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This post was updated in November 2017 with new information.

One of the most frustrating aspects of working in recruiting is getting buy-in from the right people. You can have the best ideas to attract your future employees, but if you don’t have the budget or approval, it can be hard to execute upon those ideas. Recruiting can cost a pretty penny, especially when it comes to employer branding.

Employer branding is a hot-button issue for a reason. A study from HRO Today Magazine found that companies with top employer brands had more overall support of the CEO and key senior executives than their “other brand” counterparts did. So what happens when your CTO doesn’t seem to be on board with using employer branding to attract new technical talent?

Use facts and data to back up your ideas

It can be hard to convince someone to do something without any factual data. Prepare yourself for the meeting with your CTO by doing your research. Some statistics to look into include the popularity of employer branding, what candidates think about employer branding, and stats on the direct impact it has on recruiting. Here are a few notable stats you could use:


Employers looking to attract top technical talent should pay extra attention to their employer branding efforts. Developers are looking for different things in a career than employees in marketing or sales departments. You’ll need to be very specific in your employer branding strategy to make sure you convey the right things to your dream candidates. Here are a few stats around what employer branding aspects developers are actually looking for:

  • 48% are looking for good work/life balance
  • The company culture (Score of 3 on a scale of 0-4)
  • The quality of their potential colleagues (Score of 2.5 on a scale of 0-4)
  • Building something that’s significant (Score of 2.45 on a scale of 0-4)

Find real-world examples

Finding companies who rolled out employer branding campaigns that made an impact can be another way to convince your C-level execs that it’s worth pursuing. Real-life examples of companies using employer branding to reach their goals can be helpful. Link Humans has some great examples of companies successfully using employer branding, specifically with the social media medium. You can also scour companies’ careers blogs or social media profiles to capture examples of their efforts.  

Tie it back to what’s best for business

If you can tie employer branding back to the metrics your company considers to be successful, then you have a much better shot at getting your CTO on board. Does your technical team have a goal of hiring ten new employees by the end of the year? Will hiring three more developers help you ship your product months earlier than anticipated? Write out a list of the benefits your team/ company may see from rolling out an employer branding program – the more specific, the better.

Some popular examples of these metrics could be cost-per-hire or time-to-fill. If you can reduce either (or both) of these metrics – and back each one up with a strategy on how to do so – you’re more likely to get a “yes” to your employer branding proposal.

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