REWIRING WORK.

• Position: ROUND TABLE: TECHNOLOGY

Technology has automated many of life's tasks, whether at home or work. And at the other end of the wire, there's someone writing code, engineering a device or selling its benefits. But as the COVID-19 pandemic's impact lessens, technology companies, like those in other industries, are struggling to find workers. Business North Carolina magazine recently gathered five leaders from the state's technology industry to discuss workforce concerns, the ways technology companies are overcoming them and how these struggles will make the industry stronger.

HOW HAS THE COVID-19 PANDEMIC AFFECTED ATTRACTING AND RETAINING TECHNOLOGY WORKERS?

DEFREITAS: Candidates have their choice of job opportunities right now. So, when it comes to attracting talent, companies need to be genuine and focus on their employment branding. Greene Resources' recruiting division, for example, recently volunteered at a nonprofit. The team-building activity was a chance to blow off steam and do good work in the community. Our marketing person was all over it, highlighting the outing through posts on the company's social media channels. That helped our employment branding and talent attraction. Many candidates are searching for companies that do good work internally and externally. As you get into the interviewing process, explain what's in the job for candidates beyond salary. While that's an important piece, it's not the only one. Candidates want to know how you'll help them learn and grow and what that pathway looks like for them.

GADDY: GDC was a self-funded startup, and now it's part of London Stock Exchange Group, a large multinational company. We've lived through many recruiting challenges. How do you recruit when you're tiny? How do you recruit when you're big? If your company is small and doesn't have much money to pay people, then you have to find candidates that fit your needs and understand what drives them. Our vice president of engineering's wife owns several local coffee shops. It's important to him to have work-life flexibility, so he can help in the shops on a busy afternoon, for example, or accompany her on a buying trip. So, understanding a particular candidate's needs is important, not only for hiring good employees but engaging them. It's not only about the work. It's about the other pieces, too.

RESNICK: I'm reminded of something the late comedian George Carlin said: "Your kids aren't special, but they're special to you." It's important to remember that your company looks like many others to candidates, at least at first. So, use its culture and other attributes to differentiate it. I want to understand why a transaction works for the other party. If it isn't beneficial to the other side, then it ultimately is an extraction, which diminishes resources. Discovering why an individual chooses a company is hypercritical to the success of that individual as they blend into the company.

THOMAS: Companies are fighting for talent. Before joining First Bank, I worked for multinational companies, most recently Goldman Sachs. Recruiting for those large companies is different than recruiting for a midsize financial services company. It's difficult to recruit really good talent against big tech companies. While many may be under a hiring freeze at the moment, that won't always be the case. So, I've focused on building good...