Know your audience

Love Tuk Tuks. A to B in a style of travel that is unrivalled.

But who would have thought when the humble Tuk Tuk was designed, it would become such a flashing beacon of talent attraction?

Well, maybe not for all. During recent research sessions for a client on a trip to Bengaluru, CERIPH asked several Software Engineers about their top media preferences – and to be fair the Tuk Tuk or ‘Auto’ never made the list.

Investment in the region continues to grow, together with several myths about what Software Engineers ‘want’ from an employer. It’s easy to assume a level of understanding of a target audience through hearsay, past preferences and outdated views.

But in a fiercely competitive market, (there are over 175000 Software Engineers in Bengaluru out of 500000 across India, according to Naukri 360) leaving your talent attraction strategy to chance isn’t going to work. Storytelling is based on insight and creativity. Which means your creative campaign can be beautifully produced, with the finest cinematography and crafted copy across multiple channels. But without insight, target talent won’t read it – never mind see it.

So whether it’s understanding the expected 1.5 hour commute, the generational divide in events engagement or the ‘merch’ obsession, doing your homework pays dividends.

Looking to recruit Software Engineers across various geographies? What’s the chances of your brand being seen by any of them?