Young people should probably know that (as far as I recall) Joel more or less invented tech blogging as a form of advertising/recruiting for your company.

Namely either listing out the process/perks that a good engineering team should have and how conveniently his company has it. Or describing interesting and challenging problems they solved and how you can join them and solve problems like that too.

I don't recall anyone popular doing it before him and it's pretty much industry standard now. (Although, feel free to chime in if that's wrong. But popular being a key word here),