People Follow Builders, Not Logos
Published on
Aadit Sheth
@aaditsh·Oct 13
Most CTOs don’t realize they’re the brand. They post job openings and wonder why no one applies.
People don’t follow companies. They follow builders who inspire them.
That’s why your best candidates already follow someone else.
Most tech leaders think their company brand will attract talent. But as Aadit Sheth points out, people follow builders, not faceless companies. The CTO’s personal brand can be a magnet for high-quality candidates.
Why it works
- People connect with people, not corporate accounts
- Personal stories build credibility and trust
- Authentic voices cut through corporate fluff
- The “builder narrative” attracts other builders
Examples
- Elon Musk tweets job openings and gets thousands of qualified applicants
- Guillermo Rauch (Vercel) openly shares product updates and gets a cult following
- Patrick Collison (Stripe) posts thoughtful threads and attracts elite engineers
- Gokul Rajaram (DoorDash) attracts top PM talent through personal insights
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