Employer bradning pre- and post the COVID-19 pandemic : Attracting highly skilled talent in the technology industry

Abstract: Background: Employer Branding is a relatively new concept stemming from concepts of HRM, however, the conceptualization has not yet been applied to current changes arising with the COVID-19 virus. Ambler and Barrow (1996) introduced their three-dimensional framework. where they divided benefits employees could get from a company into three different pillars, economic, psychological, and developmental.  However, the literature lacks the application of this concept to the technology industry during COVID-19.  Purpose: To provide insight into how HR professionals can attract highly skilled talent post-COVID-19 pandemic and investigate how the requirements of the tech professionals have changed  Method: This study follows an interpretivism paradigm with an inductive research approach. Furthermore, a qualitative design is applied through a multiple case study in an epistemological assumption. Thereby semi-structured interviews were conducted with HR professionals, as well as highly skilled workers in the technology industry.  Conclusion: The collected data highlights the importance and change of employer branding before and after the pandemic. Results of this study have shown that monetary benefits are less valued since COVID-19, drawing importance to developmental and psychological benefits, such as good company culture. The ability to work remotely has become a determinant factor for prospective job applicants in their job search.