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Find out how GitLab's DevRel program has evolved to stay aligned with the industry and our customers.",[710],"John Coghlan","https://res.cloudinary.com/about-gitlab-com/image/upload/v1749672008/Blog/Hero%20Images/AdobeStock_204527293.jpg","2024-03-13","Earlier this year, a tweet (are they still called that?) by [Kelsey Hightower](https://twitter.com/kelseyhightower) sparked discussion on social media and internally at GitLab.\n\n![Kelsey Hightower tweet](https://res.cloudinary.com/about-gitlab-com/image/upload/v1749678041/Blog/Content%20Images/Screenshot_2024-03-08_at_8.19.09_AM.png)\n\nAt first, Kelsey's response might seem a bit flippant, but there’s an underlying truth to it: Developer Relations (short: DevRel) – and other business functions – must meet the needs of the business and your customers. However, what your stakeholders and customers need will be different in the future. Therefore, to be successful, you have to iterate to stay aligned with them.\n\nReflecting back on my five years working in Developer Relations (formerly known as Community Relations) at GitLab, our team has continuously evolved to stay aligned with the needs of our customers, our community, and the business. GitLab CEO and founder Sid Sijbrandij explains how North Star Metrics evolve in his blog post on goal-setting for startups: [Artificially constraining your company to one goal creates velocity and creativity](https://opencoreventures.com/blog/2023-06-05-artificially-constrain-one-goal-to-create-creativity-velocity/). He details the shift from attention to active users to revenue to profit. The evolution of DevRel at GitLab in many ways maps to that same journey.\n\n![What is DevRel - image 2](https://res.cloudinary.com/about-gitlab-com/image/upload/v1749678041/Blog/Content%20Images/image1.png)\n\n## Early DevRel at GitLab\n\nWhen I joined GitLab in 2018, our team was largely made up of Community Advocates, an Evangelist Program Manager (me), a Code Contributor program manager, and a director. The Community Advocates were tasked with monitoring and engaging with GitLab community members across various online channels but primarily [Hacker News](https://handbook.gitlab.com/handbook/marketing/developer-relations/developer-evangelism/hacker-news/) and Twitter. Answering questions and creating issues based on comments served to increase awareness and attention for GitLab. In addition, users learned that their questions would be answered and feedback was being heard and, frequently, acted on.\n\nAt the same time, the Code Contributor program and Evangelist program were driving growth and interest in GitLab by helping our contributors navigate the contribution process, organizing events and meetups to connect our community, and deepening our relationship with our community champions, also known as [GitLab Heroes](https://contributors.gitlab.com/docs/previous-heroes).\n\nFor companies in early stages, this is how DevRel often looks. The key tactics in this phase are:\n- use low-cost tools (blogs and social media) to drive attention\n- capitalize on people’s interest to deepen relationships and create advocates and champions\n- smooth the pathways to contribute or discover content\n\n> **Tip:** Direct engagement with your community through social media and online forums drives awareness, builds trust, and increases the quality and volume of feedback on your product.\n\n## Expanding DevRel's reach\n\nNext, we ramped up programs like GitLab for Open Source and GitLab for Education. These programs helped attract to our platform key open source projects and many large academic institutions, both with large numbers of engaged users. More users meant more feedback to help us improve the product and more contributors.\n\nAs attention grew and the breadth and depth of our platform increased, we needed to better enable our customers to leverage the capabilities of GitLab’s DevSecOps Platform. This stage roughly maps to the revenue North Star Metric. To drive greater awareness and adoption, the Community Relations team underwent a critical change.\n\n> **Tip:** When looking to grow your active users, engage with partners who can bring their community to your product or platform. This strategy is often overlooked but can be a big boost to awareness and growth, setting you up for success.\n\n## Deepening the DevRel bench\n\nAs our next move, we formed a team of technical experts, known as Developer Evangelists. This team engaged in more traditional DevRel practices, those that might come to mind when asking yourself “What is DevRel?”