Specialist tech professionals are spoiled for choice and higher education isn’t always the first place they look. If you’re a TA leader in tertiary education, you’ll know the challenge: you’re competing with fast-moving startups and big-name corporates for the same engineers, data specialists, and product talent.

The good news? You’ve got a unique story to tell. But it needs more than a list of benefits or a flexible work policy. To stand out, your employer brand has to cut through with clarity, authenticity, and a message that speaks to what tech talent actually cares about.

Here’s a practical playbook for higher education leaders looking to sharpen their employer brand and secure the skills they need.

Why brand matters in higher education hiring

Employer brand isn’t just your logo or a tagline. It’s the lived experience of working with you; your values, your culture, and your reputation in the market. For tech professionals, it’s the difference between scrolling past your job ad and actually hitting ‘apply’.

When your brand is strong, you’ll see:

• More applications from the right candidates
• Higher retention and engagement across your teams
• Lower recruitment costs over time
• A reputation as an employer of choice in a competitive market

And when it misses the mark? You’re left over-relying on contractors, spending big on agencies, and watching the best talent head elsewhere.

3 ways to build a stronger employer brand in higher education

1. Lead with your DNA

Tech professionals want to know the work they do will matter. For universities, this is a big advantage because you aren’t just another corporate. You’re driving research, supporting the next generation of students, and tackling social and environmental challenges at scale.

Bring this DNA to life by:

• Making it visible online: Share stories of innovation on your channels, whether it’s a new research partnership, sustainability milestone, or digital transformation project.
• Owning thought leadership: Get your IT and digital leaders speaking at conferences, writing in industry outlets, or posting on LinkedIn. This positions your university as a serious tech player.
• Highlighting values and wellbeing: DEI programs, wellness initiatives, flexible work models. All of these are key decision factors for tech talent so don’t bury them in policy docs, put them front and centre.

Example: The University of Sydney has consistently showcased its sustainability initiatives and digital research projects in market-facing comms, positioning itself as more than “just a campus job.”

2. Rethink the candidate experience

Your hiring process is your brand in action. If it’s slow, clunky, or impersonal, candidates will assume that’s how your culture feels too.

Best practice means:

• Clear, human job ads (ditch the jargon and “must have 10+ years in…” wish lists).
• Fast, transparent communication: Candidates want updates, even if it’s a no.
• Personal touches: Show candidates you’ve read their CV, tailor interview questions, and connect them with real future teammates.

And don’t forget onboarding. Universities across ANZ are experimenting with AI tools to automate admin-heavy onboarding steps, freeing up People teams to focus on building meaningful human connections from day one.

3. Leverage tech to scale your brand

Higher education can sometimes be seen as “traditional”, but the smart use of tech can flip that perception.

• Video interviews: Break down geographical barriers and open your doors to talent who may not yet be local.
• Data-driven insights: Use hiring analytics to understand what candidates want (e.g. sustainability is a top three decision driver for tech hires in ANZ right now).
• A careers page that works: Include testimonials, videos, and day-in-the-life content from your tech teams. Make it intuitive to navigate and reflective of your real culture.

Example: UNSW’s careers site highlights innovation projects and staff testimonials in a simple, visual format which is far easier to digest than a wall of text.

The takeaway

The race for tech talent is only getting tighter. With a clear, authentic employer brand, universities can punch above their weight against the likes of banks, consultancies, and startups, and land the people they need to keep their institutions moving forward.

At Talent, we help higher education institutions across ANZ attract and secure the right tech talent, building brands that resonate, streamlining hiring processes, and reducing costs along the way.

If you’re ready to strengthen your employer brand and bring top tech talent onto campus, let’s talk.