How tech recruiters can build better employer branding with marketing

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.

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.

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.

• 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.

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.

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.