Talent acquisition leaders understand the value that a strong employer brand can deliver, especially when you need to hire technical talent. Since it’s such a critical component of a developer hiring strategy, there’s also a great deal of pressure to get your employer branding strategy right. Because most candidates are passive, companies are always looking for new ways to make a positive first impression on developers.
If this sounds familiar to you, there’s good news. Even though developers see an average of 5,000 ads per day, they aren’t looking for flashy graphics or outrageous promises about your open roles. But there are a few subtle tweaks that you can make to drive additional clicks to your careers website. Here’s how to do it.
Chris Garrett of Copyblogger once wrote that specificity is among the most powerful copywriting tools for any marketer. “Precise details help convey that you are telling the truth,” he continues. “A vague ‘guesstimate’ is not going to have the same impact because a nagging doubt clouds the prospect’s mind.” Considering the impact that your employer brand has on your entire company, these marketing best practices are incredibly relevant to your tech recruitment strategy.
But still, how does this apply to developer hiring? Replace the word “prospects” with “tech candidates.” Now, consider that over 38% of respondents to our 2018 State of Developer Engagement survey said that their biggest ad priority is relevancy. When it comes to employer branding, these principles around specificity can make a dramatic impact on your results.
Let’s unpack this idea of specificity in your banner ads for tech candidates. If you’re hiring a Desktop Developer, use the term “Desktop Developer” in your ad copy. If that person will be based in Las Vegas, include that as well. As rudimentary as this might sound, it helps you build trust with tech candidates and make it more likely that they’ll click to learn more.
Because developers enjoy seeing ads that are relevant to their careers, employers often assume (correctly) that they should be transparent about their available job opportunities. But as you optimize your employer branding strategy, consider the readability of your message. While our survey respondents told us that they like ads that offer something of value, they also said that they want companies to avoid fluffy or vague language.
The takeaway here is straightforward. Even when you can offer tech candidates a long list of benefits and perks, resist the temptation to include them all in an employer branding ad.
To make sure that your ads are easy on the eyes, take a few steps away from your computer and look at your creatives. Can you read them from where you’re standing? Do you think your ad clearly states what programmers can expect after clicking? Or are you having trouble understanding the text? Developers consume information online much more quickly than the average user, so save the finer details about your perks and benefits for your careers page.