Embedded development is undergoing a fundamental shift, driven by evolving technical requirements and industry dynamics. New workloads like AI are making code bases far more complicated, pushing engineers to seek more sophisticated software ecosystems. At the same time, increasingly complex hardware is leading engineers to demand hardware/software stacks built on standards, with access to more robust ecosystems.
The automotive industry exemplifies these changes. The average software-defined car now contains over 150 million lines of code, making growing scale and complexity major roadblocks for development teams.
Product lifecycles are also transforming. Where embedded code once sat unchanged and air-gapped, it now needs regular updates. Tesla demonstrated this shift recently when they fixed an issue impacting over two million vehicles with an over-the-air update. This evolution drives a need for modern, agile development methods.
Beyond technical factors, an ongoing shortage of embedded systems talent is accelerating change. Modern technologies like Rust and Zephyr give companies access to talented web and cloud engineers who might otherwise avoid embedded roles. This dynamic, coupled with the ability to leverage a larger talent pool, has become a key factor in technology adoption decisions.
Safety & Security First: The Rust Revolution in Embedded Systems
Rust’s unique combination of memory safety guarantees and zero-cost abstractions has become a compelling draw for embedded systems development. This advantage is already showing concrete results, with major companies across automotive, aerospace, and industrial sectors adopting the language for new projects. Notably, they’re able to maintain interoperability with existing C/C++ codebases, demonstrating Rust’s practical value in production environments.
Market indicators strongly support this momentum. The engineering community has tripled to nearly 3 million from 2021-2024, reflected in major adoptions by companies like Boeing, Volkswagen, and Amazon. The growth is particularly pronounced in safety-critical applications, where Rust’s core guarantees provide tangible benefits.
Zephyr: An Open-Source Onramp to RTOS Technology
Commercial real-time operating systems (RTOSes) were once a mainstay of embedded design, and for good reason. For many years, open-source OSes lacked the reliability and deterministic operation that are baseline requirements for most embedded systems. Today, the tables have turned: Designers can now choose from a variety of trustworthy open-source RTOSes that provide major advantages over commercial offerings in terms of cost and ecosystem support.
Zephyr has emerged as a leading choice for open-source embedded development, distinguished by its vendor-neutral governance, extensive hardware support, and integration with contemporary development practices. As an open-source project maintained by the Linux Foundation, it’s built on the same POSIX foundation as Linux, making it a comfortable environment for Linux engineers.
The RTOS market is undergoing a shift toward open-source solutions that offer both technical sophistication and community-driven innovation. With over 2,600 developers and 105,000 commits, Zephyr represents a vibrant ecosystem that’s particularly attractive for organizations seeking to avoid vendor lock-in while maintaining high quality standards. Its adoption by major semiconductor vendors and use in commercial products speaks to this maturity and market acceptance.
Regional Market Dynamics: NA vs. EU
Rust and Zephyr are taking off worldwide, but an analysis of job listings reveals regional differences.
North America
The North American market is characterized by rapid adoption of new technologies, an appetite for risk, and a focus on innovation, particularly in sectors like automotive, aerospace, and consumer electronics. Organizations in this region tend to be early adopters of Rust and Zephyr, driven by competitive pressures and the need to attract top talent.
There’s also a larger candidate pool compared to markets such as Europe, possibly due to a larger addressable market for embedded software. North American job listings focus on specialized roles, with a typical example being a Vehicle Software Rust Developer. The pool of engineers who have both the technical talent and the domain expertise for such roles is small, so candidates who pursue such positions will find themselves on the right side of the supply-demand equation.
European Union
European markets show a more measured approach to adoption, with emphasis on thorough evaluation and integration with existing processes. The region’s strong focus on industrial automation and automotive systems creates unique opportunities for both technologies. This is especially the case for Germany, which has a highly-concentrated embedded technology sector.
EU roles tend to be geared more toward general development and software engineering. The average yearly salary for a Rust developer in the EU is roughly $114,000, while European embedded software engineers make an average of $74,000. Although both EU and US employers offer flexible work arrangements, job listings in the EU skew toward remote positions.
Cultural Considerations
In both geographic job markets, the following technical and soft skills are widely sought by employers:
- Software development experience and an understanding of the software development lifecycle, particularly DevOps
- Proficiency in other programming languages, particularly C/C++
- Embedded system basics such as experience with RTOS, limited hardware design, and software integration
- Experience working with other systems such as digital signal processing, wireless communication/IoT devices, and cloud services
- Experience working with or contributing to open-source projects
- Communication, collaboration, adaptability, and problem-solving
However, there are also cultural differences between the geographies that job seekers and hiring managers must be aware of. For example, business communication in the US tends to be direct and informal, reflecting a focus on efficiency and immediate results. Competitiveness is highly valued, and there’s a stronger emphasis on individualism, ambition, personal achievement and individual freedom. Management styles reflect this, emphasizing individual decision-making and accountability.
European business communication tends toward more formal, relationship-oriented language, with companies placing considerable value on relationships. Concepts such as teamwork and community spirit frequently take precedence over personal ambition. European organizations also tend to emphasize work-life balance over salary.
What This Means for Stakeholders: The Chicken-or-Egg Challenge of Rust
For hiring managers, the growing adoption of Rust and Zephyr represents both an opportunity and a challenge. Organizations need to develop strategies for building teams with modern embedded development skills while managing the transition from legacy technologies and maintaining existing systems. For this, they should expand their hiring scope to focus not just on expertise, but also soft skills and lateral experience.
If you’re hiring your first Rust developers, ask yourself: what will they do on day one? Good programmers seek roles where they can apply their expertise immediately. Without an existing Rust project, you’ll struggle to attract top talent.
Current Dynamics of Rust Development
This creates a challenging chicken-and-egg situation: How do you start a Rust project without having Rust expertise on your team? While there’s no universal solution, here are several approaches to consider:
Start by engaging your technical leads in strategic discussions about Rust adoption. They can help identify suitable pilot projects, whether that’s rewriting a performance-critical component or starting a new greenfield project. Consider bringing in experienced Rust consultants to help establish best practices and mentor your team during the transition. You might also encourage interested engineers on your current team to start learning Rust and experimenting with small proof-of-concept projects.
The key is having a clear direction in place before you post your job listing. This will enable you to reassure candidates that their talent will not go to waste.
Job seekers should focus on developing expertise in both the technical aspects of Rust and Zephyr and their practical application in production environments. Understanding how these technologies integrate with existing systems and processes is particularly valuable, as is experience with specific vertical markets like automotive or aerospace. Experience working with open-source projects and soft skills such as communication will also be incredibly beneficial. Beyond that, candidates should understand the unique culture, technical landscape, and regulatory climate of their target regions, in addition to knowing both the language and typical communication style.
Future Market Outlook
The embedded systems market is likely to continue its shift toward modern technologies like Rust and Zephyr, driven by increasing complexity in connected systems and growing safety requirements. Organizations should plan for this transition by investing in training, tools, and expertise while managing risks associated with technology adoption. Professional developers should position themselves at the intersection of traditional embedded development skills and modern development practices.
Moving forward, understanding both the technical capabilities and the business drivers behind Rust and Zephyr adoption will be crucial for job seekers that wish to advance their careers — and for any business that seeks to remain competitive.
About Webster & Webster Associates
With over two decades of specialized experience in the embedded and IoT technology market, Webster & Webster Associates offers unparalleled expertise in connecting organizations with qualified talent in this rapidly evolving sector. Our deep understanding of both traditional and emerging embedded technologies allows us to provide strategic guidance to both hiring organizations and job seekers.