This is the first article in a three-part series about technical recruiting.
- Introduces the concept of a recruitment pitch.
- Explains how to craft an effective recruitment pitch.
785 words, estimated reading time 4:00 minutes.
Your company is expanding, and to keep up, it’s up to you to grow your engineering team. So you start thinking about the type of talent you need, and set up a recruiting process to ensure that only highly-qualified candidates will be considered. You’ve thought a lot about who you want to hire; but have you thought about why someone would want to work for you?
In a time of fierce competition for technical resources, this question should be top-of-mind. You must have a crisp answer to the question: “Why should I work for your company?” You need a technology recruitment strategy – a marketing plan for hiring. And the short version of this is your recruitment pitch.
Explain Why Someone Wants to Work For You
Your recruitment pitch should be short, easily understood, and hit the major points you want to convey. The following are some possible areas to consider:
- Mission — How does this job support the company mission? And is this mission one that should be a prominent part of your pitch? Do you help people? Solve significant social problems? Make life easier? If so, make sure your pitch reflects this.
- Technology — Are you building or using cutting-edge tech? This area is where most tech leaders will naturally focus, but there are many jobs that honestly are not breaking new ground. If that’s true, focus instead on the areas that will differentiate your company. For example, mission or culture.
- Culture — What two or three words describe your organization’s culture? For many job-seekers, this is of paramount importance.
- Location — If your office is in a desirable location, near public transport, or have great views? If yes, add those to the pitch.
- Perks — Does the office offer something unusual or unique? No one chooses a job because of the free snacks. But if you do, it might pique a candidate’s interest.
Example One: Startup Company, Core Team Members
Here’s an example of a recruitment pitch by a startup looking for core team members.
At Acme, we are building a platform that is transforming the banking industry, and helping millions of Americans who currently don’t have access to credit. We are solving hard problems of scale and security. We pride ourselves on transparency and open communication. Come visit our San Francisco office soon!
Example Two: Established Company, Solid Professionals
And another example, this time from an established company interested in solid professionals.
At Fubar, experience counts. Writing tests are as important as writing code, and your daughter’s soccer game is as important as the deadline. We are embarking on a complex project to move to services, on the AWS cloud. We are based in NYC, with sweeping views of the Hudson.
Use Your Technology Brand to Attract Talent
The next part of your marketing plan is to focus on your company’s technology brand. What do you want your technology organization to be known for? This differs from the company’s overall brand: instead of attracting customers, you are attracting talent. The tech brand must dovetail with company image, but will focus on the aspects that make this job uniquely desirable. Yes, that can be a tall order. How to communicate your brand? Here are some ideas:
- Blog posts — Establish a tech blog, and enlist your senior tech talent to write posts. These should focus on a problem or technology area of interest to the greater community. For example: “How we used AWS Kinesis to capture and analyze security data”. Now you can cross post on social media, LinkedIn, etc.
- Speaking engagements — Conferences are always looking for interesting, relatable speakers. The example blog post above could easily become a topic for a talk at a conference or meetup. You can make sure your company’s name and logo are prominent. But understand that people want to hear about innovative uses of technology, not your sales pitch.
- Meetups — If you’ve got sufficient space, consider hosting a meetup. It takes some effort to organize the date and line up speakers, but meetups are a great way to attract possible candidates to your offices and create a positive impression.
- Patents — Submitting patent applications can be long, drawn out and expensive. But as well as protecting the company’s intellectual property, patents also serve as public notice that innovation is happening and is recognized.
Finally, after you have developed your tech marketing plan and pitch, you’ll need to disseminate this throughout your organization. It’s not just the recruiters who need this. Make sure any member of your team is able to deliver a version of the pitch to friends or colleagues who might be interested, and answer the question, “Dude, what’s it like over at Acme?”
For More Information
See the other articles in this three-part Hiring series: (Coming soon)
About the Author
In a career spanning 20+ years of technology leadership, Richard has served in diverse roles ranging from VP of engineering of a startup to CTO of a publicly-traded company. Most recently, in six years at LendingClub he grew an agile software development organization from 10 to over 400 contributors while delivering a platform that transformed the credit marketplace.
Richard has also delivered fintech, B2B, and B2C solutions that included legacy re-architecting, moving to services, and migration to the cloud. Technologies experience range from a cloud-based call center, one of the first CRM products, and other on-prem, SaaS and web service solutions.