Reducing candidate uncertainty and building trust
When recruiting on a fully remote basis, odds are that you’re going to hire someone from outside your local area. Your main motivation for choosing remote might even be to widen your talent pool and attract candidates you would not be able to hire when commuting is required. Either way, most applicants won’t know about your organisation and as a result, there will be, naturally, a level of uncertainty and lack of trust from candidates. This is when a strong employer brand can play a significant role: well-written content showcasing your company’s mission, values and culture, honest employee experience reviews, stories from current team members and a general, positive display of you as an employer and a great “place” to work. When you have such assets, candidate uncertainty can be reduced, positively influencing your chances to hire successfully. Put yourself in applicants’ shoes - imagine you have received two offers from two different organisations, one actively promoting their employer brand and one with little online presence. Which one would you feel more comfortable choosing as your future employer?
Giving candidates an insight into the organisation
Local tech talent ecosystems are usually quite close-knit, perhaps more than most professions’, facilitated by meetups, networking events and a variety of online discussion forums and groups. Traditionally, there has been a high circulation of developers within local ecosystems since there was only a set number of employers and employees, at least on the short term. This has allowed relatively easy experience sharing within each ecosystem - if you are connected and looking to change jobs, it’s relatively simple to get a good understanding of potential employers from trusted peers. If you invest the time, there is going to be someone you can talk to about their time with firm X and Y. Hiring remote talent from outside your local ecosystem changes this dynamic - candidates can, of course, acquire similar knowledge but their search becomes increasingly difficult and complex since their networks don’t know your brand well. Suddenly, the main source of information for candidates becomes the employer’s online presence. Hence, you need to make sure that you display content for candidates that impacts their decisions positively (a simple exercise you can do is, again, putting yourself in the shoes of applicants and do a research on your organisation - are you happy with what you see?). Having established a great employer brand, you can not only increase trust but improve candidates’ self-selection mechanism, that is, allowing potential applicants to judge for themselves whether the role, tech stack, team and general company environment is right for them. As a result, you can reduce irrelevant applications and improve culture fit, ultimately decreasing bad hires and boosting employee retention. Win-win.
Increasing inbound applications
One of the main benefits of hiring remote developers is that your talent pool increases from hundreds to thousands or even millions - which can be a blessing and a curse simultaneously. Especially for senior hires, it becomes more complex to advertise roles since you can’t just target everyone matching the requirements, you need to come up with a marketing strategy that makes it feasible to advertise your roles effectively. Your employer branding and content, again, can help you in this. Through thought leadership, speaking engagements, promotion of technology and showcasing industry knowledge, you can make your organisation discoverable by developers interested in the same technologies and methods you’re actively using, serving as a recruiting magnet and attracting candidates from both inside and outside your local areas. Since it’s less important where remote developers engaged by your online content are living, the return on investment into such assets can be significant. Building an appealing employer brand takes time and effort, not to mention involving your engineering team to participate and spend time on non-technical tasks. However, if you can invest and attract talent organically, your remote hiring outcomes will undoubtedly improve.