Tech in everything

The concept of Employer Branding, or employer brand, is related to a company's reputation. Gone are the days when hiring candidates for a job depended exclusively on the contractor. 

Nowadays, this process has become a two-way street, so that the institution's reputation also weighs on the candidate's decision in the selection process. In the technology sector, the reality is no different. 

Do you want to better understand this context? Continue reading, discover how Employer Branding relates to People Management and see how to apply this concept in tech companies. 

Employer Branding: concept from the point of view of tech companies

Employer Branding defines the reputation and credibility of an employer brand. In the case of technology companies, this concept is gaining even more attention because professional turnover tends to be higher in this sector. According to a survey of Robert Half, this happens mainly due to the high competition between companies for outstanding professionals. 

The scenario of digital transformation and the consequent increase in demand for technology professionals also justify the higher turnover. In this sense, companies have sought to invest more and more in their own image to attract and retain talent.

In other words, employer branding is a “decoy” to value the brand and make it an intelligent choice for the end consumer and the employee. 

Employer Branding, attracting and retaining talent in technology companies

Attracting talent can even be “easy” depending on the values ​​cultivated by a company. However, if there is no alignment between this discourse and organizational practice, the institution will have difficulty retaining good professionals. 

That is why it is so important to think about organizational culture beyond the theoretical plane. Values ​​as openness to dialogue and horizontal leadership they must also make sense in the company’s day-to-day operations – and not be restricted to paper only.

If there is not this consistency between theory and practice, the most qualified talents tend to leave the company. It is in this context that People Management is directly related to Employer Branding in technology companies. 

To give you an idea of ​​the importance of this alignment, according to research by consultancy Robert Half, which interviewed 300 C-Level executives, 48% of them noticed an increase in turnover in their companies compared to years before the pandemic. 

In this scenario, good Employer Branding practices can not only avoid turnover, but also foster a positive organizational culture and, thus, contribute to talent retention. 

7 Employer Branding Strategies for Technology Companies

So, how can we use Employer Branding to promote talent retention in technology companies? Let's go!

1. Define the principles of company culture

More than defining institutional values ​​and making sure they make sense for the teams, the company needs to “get off paper” what is described in the theory. For example: if an institution positions itself as a company that values ​​employees with salaries above the market average, this actually needs to occur in practice.

2. Establish clear People Management processes

All processes involving People Management in a company they need to be clear both to employees who are already part of the team and to those who are joining. selective, onboarding/offboarding e feedback culture These are some examples of practices that must be very well structured.

3. Have specialized People and Culture professionals

It is impossible to talk about Employer Branding without talking about People Management and organizational culture. But to do this, the company must have Specialized professionals in these sectors to ensure the best possible communication, as well as good psychological support for employees.

4. Maintain assertive communication

Speaking of communication, it is essential that a company's decision-making processes are clear, objective and assertive. The way a company positions itself in the market and the image that is then built on this “employer brand” depend essentially on the quality of communication.

5. Offer benefits

The benefits offered make the “salary package”, the famous full compensation, become more interesting for professionals. After all, they connect individual needs with being well supported in the performance of their functions. 

To define the benefits that will be offered, it is essential toanalyze the team profile and listen to employees. 

Benefits must go beyond the basics that the employee needs to be well supported in the performance of their duties. Analyzing the team's profile and listening to it are essential aspects to consider when putting Employer Branding actions into practice.

6. Promote diversity and inclusion

Diversity and inclusion are concepts that are very much in line with what we said previously about aligning discourse and practice. Fortunately, these values ​​are gaining more and more space in Employer Branding, but they really need to get off the ground.

7. Develop an action plan

Well-defined planning is also crucial to “get Employer Branding off the ground” and ensure a consistent and inspiring organizational culture. Therefore, be careful at this stage and develop actions focused on the well-being of everyone involved: managers, collaborators e love Lóleo.Learn more about organizational culture and understand how digital transformation has been impacting strategies in companies in reporter by Alejandra Nadruz, Director of People and Culture at Softplan.

Bruna Almeida

Bruna Almeida

Psychologist, HR Professional, focused on technology companies for the last 9 years, currently as Talent Acquisition and Employer Branding coordinator, passionate about people and their complexities and human behavior. 

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