Building a strong employer brand in the tech industry

Competition is everywhere, even when it comes to the workplace. As talents have more and more companies to pick from, how you present yourself on the "employee marketplace" and what you stand for as a company matter. That is when employer branding comes into play.

What Is Employer Branding?

Employer branding is the process of shaping and promoting a company's reputation as an employer. It involves managing the perceptions and experiences of current and potential employees, just as a brand does for its customers. A brand is the user's perception and understanding of something: a service, a product or, in this case, a company.

With its high turnover and the constant movement of developers and tech geniuses seeking career growth, salary, personal wellbeing, and mental health, the tech industry is a fiercely competitive arena.

In today's landscape, it's not just about 'looking good' in the eyes of the customer. Projecting a positive image to your current and potential employees is equally important.

Why Does Employer Branding Matter?

It might not be evident at first, but a strong employer brand offers key benefits:

• Attracting new talents: Talents in competitive markets look for growth potential, meaning, healthy work-life balance, and support for mental health.
• Employee Retention: A strong employer brand helps keep existing talent proud and engaged.
• Reducing recruitment costs: Attraction and retention reduce time and expenses in hiring.
• Boosting overall reputation: Happy employees become brand ambassadors toward customers.

What are the key elements of Employer Branding

Each company is different, but there are at least 10 key elements widely recognized as essential for employer branding:

1. Company Culture

   A transparent and authentic work culture that reflects the values promoted to the public is fundamental. This includes fostering an environment that supports mental health and psychological safety.

   

2. Employer Value Proposition (EVP)

   The unique set of benefits, values, and opportunities an organization offers employees.

3. Purpose and Mission

   An inspiring mission statement increases engagement and loyalty, especially when prioritizing wellbeing.

4. Communication and Digital Presence

   Companies must be visible online and communicate values and career opportunities clearly.

5. Diversity, Equity, and Inclusion (DEI)

   Commitment to DEI and inclusive practices is increasingly vital for attracting new talent.

6. Innovation and Corporate Social Responsibility

   Gen Z and newer generations value meaning, purpose, and ethics in the workplace.

   

The 4 P's of Employer Branding

• People: Company culture, growth opportunities, and DEI engagement.
• Purpose: Mission, values, and corporate responsibility.
• Place: Work environment, flexibility, and employee experience.
• Product: Employee journey from hiring to career growth.

The Role of Mental Health in Employer Branding

Mental health is not just a 'perk' but a fundamental part of a company's culture. Tech workers, especially Millennials and Gen Z, expect employers to prioritize mental health in policies, resources, and initiatives.

Steps to Establish Your Employer Brand

Here are six steps to get started:

1. Conduct an Employer Brand Audit: Assess perceptions through surveys or social media analysis.
2. Define Your Ideal Employee Profile: Identify traits, values, and skills of ideal candidates.
3. Align with Your Corporate Brand: Ensure employer branding reflects vision and mission.
4. Develop Your EVP: Clarify benefits, culture, and opportunities offered.
5. Create a Communication Plan: Use ideal channels and consistent messaging internally and externally.
6. Monitor, Measure, and Refine: Gather feedback, track engagement, and adjust strategies.

Building a strong employer brand in tech takes dedication and time. It is an invaluable tool to attract, engage, and retain top talent—especially when making mental health a visible priority.