Great post. It's a real issue for many startups I talk to that wonder why they're having a hard time recruiting tech talent and haven't spent the time to build a brand and relationship with engineers. If you happen to have a consumer brand, that's great (Apple, Google, etc) but the most important thing is to create an engineering brand that tells the story of what kind of shop you're going to be to work for and why people should work for you instead of one of a huge number of other startups.