One time while working in the Dallas area I got to speak with someone who used to work at a famous firm that used (and still uses) DM. She explained that DM is a specialized field of marketing.
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DM gurus will go and do low-key presentations to other business people, teaching others how to effectively conduct their developer marketing efforts.
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Developers tend to fall for this stuff hook, line and sinker. The more a company preaches how awesome it is to work there, the more wary you should be.
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Always speak to a few ex employees before going to a firm that brags a bit too much about how awesome it is to work there.
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As in developers speaking out publicly about their game and being supported to do so?
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No, I mean the type of Developer Marketing used specifically for recruiting.
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