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How tech recruiters can build better employer branding with marketing

Recruitment | 6 Min Read

How tech recruiters can build better employer branding with marketing

Introduction

In this fast-paced digital landscape, tech recruiters face the formidable challenge of recruiting top talent from a competitive market. These recruiters are expected to go beyond traditional methods due to modifying workforce requirements.

The key to resolving these challenges is strategically leveraging innovative marketing techniques and creating a magnetic pull with strong employer branding that resonates with the aspirations and values of today’s generation.

 


Employer branding: What is it, and why is it important

The process of employer branding refers to the company’s reputation or image of itself in the minds of potential and existing employees. In simple terms, it is the way a company presents or promotes itself by highlighting its core principles and communicating with employees.

Employer branding encompasses the collective perception and image that potential candidates hold about a company, including its culture, values, work environment, and employee experience.

By having a strong employer branding strategy, organizations can differentiate themselves, establish credibility, and become an employer of choice.

 

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Research by Glassdoor shows that companies that exhibit robust employer brands are 27% more likely to have increased innovation than those with weaker employer branding. Having strong employer branding can be a valuable method of establishing a brand’s name in the market.

Reducing cost per hire

A study by LinkedIn estimated that companies with a strong employer brand witness approximately a 50% decrease in their cost per hire. A compelling employer brand attracts a larger pool of qualified candidates who are genuinely interested in working for the organization. This results in a higher-quality talent pipeline and reduces the cost and effort associated with sourcing and screening candidates.

Increase in retention

According to a LinkedIn study, having strong and stable employer branding in recruitment increases a company’s retention rate by 28%. A positive employer brand creates a sense of employee pride and loyalty, fostering higher job satisfaction and engagement. When employees feel a strong connection to their organization, they are more likely to stay for the long term, reducing turnover rates.

Enhance trust with investors

A strong employer brand sends a powerful message to investors and stakeholders. It demonstrates that the organization is focused on attracting top talent and committed to creating a positive work culture and employee experience.

 


How to build a strong employer brand in the tech industry

Infographic

 

  • Define employer brand identity: Start by clearly defining the company’s mission, values, and unique selling points as an employer. Understand what sets the organization apart from competitors and how they want to be perceived by potential candidates.
  • Understand target audience: Identify the specific tech talent the business wants to attract and understand their preferences, motivations, and aspirations. Tailor the messaging and branding efforts to resonate with their values and career expectations.
  • Showcase company culture: Highlight the company’s culture, work environment, and employee experiences. Share stories and testimonials from current employees to provide an authentic glimpse into what it’s like to work at the organization. Emphasize elements such as teamwork, innovation, career growth, and work-life balance.
  • Leverage digital platforms: Utilize social media, the company website, and professional networks to showcase the employer brand. Create engaging and informative content that communicates company culture, values, and employee benefits. Actively engage with tech communities and industry influencers to increase business visibility and credibility.
  • Encourage employee advocacy: Encourage employees to become brand ambassadors by sharing their positive experiences on social media platforms, review sites, and at industry events. Foster a culture where employees feel empowered and proud to represent the organization.
  • Provide growth opportunities: Emphasize career development and growth opportunities to attract ambitious tech professionals. Highlight mentoring programs, training initiatives, certifications, and advancement possibilities within the organization. Showcase how employees can acquire new skills and work on exciting projects.
  • Foster diversity and inclusion: Prioritize diversity and inclusion in employer branding efforts. Showcase commitment to building a diverse workforce and creating an inclusive work environment. Highlight employee resource groups, diversity initiatives, and company policies that support equal opportunities.
  • Engage with tech communities: Participate in tech conferences, hackathons, and industry events. Sponsor or host events to showcase the company’s expertise and engage with tech talent directly. Contribute to open-source projects and collaborate with tech communities to build relationships and establish a presence in the industry.
  • Monitor and adapt: Continuously monitor and evaluate the employer’s branding efforts. Gather feedback from candidates and employees to understand how the brand is perceived. Make adjustments and improvements based on the insights gathered to enhance the employer brand over time.

 


How to measure the success of employer branding

Conduct surveys

One of the best ways to track progress is to conduct employee and candidate surveys. Through detailed surveys, businesses gather feedback about employees' perceptions of the employer brand, why they joined or are staying with the organization, and how well the brand aligns with employees' expectations.

Compare retention rates

By comparing retention rates before and after implementing employer branding strategies, businesses can assess the positive impact.

Offer acceptance rates

Monitor the number of applications received and the conversion rate from applications to job offers. A strong employer brand can lead to an increase in the number of qualified candidates applying for available positions, increasing the acceptance rate of job offers.

 


How can recruitment technology help in employer branding?

Social and digital media

Recruitment technology enables organizations to effectively leverage social and digital media platforms for employer branding. It provides tools and integrations that streamline the process of sharing job openings, company news, and employee stories across various social media channels. This helps build a strong online presence, engage with potential candidates, and promote the employer brand to a wider audience.

Automation

Recruitment technology allows for the automation of repetitive and time-consuming tasks, such as resume screening, interview scheduling, and follow-up communications. By automating these processes, recruiters can focus more on building relationships with candidates and crafting personalized experiences. Automation ensures a consistent and efficient candidate journey, enhancing the employer brand by showcasing professionalism and attention to detail.

Data analytics and insights

Recruitment technology provides access to data analytics and insights that help measure and optimize employer branding efforts. It allows the business to track and analyze metrics related to candidate engagement, application rates, source of hires, and time-to-fill positions. These insights enable recruiters to identify which channels and strategies are most effective in attracting and engaging candidates, helping refine employer branding initiatives.

 


Conclusion

Tech recruiters can build a compelling and authentic employer brand that resonates with today’s generation by leveraging marketing strategies and tools. By showcasing vibrant company culture and harnessing the influence of social media and data analytics, tech companies can attract top talent, reduce costs, increase retention, and foster trust with investors by improving employer branding.

 

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To aid the hiring process and present the business as an employer of choice, Mercer | Mettl offers a range of pre-employment assessments. These are a collection of psychometric, aptitude, technical, and cognitive tests. These tests allow an understanding of candidates’ domain knowledge, personality, and behavior, improving hiring decisions and reducing attrition.

 


FAQs

What is employer branding?

What makes a good tech employer brand?

What are examples of good employer brands in the IT industry?

What is internal employer branding?

Originally published July 28 2023, Updated January 8 2024

Written by

Vaishali has been working as a content creator at Mercer | Mettl since 2022. Her deep understanding and hands-on experience in curating content for education and B2B companies help her find innovative solutions for key business content requirements. She uses her expertise, creative writing style, and industry knowledge to improve brand communications.

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