Developer advocacy has become one of the most misunderstood yet exciting roles in tech. While some view it as "glorified marketing," others see it as the perfect blend of technical expertise and community building. But what does a developer advocate actually do, and how can you transition into this unique career path?
Lawrence Lockhart Jr., Developer Advocate at Vaadin, recently shared his journey and insights into the world of DevRel. Having transitioned from a traditional software development role at FedEx to developer advocacy, Lawrence offers a realistic perspective on what this role entails and how to succeed in it.
What Does a Developer Advocate Actually Do?
Contrary to popular belief, developer advocacy isn't just about traveling to conferences and giving talks. It's a multifaceted role that varies significantly between companies.
"There is definitely without question no typical day or week... it is a role that is not really standardized. It's not like you can go into college and major in DevRel. It's really cross-discipline."
The Two-Way Street of Advocacy
Developer advocates serve two masters, creating a unique value proposition:
- Advocate for the company to developers: Introducing solutions and demonstrating value
- Advocate for developers back to the company: Providing crucial feedback to product and engineering teams
This dual responsibility sets developer advocates apart from traditional marketing or sales roles. They're deeply invested in whether their company's solutions actually solve real problems in the field.
"We represent the company to the world of developers and we represent the world of developers back to the company, which means having that trust factor is super super important."
Daily Responsibilities of a Developer Advocate
Lawrence's typical responsibilities include:
- Content creation: Blog posts, videos, social media content
- Community engagement: Responding to forum questions, social media interactions
- Conference speaking: Preparing and delivering technical presentations
- Technical writing: Documentation, tutorials, and guides
- Product feedback: Gathering and relaying developer insights to internal teams
- Social media management: Company Twitter, LinkedIn, and community forums
A Real Day in the Life
Here's how Lawrence structured a recent day:
- Morning: Social media engagement, community forum reviews, content creation
- Lunch: Podcast recording (building thought leadership)
- Afternoon: Conference talk preparation for DevNexus (a major Java conference)
- Evening: Planning and prioritization for the next day
The Challenge of Unstructured Work
One of the biggest adjustments for developers entering advocacy is the lack of traditional sprint structure.
"Prior to coming to Vaadin I was a software developer... we have features, stories, sprints... it's exceptionally regimented. Being a developer advocate, all of that structure just goes away and there's just a cloud of responsibilities."
Lawrence's Simple Productivity System
After struggling with digital tools, Lawrence developed an analog system using a whiteboard with three columns:
- Today: Absolute must-dos for the current day
- This Week: Everything that must happen within the week
- Long Term: Future responsibilities and opportunities
Key principles of his system:
- Review nightly and check off completed items
- Roll over incomplete tasks to the next day with a star (high priority)
- Move weekly items to daily as needed
- Keep long-term items visible but not stressful
"It's so simple, it is so reliable, don't have to log in, I'm not using devices, it's easily visible, can't miss it."
Essential Skills for Developer Advocates
Technical Credibility
Successful developer advocates must maintain their technical skills. At Vaadin, all advocates are "solid top-notch engineers" who continue contributing code to open source projects.
Communication Excellence
The ability to explain complex technical concepts clearly is crucial. Developer advocates must:
- Write engaging technical content
- Deliver compelling conference presentations
- Engage authentically on social media
- Handle criticism and feedback professionally
Customer Service Mindset
Lawrence's restaurant industry background prepared him for handling complaints and managing difficult situations—skills that translate directly to developer advocacy.
"Developers don't like to be sold to, period. Even when they have to buy something, they don't want to be sold to, but they will listen to a recommendation from a trusted friend."
Breaking Into Developer Advocacy
1. Ensure Company-Role Alignment
Before pursuing any developer advocacy position, understand:
- Why does the company have this role?
- What are their specific expectations?
- Do their goals align with your interests?
- Are they looking for a "popular face" or a "trusted advisor"?
"The first step in getting into DevRel is knowing that the company knows why they have it, and their reasons and expectations of you match what you want from it."
2. Build Technical Authority
Demonstrate your expertise through:
- Contributing to open source projects
- Writing technical blog posts
- Speaking at local meetups
- Engaging thoughtfully in developer communities
- Building and sharing personal projects
3. Develop Your Voice
Start building your reputation as a trusted advisor by:
- Sharing measured, thoughtful insights
- Providing valuable advice without always promoting products
- Being authentic in your interactions
- Building genuine relationships in the community
4. Understand the Trade-offs
Developer advocacy isn't for everyone. Consider:
- Pros: Community engagement, conference travel, diverse responsibilities, impact on product direction
- Cons: Less structured work, potential criticism from both sides, pressure to be "always on" publicly
Common Misconceptions About Developer Advocacy
It's Not Just Marketing
While developer advocates do promote their company's products, they're equally responsible for honest feedback and genuine problem-solving.
It's Not All Glamorous Travel
Social media may show the exciting conference trips, but the real work happens behind the scenes: deep technical research, content creation, and community building.
It's Not Easy Money
Successful developer advocacy requires continuous learning, relationship building, and the ability to handle public criticism.
The Future of Developer Relations
As companies increasingly recognize the value of authentic developer engagement, the developer advocacy role continues to evolve. The most successful advocates will be those who can:
- Maintain technical depth while building broad communication skills
- Navigate the balance between promotion and genuine value creation
- Adapt to new platforms and community formats
- Provide measurable business value through community insights
Key Takeaways
If you're considering a transition to developer advocacy:
- Start building your technical reputation now through open source contributions and content creation
- Develop a simple but reliable productivity system to manage unstructured work
- Focus on becoming a trusted advisor rather than just a technical expert
- Ensure alignment between your goals and potential employers' expectations
- Remember that advice must fit the person - customize others' strategies to your unique situation
Developer advocacy offers a unique opportunity to bridge the gap between technical innovation and community needs. For the right person, it can be an incredibly rewarding career path that combines technical expertise with meaningful relationship building.
"You have to take advice and solutions about career, about life, about family—take advice you get into context of how the advice giver and the person giving it relate to who I am and where I am."
The path isn't standardized, but with the right preparation, mindset, and alignment, developer advocacy can offer a fulfilling alternative to traditional software development roles.
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