Get Your (Arti)facts Right — Eight Examples of Developer-Driven Employer Branding Content

Developers are in demand. Big demand—“knowledge of software development principles” appeared in more than 580,000 job descriptions this year. It’s no surprise, then, that skilled developers top the priority list for many hiring programs. But with a growing skills gap and increasing competition, it’s not enough to simply advertise positions and hope for the best. You need developer-specific listings and a great careers page that speaks to a tech audience and delivers in-depth insights into your technology stacks. You also need to show the people behind your processes and programming and share stories of the challenges they face every day.

Not sure where to start? We’ve got you covered—here’s a look at eight great examples of developer-driven employer branding content and public artifacts from tech influencers.

  • Talk the Talk

One of the best ways to deliver effective employer branding? Let your employees speak for themselves. That’s the approach leveraged by travel search company Trivago, which features in-their-own-words descriptions of developers at work. With job ads often stacked with glowing assurances but low on in-the-trenches experience, adding developer assessments of your organization can help you get noticed by top talent.

  • Walk the Walk

The most important factor for developers during their job search? Technology. More than 54 percent say they want to know what languages, frameworks and other technologies they’ll be working with. It’s also critical for prospective staff to know how they’ll be using both skills and solutions in the field—as a result, it’s critical to walk the walk on in-situ technology with straightforward descriptions of how specific technologies are deployed to meet corporate aims. 

Organizations like Noom have implemented this approach to align corporate strategy with complex technology stacks, giving devs a chance to see what they’re getting into.

  • Meeting of the Minds

Great job ads are one thing, but they only tell you so much about an employer. With so much of the development and implementation process now happening outside meeting rooms and company walls, landing top talent means taking your brand public. 

Here, it’s worth taking a show—rather than tell—approach with developer-focused conferences that showcase both current projects and on-deck innovations.

  • Down on the Corner

With demand for developers skyrocketing, you need to stand out from the crowd. The solution? Value-added content that drives potential hires to your site before they come looking for careers. 

One straightforward approach to highlight your brand is a tech-focused blog that delivers actionable insights to developers. Here, you’re looking to create something that doesn’t just push the product or service you’re selling but is actively indexed by search engines and mentioned in developer forums like GitHub as a great resource. A good example is Square’s blog, “The Corner”, which provides developer-centered content around APIs, open source software, and data science.

  • Culturally Relevant

Number two on the list of top developer priorities in the workplace is culture: Nearly 50 percent say office environment and company culture matter in their career decisions.

Communicating cultural relevance requires more than a few throwaway lines on your recruiting page. Consider real-time engagement provider Agora; the company goes beyond the hype with specific mentions of flexible PTO and career coaching programs and includes a call for diverse talent with a focus on integrating developers’ ideas, vision, and voice.

  • A Who’s Who of Developers

Corporate praise through quick paragraphs is one thing, but developers want to know who they’ll be working with—they want to connect character with credentials to determine if your company is their best-fit. 

Organizations like Accenture are leveraging this people-first approach with staff-created stories about their role, typical responsibilities, and the best advice they’ve ever heard. Adding the human element to an often dry, skills-focused market helps set companies apart from the competition.

  • Letting the Work Speak for Itself

Whenever your developers release a side project, write blogs or articles, or give conference talks, it works to amplify your employer brand. This is true for when you host or share their content, but even beyond that. Developers following interesting accounts on Twitter that include links to great projects and just happen to mention your company name in passing. This approach continues to work for companies like Slack; one of their front-end architects has a compelling social media presence and full body of outside work that runs parallel to her employment, raising the company’s profile with developers at large.

This taps into the developer need for professional development: What impact will their work have in the organization and how can they continue to leverage their talents beyond internal teams? 

  • A Day in the Life

While Twitter posts and LinkedIn articles help showcase developer artifacts created both at and outside work, most staff have a simpler question: What’s life really like for devs day-to-day? Here, employer branding is well-served by content like video diaries that demonstrate corporate culture in action, helping potential employees connect with your approach to work/life balance. 

Companies like OnBase by Hyland are taking this advice literally with videos that are subtle on corporate logos and loud on lived experience, but you can also dial back with day-in-the-life blog posts or quick developer interviews to help showcase work/life balance.

Online Artifacts: Your Corporate Culture Showcase

With demand skyrocketing, gone are the days of static job descriptions and staid recruiting practices; to attract new talent and capture competitive interest, organizations need employer branding that avoids clichéd culture fictions. 

Instead, the focus should be on enabling your team to do their best work and then encouraging them to showcase the results and their personalities from as many angles as possible. People like to work with great colleagues. Whether your team shares their experiences on your tech blog, twitter or a presence, presents a quirky talk, offers online mentorship, or creates great tutorials—the more ways you introduce your team to potential candidates when they research your company online, the better. 

How to Communicate with Developers


Medi Madelen Gwosdz
Content Strategist
Medi Gwosdz is a Content Writer at Stack Overflow Talent. Based in the London offices she writes all kinds of blog articles and guides to help developers advance their careers – and to help companies find developers. In her spare time, she can be found reading, cooking or exploring restaurants and food markets around the city.

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