Over the last few years, we’ve asked developers a lot of questions through our yearly survey. Each time, we’ve seen new programming languages emerge, changes in developer salaries, and increases in employment rates. But one thing has remained consistent: Developers expect potential employers to be transparent through the recruitment process.
In response, many employers have optimized their employer branding strategies to address developers’ top job evaluation criteria. Some companies have already begun seeing the impact of their efforts. But what if you’re still trying to figure out how to get transparency “right?” What do developers want to see on your careers page, job listings, and online advertisements?
As you might have already guessed, the answer is multifaceted. Here are a few tips to consider whenever you promote your brand to tech candidates.
You can probably think of a few things that set your engineering environment apart from the competition. Perhaps your education budgets are drastically higher than any other company, or maybe your product offerings are the uncontested leader in the market. These are the types of perks that developers want.
But take a second to evaluate your competition’s employer branding, as well as your own. How many of them, in some form, advertise themselves as “the best company on the planet?” You’ll likely be surprised by what you find, especially in your own banner ads or job listings.
Even if you believe that nobody can offer a working environment like yours, developers don’t respond well to this type of hyperbole. In some cases, these statements can make tech candidates believe that you’re trying to hide something from them. When you promote your employer brand to developers, back your claims up with specific examples.
Let’s turn the tables for a minute. If we were to ask you to define “transparent” employer branding, how would you respond? If you’re like most people, you’d probably tell us that it means being upfront about the positives and negatives of an employer. This isn’t entirely untrue, but developers don’t expect all of the details that make your company a challenging place to work, either.
Focusing on all of the things that could make your job opportunities unattractive is entirely counterproductive. In reality, developers understand that even at the best companies, there will be difficult days. Instead, be crystal clear about your organization’s engineering goals and how the right candidates will make an impact.
Need an experienced Site Reliability Engineer to lead your DevOps transformation? Share details about your current progress and your ideal timeline for completing the project. Looking to replace an experienced Mobile Development Lead? Tell candidates about the incredible team that they’ll be inheriting. Not only will this specificity attract relevant candidates, but it will also improve your company's reputation with all developer types.