Let's get real for a second.

If you're building in web3, you've probably seen (or created) your fair share of memes and AI-generated art to attract talent. And while there's nothing wrong with that – hey, I love a good degen meme as much as the next web3 girlie – relying solely on internet culture to build your talent brand is like trying to win a hackathon with just a cool landing page. Building a Talent Brand is a nuanced, constantly evolving, interdisciplinary task. However, when done right your ability to not only attract, hire and retain great talent will be chef's kiss.

1. Defaulting to Generic Messaging
   Phrases like "we're revolutionizing web3" sound impressive, but they lack substance. This may have worked a few years ago, but today’s talent craves specificity, depth, and a clear understanding of how their work impacts real users, the world, and the future.

2. Leaning Too Heavily on Memes
   Memes are part of crypto’s DNA. I LIVE for memes and internet humor (my Rodeo account is full of them). But relying only on memes is surface-level branding. They don’t tell the full story of your project or team. Memes are great for grabbing attention (hopefully I did that with my cover image, hah), but they should lead to more substantial content that reflects your team’s values and work.

3. Assuming Technical Prowess Is Enough
   While technical excellence is essential, it isn’t enough to attract the best talent. The best candidates want to build and grow with your team long term; wanting to see your values, growth opportunities, and a strong team dynamic.

4. Waiting Until You’re Desperately Hiring
   I’ve seen so many teams stumble because they treat talent branding as an afterthought when roles need filling. Great branding is built over time and should be thought of alongside your core product branding, not when you're scrambling to hire.

5. Treating Culture Content as a Checkbox Exercise
   Posting "team lunch" photos or generic offsite updates as proof of culture doesn’t resonate. While these are fun, and a part of branding that shows team connection, it is not as simple as: say cheese, post picture, . Culture branding should showcase the real, meaningful ways your team collaborates, learns, and grows together.

1. Authenticity That Cuts Through the Noise
   Remember when every project was "revolutionizing DeFi" or "building the future of web3"? Yeah, talent is tired of that. Real authenticity isn't about crafting the perfect mission statement – it's about demonstrating who you are and, just as importantly, who you aren't. It's about having the confidence to say "we're not trying to be everything to everyone" and showing how your team actually lives out your values.
   
   When your employees are out speaking at ETH events, contributing to other builders' projects, or actively participating in technical Discord discussions, that's authenticity in action. It's not about broadcasting your values in a fancy deck – it's about your team naturally embodying them in their daily work and community interactions.
   
   Don't hide behind corporate fluff. If you're a small team focused on specific technical challenges, own that. If you're still figuring things out in certain areas, be open about it. Talent respects honesty more than perfection.

2. Show, Don't Just Meme
   Your technical content strategy should be just as solid as your code. The documentation, code, and decision-making frameworks your team creates? They're not just records—they're a reflection of how your team thinks, solves problems, and drives innovation. Use platforms like X Spaces, YouTube, Warpcast, Paragraph, and others to share your team's process. Candidates love to see the work, the strategy behind it, and the people making it happen.
   
   For example, at Foundation we worked on an interview series, The Wild, Wild Web - giving people insights into how we thought about Product Design, specifically when launching a new product, Rodeo.

3. Build Community Before You Need It
   Here's a hard truth about talent pipelines: they're not faucets you can turn on and off at will. I've seen too many startups scramble to build relationships when they suddenly need to hire, but that's not how it works – especially not in web3.

   Building a talent brand is a 365-day commitment. At Foundation, we cracked this by creating a talent community that gave candidates control over their engagement. They could specify exactly what roles interested them, down to the tech stack level. In return, they'd get quarterly newsletters with product updates, market insights, and company news – plus first notifications when relevant roles opened up. This created a win-win: candidates stayed connected to our journey, and we built a pool of engaged talent who had already bought into our mission.
   
   Remember: The best candidates often come through warm connections built months or years before you actually need to hire. Every technical blog post, every community contribution, every ecosystem collaboration is an investment in your future hiring success.

1. Start with Substance
   Document everything: from your approach to handling oracle failures to your testing philosophy. These documents aren't just for technical purposes – they act as signals to potential hires about the quality of thinking at your project.

2. Layer in Culture
   Have some fun! If that's part of your culture, you want to balance rich technical content with your values while making it accessible through humor.
   
   This could be as simple as sharing those hilarious moments, like when your team spent hours debugging a bug that turned out to be a misplaced semicolon.
   
   And yes, dare I say, memes. Injecting humor into your content shows that you don’t just work hard – you also know how to have fun together.

3. Being Clear About Who You Are and Who You Aren’t
   Take an opinionated stance on hiring to let candidates know who would thrive on your team.
   
   Farcaster's approach is a great example of this, where they clearly communicate the types of people who would excel in their culture, making it clear who would work well and who wouldn’t.
   
   This transparency is not only helpful for candidates to self-assess whether they’re a fit, but also encourages applicants who align with your values to step forward, saving both time and energy for both sides.The Bottom Line

4. Showcase Growth
   Don’t just tell people about career growth – show it through tangible stories. Feature team members who started as junior devs and are now leading protocol design. Document your learning initiatives, like weekly tech talks or mentorship programs.

5. Build in Public
   Transparency is key:

   • When you hit a roadblock with your zkProof implementation, be honest about it; and let the world know your team is going to find the a solution!

   • When you discover an innovative solution, break it down for others in shareable documentation

   This transparency attracts builders who value collaboration and learning.

6. Showcase Your Team's Innovations & Humanize Their Impact
   Go beyond the standard team photos or office tours. Show the complexity and depth of what your team works on every day:

   • Create interview series where engineers, designers, marketing, PM's, etc. deep dive into complex problems they've solved, providing insights into the challenges they face and their problem-solving strategies.

   • Start a technical podcast where your team debates architecture decisions, giving potential candidates a front-row seat to how you tackle tough technical decisions and how you value thoughtful discussions.

1. Top of Funnel Strength
   You should see top-of-funnel metrics begin to improve, with an increase in conversion and pass-through rates. Your inbound quality should grow over time, bringing in active candidates who are both interested and qualified.

   More importantly, your outreach conversion rates should rise, making your sourcing efforts more efficient and worthwhile. This will decrease your time to fill roles, saving previous time your team can be using to build your company.

2. Engagement Growth
   Set clear metrics for your talent community growth, tracking it month-over-month or quarterly. This will help validate whether people are staying engaged with your company for future opportunities.

   Your core employer brand should also show positive growth, including increases in followers and content engagement across your channels.

3. Quality of Hire and Retention
   Assess the success of your sourcing and engagement efforts based on the performance and retention of new hires. Are the candidates sourced through your efforts thriving in their roles?

   Over time, track whether these hires align well with your company culture and whether they stay long-term, ensuring that you're not just attracting candidates, but the right ones who fit and succeed.

Your talent brand is more than just your internet presence – it's the story of your project, your team, and the impact you're making in the space. While memes might get you noticed, it's the depth of your work and the authenticity of your culture that will actually convince top talent to join your mission.

The best talent brand is built long before you need it. Start now, focus on substance, and remember: in web3, your technical story and your human story should be inseparable. That's what makes a talent brand that actually attracts the builders you want on your team.