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How The Washington Post Redefined Its Employer Brand

Post by Rich Moy on Aug 16, 2018 12:00:00 PM

The Washington Post is one of the world’s most recognizable news brands, attracting an average of 100 million readers a month. In recent years, The Post has transformed itself into a media and technology company, placing rapid experimentation, innovation and the user experience at the forefront of its strategy.

To support these changes, the company has overhauled its employer branding strategy. We spoke to Austin Graff, a Talent Marketing and Brand Specialist for The Post, about how it redefined its employer brand to attract technical candidates. Here’s what he had to say. 

How to Engage Developers With Simpler Employer Branding Ads

Post by Rich Moy on Aug 9, 2018 12:00:00 PM

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.

How Ad Retargeting Impacts Tech Recruiting

Post by Rich Moy on Aug 7, 2018 12:00:00 PM

Most HR certifications don’t require you to understand the ins and outs of ad retargeting. If you’ve never used this technology before, Dan Hecht at HubSpot explains that retargeting ad campaigns serve your banner ads to people who have already visited your website.

Recently, employers have begun experimenting with retargeting campaigns to boost their employer branding efforts. Because developers are receptive to ads that are relevant to their career goals, a retargeting campaign could provide a boost to your employer branding strategy. But according to a recent survey by Nanigans, 77% of consumers think that they see too many ads from the same companies.

While it’s a unique challenge to stay relevant without turning developers off, there are a few things you can do to strike the right balance. Keep the following tips in mind if you’re considering an ad retargeting campaign for tech candidates.

How Transparent Should Your Employer Branding Be?

Post by Rich Moy on Aug 2, 2018 12:00:00 PM

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.

Building Trust With Tech Candidates Through Advertising

Post by Rich Moy on Aug 1, 2018 12:00:00 PM

When you hear the phrase “employer branding,” what immediately comes to mind? If you’re like many people in talent acquisition, you probably think of assets such as job listings, careers websites, and recruitment emails. But as we learned from Lee Jones at trivago, companies can also impact their developer hiring with creative and informative banner advertising campaigns.

That doesn’t mean advertising to developers is easy. Experts say that the average Internet user sees 5,000 ads per day, and many of them are invasive and irrelevant. Based on what we learned in the 2018 State of Developer Engagement, programmers are particularly wary of the ads that they see online.

The good news? A few small tweaks to your campaigns can help you build trust with tech candidates through advertising. Here are a few things to keep in mind.

What is Your Employer Value Proposition (and Why Does it Matter)?

Post by Rich Moy on Jan 16, 2018 12:00:00 PM

When you think about how to make your company attractive to developers, the first thing you probably think of is your employer branding strategy—and rightfully so. But how do you create the messaging that fuels your tech recruitment emails, job listings, and careers page? It starts with your employer value proposition (or EVP), which you should define before taking pen to paper on any branding initiative for tech talent.

If you’re still feeling a little lost, don’t worry. You’re probably not alone. Let’s take a closer look at what your EVP is, how you should define it, and why all of this matters.

How Your Employer Brand Will Impact Your Tech Hiring in 2018

Post by Rich Moy on Jan 8, 2018 12:00:00 PM

Last year, employer branding was one of the most popular technical recruiting topics that we covered. The reasons behind it are well-documented. Most programmers are employed, and your candidate-facing content is the first (and often, only) chance you’ll have to grab the attention of passive developers.

But what if your company has suddenly seen exponential growth? Shouldn’t the top programmers just come to you? After all, how could they miss all of the press coverage you’ve received recently? Those are all positives signs for your organization’s future, but they don't diminish the importance of your employer branding strategy, especially when it comes to finding and hiring developers.

In some ways, your brand could be even more critical to hitting your hiring goals in 2018. Let’s take a closer look at how it will impact your tech hiring this year.

Creativity Comes First – The Concepts Behind trivago’s Employer Branding Campaigns

Post by Lee Jones on Oct 30, 2017 12:00:00 PM

Employer branding to developers is no easy task. It's even harder when you're confined to conveying your message in a small online advertisement. You need to grab a developer's attention with only a single graphical element and a sentence or two of copy.

This year, our small creative team at trivago saw great success in our developer employer branding initiatives, taking home an award for our ‘Diwurstity’  campaign and earning a nomination for our 'Endangered Species' campaign. Since adapting the creatives of both these campaigns to our Stack Overflow banner ads, we've seen both engagement and application numbers double in a matter of months. 

Here are just a few of the processes behind our successful employer branding concepts, as well as a couple examples of the ads we ran.  

4 Employer Branding Mistakes That Ruin Your Company's Reputation

Post by Rich Moy on Oct 23, 2017 12:00:00 PM

Not all employer branding content is created equal. Well-written job listings, careers websites, and recruitment emails can make your company stand out from the competition. But if you’re not careful, all the work you put into creating that content could ruin your company’s reputation in the developer community.

To help you avoid losing developer candidates, let's take a closer look at four employer branding mistakes that could negatively impact your technical hiring strategy.

Do You Have an Employer Branding Budget? Here's Why You Should.

Most developers already have jobs (so they aren’t actively looking for a new one), which is why employer branding is so crucial. If your employer brand doesn’t grab a developer’s attention, they’ll quickly move on to something else. But when it’s done well, your employer branding strategy can get even the most passive candidates excited about joining your company.

There’s no one secret formula to successful employer branding. Some companies use their internal employees to create their branding content, while others only allow HR or marketing to touch it. Some companies spend thousands of dollars a month, while others don’t spend a dime. If you fall into the latter, it might be time to revisit. Here’s why.

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