Employer Branding for Developer
If you're thinking about making your company attractive to developers, you're probably thinking about your employer branding strategy first - and rightly so. But how do you manage to place your message in a targeted way in your mails, job advertisements and also on your career page? Before you launch your branding initiative, you should define your Employer Value Proposition (EVP) in advance.
If you still feel a little lost, don't worry, you're probably not alone. Let's look together at what your value proposition is, how you define it, and why it all matters.
Your brand promise
For a successful tech employer branding strategy, you should be able to answer one question: "Why should a highly talented developer work for you?"
Your Employer Value Proposition defines what you want your company to be associated with - and what your developers can expect in return for their involvement.
Be honest about your employer branding content. Do they accurately reflect the experiences and facts you offer your current developer team? If the answer is no, don't be afraid to make necessary changes. Don't worry if you can't yet articulate your brand promise. In the following section of this article, we'll walk through an exercise together.
How do I create an EVP for developers?
Defining a coherent EVP is very important and should never be underestimated.
But where is the best place to start? The following points lead to a strong value proposition:
- Compensation: Salary and benefits
- Work: alignment of professional interests and work-life balance
- Organization: market positioning, product/service quality and social responsibility
- Opportunity: career opportunities, development opportunities and growth of the organization
- People: Leadership quality and collaboration
Since recruiting developers is very specific, you should understand the reasons why programmers in particular should choose you. To begin, ask yourself the following questions:
- What projects is your developer team most excited about - and which are unique to your organization?
- What can you offer developers that other companies can't? (This can range from better equipment to generous education budgets).
- How does it feel to work in your development department - what makes the team special?
Some questions might be difficult to answer. If that's the case, don't be afraid to ask your current developers for their thoughts. After all, it's easier and more credible for your employer brand communication if it shows how your dev team feels about their company.
