DECEMBER 2020HR TECH OUTLOOK8Finding and keeping top tech talent is increasingly challenging. Companies in and out of the technology industry are vying for the same candidates with multiple job opportunities. Digital disruption, generational shifts, and the lowest unemployment rate in 50 years have heightened the competition. And the work doesn't stop once you onboard employees. Many companies count themselves lucky if they can retain those highly skilled tech workers for 18 months.The good news is that companies can overcome some of these challenges by developing a strategic, compelling employer brand. An employee-driven brand works in concert with the company's overall brand to communicate the organization's value proposition to job seekers. It's the foundation of your recruiting and retention efforts. Your brand helps candidates and employees connect with your company, and envision what it's like to join (and stay there). Whether your company is in the process of launching, refining, or refreshing its employer brand, your employment brand, and HR teams will play a critical role. Don't have an employment brand leader yet? Well, that's a place to start. The employment brand leader will need to work across departments and conduct thorough research to introduce a people-focused brand that can help better attract and retain employees. Here are some considerations to get started: Know your unique value proposition.What makes your company different? Although people do look at salaries and traditional benefits, they really want to know what it feels like to work at your company. Adam Glassman, Senior Manager, Employer Branding, Cox EnterprisesByThe Power of Employer Branding: Why a Strong Employer Brand Can Help Your Company Bridge the Talent GapAdam Glassman
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