How would you describe a “technology company?” If you’re like most people, you’d probably think of the typical traits of a tech startup. They’re small, but growing rapidly. They have offices that would make people envious, complete with amenities like catered lunches and refrigerators full of beer. But above anything else, technology companies sell software, right?
That might have been true in years past. But today, we live in an age where every company is a technology company. Todd Hazelton, Technology Product Editor at CNBC, recently wrote that the term “tech” has almost become meaningless. He adds, “Any company that starts up today has to change the industry it's competing in in order to excel. That comes through clever application of technology.”
So, does this mean that your company is a tech company? The answer is a resounding yes, and to attract the developers you want to hire, you need to embrace the fact that you (yes, you) are recruiting for a technology-driven organization. In fact, this should influence your entire employer branding strategy. Here are a few tips to help you create more effective tech recruitment strategies.
Your first instinct might be to identify all of the ways your organization uses software and promote them to tech candidates. But first, take a step back and understand how technology is helping your company move forward.
Stephenie Stone, CIO Americas at M+W Group, told Forbes that this process was twofold. Stone says the first step is to learn how technology flows through your business. In her team’s case, tablets are a critical tool that allow foremen to receive designs directly from designers in real time. Then, Stone focused on the impact on M+W Group’s customers, which was a reduced technology-to-market cycle.
As you tweak your employer branding for developers, ask yourself two questions before you take pen to paper. How does your company use technology to improve internal workflows? And how does your organization leverage technology to improve the lives of its consumers? The answers to these questions will help you make meaningful edits to everything from your job listings to your careers pages.
Updating your employer branding has an impact on your tech recruitment strategies. Still, it might sound like a lot of work. But remember, developers search for jobs differently than non-technical candidates. So as you reposition yourself to tech candidates as a bonafide technology company, start small and tweak job listing and company page copy on the platforms that programmers actually use to search for new opportunities.
Northwestern Mutual likely needs no introduction. As one of the largest financial institutions in the world, you wouldn’t think of them as a technology-first company. But take a look at the copy they’ve included on their Stack Overflow Company Page.The phrase “160-year-old startup” sets the tone here. You won’t find this on their primary careers page, but because they understand that their target audience on Stack Overflow, they’re able to position themselves as a uniquely compelling employer to developers. Focusing on developer-centric platforms as you edit your employer branding enables you to stand out to tech candidates without making sweeping changes to all of your recruiting materials.