Attracting IT Talent: A Kano Analysis of Employer Attributes

Abstract

Recruiting information technology (IT) talent remains a pressing issue for employers. Organizations therefore work on enhancing and highlighting their attractiveness. Drawing on the theory of attractive quality, the Kano model, we empirically investigate attributes that specifically attract IT talents in a recruiting context. Based on 30 interviews and a survey of 301 IT professionals and IT students, we identify and evaluate 24 attractiveness attributes that are further classified according to the nature of their role in attracting IT talent. The attribute identification and evaluation involve several steps including categorization, significance, and verification testing. Our research introduces Kano analysis as a useful tool to elicit nontrivial preference portfolios relevant to the IT job market. The empirical results add to the IT workforce literature and offer a concrete classification of what attributes employers should or even need to provide to recruit these scarce talents. The analysis also discloses differences in the survey participants' work experience and gender. Organizations can use the method to develop more effective candidate communication and reveal weak spots in their employer branding efforts.