Constantinos Simaioforidis Senior Talent & Purpose Manager

In HR and Talent Acquisition discussions, it's a common topic that we are in a constant battle to attract and retain top talent, especially in the tech industry. HR professionals brainstorm and create unique Employer Branding campaigns that help their organisations stand out in the marketplace, promoting them as the best workplace of choice for tech professionals. This makes Employer Branding a crucial part of a company's branding strategy, strongly connected with its Talent Acquisition strategy.

What is Employer Branding?

Employer Branding is the art of creating and promoting a company’s reputation as an employer of choice. It’s a practical reflection of the values, culture, and everyday working life of the company. It’s about the employee experience. What does it look like to wake up in the morning and start your day working for this company? What makes employees happy and satisfied to join and stay with the company? Employer Branding is more than just catchy taglines or a well-designed careers page on a website.

At ATCOM, we strongly believe that being an ATCOMista, an employee of ATCOM, can act as a strong motivator. Being an ATCOMista encompasses specific values such as adaptability, morality, ownership, and tenacity. All different tech expertise comes together to serve a specific purpose: to support the digital transformation journey of companies and, ultimately, create digital properties that improve the everyday life of users or citizens. From the mobile app of Eurobank to the website of IKEA, ATCOMistas create digital user experiences that make total sense. And that’s how our tagline was created: From Digital to Purpose.

Why is Employer Branding important?

In the tech industry, attracting and retaining top talent can be a challenging task. At ATCOM’s Talent & Purpose department, we are in daily contact with candidates of different backgrounds, expertise, and personalities. We strive to understand what motivates candidates, the deeper message behind their words, and at the same time, give them a clear, transparent glimpse of what it means to be an ATCOMista. Tech professionals are often looking for more than just a paycheck; they seek a fulfilling and engaging work environment and a bigger purpose to serve.

We work in a matrix environment and in small, agile teams. Internal communication is easier, allowing us to work closely with professionals from diverse backgrounds. These small teams act like hubs within the company. Additionally, people from each expertise meet occasionally to cover interesting topics or updates worth discussing further. This setup provides extra space and time for knowledge sharing and innovation, which is the lifeblood of ATCOM. Our people are integral to our innovative culture, working on groundbreaking projects and being part of forward-thinking teams.

Our tech leaders actively participate in discussions with the broader tech community, striving to be extroverted and engaged. You'll find ATCOMistas at national or even European conferences related to the future of e-commerce or the evolution of user interfaces. Our team members are passionate, industry-engaged professionals who share updates, eagerly learn new technologies, experiment with innovative tools, and advocate for a “state-of-the-art" approach. In every interaction with external stakeholders, ATCOMistas embody our company’s values, building a positive image for potential employees.

Quantifying the impact of employer branding can be challenging, but our Talent & Purpose Team thrives on such challenges—it's in our DNA! We track several key metrics to measure our progress, including Application Rate, Offer Acceptance Rate, Referral Rate, and Candidate Satisfaction. Collaborating closely with ATCOM’s Marketing Team, our main goal is to highlight our pride as ATCOMistas in our workplace and our strong belief in ATCOM’s purpose.

In the fast-paced tech world, Employer Branding is crucial for attracting and retaining top talent. A strong employer brand is fundamental to our company's success and growth. While we acknowledge there is a long journey ahead, we are confident that our human-centered approach will lead to the desired results: from digital innovation to fulfilling our purpose.

ATCOM: From Digital to Purpose