Think Like a Marketer to Recruit Quality Talent
According to The Washington Post, the U.S. will face a shortage of as many as 90,000 physicians by 2025. Adding salt to wound, the Bureau of Labor Statistics projects that 525,800 more nurses will be needed by 2022 to help keep up with the influx of patients and the aging workforce. To aid in the growing demand for top healthcare talent, recruiters must showcase their employer brand and engage with candidates like a marketer would engage its clients and prospects across many platforms.
While elements of marketing have always been included in a good recruiting process, it has never been the core component. Here are four key areas you can begin to make changes to help you attract and retain top talent in today’s competitive healthcare market.
Utilizing social media channels for recruitment, specifically LinkedIn, Facebook and Twitter, have proven to yield positive results. Employers who implemented social recruiting have seen improvements in quality and quantity of candidates, time-to-hire and employee referrals. Too many organizations have made the mistake of relying on traditional online job boards and career sites when it comes to posting available job openings. Marketing professionals continuously respond and engage with clients and prospects via social media on an ongoing basis, and recruiters should employ the same methods and ideology to promote their organization’s brand. Due to its proven success, 73 percent of recruiters plan to increase their investment in social recruiting this year to meet their hiring needs.
In marketing, connecting with your audience through your brand and messaging is imperative to building meaningful, lasting relationships. Darren McDougal, Managing Partner at Kaye/Bassman International Corp., suggests recruitment websites, social media pages and other materials should have a branded look and feel that conveys your organization’s core vision, culture and goals. Leaders agree that employee brand matters, so 73 percent of companies will continue to focus on highlighting their company culture in their recruitment marketing initiatives to attract quality talent.
Ensuring you have what candidates are looking for and delivering it throughout the recruiting and hiring process can help keep them engaged until you’re ready to bring them on board. “The more you invest in your candidate experience from beginning to end, the broader the pool of candidates you will make available to your job,” says Ivan Cassanova, Senior Vice President of Marketing and Product at Jibe.
Furthermore, websites, social media and other communication tools need to be redesigned to deliver a personalized, customized experience to the candidate and go so far as to invite them into conversations with current employees, says Kevin Wheeler, President and Founder of Global Learning Resources, Inc. Redesign should include making sure your website and job application site aren’t only mobile friendly or responsive, but also appealing, easy to use and effective. According to a recent survey shared by CareerBuilder, 86 percent of active candidates use their smartphone to begin a job search and 70 percent prefer to apply via mobile.
To build a successful recruitment marketing campaign, collecting data and analytics are critical to help you draw in the most qualified candidates. Using your talent acquisition and social media platform can help you gain insightful metrics that will help you understand where your top candidates originate. Maybe your best candidates are coming from internal referrals or perhaps via LinkedIn or Facebook. Like marketing, understanding the sources and other important metrics will enable you to focus your recruitment marketing efforts on the best outlets and help you make more informed decisions.
The goal of any successful recruitment marketing campaign is to always attract candidates that are the best fit for your organization. Which aforementioned recruitment marketing technique(s) do you find the easiest or most valuable? I’d love to hear your feedback.