How your tech culture is attracting (or repelling) job applicants

Dan Gunn (CEO of VIATEC) recently observed that in his discussions with tech leaders, the top issue they’re struggling with these days is how to find, hire and keep good people. The pandemic has shaken the entire employment market. And now the threat of a recession is creating further uncertainty.

In this environment where there’s so much we can’t control, it helps to remember that recruitment and retention rely on company culture.  That’s something we can always take steps to improve.

The award category of “Culture” is featured in BC Tech’s Technology Impact Awards (TIAs) for good reason: tech companies that foster an exceptional work culture have a strategic advantage. CEOs and executives across the tech industry are recognizing that a positive, aspirational workplace is essential to corporate strategy. In that sense, culture IS strategy.

Every tech company needs the benefits of a strong culture:

• Stronger bonds among employees

• Greater commitment to the organization

• Improved employee recruitment and retention rates

• Higher levels of motivation among employees

A Deloitte survey found that 88% of workers and 94% of executives agree that culture is important for corporate success. But - yikes! - the survey also found that executives have a higher opinion of their workplace culture than employees do, based on significant differentials in responses to questions about how culture is expressed in their organization.

Culture is no longer seen as an HR or “People and Culture” issue- it’s a core business issue, and a priority for tech executives.

Why culture is key in tech talent recruitment

A company's work culture reputation significantly impacts its ability to attract candidates. Job seekers are increasingly savvy and can tell if a work culture aligns with their values, and they also know the warning signs of a stagnant or toxic culture. They read the signs of what they can expect from your company culture right along with the job description. They are looking for concrete proof that your organization is invested in your employees' well-being.

Culture is expressed differently in every company- not just through social events or perks, but in open-door policies with managers, and commitments to collaboration and reinvention. It’s experienced in everyday communication, in the policies that define benefits, and in how conflicts are managed.  It’s not about gimmicks, but about creating “norms” of engagement and communication that reflect key principles like transparency, respect and innovation.  This kind of supportive workplace environment encourages current employees to recommend colleagues. It can be especially advantageous when a great performer hires someone with whom they already get along.

Company culture impacts retention, too. Once you attract top talent, you’ll want to keep them happy. Last week a tech exec told me that they are in a cycle of employees being recruited away and then being hired back the next year, getting a raise with each move. And then I spoke with another tech CEO who learned that their best strategy is to ensure their employees they truly belong and are valued, to the extent that salary increases don’t lure them away. That company aims to offer a work experience that is unique and can’t be replicated, and it’s giving them the edge in retaining valued employees.

How can you make sure your workplace culture will attract great applicants?

First, your company needs to commit to having a fantastic work culture. All the advertising in the world won’t fool candidates unless the work culture is what it claims to be.  This is not something your HR team can do without senior executive support.  And it’s not an overnight project- changing policies, structures and behaviours take years. So take the time to get everyone on the same page and make a commitment to making your company culture a real business asset.

Here are practical steps that you can take to get started:

·       Get a third-party assessment of your current culture to understand how your culture is experienced now, and how it comes across to potential employees. A fresh perspective on your culture will allow you to get the full picture - then you can develop a plan to make the most of your current cultural assets while you work on aspects of your culture that need to be improved.

·       Don't forget to emphasize your company's culture and values in job listings. 79% of job searchers think about the company's objective before applying, per a Glassdoor study. People only read job postings for an average of 14 seconds before deciding whether to apply. So keep it brief, but include this information near the top of the description.

·       Review your public-facing communications- not just job postings but also your website and social media.  How is your company culture is described and communicated? Are your values evident in both what is said, and how it’s said? Getting “outsider” points of view is essential- they can see things that people living within a culture can’t.  Whether it’s a focus group of potential candidates, or even sharing draft postings with colleagues in other organizations, invite their feedback on how your culture comes across.

·       Be real with candidates about your company culture’s strengths, and be honest about where you’re still developing.  For example, diversity is a huge business advantage so many companies state that they support diversity and inclusion. But if you haven’t yet put in the work to truly focus on equity and support related culture change, don’t claim a diverse work culture as a strength or you risk new hires leaving when the reality doesn’t measure up.  Explaining the current reality and the real steps the company is taking to support inclusion and equity will attract candidates willing to be part of positive culture change.

·       Embed a focus on culture into your recruitment.  Remember that every interaction in writing, verbally or in person during the hiring process communicates your culture and demonstrates what it will be like to work with you. That’s why every step of the hiring process, from advertising, application, and interview to job offers and onboarding should be consistent with your organization's culture and values. Culture is communicated through behaviours- how people act. If your company's website signals “bro culture” and the hiring panel is all male, it doesn’t matter that your job posting invites women and minorities to apply. If bright candidates realize the culture you are promoting is smoke and mirrors, they’re likely to look elsewhere.

·       Learn from your company's reputation on workplace review sites. Employee reviews can be seen on sites like Indeed and Glassdoor, where visitors can decide whether or not to apply. But 55% of job searcherswouldn't send their resumes to a business with negative evaluations. If your company has Glassdoor reviews, be aware of them and try to learn from them so that over time they become an asset in your recruitment efforts.

·       Sharpen up your Careers page. It should be easy to find, navigate, and make a good impression on potential employees. Provide information about how employees can grow with your company- job seekers are interested in employers who provide a career path, not just a job.

·       Take social media seriously. Social media can be a great way to showcase what it's like working at your company — especially if you have an active community online or have recently had some success with a campaign that customers or industry peers have received well.

·       Have a conversation about culture in the interview. When hiring new employees, it's important to consider whether or not they value culture as much as you do. Here are some ways to tell:

·       Are they informed and excited about the mission of the company?

·       Are they interested in what makes your company different from others, and why that matters?

·       During the reference check phase, invite them to check out your company’s culture. You’ve asked them for several references, so why shouldn’t they do the same before making their decision? Invite them on a tour (virtually or in person) and ask them if they’re interested in meeting people from different departments who can tell them more about the organization.

Your work culture is an essential asset to attract valuable talent for your company. And to compete in the global marketplace for talent, you need a world-class work culture.

Make sure your company is committed to building an authentic, effective work culture, and you’ll have an edge to attract and retain fantastic employees- the right foundation for any business strategy.