“Come and join us”: How tech brands use source, message, and target audience strategies to attract employees

Multinational tech corporations have a considerable influence on human life. Their developments are not only adopted and used by people worldwide, but also are invented, manufactured, and produced by human employees. Today, the tech employment industry is challenged by the persistent need for manpower and there is a fervent fight for talent among the organizations. The constant need for tech specialists has become a given situation in the global tech ecosystem. To deal with the growing shortage of professional workers and manage the continuous employment crisis – tech companies embracing Employer Branding (EB). Hence, developing coherent and comprehensive EB online communications is vital for technological companies as the messages they publish on the web contribute to recruiting top professional employees. By relying on Avraham and Ketter's (2008) source, message, and target audience framework, and by using a thematic content analysis method - this study outlines the online-recruiting strategies of fourteen leading technology businesses. The result of the study depicts a mechanism that aims to convince and attract candidates online.