The healthcare industry has been facing difficulties with talent shortages and high turnover rates. COVID-19 did not only aggravate these challenges, but it also brought a few changes of its own. For RNs, LPNs, and CNAs in skilled healthcare facilities, these challenges are even more ordinary.
Virtual recruiting, remote screening through video interviews, and online job fairs, and the use of other digital tools blossomed overnight. Increasing demand for healthcare workers and widespread mental health issues led to a greater emphasis on medical staffing and healthcare recruitment.
Healthcare recruitment jobs marketing has evolved from being a trend in talent acquisition to a vital strategy to attract qualified and top candidates, especially in competitive talent markets like the healthcare industry. Given the shortage of healthcare talent, organizations looking to attract and hire the best candidates must leverage effective recruitment marketing strategies.
Read on as we outline the key healthcare recruiting strategies to help your healthcare company build a robust recruitment marketing program.
Review your healthcare company branding.
Now is the best time to take a closer look at how your company brands itself as an employer and leader in the field. Your brand must appeal to potential candidates by communicating your vision, mission, values, and company culture. Aside from the usual job offer factors that people look for, your company’s branding and reputation are huge make-or-break determinants when accepting a job offer.
Add a human touch to your recruitment ads and careers page by including photos of your current staff, individual bios, and other fun activities. Testimonials from your employees and residents are also a plus factor in promoting your work culture. Take a step back and examine your healthcare facility from the candidate’s perspective. Send out an anonymous survey to collect feedback from your residents and take time to interview veteran and new employees on their thoughts on how to improve your overall branding. For starters, here are four questions your company branding should be able to answer:
- What is my story?
- What are my competitors doing and how are we different?
- What are my values and attributes?
- How do I want to make prospects, employees, and patients feel?
Note: Getting yourself a Recruitment Specialist can help increase the process.
Update and boost your digital marketing plan.
Pay attention to the major elements of your digital healthcare recruitment strategies: your online job board, website careers page, search engine optimization (SEO), and social media marketing. Technology, especially digital talent acquisition tools, can be strong recruiting strategies in healthcare and can also make a huge lift in your recruitment efforts.
- Job Board Strategy
Be strategic on where to publish your job posts. Every job platform offers something different from location-specific to industry niche. Keep in mind your marketing budget while comparing features of job board sites.
Take advantage of Google, the most visited site in America and the starting point of millions of job searches. Your website and job board content should be search-engine friendly and must contain industry keywords, location information, and other important job details.
- Social Media Marketing
Facebook, LinkedIn, and Twitter aren’t just great for brand reputation, awareness, or audience growth. They also make job searching friendly and allow others to network for you by referring connections. When you share job openings on your social pages, you can reach a wider pool of online applicants and straightforwardly streamline the application process.
Highlight Efforts Around Diversity & Inclusion, and Benefits to Support Mental Health
Diversity and inclusion protocol is something applicants expect. Most candidates consider a company’s workforce diversity as one of the most important factors when deciding where to work. Explore working with marginalized communities, launching workshops about diversity and inclusion, and conducting bias training in your workplace.
It’s also extremely important to highlight mental care and efforts in your recruitment marketing and job descriptions. Many are experiencing mental health-related issues like burnout, anxiety, and extreme cases of stress. Here are some arrangements you can explore and highlight:
- Employee discount for mental health check-ups or mental health apps like Moodfit, Calm, and Headspace
- Flexible work arrangements and childcare services for working parents
- “Mental health days” for when employees need a break
Final Thoughts on Healthcare Recruitment Marketing
As labor shortage remains a factor in recruiting healthcare talent, companies need to continue finding ways to attract the right candidates by having a profound Healthcare recruitment strategy. By implementing a strong recruitment marketing strategy, you can stay ahead of the talent curve.
The COVID-19 pandemic paved way for many recruitment trends: virtual processes, remote working, and flex-time opportunities. Some requires a whole lot of different skills because it’s post-pandemic, but sticking to our edge on Healthcare Recruitment Marketing can give the best outcome. The use of social media and other digital channels in hiring has helped take some administrative burden off the recruiter.
Reach out to the De Vore Recruiting Team for help if you need support in finding the best-fit candidates for your healthcare company.
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