How to boost your tech employer brand

Today, 86% of HR professionals say recruiting increasingly looks like marketing, and that employer brand matters more than ever. Did you know that 50% of job seekers refuse to work for a company with a bad reputation, even for a higher salary?

Employer branding goes beyond simply telling your company's story. It's about putting a spotlight on the workplace and how employees engage with your company day in and day out. The steps below will help you launch a new strategy for your tech employer brand or sharpen the one you already have.

What is an employer brand strategy in tech?

An employer brand strategy outlines what a company does to position itself as an employer of choice. It includes its values, the employee experience, and how it communicates with prospective hires. That said, why does employer branding matter for your organization?

In the wake of the pandemic, building a powerful brand has become more critical than ever. As more companies adapt to remote work and rapid technology adoption, the market for tech talent has become highly competitive.

According to the latest CodinGame survey, 64% of companies are looking to hire more developers in 2021. That growing demand, combined with existing skills gaps, has created a massive talent shortage in specific tech areas.

While others scramble to fill open roles, a key factor in whether you come out ahead is having an effective image as an employer.

Building your employer brand is an ongoing effort that, over time, can deliver visible results. Starting now will help your company cement its reputation as a top-tier workplace while pulling ahead of your competitors.

How does a strong employer brand support the growth of your tech company?

Actively maintaining a positive employer brand doesn't just affect your hiring process and talent retention — it impacts your organization's overall success. The benefits of an employer brand strategy for tech companies include:

Attracting top talent

Tech companies are at the heart of the war for talent. With the shortage of skilled people, it's increasingly hard to fill new roles. While offering competitive salaries is a common way to attract top talent, investing in your employer brand is often more effective.

In the CodinGame survey mentioned above, developers said that doing challenging work and a good work-life balance are the most important factors when choosing a job, ahead of compensation.

They also prioritize company culture and values. This shows that taking care of your workplace's reputation can help you attract qualified job seekers as well as engaged professionals at other companies. Rather than chasing them, they end up coming to you.

Reducing time-to-hire and cost-per-hire

Companies that invest in their employer brand can cut their cost per hire by up to 50%. The reason: as a founder, your promises and your reputation are your selling points.

When you build an employer brand that resonates in your industry — tech — your current employees will spread the word in the talent pool. They'll be more likely to refer your company to friends, colleagues, and other developers.

That reduces both the cost of awareness for open roles and the cost of recruiting unqualified candidates.

Improve your retention rate

Attracting top talent is pointless if you lose them to your competitors. Your company's policies, procedures, and culture shape the employee experience, which in turn shapes your reputation.

So investing in a positive brand image can help you boost employee engagement and loyalty while reducing turnover.

A strong employer brand also lets you hire not just the best, but the best fit for your company. That means hiring candidates whose goals align from day one with your company's values and objectives.

Build credibility with customers and investors

Your reputation as a workplace can make or break the trust of your partners. It only takes one scandal involving your employees to change how customers and investors perceive your company.

That can lead to lost business and lost customers that may take years to recover from. So nurturing an employer brand that meets the needs of both customers and employees actively contributes to your company's growth.

What's more, your ability to attract and retain the right talent can shape the customer experience. Having a skilled team that can meet your project requirements can boost customer satisfaction and grow revenue.

Building a strong employer brand in tech

Making your company a top destination for highly skilled workers is your best shot at winning the war for talent in tech.

But getting there requires a defined approach that gives you an edge over other companies. We've highlighted 5 tips to help you build your reputation as a tech employer people want to work for.

Improve the employee experience

How you interact with employees from day one directly shapes how they see the company. The better their experience, the more likely they are to stay and to recommend you to other developers, analysts, and IT specialists.

So fostering a positive experience is hugely beneficial for your employer brand.

You can start by creating an effective onboarding experience that helps your teams thrive in their roles. Encourage them to share their personal and professional concerns and needs and build stronger relationships.

Provide tailored support for their physical and mental health, especially in this challenging period. When you make intentional efforts to improve the employee experience, you'll not only have more engaged workers — you'll have genuine brand advocates.

Offer learning opportunities

In a fast-moving sector like tech, you have to embrace a culture of learning. According to Stack Overflow's 2020 Developer Survey, nearly 59% of developers cite the opportunity to learn new technologies as a key factor when looking for a job.

Encouraging your employees to grow their skills is a win-win for your company: it helps the brand attract more talent and keep them engaged — even at lower salaries. Beyond that, employees become valuable assets, delivering high-quality work.

Tell your story

Your employer brand is built on storytelling. It's about marketing your brand in a unique and authentic way. So sharing your story and encouraging your employees to share stories about your brand is not a step to skip when building your image as a tech employer.

Behind-the-scenes videos, employee testimonials, new-hire videos, and day-in-the-life content are all powerful ways to shape candidate perception. Sharing all that content on social media with polished editing to reach as many people as possible is the final key step.

Monitor reviews about you

86% of employees and job seekers read reviews about companies before applying for a job. While the odds of consistently getting positive reviews are low, your response matters a lot. Pay attention to what former employees, current employees, or even past candidates say about your company.

Take the time to respond to both the positive and the negative. To head off negative reviews and feedback before they damage your reputation, run exit interviews to understand what you're doing wrong or right and adjust accordingly.

Get marketers involved

Whether or not you build a strong employer brand comes down to how you market your company to candidates. In the past, that responsibility fell mainly on HR.

But with competition in the labor market, combining the efforts of HR, the marketing team, and brand marketing specialists gives you a better shot at success. These experts know how to develop a brand image that speaks directly to your dream candidates.