{"id":999881933,"date":"2022-07-05T17:00:00","date_gmt":"2022-07-05T17:00:00","guid":{"rendered":"https:\/\/dice.npgdev.com\/?p=923715311"},"modified":"2022-07-05T17:00:00","modified_gmt":"2022-07-05T17:00:00","slug":"communicating-your-employer-brand-to-attract-in-demand-tech-talent","status":"publish","type":"post","link":"https:\/\/dice.npgdev.com\/hiring\/recruitment\/communicating-your-employer-brand-to-attract-in-demand-tech-talent","title":{"rendered":"Communicating Your Employer Brand to Attract In-Demand Tech Talent"},"content":{"rendered":"\n

This article is the second of a two-part series on employer branding for large enterprises. The first article covers tailoring your values, mission and vision to attract technologists and evaluating your candidate and employee experiences for improvement opportunities. Read the first article here.<\/a><\/em><\/p>\n\n\n

Beyond salary and benefits, technologists want to know what it\u2019s really like to work for your organization. Your employer brand is the collection of interactions candidates and employees have with your brand throughout recruitment, hiring and employment\u2014and how candidates gain an understanding of what it\u2019s like to work for your organization. <\/p>\n\n\n

In today\u2019s competitive tech hiring market, employer brands are serving as a differentiator and helping organizations stand out from their competitors to win the limited supply of tech talent available. Using your established values, mission and vision, tailored for technologists\u2019 wants and needs, this article will guide you through creating content that communicates your employer brand to field informed candidates and measuring the effectiveness of your employer brand communications. <\/p>\n\n\n

Build Content to Support Recruitment (and Retention)<\/h2>\n\n\n

Communicating your employer brand\u2014what it\u2019s really like to work for your organization\u2014is a critical step to attracting tech talent and creates informed candidates (making your job a little easier!). Creating assets and content you can add to your organization’s website and social media pages is a great place to start because these are often the places candidates begin their research on your organization. Making sure you’re regularly sharing relevant, helpful and up-to-date content on those channels is therefore critical to recruitment. <\/p>\n\n\n

When thinking about creating content that supports your employer brand communications strategy, it\u2019s important to remember you have two primary audiences in addition to your current employees (and their networks for potential referrals): active candidates and passive candidates. <\/p>\n\n

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Check out the Dice Tech Job Report<\/a> for the latest data and trends in tech hiring.<\/p>\n<\/div>\n<\/div>\n\n

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Active candidates are those who, wherever they are in their career path, are actively looking to make a move. We have already established that they want to know the basic facts about your company as part of their research. By offering images, verbiage and short videos profiling the company and its team, you can provide a more interactive and engaging glimpse into the work (or WFH) environment. Don\u2019t get too caught up in production value particulars\u2014even a handheld smartphone video can convey an authentic atmosphere that candidates are seeking out. <\/p>\n\n\n

Reaching out to passive candidates requires a more nuanced and personalized approach. They don\u2019t need your job, so the best way to approach this group is with a simple, direct and professional message with a strong introduction. Smart content backed by in-depth research on the candidate will grab their attention, and while you may not convince them upon first outreach, leaving the door open for a relationship could pay dividends in the future. And it pays to be persistent. Many candidates will need to hear from you multiple times before they take action, so don\u2019t give up if at first you don\u2019t make a connection. Staying top of mind is also important for when candidates do become open to opportunities. Regular contact with helpful and relevant information about their function or industry will help recruiters stay top of mind with passive candidates in today\u2019s competitive market. <\/p>\n\n\n

Take the opportunity to develop content that can also be customized for current employees about perks and testimonials reminding them of company values. This is a smart way to support retention, an increasingly critical goal in today\u2019s highly competitive tech job market. Overall, your content is creating informed candidates and employees so your employer brand is shared with consistency and authenticity to all audiences.<\/p>\n\n\n

Measure Progress and Optimize for Improvement<\/h2>\n\n\n

You\u2019ll also want to put a measurement plan in place to regularly monitor the effectiveness of your employer brand communications. Setting up core metrics and establishing benchmarks will help you and your organization understand and evaluate your progress. There\u2019s a temptation in today\u2019s data-driven world to measure everything, but simplicity is key here. Creating too much noise with excess data can distract you from what\u2019s truly important to your organization. Here are some examples of core metrics you may want to add to your measurement plan:
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