Companies pay us to become their engineering careers page. Not only does this profile 10x the response rate for any recruiter outreach, but it also builds an ongoing pipeline of interested engineers who like the culture and engineering practices they see described.
For small to medium size companies this is huge as they can show candidates what they are about. This helps them fill the top of the funnel instead of fighting to get candidates to even respond.
It is kinda like a dating profile. You don't jump straight to marriage from a dating profile, you just get enough information to filter who you want to go on a first date with.
So, how is it different than a recruiter? A recruiter gets paid when you join the company. This is the company explaining who they are and how they work and then letting you decide if you want to have a chat and see if you are a match. In our minds that is a big difference. And, with our setup you can ask engineers at the companies questions you have anonymously.