I think author overestimates value of blogging for a company. While also underestimating problem running a corporate blog.
Not every employee wants to run the blog and if there is no one dedicated to it, most likely it will end up corpo-spam.
If you are an unknown company, you should have a good blog. Especially having great engineering content will help hiring. It might make you stand out or find you at all.
If you are established like cloudflare it doesn’t matter as much. I think they get loads of good CV’s anyway.
Not every employee wants to run the blog and if there is no one dedicated to it, most likely it will end up corpo-spam.
If you are an unknown company, you should have a good blog. Especially having great engineering content will help hiring. It might make you stand out or find you at all.
If you are established like cloudflare it doesn’t matter as much. I think they get loads of good CV’s anyway.