Attracting Top Software Developers for Novomatic Lottery Solutions (NLS)

Novomatic Lottery Solutions (NLS) faced intense competition in attracting top-tier software developers. With annual salary growth for these professionals averaging 30%, securing talent became increasingly challenging.

NLS was vying for developers' attention against industry giants like Endava and Microsoft, known for their strong employer brands and attractive perks. To succeed in this competitive landscape, NLS needed a comprehensive approach to enhancing its employer brand.

Define your ideal employee and find out what matters to them

 To boost its competitiveness in the job market, NLS started by conducting internal workshops and research to pinpoint the exact type of talent they wanted to attract and what mattered most to these candidates when choosing an employer. The findings revealed that NLS should focus on experienced software developers with 5-10 years of experience who were seeking a stable work environment with opportunities for further development.

Instead of offering typical startup perks like ping pong tables and casual workspaces, NLS took a different approach. The research indicated that the target candidates were often individuals with growing families or those planning to start one. Consequently, NLS developed a benefits package that aligned more closely with the needs of young families.

The development strategy included:

• Employer Value Proposition (EVP): Based on research findings, NLS crafted a clear and compelling EVP emphasizing a stable work environment, opportunities for professional growth, and support for work-life balance.
• Family-Friendly Benefits: Rather than focusing on startup-style perks, NLS offered family-oriented benefits such as on-site childcare, flexible working hours, remote work options, additional vacation days for parents, and other family-friendly measures.
• Focus on Experienced Talent: NLS targeted experienced developers with 5-10 years of experience who valued stability and advancement opportunities. This strategy set NLS apart from competitors that often targeted younger, less experienced developers.

The results exceeded all expectations.

With its new approach and clearly defined employer brand, NLS successfully attracted experienced developers who resonated with the company’s values and appreciated the support for balancing work and family life. This led to reduced employee turnover and strengthened NLS’s reputation as a stable, family-friendly employer.

Through this project, NLS not only improved its competitiveness in attracting top talent but also created a work environment that aligned more closely with the values and needs of experienced software developers.