Chief information officers (CIOs) must improve the public image of their department to attract new talent.

IT directors are already aware of the importance of marketing technology to the business, but few understand how to present their organisation to job applicants, according to analyst Forrester Research.

CIOs should clearly define the reputation and mission of their IT departments to attract candidates whose skills and career aspirations align with the culture and direction of the company, said Forrester.

And though salary is significant, it is not necessarily the defining factor.

‘Alignment between individual career goals and the department's culture and direction are highly important and grow in importance for IT professionals who have worked in multiple organisations,’ says the report.

Forrester recommends improving image by identifying both why current employees joined the IT department and what has caused them to stay. Marketing specific programmes, perks and initiatives to new recruits also helps.