Tech Employer Branding in Pharma: 5 Common Mistakes That Are Costing You Top IT Talent

Hand touching a digital screen with the text “EMPLOYER BRANDING” surrounded by business and HR icons
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The digital transformation of the pharmaceutical industry is intensifying the battle for tech talent — and that battle starts long before an interview. It begins with how a company presents itself as an employer. And yet, many pharma companies are making key mistakes in how they position their employer brand to attract IT professionals. The result? A steady leak of high-value candidates.

This article outlines the five most frequent employer branding mistakes seen in pharma organizations when targeting IT profiles. It’s not about spending more. It’s about communicating better.

A critical need, misinterpreted

The pharma industry urgently needs highly qualified IT professionals — from AI specialists to data architects and cloud engineers. But traditional attraction methods no longer work with this talent. While employer branding has evolved for scientific or commercial roles, IT professionals still don’t see themselves reflected in the corporate narrative.

“If you don’t understand what tech talent values, you won’t attract them — no matter how strong your global brand is.”

1. Speaking a language that doesn’t resonate with IT professionals

A common mistake is using a generic, corporate tone filled with buzzwords, yet lacking real technical substance. For a data engineer or DevOps specialist, a job post without a single mention of tech stacks, frameworks, or real-world challenges feels like advertising copy.

  • Emotional storytelling is prioritized over technical clarity.
  • No mention of actual technologies (cloud, microservices, big data…).
  • No clear description of the projects or their business impact.
“Tech talent isn’t just looking for a paycheck — they want technical purpose: what they’ll build, how, and with what tools.”

2. Job offers focused on requirements, not on value

Many job posts still read like a checklist of demands. Today, what sets you apart is your Employee Value Proposition (EVP) — what’s in it for the candidate in terms of growth, learning, innovation, and flexibility.

  • The role’s purpose is rarely explained.
  • No mention of intangible benefits: culture, community, innovation.
  • Career progression is unclear or missing.
“A transactional approach drives tech talent away. A relational one earns their loyalty.”

3. Not including real tech voices in your communication

An employer brand targeting tech roles with no tech people in sight is like a recipe without ingredients. Nearly 80% of tech candidates look for proof of credibility before applying. That means showing the actual teams: how they work, how they grow, how they think.

  • No videos or blog posts from IT team members.
  • Communication is led by HR or marketing — not tech leaders.
  • No visibility of internal projects, hackathons, or real technical milestones.
“Bringing your tech brand to life from the inside out builds trust and differentiation.”

4. Hiring processes that feel slow and disconnected from digital expectations

Employer branding doesn’t stop at LinkedIn. Many hiring processes are still too slow, impersonal, and lacking in meaningful feedback, leaving candidates with a poor experience.

  • Long waits between stages (often 3+ weeks for decisions).
  • No technical feedback after tests or interviews.
  • Cold, impersonal communication with no follow-up.
“A slow and sterile hiring process is the number one reason tech candidates disengage — often before the offer.”

5. Failing to adapt your message to the right channels

Tech talent no longer lives on traditional job platforms. It’s more effective today to build community on GitHub, tech events, Discord, or niche newsletters than to invest only in job boards or polished employer brand videos.

  • Weak presence in the spaces where tech talent actually is.
  • No technical content (whitepapers, webinars, podcasts).
  • Messaging tailored for LinkedIn, but not for specialized forums.
“Being where tech talent is — and speaking their language — is far more powerful than any paid campaign.”

It’s not about selling. It’s about being relevant.

Pharma companies don’t need a flashier employer brand to attract IT professionals — they need authenticity. Listening, understanding, and communicating what truly matters to tech talent is now a strategic advantage. Because by the time a tech candidate gets your message, they’ve already compared you, researched you, and made a shortlist — often without even speaking to you.

References

Autor Erika Corona