||I agree with gladius. The process is definitely unclear. I had initially signed up to test my chops in algorithms. I had no idea there was a recruiting wing. The only reason I now know is that one of the TC recruiters called me!
Maybe you need a separate portal with a distinct marketing message. To me, the TC brand means algorithm competitions. I have no stats, but I would guess that the vast majority of rated members are algorithm competitors, not design or development competitors.
Given that perception, even if I had known about the recruiting wing, I probably would never have tried. I'm a business intelligence / data warehousing developer. The most technical thing I do is SQL; no hardcore techie stuff here. To me, algorithms are for engineers, and I'm not an engineer.
To extend what CodeCruiser said, most development jobs are drudgery. You don't need to be a genius to do UI design, or to put together IBM mainframe reports. The idea that TC would offer those "normal" programming jobs goes counter to the perception that it is a hardcore, engineering site.
Hope this feedback helps, and good luck steering the brand. I'm working with one of your recruiters now and thus far, the experience has been great, even though nothing has come of it yet. I've worked with many recruiters in the past, and none come close.