Effective Employer Branding: How to attract Polish Programmers

In today’s competitive IT talent market, effective employer branding is key to attracting top specialists.

Poland has become one of Europe’s leading tech hubs, drawing the attention of companies from around the world. So how can you stand out and successfully attract Polish developers?

In this article, we will show what makes employer branding effective – and the results it can bring.

Enjoy the read!

Employer branding in IT

Building an employer brand in IT today is not just about image – it’s a real tool that improves recruiting and company positioning in the job market.

What makes employer branding effective in IT?

Authenticity – IT candidates easily spot marketing talk and exaggerated messages. It’s best to use simple, honest communication that matches what the company really does.
Expertise and technology – Employers who share their team’s knowledge (through tech blogs, webinars, or open source projects) build trust and show they offer a good place for career growth.
Team involvement – Employee referral programs and genuine content created by staff have a big reach. Success starts from within! 😉
Clear communication – Clear, straightforward job ads and honest descriptions of projects and growth opportunities often shape candidates’ first impression and trust.

Invest in EB: IT career site and recruitment

Career page – A well-made page where candidates can find all useful info like job offers can greatly improve the first contact with the company.
Working with IT recruitment agencies – A good partner from the IT market can help better understand candidates’ needs and tailor employer branding communication.

How to measure the effectiveness of employer branding in IT?

For employer branding in IT to bring real value, it must be measurable to check how effective it is.

1. Recruitment Metrics (Recruitment KPIs)

Time to Hire – Does employer branding shorten how long it takes to hire someone?
Cost per Hire – Does employer branding help reduce recruitment costs?
Application Quality – How many applications meet the job requirements?

2. Sources of Applications and Website Traffic

Career page traffic – Number of visits, time spent on the page, and actions like clicking “Apply.”
Traffic sources – Do candidates come from employer branding campaigns, LinkedIn, referrals, events, or tech content?
EB campaign CTR – How effective are employer branding ads or posts aimed at IT specialists?

3. Candidate Engagement Metrics

Offer Acceptance Rate – Do candidates accept the job offers they receive?
Candidate NPS (Net Promoter Score) – How do candidates rate their experience during the hiring process?
Qualitative feedback – Comments from exit interviews, onboarding, or direct candidate messages about the offer and brand.

4. Term Employer Branding

Brand awareness and recognition – For example, through cooperation with IT recruitment agencies.
Referral Rate – More employee referrals often show a strong internal brand.
Retention of new IT employees – Employer branding helps not only attract but also keep staff. Do they stay willingly or do we have to fight to keep them?

5. Social media

Engagement rate – Comments, shares, and reactions on posts, including employer branding content.
Growth of followers on tech channels (e.g., LinkedIn) – Shows trust-building in the target group.
Number and quality of expert posts – Employees acting as “brand ambassadors” in public spaces.

Also, it’s good to combine recruitment data (like ATS, CRM) with marketing data (Google Analytics, LinkedIn Analytics, Hotjar) to get a full picture of employer branding effectiveness.

Why IT specialists change jobs? Data from the 2025 report

Our 2025 report reveals the main reasons why IT specialists decide to change jobs. The results show that today, a good offer isn’t enough – understanding the real needs of tech candidates and employees is key.

The most common reason for leaving a job was unsatisfactory pay (40%). It’s not just about the amount – IT specialists expect fair market salaries, clear salary ranges, and pay that matches their skills.

Also, 86% of IT specialists said “Yes” to the question: “If your employer reduces remote work, would you consider changing jobs?” This shows that remote work is still very important.

31% said lack of challenges and learning opportunities made them leave. Candidates want regular contact with new technologies, chances to experiment, training, certifications, or to work on R&D projects. For many, career stagnation is more discouraging than salary.

The need for change (22%) and dissatisfaction with projects (23%) often go together. People leave not just because of the company, but because they want growth or a new environment. If they do repetitive, predictable tasks for a long time or don’t find meaning in their work, they quit.

Although fewer people (16%) pointed to lack of promotion opportunities as the main reason, promotion – both sideways and upwards – is still very important for employees.

Desired benefits by IT specialists

In the IT industry, like in many others, benefits are important besides salary. According to our report, the most wanted benefits are: remote work (88%), flexible working hours (56%), and medical insurance (37%).

Financial benefits like bonuses, company shares, or paid overtime also matter.

To understand what benefits IT specialists prefer, it’s best to run regular surveys or gather feedback to know what current and future employees need.

Want to see all the top IT benefits? Download our 2025 report.

The role of flexible work in successful IT Recruitment

Flexible work models in IT are becoming a key advantage for attracting talent, especially with remote work and flexible hours.

Candidates want to choose where and when they work, which makes them happier and more loyal. Companies offering flexibility can hire from a bigger pool of specialists, no matter where they live. This also helps build a modern and attractive employer image.

Although managing flexible work takes effort, it brings clear benefits like higher employee engagement and lower turnover.

The current and optimal number of remote work days per week

According to our data, over half of respondents (53%) say fully remote work is the best option.

Only a small number – 4% – work fully from the office, and just 2% think that is the best setup.

This shows remote work is still the most popular choice, with hybrid work clearly preferred over full office work.

How does professional recruitment communication support IT Talent Acquisition?

Professional recruitment communication plays a key role in creating a positive candidate experience, which is very important for attracting IT talent. Here’s why:

Builds trust in the employer brand

Clear, honest, and quick communication shows that the company respects the candidate’s time and effort. This matters a lot in IT, where specialists often have many offers to choose from.

Improves recruitment effectiveness

Clear info about steps, requirements, feedback, and next moves helps candidates prepare better and increases the chance of a good match, reducing wasted time.

Makes the company stand out in IT

In an industry where hiring often looks similar, good communication (like a personalized message instead of an automatic template) can influence candidates’ decisions and leave a positive impression.

Reduces frustration and dropout risk

Lack of feedback or delays in recruitment are often negative signs. Professionalism and empathy from recruiters improve how candidates see the company.

Leaves a good impression – even if the candidate isn’t hired

A candidate who feels respected may come back later, recommend the company to others, or leave a positive review online – a valuable long-term benefit 😉

The importance of transparency and time in the IT recruitment process

Transparency and time in the IT recruitment process are key to attracting and keeping candidates’ attention, as they often apply to several jobs at once.

Clear communication about recruitment steps, expectations, and response times builds trust and a professional employer image. Quick decisions and timely feedback show the company respects candidates’ time and effort.

On the other hand, lack of transparency or long waits often make skilled IT specialists lose interest. In a competitive market, speed and clarity can make the difference between hiring success or failure.

The role of an IT recruitment agency in building a strong employer brand

An IT recruitment agency plays an important role in building a strong employer brand as the first contact point between candidates and the company.

A professional IT recruitment firm ensures a consistent message that matches the company’s culture, values, and candidate expectations. With experience and knowledge of the IT market, they can advise on how to make the employer stand out and communicate its strengths.

Additionally, an IT agency can collect feedback from candidates, helping the company improve the candidate experience and employer branding strategy. Working with the right agency strengthens the company’s image as a modern, professional, and attractive workplace.

Next Technology Professionals support

Need help recruiting IT specialists or with your employer branding strategy?

We are a recruitment and outsourcing agency specializing in IT, finance, engineering, and marketing. Over 10 years, we’ve completed more than 1,000 recruitment processes for clients in Poland and abroad.

Employer Branding: How to attract Polish programmers?