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This post was updated in November 2017 with new information.

When it comes to employer branding, it can be an internal struggle to decide who should “own” the strategy. Traditionally, the Human Resources department is tasked with implementing these employer branding strategies since it closely aligns with their typical job duties. But not every HR employee is well-versed in the daily activities and overall culture of each specific department. This is why it’s important to include your technology department in your employer branding strategy when working to find new technical talent.

Employer branding successes are the result of strong leadership and the participation and collaboration of multiple teams within the company. Beyond the VPs and CEOs, every single employee should be invested somewhat in the employer brand, whether it’s sharing open job listings with their social networks or blogging about a recent exciting project they worked on for their company.

Developers and engineers are often looking for specific criteria when evaluating a possible job opportunity at a company. This criterion is much different than what a prospective sales or marketing candidate may look for in a company. This is why it’s crucial for tech to be involved in the employer branding activities.

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For example, when we asked developers what is most important to them in a job, they responded with the following:

  •        vacation/days off (70%)
  •        expected work hours (48.3%)
  •        building something that matters (2.5 on a scale of 0-4)
  •        the quality of their potential colleagues (2.5 on a scale of 0-4)
  •        the company culture (3.0 on a scale of 0-4)

How can your tech department work with HR to convey these aspects through your employer branding strategy?

For starters, being transparent about your salaries from the very start of the recruitment or hiring process would help. Just look at the increase in application rates Buffer received after they disclosed their employee’s salaries.

As far as work/life balance and company culture goes, having an updated and creative company or careers page is an easy win. Include photos of your developer workspaces, recaps of company events (like coding boot camps or hackathons), and a clear list of your flexible benefits (such as work-from-home options, which many developers would be curious about). Adobe does an excellent job of this on their careers page by including features such as employee spotlights and an interactive “Top 10 Reasons to Join Our Team” list.

To convey that your company allows employees to “build something that matters”, you could highlight a few projects your own developers and engineers have worked on to give readers an idea of what they could work on if they joined the company. Ticketmaster does a good job of this on their technology blog – this post highlights how the developers created the “View from Section” feature. 

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