For almost a decade, I have been actively participating in technology community events, such as meetups and usergroups, as well as conferences. In my current role at Vonage, I focus on developing and fostering such events, having witnessed the challenges faced by organizers in bringing communities together and expanding them. I've been a delegate, a sponsor, a speaker and an organiser.
Applying what I have learned from being an active part of my local tech scene, there is one -and only- one question I see again and again that results in the industry's main players–both locally and internationally–not being aware or interested in community-focused events:
I'm not here to berate anyone that asks this question (it's an extremely valid question!), but I can answer and address the possible assumptions that come with it.
The major assumption I have experienced is that being involved with community things costs time and money, both of which are always in short supply, for no return. The most common thing I've been told is that sponsoring events or encouraging your own staff to speak at events (locally or further afield) is almost like charity. When you have some time, do it, otherwise realistically, it's a minor gesture that only gives your brand image some credibility (and apparently credibility doesn't pay the bills).
Investing time into tech ecosystems isn't charity. Depending on whether you are an individual or a company, it's either a massive-career enhancer or it's business. Let's start with the business incentives to be involved with the community:
Growing a meetup event, especially in a particular programming language or framework where there is no local representation, increases the technical profile of your business to potential clients. You have the ability to make yourself an industry leader. For example, a potential client has the option to pick from an agency that churns out projects as per their shiny project portfolio page or an agency that also does those things (but is also an official VueJS partner that sends people to speak at International JavaScript conferences) can tip the scales. I've seen it done. Engineering excellence can give you the edge here, but it also has a dual effect in making you a much bigger attractive workplace for hiring.
Like anything else within business, information is power. Developers can have just as much insight into what is happening within the local industry as their leaders, and developers like to talk. Want the edge on who is using what tech stack? Want to know which companies foster positive culture and which ones are struggling? You don't have to dig deep to find it.
Tech talks introduce your employees to people learning about or pioneering new technologies that your business can harness. Yes, you could play the "but there are docs," but remember that docs are, by and large, terrible (ours aren't of course!). Would you rather roll the dice with an attempt at a new framework or listen to someone that has already thrown them?
A Managing Director once remarked to me, "We would hire more females (sic, please don't ever say this unless you want to sound like a character from Star Trek), Jim, but the thing is, there aren't any because none apply!" Let me answer this riddle: tech communities contain niche, minority/underestimated groups. Getting involved in these groups will contribute to your business Diversity & Inclusion. It does this in a very, very important way: it gives you the opportunity to hire talent that results in your D&I being based on the actual potential of people rather than you partaking in box-ticking.
There are quite a few points here, but I still find it astonishing that so many businesses don't see the obvious return on investment beyond instant fiscal metrics. The most common case within my sphere, Developer Relations, is measuring success beyond simply sales, and it's hard! But sometimes, the facts just speak for themselves. One agency (that is a prominent contributor to my local tech scene) put out a backend developer role last year, and 250 people applied. That doesn't come with luck. That comes with supporting tech communities. It's a desirable place to work, and developers know it.
Don't just take my word for it: I spoke to Mary Thengvall who has a wealth of experience building large developer communities at organisations such as Camunda, O'Reilly and Chef:
Another way to support the community is by offering your physical office space to host local events. Even if this support doesn't result in direct sales outcomes in addition to general brand awareness, at the end of the day, your name is getting out there because of your generosity and willingness to be a part of the community. You can't always assign ROI to an opportunity like this, which can make it difficult to sell to upper management at times, but this is a valuable long-term investment that shows the developer community that you are genuinely dedicated to them and their interests.
Local to where I call my home, here is Jump24 founder Dan Newns on what being an active player has meant for his business:
At Jump24 we knew that it was important for us to be involved as much as we could in the tech community; we could see the benefits that it would bring to the business straight away. It's helped us find developers when we've been hiring for roles, it's helped us win new business as we got our name out there. More people had heard about us, which meant we were on people's minds when they were looking for development agencies. As well as the benefits it brings us, we also think the more businesses like ourselves are involved in the communities around them the stronger those communities can become so we see it as a win-win.
I said I'd get onto the personal perspective, so here it is:
As someone who owes their entire career to tech communities, I'm always eager to promote the benefits of attending community events. For example, I landed my first full-stack role by simply attending PHP London and meeting a Senior Engineer who recruited me. It's surprising how many people aren't aware of the enormous personal benefits that come with attending these events. That's why I want to share with you the top reasons why you should consider attending:
Many of these events are free, so you get free training. Since they're community events, you can also chat with the speaker after the event. I still remember when I watched a prominent Test-Driven Development expert give a talk and then had a drink with them at a pub afterward, where they explained how to use TDD in my preferred programming language.
Meetups offer a great format for learning and connecting with companies that are hiring. Many businesses that are interested in the local tech scene attend these events and are eager to support developers' interests.
If you want to stay ahead of the game, attending meetups is the best way to get the inside scoop. You can learn about the best and worst places to work, the average salary per stack or technology, and even which companies overpay or underpay. With the right connections, you can gain this valuable information for free and give your career a boost.
Aah! That's the spirit!
A great PHP Developer once joked when arriving in a new city, if the question "where is my local meetup for <x>?" is "there isn't one": congratulations, it's you! There are a couple of points to note about how you can contribute:
Not everyone wants the responsibility of running a meetup, of course, but honestly, you would be surprised how many people will show interest if you want to create a new event for people to learn and socialise. Start small with as little effort as possible. Remember that the number of people who turn up is insignificant: the best meetups exist to educate and allow developers to network/socialise. TechMids exists to help with how to launch an event like this - we can offer advice, potential venues, and potential sponsors.
If you're a business, I'd highly recommend not joining the Not-Invented-Here syndrome. If there is an existing group that covers your interest, for instance, launching the same event to make it work for your goals is likely to fail: the most common example I see is events as a recruitment exercise. If you do this, you'll end up with an event only attended by your employees, so running it doesn't really have much benefit.
Further to that point: developers enjoy the impartiality of talk subjects, speakers and location. If the goal is intel and/or recruitment, try to make the event as neutral as possible. It's a common theme that I see within companies that a 2 hour sales pitch is put under the guise of a framework or technology, and developers will see straight through it.
This article might serve as a bit of insight into what work we do in Developer Relations at Vonage. Yes, I go on stage, and yes, I code a lot. But I also feel that the amount of community work we put in can go under the radar a bit, despite it being such a fundamental part of what we do. Amanda Cavallaro, for instance, also runs regular sessions for GDG Cloud London. We have a dedicated team of two Global Community Managers (Lucinda Abberley and Clarisse Ng), plus a Head of Community (Rachel Sunderland).
Reaching out to help build those communities also helps build our Vonage Developer community; it's a good tradeoff. If you want to get more involved in your local ecosystem, hit me up on LinkedIn, or you can Join the Vonage Community Slack.
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