Ooh, interesting question.
I'm working for a company that does cryptomodules for secure packet processing and key exchange.
We sell chips and boards with APIs to drive them. I split my time between writing embedded code, writing test code, and supporting customers when problems crop up.
I went to school at CalTech and studied microprocessor-based systems and VLSI design, picking up a little software along the way. After my sophomore year microprocessor class series, which involved building microprocessor-based projects like calculators, car alarms, and the like, I applied to become a TA for the classes. When it came time to look for a job the next summer, I asked the instructor if he was aware of any former TAs who had started businesses in the area, and got a few good leads to sharp people well-placed in their companies, and I they appreciated what my background was.
I took a summer job with one of them and I'm still working there 18 years later having gone through assembly language programming, board design, chip design, bringup, chip test, firmware development, software test, windows software, customer support, project leadership, etc.
I think the biggest positive was getting some work experience early on. That job as a TA was a terrific springboard, and making connections through the instructor was incredibly helpful.
Somewhere along the way, I decided to switch from hardware to software. My first big chip design project took three years to get through and teh requirements changed about 9 times along the way, which was a little too much frustration for me. I decided I needed to work one something with a shorter time-scale or that was a more flexible medium.
At this point, I'm very happy with the whole thing except, perhaps, for two things: 1 - The field is pretty esoteric, such that I can't really talk about my day with my family, which can be kind of separating. 2 - Depending on the situation, the hours can be pretty heavy sometimes.
College taught me lots of great stuff about how to do the job, but nobody ever really talked about what the career was like at the time I was choosing a major, and I think that was a real shortcoming.
On the other hand, I've got an enjoyable job that pays well. I can take care of a family of 7 and own a big house in Southern California on it, so it's hard to complain.