The demand for top talent is continuously surging in the tech and SaaS industries. But supply isn’t keeping up. The result? Talent acquisition is more competitive than ever.
The good news is that there’s a way to make your company more attractive and desirable to top talents — through content marketing.
In this article, we discuss:
- The evolving talent acquisition landscape
- Using content marketing to attract software engineering talent
- Strategies for creating content that resonates with software engineers
- Content strategies for retaining software engineering talent
The evolving landscape of talent acquisition
Twenty-five percent through 2031 — that’s the projected occupational outlook for software engineers (developers, quality assurance analysts, and testers), much faster than the average for all occupations. And even when tech companies are laying off employees, the developer shortage continues.
So how does content marketing help attract software talent?
Traditional vs. modern recruitment strategies
Traditionally, talent acquisition primarily revolved around job listings and recruitment agencies. These methods are still at play today, but they’re not enough to capture the attention of highly sought-after software engineers.
Hefty salaries and generous benefits play a role in attracting top talent. But they’re just one of several factors potential employees consider. Today’s workforce also values meaningful connections, flexibility, and a shared purpose.
For this, “a sense of personal value is key,” says Gartner.
In particular, aside from competitive compensation and benefits, software engineers want:
- The ability to work with new technologies
- A healthy work-life balance
- Continuous learning opportunities to enhance their skills
- A strong and inclusive company culture that fosters creativity and collaboration
Here is where content marketing comes into play. It lets you create and distribute valuable, informative content that aligns with your target audience’s goals and interests. In turn, you can nurture a relationship with potential candidates even before they consider applying for a job.
Moving beyond job listings
Job listings are fundamental tools for advertising open positions. But they provide limited insights into a company’s culture, work environment, or the impact of software engineering roles.
Content marketing, meanwhile, lets you show applicants your company’s values, vision, and the innovative projects your engineers are working on. You can paint a more comprehensive picture of what it’s like to work with your company through blog posts, articles, case studies, and even videos featuring your teams.
The rise of employer branding
Employer branding, which is how you present your company and what it’s like to work there, shapes your reputation as an employer to job seekers.
Content marketing can strengthen your brand image and establish your company as an industry leader. Insightful content builds credibility within the software community, making your brand more attractive to prospective candidates.
Software content marketing as a magnet for talent
As the software engineering talent pool continues to thin, employer branding is more critical than ever. A recent HBR survey revealed that only 13% of companies are able to hire and keep the tech talent they need the most.
By using content to showcase company culture, highlight technological innovations, and share employee success stories, you can create a compelling brand image that top-tier talent will gravitate toward.
Showcasing company culture and values
Want to highlight your company’s unique culture and core values?
Through blog posts, videos, and social media content, you can showcase:
- Employee initiatives
- Diversity and inclusion efforts
- Commitment to social responsibility
- Work/life balance
These provide a window into what your company is about and can attract potential candidates with similar values to the organization.
Highlighting technological innovations and challenges
New data shows that 39% of software engineers consider leaving a company because they want to work with new technologies.
If you want talented engineers knocking at your door, consistently share content that details your company’s latest technological innovations. Or the challenging projects your teams are tackling. By focusing the spotlight on the opportunity to work on breakthrough solutions, engineers eager to be part of ambitious, impactful projects will take notice.
Employee spotlights and success stories
Featuring employee spotlights and success stories can have a tremendous impact on acquisition. Doing so:
- Signals that you value your employees’ achievements and are invested in their careers
- Enables potential candidates to visualize the growth and success opportunities within your company
- Highlights the various career paths available for both current and potential employees
Content marketing in software: Strategies to craft resonating content for software engineers
When you’re using content marketing to attract software engineering talent, crafting resonating content is the key to capturing their attention and interest. Content strategies that can help position your company as a desirable employer within the software development community include:
Technical deep dives and thought leadership
Software engineers are naturally curious. Your content marketing strategy should include in-depth technical articles, research papers, and case studies that provide valuable insights into challenging problems and how to solve them.
Thought leadership content, meanwhile, lets you cement your reputation as a go-to industry expert. By sharing valuable technical knowledge, you can pique the interest of engineers eager to work on cutting-edge projects.
Engaging multimedia content: Webinars, podcasts, and vlogs
Some examples of multimedia content you can use:
- Webinars are the perfect platform for hosting interactive sessions. Engineers can obtain new knowledge, discuss technical topics, and ask questions directly to company representatives.
- Podcasts provide a convenient way to stay informed while on the go. They can feature insightful interviews with your engineering teams.
- Vlogs can offer glimpses into your company’s processes, making your brand more relatable.
Interactive content: AMAs, forums, and Q&A sessions
Interactive content is a way to engage software engineers and foster a sense of community. For example:
- “Ask Me Anything” (AMA) sessions enable engineers to ask questions to company executives and technical leaders.
- Online forums can serve as a hub for knowledge sharing and networking.
- Regular Q&A sessions with your engineering team can provide valuable career advice and insights into the company’s work culture.
From attraction to retention: The continuous role of content
Acquiring software engineering talent is one thing; getting them to stay is another. In fact, according to LinkedIn, tech is one of the industries with the highest employee turnover rates.
Content marketing, thankfully, isn’t limited to attracting software engineering talent to your brand; it is equally instrumental in retaining them.
But what type of content can help with retention?
Here are some examples:
Ongoing learning and growth opportunities
Companies must demonstrate dedication to employees’ continuous learning and growth to retain top talent.
- Create content that showcases the various learning opportunities available within your organization.
- Talk about your training programs, workshops, conferences, and certifications — and how they’re helping employees grow their careers.
- Regularly share technical content, research findings, and best practices. This reinforces your commitment to keeping your engineering team updated with the latest industry standards.
Building community and fostering connection
Happy employees are multiple times more productive — and likely to stay — than unhappy ones. And a sense of community is crucial for employee satisfaction.
- Build a strong engineering community within your company through internal blogs, knowledge-sharing platforms, and newsletters. Feature the achievements and contributions of your different engineering teams.
- Leverage multimedia content to highlight team-building activities, social events, and hackathons. This fosters camaraderie and increases employee attachment to the company.
Celebrating achievements and milestones
Appreciation in the workplace matters greatly. In fact, 46% of employees have left a job because they felt underappreciated.
Use content marketing to recognize employee achievements and milestones. This boosts morale and motivation.
Some techniques to consider:
- Showcase individual and team accomplishments, such as successful project launches or contributions to open-source projects.
- Feature employee spotlights or success stories. This inspires other employees and acknowledges your team’s hard work and dedication.
- Recognize employee achievements publicly through various content formats. This reinforces the value your company places on employees and their contributions.
Content marketing and talent management: Better together
To grow and thrive, tech and SaaS companies must continuously innovate, stay ahead of tech advancements, and remain competitive in a cutthroat market landscape. To do this, they need the help of highly qualified software engineers.
Content marketing allows tech organizations to stand out in a crowded marketplace. It also helps establish a strong employer brand that resonates with software engineers, whether they already work for you or are still looking for a new company to work for.