. Internally, we referred to this team’s role as the three Cs:\n- Content creation - creating blog posts, technical talks, demos, and other content to enable our customers\n- Community engagement - engaging online and at events with our customers and community\n- Consulting - serving as internal advocates for and experts on the wider GitLab community\n\nHaving technical experts who could connect directly with customers and escalate that feedback internally helped improve the feedback loop between users and product teams. This team also deeply understood GitLab users, which improved the company's ability to enable our customers and community through content.\n\n> **Tip:** Early in your company journey, executives, product managers, and engineers play a vital role in engaging with community. As the number of users grows, you’ll need technical experts on your team who can directly engage with users and ensure customer feedback reaches key stakeholders (executives and product owners).\n\n## Continuously evolving DevRel at GitLab\n\nOver the past year, the team has evolved again.\n\n- A new vice president joined our team and has helped us become more strategic and better aligned cross-functionally.\n\n- A Contributor Success team was established to better engage and align with our customers around contributions to GitLab. Evolving from a one-person function to a full-fledged team of engineers with deep experience in open source (including multiple past contributors to GitLab), this team continuously improves the contribution experience and engages directly with customers who wish to contribute.\n\n- We updated our team name and many of our team members’ job titles to align with industry standards.\n\n- And we’ve all ramped up quite a bit on AI, perhaps you’ve heard of [GitLab Duo](https://about.gitlab.com/gitlab-duo/)?\n\nAs GitLab continues to mature as a public company, the team will continue to evolve. Through these changes, we will stay focused on increasing the efficiency and impact of our efforts for our customers, our product, and our team.\n\n## Gaining - and maintaining - executive buy-in\n\nExecutive buy-in is essential for DevRel. Look at the companies with the largest, most engaged communities and you will find that those companies also have the most active, engaged, and often highly respected founders and CEOs. This is certainly true with GitLab.\n\nGitLab’s engagement with our community began before we were even a company when Dmitriy Zaporozhets (DZ) started the open source GitLab project with [this commit](https://gitlab.com/gitlab-org/gitlab-foss/commit/9ba1224867665844b117fa037e1465bb706b3685). The engagement continued when Sid [launched GitLab on Hacker News](https://news.ycombinator.com/item?id=4428278).\n\nThe importance of community in GitLab’s success cannot be overstated, and while we’ve grown to heights that few companies reach, contributions from our customers and community remain central in [our strategy](https://handbook.gitlab.com/handbook/company/strategy/#dual-flywheels). Because of this, team members, from the highest levels of GitLab and throughout our organization, remain in active communication with our customers via issues and social forums, working hard at all times to help them succeed. Transparency is key here. Documenting our DevRel strategies in the [public GitLab handbook](https://handbook.gitlab.com/handbook/marketing/developer-relations/) enables everyone to contribute.\n\n> **Tip:** Executive support is critical when building a community.\n\n## So what is DevRel?\n\nI want to go back to the initial question that sparked this blog: What is DevRel?\n\nI’ll leave you with a quote from Emilio Salvador, vice president of Developer Relations at GitLab, which was recently merged to [our handbook page](https://handbook.gitlab.com/handbook/marketing/developer-relations):\n\n\u003Ci>\"Developer Relations (short: DevRel) operates at the intersection of technology, community, and advocacy, serving as the voice and ears of GitLab in the wider tech world. Their core mission revolves around nurturing and sustaining a vibrant, engaged community of developers, contributors, and users. This involves a multifaceted approach that includes creating educational content, organizing events and workshops, developing programs, and providing platforms for knowledge exchange and collaboration. The team not only focuses on promoting GitLab’s features and capabilities but also actively listens to and incorporates feedback from the community to inform product development and improvements.\"\u003C/i>\n\nThat’s what it is today, but if the history of DevRel at GitLab is any indication, I expect that we’ll continue to iterate going forward.\n\n> [Join our Discord community](https://discord.gg/gitlab) to continue the conversation.