Why employer branding is vital to attracting tech talent

According to recent statistics from Glassdoor, 84% of job candidates say the reputation of a company is important when applying for roles. This echoes CWJobs’ own research, which finds that 81% of workers in the technology sector agree that a company’s reputation is an important factor when applying for a job.

One of the most effective ways a company can uphold its reputation is by carefully considering its branding. Essentially, an employer brand is the way talent perceives an organisation as an employer. This can include several factors, such as how a company cares for its employees, the perceived culture within the business, and the career opportunities that are available to employees.

Let’s take a closer look at why employer branding is vital to attracting tech candidates:

Why employer branding matters to tech talent?

CWJobs’ recent report, Decoding Job Search Trends, reveals that 88% of candidates research a company before applying. Likewise, the number of tech job seekers who look at employers’ websites has increased by 7% from 2020 to 2021. (36% in 2021 vs 29% in 2020).

With the current skills gap in the tech sector, candidates with specialist skills are in high demand. As such, they have their choice of top jobs and are more likely to see a company’s reputation as an important factor.

Employer branding matters because it provides candidates with a window into what it’s like to work for a company. Top talent in particular, want to work with companies that have a good reputation. They see an employer’s brand as an extension of their own values.

What does tech talent want from an employer brand?

According to Universum’s 2021 research, when looking for a reliable opinion on what company to work for, tech candidates turn to their professional network, other people in the industry and online reviews, to help with their decision-making.

When evaluating a brand, it may be useful for companies to consider what factors tech candidates are interested in when looking for a job. CWJobs’ own Decoding Job Search Trends report finds that company reviews (55%), the availability of employer information (43%), interview tips (28%), earning and development potential (26%), and professional networks (23%) are the most important factors.

As such, employers should look at what other people are saying about them online and how accessible their company information is. They should also share useful information about succeeding in job interviews on social media, and as part of a content marketing strategy. When it comes to job adverts, providing salary information and typical career progression paths can also help engage top talent.

How to attract the right candidates in a candidate-led market?

Consistent messaging

Companies should use data to decide on their messaging and personalise their communications with particular audiences. For example, when advertising a senior management role, the messaging might be focused on company benefits, work-life balance, and salary. Whereas an entry-level role might emphasise learning and development, and networking opportunities.

Transparent communication

In today’s landscape, finding accurate, reliable sources of information is more difficult than it’s ever been. As such, candidates appreciate transparency. Clear communication, even when presenting negative information, is key to ensuring that a brand remains trustworthy and dependable.

To ensure messaging is consistent throughout the recruitment process, companies should create a communications plan that outlines what messages should be shared and how they should be delivered across all platforms, including telephone, video, email and social media.

Brands that maintain communication with job seekers are more likely to remain in their consciousness when it comes to applying for jobs. As a company, it can be tempting to update everyone on the minor details but what engages jobseekers is relevant content.

Shared values

It’s important for companies to align their values to those of Gen Z. By taking a societal stand on specific issues, young people are more likely to see a company as an appealing place to work.

According to CWJobs’ recent report, The Digital Generation, 69% of young people say that it’s important for Carbon Net Zero ambitions to be part of a company’s values when applying for tech roles. Mission statements are also key, specifically for racial diversity (65%), gender diversity (63%), neurodiversity (61%), and LGBTQ+ representation (60%).

Flexibility

Tech candidates look for flexibility when applying for roles. Companies that are open to negotiation and flexible to the needs of their employees are more likely to have a positive reputation among job seekers.

Although companies should be clear and precise in job adverts, they should also highlight flexible, remote, and hybrid working opportunities. Likewise, they should embrace flexibility in the interview process and provide candidates with various communications options such as video calls.

In partnership with Universum – the world’s leading employer branding agency, CWJobs has published a brand playbook to help organisations achieve the best results they can from their employer branding. The playbook explores the importance of a brand in attracting and retaining top tech talent in a candidate-led market. It also provides useful insights into how to influence changes in perception, how to personalise messaging, and measure success.