IT skills shortage in Germany: How employer branding really works in the high-level professional sector

The pressure on IT companies is growing. The shortage of skilled workers is becoming increasingly acute – according to Bitkom, around 660,000 IT positions could remain unfilled by 2040. Anyone looking for IT specialists today is competing with hundreds of other employers for the same sought-after talent. In a digitalised, highly competitive market, a good salary is no longer enough. The decisive factor is: How strong is your employer brand? And is it visible where high-level professionals are looking for opportunities today?

IT talents no longer make decisions based solely on job descriptions or company names. They are looking for an environment that meets their expectations in terms of innovation, further development and culture – and one that is visible, digital and credible. Studies show that a strong employer brand can increase the number of qualified applications by up to 50%. At the same time, time-to-hire and bounce rates in the application process are measurably reduced.

Changing information behaviour: the digital review culture dominates

In the IT sector in particular, portals such as kununu, Glassdoor and LinkedIn have a huge impact on employer image. 75% of applicants research your company before they even consider applying. 85% of active job seekers prefer employers who actively shape their brand. Companies that ignore this digital reality lose access to high-calibre professionals – before they even make initial contact.

 Employer branding in the high-professional environment: What really convinces today

In addition to the familiar basics (home office, flexibility, salary), other factors are important in the IT sector – we call them ‘decisive differentiators’. Here are five ideas that employers can use to make themselves visible and attractive in today's IT sector:

1. Peer learning formats & internal mentoring programmes: High professionals value open knowledge exchange with colleagues on an equal footing. Structured peer learning, project-related tandem formats or mentoring by experienced internal managers offer development potential – without high external costs. High professionals expect development on an equal footing. Mentorship programmes with external industry experts bring new impetus and promote genuine further development beyond internal routines.
   
   
2. Active thought leadership: Enable talented individuals to appear as experts at conferences and in specialist media. Visibility and relevance not only strengthen their personal brand, but also reflect positively on the company.
   
   
3. Innovation Labs as a playground for minds: Create space for your own projects, research or pilot trials. Give high-level professionals the stage to make an impact – not just for implementation.
   
   
4. Customised benefits instead of a scattergun approach: a well-thought-out, personalised benefits system (choice of tools, further training, workation options) has a greater impact than flat-rate bonuses.
   
   
5. Tech-focused health management: Ergonomics, mental health and digital detox offerings are the foundation of sustainable employer branding – especially in the tech scene.

How Evernine supports companies in the IT industry

As a strategic communications consultancy offering full-service implementation, Evernine supports tech and IT companies in all phases of employer branding – from analysis to campaign:

• Brand & EVP development: Positioning based on sound analysis, tailored to the market, target groups and culture
  
  
• HR campaigns & content creation: Development of cross-media measures – from social recruiting to PR to moving images
  
  
• Review platform & social media strategies: Active reputation management on kununu, LinkedIn, etc.
  
  
• Tech stack for HR: Integration of modern HR tech solutions such as HubSpot, automation & platform management

Conclusion: Employer branding is not an HR project, but a business strategy.

In an age where IT talent decides for themselves who they want to work with, only those with a clear, credible and tangible employer brand will come out on top. Evernine takes a holistic approach to employer branding – strategic, creative and digital. Let's work together to create a profile that your target audience won't just read, but experience. Further information on Evernine's employer branding services can be found here.