\n",[543,553,715],"inside GitLab",{"slug":717,"featured":28,"template":13},"developer-relations-at-gitlab-what-weve-learned-since-our-start",{"content":719,"config":729},{"title":720,"description":721,"authors":722,"heroImage":724,"date":725,"body":726,"category":9,"tags":727},"The many routes to a tech career","GitLab team members of different ages and backgrounds share their entry into this industry.",[723],"Heather Simpson","https://res.cloudinary.com/about-gitlab-com/image/upload/v1749667236/Blog/Hero%20Images/Learn-at-GL.jpg","2022-10-04","\nThe path to a career in technology isn’t always straight, particularly today. World and economic uncertainty, a lingering pandemic, a shift to remote work, and a need to do something that *matters* – all of these factors have caused sweeping changes in the broader workforce, in individual careers, and in the labor-shortage-plagued technology industry.\n\n## Tech career: Overview and insights\n\nEver wondered how to get into the tech world? To help try to make sense of it all, we asked three GitLab team members how they made their way into technology, and why they stay. Each has a different story to tell.\n\n### [Mark Loveless](https://gitlab.com/mloveless), Staff Security Engineer\n\nFollow Mark on [Twitter](https://twitter.com/simplenomad)\n\nI’ve been working since the age of 16 at various jobs, eventually gaining my first real tech job in 1990 as customer support at a call center. I had always had an interest in security and moved into more of a true security role in the mid-1990s, followed by my first security research job in 1999. For many in the security field, security research was fairly brand-new territory, so those of us who had been working for quite a while found ourselves reporting to individuals our own age or younger. Later on in my career this more or less became the norm, as my peers were almost always younger than me.\n\nI did, on occasion, run into prejudices involving my age, with the main two being as follows:\n- I was often overlooked for exploring new technologies as it was assumed I would not “get it.”\n\n- It was assumed that there was something wrong with me for not being in management. I love learning new things and am constantly exploring new technology. I’ve never had the desire to go into management as I preferred the independent contributor (IC) role.\n\nTo stay active and “keep up on the latest” whether it be the newest apps or what some weird meme means, well, Google is your friend. I try to stay active on at least some social media sites. I have friends and family who are much younger than me that I interact with a lot, and I ask a lot of questions. All of these steps have helped me substantially.\n\nIt is nice that when some new bit of tech comes out, I now have family and friends asking me what it's all about, and they certainly start asking if it is considered “safe” technology because they know my background. I’m fortunate that here at GitLab what knowledge I have is appreciated, no one assumes I can or cannot do something because of my age or because of preconceived ideas about what I might know at this point in my career.\n\n### [Juliet Wanjohi](https://gitlab.com/jwanjohi), Senior Security Engineer\n\nFollow Juliet on [Twitter](https://twitter.com/jay_wanjohi)\n\nI started in tech by undertaking a bachelor’s degree in Computer Science. I had an interest in software engineering before I decided to specialize in another area of interest: security. My goal was to blend my knowledge and skills in the two fields, and create a niche for myself as a security software engineer. I got the wonderful opportunity to be a part of the GitLab [Engineering Internship program](https://handbook.gitlab.com/handbook/company/working-groups/engineering-internship/) and progressed on to become a full-time security engineer on the [Security Automation](https://handbook.gitlab.com/handbook/security/security-engineering/automation/) team in 2020.\n\nIt was both exciting and overwhelming to join such a distinguished, mature team while still being very green in the security field. I was among the youngest members of the team, which definitely drew out my imposter syndrome. Despite this, GitLab offered a welcoming environment where I felt comfortable and encouraged to bring my ideas forward, and contribute as any other team member would. About a year later, I was promoted to senior security engineer, highlighting the fact that number of years of experience does not necessarily translate to seniority; you also don’t have to be of a certain age to work at a certain level of a role. It all comes down to your skills, and a willingness to further your passion and be better at what you do.\n\nIn previous junior roles I had experienced negative effects of stereotypical thinking and unconscious bias, where my contributions were not valued because of my age. I was often overlooked when it came to opportunities to lead presentations or own projects. This made me feel like I had to work harder and put more pressure to prove myself “worthy.” Such occurrences should not discourage anyone who’s young and new to tech, but instead push you to confidently contribute your ideas, and look for ways to expand your reach by making the most of the networking and learning opportunities available to you.