With 87% of developers saying that they’re currently employed at least part-time, hiring the tech talent you need might seem like a nearly impossible task. However, employer branding content that resonates with what developers care about can pique the interest of even the most passive candidates. To give you a little extra motivation, here are a few companies who use their employer brand effectively to attract developer candidates.
SproutSocial’s Company Page makes it obvious that they know their audience. Not only does their cover photo show off their lively work culture, but they’ve also included a handful of video interviews with their tech team, including the company’s CTO and co-founder. These short videos give candidates a preview of SproutSocial’s engineering culture, which is something developers consistently say they look for in potential employers.
The production value of all of these assets is impressive, but don’t worry if you don’t have the budget to create carbon copies of their employer branding content. Photos and videos recorded on smartphones or consumer cameras are often good enough for developers who are evaluating job opportunities on your team.
Northwestern Mutual wasn’t afraid to add a bit of humor to their Company Page. More importantly, they share plenty of details about the projects that their tech team is currently working on, as well as the developer-centric benefits they offer.
You can easily follow Northwestern Mutual’s lead and infuse a bit more of your organization’s personality into your employer branding assets. Additionally, while this might seem like a lot to read, they’ve included all the details that developers repeatedly say they wish more employers would share.
This not-for-profit organization is clearly proud of the mission it serves—which their tagline and “about us” section explain in detail. Fight for the Future’s company mission also addresses how they treat their employees and enable them to get things done.
Considering that developers want to work for companies that they believe in and treat them fairly, Fight for the Future has put themselves in a strong position to communicate both of those things to potential candidates
The Washington Post addresses a lot of questions that potential candidates might have on their Company Page. They outline their tech stack, highlight their engineering blog, and share media mentions that are consistent with the fact that they want to be seen as an engineering-focused organization.
You can make a similar impact on your Company Page by asking your developers about the questions they had before joining your company—and sharing their answers with candidates. The things that your programmers thought about before accepting their jobs are likely the same issues that other developers are currently wrestling with.
Culture Amp really lives up to its mission statement. Instead of listing generic benefits that all employees receive, they show off the developer-centric perks that are sure to grab a candidate’s attention. This includes details about their engineering culture, the technologies they use, and the education reimbursement program they offer developers to learn whatever they want.
Your company might offer different benefits—and that’s great! But no matter what they are, make sure to avoid “highlighting” the most basic perks. Developers expect things like medical and dental insurance wherever they work, so tell them more about the benefits that set your company apart.