Most tech job postings not only look alike, they fail to attract the perfect candidate. Where are recruiters going wrong?<\/p>\n
\u201cIf your promise is too generic, it won\u2019t resonate with the ideal tech professional and it won\u2019t encourage them to take action,\u201d said Barb Agostini, partner for Recruiting Social, a social recruitment company with offices in Vancouver, London and Los Angeles.<\/p>\n
Employer branding statements tend to offer broad, overarching benefits that are designed to appeal to everyone. The truth is, if you’re trying to appeal to everyone, you’re appealing to no one.<\/p>\n
To attract tech professionals for specific projects and teams, each subgroup needs its own value proposition, an employment brand that\u2019s tailored specifically toward them. In order to grab the attention of inundated tech professionals, try weaving custom-fit brands into your job postings.<\/p>\n
In a competitive market, you have to inspire tech professionals to find out more about your company and job opportunity. And who knows better what will resonate than current team members? Soliciting employees\u2019 favorite environmental features and benefits creates a mini focus group.<\/p>\n
\u201cFind out what the current employees like about a particular project or department and what motivates them,\u201d Agostini said. \u201cYour branding statement has to be detailed and specific to be effective.\u201d<\/p>\n
What will draw in a software developer, for instance?<\/p>\n
Is it the opportunity to work with cutting edge technology? If so, mention specific tools and programs. Is it the lack of red tape or the freedom to take on side projects?<\/p>\n
Is it the opportunity to save lives by building surgical robots or power systems for developing countries? If so, tantalize prospects by describing their ability to impact the big picture.<\/p>\n
Pay close attention to not only what your employees say but how they say it, because mimicking their language and tone will help you attract like-minded professionals. \u201cIf your employees don\u2019t care that the company was founded in 1923, omit it from your branding statement,\u201d Agostini advised. \u201cYou have limited space in a job positing and your message is not about you, it\u2019s about them.\u201d<\/p>\n
\u201cWe use verbiage that helps candidates see themselves in the role,\u201d explained Leslie Roundy, senior marketing and employer branding specialist for Esri. \u201cOur employment brand has a common philosophy or theme, but we insert specific buzzwords and messages into each posting based on what will appeal to a particular group of candidates.\u201d<\/p>\n
Once you come up with a few keyword-rich branding statements, run them past your focus group. Most companies don’t test their value propositions: They simply launch them and wait to see what happens. But test marketing and fine-tuning your brand before you go live will ultimately save time and help you connect with your target audience.<\/p>\n
Highlight your brand at the very top of a job posting, to grab the attention of busy tech professionals who are window shopping for an exciting new opportunity. Once you have their attention, keep it and extend your brand by linking to your career site or social media profiles.<\/p>\n