\n\nIt’s important to research and evaluate the culture of a company before joining it. Take a look at the initiatives the company carries out to increase awareness against these biases and the efforts to support those who are new to the field (whether they be due to age or career path). I feel lucky to be a part of GitLab, as there are [dedicated resources for team member career, growth, and development](https://handbook.gitlab.com/handbook/people-group/learning-and-development/career-development/#resources-for-team-members), including a newly created [Early Career Professionals Team Member Discussion Group](https://handbook.gitlab.com/handbook/company/culture/inclusion/tmdg-gitlab-early-career/). The group helps those that are early career professionals in the team by supporting their growth and increasing awareness in the organization around the challenges they face on a day-to-day basis.\n\n### [Pj Metz](https://gitlab.com/PjMetz), Education Evangelist\n\nFollow Pj on [Twitter](https://twitter.com/metzinaround)\n\nI made a transition into tech at 35 years old. I didn’t feel 35 when I started though because I had only just started learning about tech through coding a year before I started at GitLab. Instead, I felt 19 – brand-new and lost in a world in which I had no experience.\n\nAs a teacher, I was confident in my abilities in the classroom. I was, not to brag, a great English teacher. I was engaging, excited about the material, and worked hard to make it relatable and enjoyable for as many students as possible. Leaving after 11 years was not an easy choice, especially because my degrees felt suddenly useless. What other work could I possibly do with a Master’s degree in Secondary English Education?\n\nI joined GitLab as an Education Evangelist in our [Education Program](https://handbook.gitlab.com/handbook/marketing/developer-relations/community-programs/education-program/) and was able to draw on my former knowledge base, but not completely.\n\nAlthough I don’t have to code for my role, I have to know coding, which I had only started to learn in 2020 in between grading papers and working with a marching band at my high school. I also have to know how to talk to students and educators in a variety of concentrations. Computer Science, Information Systems, Business Analysis, and other degree programs are all looking to use [GitLab for Education](/solutions/education/), and I have to find ways to make it relevant for them.\n\nThis challenge has led to some of the hardest moments of my professional life. I can navigate an unmotivated teenager in class, a parent email about their child’s low grades that blames me, an administrator suddenly showing up for an observation, a drumline member who hasn’t figured out the rhythm for the halftime show opener, or an AP student stuck on analysis of the assigned article. However, this is different. The career I entered into is full of jargon and standards that were unfamiliar to me.\n\nI had a lot to learn. What are stock options? What is Slack? How do I structure my time if there isn’t a bell ringing to let me know the beginning and end of class? What is an expense report? People expect someone my age to know these things already.\n\nI have a sticker on my laptop case that looks like the kind you’d get at a small meetup, the kind that says “HELLO, I’m...” and then there is a space to write your name. This sticker says: “Hello, I’m Still Learning.” I have this not so people can lower their expectations of me; instead, its purpose is to highlight that we should all still be learning and I’m going to be open about what I don’t know. I’m doing my best to turn my perceived shortcomings into strengths by bringing a mindset of [iteration](https://handbook.gitlab.com/handbook/values/#iteration) to my work, something GitLab helped me realize was important.\n\nI’m still learning, and feel so far behind some of my colleagues, but GitLab and my team have worked hard to create a space for me to feel comfortable while I work through this career change. It helps that my manager is also a former educator, so she understands the change from education to the corporate world.\n\nShe reminds me to take time for myself after each conference or lecture. My onboarding buddy still meets with me regularly to help me work through something technical or to give advice about a project I’m working on. Every opportunity to connect with people as a person, whether through a [coffee chat or the “Donut-be-strangers” Slack bot](https://handbook.gitlab.com/handbook/company/culture/all-remote/informal-communication/#coffee-chats), which matches me with another, random team member, helps me remain grounded in the humanity of my work. Every team meeting I’m in has a reminder of the importance of taking time for ourselves, and a section in the agenda to cheer each other’s accomplishments. I couldn’t ask for a better place to have my first non-teaching job.