As a company, building a brand to attract top engineers is crucial for hiring amazing people and iterating towards a scalable business. The traditional "outbound" approach of directly reaching out to candidates can be replaced with an "inbound" strategy that focuses on building relationships through content, talks, and projects. This involves investing time in online communities, creating engaging content, celebrating employees' birthdays, hosting hackathons around topics you're passionate about, giving 30-minute talks, using side-projects, releasing internal tools as open-source projects, and creating public challenges. By consistently investing time and effort into these tactics, companies can increase their visibility, credibility, and appeal to top engineering talent.