Conference speaking
- Meetup attendance
- Customer visits
- Not everyone wants this lifestyle