Even if you’re confident that your employer branding strategy will resonate with developers, it would be unwise to kick up your feet once you’ve “finalized” your content. Along the way, you’re bound to get valuable feedback from candidates that will tell you if your employer brand is attracting developers or driving them away. To ensure that your your company’s story remains relevant to candidates here are a few things you should always keep an eye on.
When I was a recruiter, I made the mistake of ignoring my active job listings after I posted them online. Even if the role changed, I figured that I could just update my top candidates when they came in for interviews. In all likelihood, this probably kept a handful of qualified applicants from submitting their resume—and the lack of updates reflected poorly on the entire organization.
To avoid these pitfalls, schedule a recurring team meeting to review and update your active job listings. For some teams, monthly meetings might be necessary. For others, these sessions might only need to occur on a quarterly basis. No matter what the case is for your recruitment team, this effort will manifest itself in up-to-date and compelling technical job listings that will stand out to developers.
Developers love sharing their knowledge with each other—especially when they’re interviewing for new jobs. If they have a positive candidate experience with a company, they’ll shout about it from the rooftops. But if they have a negative interview experience with that company, they’re even more likely to tell other programmers in their network to steer clear. When that happens, it can have a dramatic impact on your company’s reputation in the developer community.
Gerry Crispin recently told Jibe that it’s employers should treat the candidate experience like their employer brand depends on it. Your job listings and recruitment emails can start conversations with developers, but if the interview experience puts too much of the burden on them, you could end up harming your entire employer brand. However, you can avoid this by making a habit out of asking candidates for feedback. You might not always like what you hear, but the things they point out could help you optimize your entire employer branding strategy.
The members of your engineering department are employed, but they’re just still aware of your company’s reputation. More importantly, they probably chose to join your tech team because your mission statement resonated with them—and they’ve got a few ideas on how you can tell that story to the developer community.
Don’t feel obligated to apply all of their suggestions to your employer branding materials, but reach out to them for their thoughts on your content. Their feedback will confirm that you’re on the right track, or your programmers will give you valuable insights that provide a clearer idea of how to make your company’s brand resonate with potential candidates. As a bonus, these conversations can reinvigorate your current developers by reminding them of the things that make your engineering culture so exciting.