You may have misunderstood my comment. It's not about having a brand. It's about having a professional reputation. Professionals who are of the "excellent" caliber that this service purports to represent usually develop a professional reputation naturally without even trying.
This happens even if one is fairly isolated doing "heads down coding" for much of the year. There are times when you meet with clients in meetings, or talk to customers, and talk to competitors at industry conferences, standards meetings and the like.
People who are competent recognize other people who are also competent just by talking to them. People either know what you are talking about and can respond intelligently, or they don't. When people don't know what you are talking about, you downgrade the conversation and talk about gardening, the weather, sports. This is just normal everyday human interaction. It's strange reading some of the replies here, it sounds like some of the people on this discussion board don't know about how that is done. They seem to not have face to face interactions with other people in their field.
In the cases where you connect with someone who is likewise competent, you both remember the encounter. You trade business cards. And if you have an opening at your job for the sort of work the person does, when the position is mentioned, you pull out his card and say "What about this guy? I met him at the XYZ conference. He invented the ABC protocol that is used in GHI devices, just like the thing we are looking to get into."
Connections made don't have to be with management. Typically it is another engineer, a peer relationship. If you know what you are doing, then you get recommended when there is an opening. That is how most jobs at good companies get filled. It's not "nepotism" as someone below claims (apparently he is lacking a dictionary.) I have never worked for a relative. If I do in the future, they will have tried to hired me not because I am related, but because I am the best. And should that happen I would turn them down since I wouldn't want to mix up family relationships with work, that can be a disaster. In any case, if you are good, even the most reclusive and introverted developer/designer/inventor is going to have some people he talks to. And if he is good some of those people are going to talk to others about his work. If that is not happening for someone, the likely reason is they are not all that great. There is no shame in being incompetent nowadays, but the article under discussion is about hiring "excellent" people, not incompetent ones, so it is relevant for the specific topic at hand.