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Talent brand


As a global, all-remote company, GitLab has a unique story to tell. A key part of telling that story is sharing what it's like to work here, because we wouldn't be successful without our people and our culture. This page outlines our approach to talent branding at GitLab.


Here's an overview of the current and future projects and workstreams that are part of talent branding at GitLab.

Our audience

The audience we hope to reach with our talent brand initiatives is both internal and external to GitLab:

GitLab team member value proposition

We've recently defined our team member value proposition, and you can find it on the GitLab Culture page. We're working on bringing it to life across our digital channels in Q3 to better tell the story of what it's like to be part of our global, all-remote team.

Digital channels for talent branding

Jobs site

Our GitLab jobs site is where candidates can find information about working at GitLab, along with links to browse and apply for our vacancies.

Social media

We incorporate content about hiring and our culture on GitLab's social media accounts so that there's one central place for candidates and the community to find out more about the company as a whole.

On LinkedIn, we have a specific career page where candidates can find out more about life at GitLab.

We are working on a "life at GitLab" video, which is to be completed in Q2. There are also a number of videos on our YouTube channel that relate to working here:

Review sites

We want to be sure candidates who come across GitLab's profile on employer review sites have an accurate picture of what it's like to work here. There are some sites where GitLab has a company profile, but we do not own it or pay for additional features. On others, we have a managed presence.

We encourage team members to leave reviews and share their stories on these sites to continue to keep an updated profile.


Engaged employer

As an engaged employer with Glassdoor, we're able to customize the branded content, videos, links, and images on our Glassdoor profile. Our contract with Glassdoor includes pages in these countries:

This also includes sponsored international jobs (all countries outside of the US and UK), as well as the ability to respond to reviews.

Responding to reviews

The Talent Brand Manager responds to reviews on a weekly basis, with input from any necessary teams internally. More details are outlined in this Google Doc.

Escalating reviews and tracking success

Glassdoor reviews and ratings have valuable themes and trends that can help us improve our culture, hiring process, benefits, and more. We share ratings trends, key themes, or escalations to the appropriate contacts internally so that we can track our success and take addition action if needed. This includes:

OpenCompany designation

One of our Q2 OKRs was to reach OpenCompany status on Glassdoor. As an open, transparent company, this designation was important for us to have to best represent our employment brand. Achieving and maintaining OpenCompany requires that you:


We have a premium profile with Comparably, an employer review site that also offers recruitment marketing tools and award programs.

Our goal is to keep the feedback on our profile up to date by annually (Q3) sending a link to all team members where they can consider leaving feedback or a review.

Other employer sites

GitLab blog

To give the most authentic view of life at GitLab, we encourage team members to blog about their experiences. You can find many of these posts in the culture section of the GitLab blog.


We promote life at GitLab and our open vacancies on HackerNews. Learn more about how this works.

Talent brand resources

Hiring fact sheet

The hiring fact sheet is a quick reference guide that offers a high-level overview of working at GitLab, including our latest headcount, employer awards, and blogs. It links to a number of places in the GitLab handbook as the single source of truth.

The fact sheet is updated monthly, so be sure to download the latest one.

Article repository

There is a curated list of blog posts and articles in the recruiting team project folder that help tell the story of life at GitLab.

Check out the list and feel free to contribute to it.

GitLab talent ambassadors

Spread the word about life at GitLab by becoming a GitLab talent ambassdor.

Whether you're a hiring manager or an individual contributor, this page outlines the steps you can take to help represent our talent brand and attract more great people to join the team.

Employer awards and recognition

There are a number of awards and recognition programs we plan to nominate GitLab for in FY21. Here's an epic with an overview of those programs.

All-remote work

A foundational aspect of our talent brand is the flexibility that all-remote work gives our team members. Learn more about GitLab's approach to remote work on our all-remote page.

Performance indicators

Here are the definitions for the performance indicators listed in the talent brand job family.

Glassdoor engagement

LinkedIn Talent Brand metrics

Team member engagement score

Our team member engagement or net promoter ("I would recommend GitLab as a great place to work.") score is measured annually in the Culture Amp survey. Here are samples of the statements team members were asked to consider:

Team member turnover

Defined on the People Group Metrics page.

Team member referrals

Overall number of job candidate referrals from GitLab team members.

Hires vs. plan

Defined on the People Group Metrics page.