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Employer branding in IT Recruitment


To catch the interest of valuable IT professionals, sometimes a satisfactory salary is not enough – especially in the IT industry where candidates can chose from so many offers, we need something more. There are many ways to incite their interest. For example, interesting non-wage benefits and creative methods of recruitment are great ideas, but the implementation will not be fully effective if you don’t have a well thought out strategy for image building.

What is "employer branding"?
Employer branding is most simply putting, the creation of the image of the employer. This includes both external action, addressed to potential candidates, and internal action, addressed to the current employees.
It is a long-term strategy aimed to attract, engage and retain the most valuable and talented employees in the company.

Employer Branding in IT Recruitment

Employer branding in recruitment
The process of recruitment is one of the most visible outward actions having a direct impact on the company's image. It is not surprisingly that usually HR departments are involved in creating employer branding, having a huge, far-reaching impact on the improvement of the effectiveness of recruitment by the organization. The way how HR works with potential employees is correlated with the image of the whole company. For this reason, recruiters need to be aware of its importance in the functioning of the whole company with the aim of improving the quality of work.

Why employer branding is so important?
According to a study, up to 69% percent of the candidates do not apply to a job offer from an employer with bad reputation, even if at the time they are unemployed. This result shows how big of a challenge the companies are facing these days.

A company that cares and is conscious of its image has a stronger position in the labor market, and thus receives more valuable applications. A long-term, wisely led action of employer branding has a huge impact on speeding up and reducing the cost of recruitment.

Also, keep in mind that employer branding is also based on internal activities, such as team communication, talent management and implementation of new employees. It’s also important to ensure that the career path of your employees is satisfactory. Such actions have a huge impact on the level of employee satisfaction, which is extremely important in their commitment to the company and their performance.

How to build a positive image of the company on the IT market?
- The presence in social media - you cannot hide the fact that nowadays social media has a decisive influence on the perception of the brand. With it you can show your intentions, even publish interesting and valuable content to attract the attention of consumers. Importantly, through social media, companies have the opportunity to show their "human side", while showing pictures of the life of the company. This is an extremely important element in building a brand image, because remember that the most important showcase of any organization are the people who create it.

- Creative methods of recruitment - Gamification, interesting videos, eye-catching billboards? IT recruiters repeatedly showed that their imagination knows no boundaries.
- A well-structured job description - this is a job ad and often it is the first contact with the candidate, and therefore it plays a key role in the creation of the first impressions associated with the employer. Already from the job description, the candidate can obtain information on whether the company is reputable and transparent.
- The company’s presence at industry events - job fairs, conferences, and meetings - any event addressed to the IT industry. Therefore, if you want to build a positive image of the employer, your company should also appear there. Thanks to the direct contact with people who already work inside the company, the candidate will be able to decide whether or not he fits with the organization and whether or not he would be interested in taking part in the recruitment process. Moreover, such events are a great opportunity to present that your company exists. Therefore, if your company is not yet well known on the market, the participation in such events will make it more recognizable.
- A professional approach during the recruitment - candidates often accuse recruiters of having a lack of a human approach. This is a huge mistake, because the way a company recruits has a huge impact on its image. Analyze what mistakes are being made and also remember about writing a constructive feedback to each candidate.
Building the image of an employer is becoming an increasingly important challenge for the HR departments because they imply a huge benefit. A well-thought-out employer branding strategy will not only quickly reach the best specialists in the market, but also will let your company achieve better business results.

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