\n\n### What’s your story?\n\nHow’d you get into tech? Make any pit stops along the way, or have you always been working in this industry? Let us know in the comments field. Also, if you are considering GitLab as your next step, check out our handbook to learn more about [our culture](https://handbook.gitlab.com/handbook/company/culture/), and then take a peek at our [open roles](/jobs/all-jobs/)!\n",[728,715],"careers",{"slug":730,"featured":12,"template":13},"the-many-routes-to-a-tech-career",{"content":732,"config":742},{"title":733,"description":734,"authors":735,"heroImage":737,"date":738,"body":739,"category":9,"tags":740},"How to use virtual reality for team building","Zoom meetings are fine, but are there better options for team bonding? We tested a few virtual reality games. Here's what you need to know.",[736],"Matt Nohr","https://res.cloudinary.com/about-gitlab-com/image/upload/v1749682413/Blog/Hero%20Images/jeshoots-com-xGtHjC_QNJM-unsplash.jpg","2022-08-09","\nSince GitLab is [All Remote](https://handbook.gitlab.com/handbook/company/culture/all-remote/), we are frequently looking for new ways to stay connected with each other. A short time ago, our chief technology officer attended a virtual reality (VR) networking session and saw some potential for this type of [collaboration](https://handbook.gitlab.com/handbook/values/#collaboration) within GitLab. As the [acting chief of staff to the CTO](https://handbook.gitlab.com/handbook/engineering/cto-leadership-team/#acting-chief-of-staff-to-the-cto-rotation), I got the fun task of testing out how we could use VR as a team-building tool.\n\nFor this initial trial, I reached out to existing VR users at GitLab, using the #vr-pals slack channel. We also honed in on people who already had an Oculus Quest 2.\n\nHere are some of the things we tried, and what I found worked well:\n\n## Picking games\n\nI had some criteria when trying to find games to use for team building. First and foremost, I wanted games that felt inclusive to GitLab team members. Because of this, I ruled out shooting or other fighting games. I also stayed away from games that required a high level of physical activity. I found some games that had a long initial tutorial or game setup, which could have been appropriate but would have needed participants to do work in advance of any team-building sessions.\n\n## Explore the world - Wander\n\nThe first game we tried as a group was [Wander](https://www.oculus.com/experiences/quest/2078376005587859). This is basically a VR version of [Google Street View](https://www.google.com/streetview/). Our group took turns leading mini tours. I showed a place from a recent vacation, someone else gave us a tour of his hometown, and then we did one of the pre-built tours that come with the game. While we were using the game we could talk to each other, see where everyone else was looking, and even point things out.\n\nOne of the reasons I picked this game is that I've done something similar with team members over Zoom in the past. This felt more interactive since each person could look around on their own, and we weren't watching someone just screen-share a browser window.\n\nOne issue we had was that only five people could be in a room, which was a limitation of the game itself. We had more people than the room size allowed for, so some people did not get to participate. Now that we know this, we could work around it by splitting up into smaller groups in advance.\n\nIt also took a bit of time to become familiar with the controls. This was not a major concern, but we did have to explain the details to each other. This would happen with any game, and having teams familiarize themselves in advance would fix this problem. On the other hand, we did not want to have people required to do work before a team-building session.\n\nAnother challenge with this – and any other – game was identifying team members by their Oculus usernames and avatars. I would recommend players temporarily change their username for this type of team building.\n\nIf we wanted to do this again, it would be helpful to have people do a bit of planning in advance. For example, I could build a mini tour in the game using the \"favorites\" feature and then walk through that. It would make it flow a bit better and could be more inclusive if people felt more prepared. We could also have different sessions with themes like \"favorite vacation spots\" or \"best local food.\"\n\n## Bowling party - ForeVR Bowl\n\nThe other game we tried as a group was [ForeVR Bowl](https://www.oculus.com/experiences/quest/3420508614708029/). This was fun because, while we were bowling, we were mostly using the time together to tell stories and get to know each other. In this game, there are different bowling balls that are hidden for you to find and unlock, and after a couple of rounds of bowling, we decided just to go search for all the hidden balls. It was fun to be able to do this joint treasure hunt, and there are probably other good games that fit this theme as well.\n\nWe had some audio issues that we needed to work through on this game, but once we got that sorted out it was very smooth. I'm not sure how great the bowling mechanics/physics of the game are, but we were not trying to get high scores, just to socialize.\n\nLike Wander, there is a limit on the number of people in a bowling party, which is something to keep in mind. The controls also take a bit of getting used to for moving around the bowling alley, but that did not get in the way.\n\n## Other games\n\nThere were a couple of other games that were suggested that we did not get a chance to try.\n\nFirst is [Beat Saber](https://www.oculus.com/experiences/quest/2448060205267927/). I really enjoy playing this game, but it seems to work best as a single-player game. There is not a ton of collaboration.\n\nAnother game is [Rec Room](https://www.oculus.com/experiences/quest/2173678582678296/). This is something we could try in the future as it has a bunch of mini-games within it. It does take a bit of practice to get used to the game and controls, and that is why I did not include it in our trial.\n\nTo be more business-focused, I also tried out [Immersed](https://www.oculus.com/experiences/quest/2849273531812512/). I mainly used the desktop feature, which mirrors your computer to VR and you can have many virtual monitors. It was interesting, but I found that I got fatigued when trying to do actual work in this mode. There is also a virtual meeting room we could try, but for that, it seems our current Zoom setup is more efficient.\n\n## Going forward\n\nOverall, I think using VR is a fun way to connect with team members from all over the world, and something we should continue to explore. Over the past few years meeting in person has been difficult, so finding new ways to connect with each other virtually is something we should keep working on.\n\nOne major consideration is the price and availability of VR headsets for team members in different parts of the world. To give just one example, in South Africa the headsets cost about 2.5 times more than they do in the United States – if you can find them in stock. If we wanted to use this tool, we would need to ensure all team members had equal access to the hardware.\n\nCover image by \u003Ca href=\"https://unsplash.com/@jeshoots?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText\">JESHOOTS.COM\u003C/a> on \u003Ca href=\"https://unsplash.com/s/photos/virtual-reality?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText\">Unsplash\u003C/a>\n",[741],"remote work",{"slug":743,"featured":12,"template":13},"virtual-reality-team-building",{"promotions":745},[746,760,772],{"id":747,"categories":748,"header":750,"text":751,"button":752,"image":757},"ai-modernization",[749],"ai-ml","Is AI achieving its promise at scale?","Quiz will take 5 minutes or less",{"text":753,"config":754},"Get your AI maturity score",{"href":755,"dataGaName":756,"dataGaLocation":241},"/assessments/ai-modernization-assessment/","modernization assessment",{"config":758},{"src":759},"https://res.cloudinary.com/about-gitlab-com/image/upload/v1772138786/qix0m7kwnd8x2fh1zq49.png",{"id":761,"categories":762,"header":764,"text":751,"button":765,"image":769},"devops-modernization",[763,556],"product","Are you just managing tools or shipping innovation?",{"text":766,"config":767},"Get your DevOps maturity score",{"href":768,"dataGaName":756,"dataGaLocation":241},"/assessments/devops-modernization-assessment/",{"config":770},{"src":771},"https://res.cloudinary.com/about-gitlab-com/image/upload/v1772138785/eg818fmakweyuznttgid.png",{"id":773,"categories":774,"header":776,"text":751,"button":777,"image":781},"security-modernization",[775],"security","Are you trading speed for security?",{"text":778,"config":779},"Get your security maturity score",{"href":780,"dataGaName":756,"dataGaLocation":241},"/assessments/security-modernization-assessment/",{"config":782},{"src":783},"https://res.cloudinary.com/about-gitlab-com/image/upload/v1772138786/p4pbqd9nnjejg5ds6mdk.png",{"header":785,"blurb":786,"button":787,"secondaryButton":792},"Start building faster today","See what your team can do with the intelligent orchestration platform for DevSecOps.\n",{"text":788,"config":789},"Get your free trial",{"href":790,"dataGaName":48,"dataGaLocation":791},"https://gitlab.com/-/trial_registrations/new?glm_content=default-saas-trial&glm_source=about.gitlab.com/","feature",{"text":492,"config":793},{"href":52,"dataGaName":53,"dataGaLocation":791},1772652072747]