As today’s job market continues to tighten, healthcare recruiters, HR professionals and hiring managers need to start thinking like modern marketers. It’s no longer enough to simply post an online ad and hope to attract the most qualified healthcare candidates.
With the rise of social media, the shift in workforce demographics, and easy access to information, the lines between marketing and recruiting are becoming increasingly blurred. Today’s savvy healthcare recruiters, HR professionals and hiring managers are adopting the techniques of recruitment marketing to engage with talented medical professionals and increase brand awareness.
Recruitment marketing is the process of attracting qualified individuals to a hospital or healthcare organization by marketing to them. Its goal is to nurture a specific talent pool who may or may not be looking for a new job. Recruitment marketing is the earliest stage of talent acquisition.
Here are three examples of how this innovative tool can help your healthcare recruitment efforts by thinking like a marketer:
1. Leverage Your Brand to Attract the Right Candidates
A recruitment marketing program keeps your company top-of-mind when candidates are looking for a job and inspires them to refer your company as a great place to work. Because candidates who apply to jobs today have already done their research, your organization must have a professional website that delivers an exceptional candidate experience and communicates your brand and culture. Be sure it includes an easy-to-use application process without a mandatory login, offers social ways of connecting without resumes, and – most importantly — is mobile optimized.
2. Segment Your Talent Pools
If you’ve grown a pipeline of passive candidates, that’s great. But if they’re just sitting there lumped together, they’re not much good. That’s where segmentation comes in – which is the act of breaking your prospects into various groups of people. For example, you can segment your talent pool into recruits from a specific university, or narrow it down very specifically, such as nursing students.
3. Nurture Your Talent Pools and Pipeline
Using email to communicate to candidates with a proper message and at the right time will help you stay connected to your candidate pipeline. Incorporate marketing best practices such as creating professional-looking emails with images or videos. Write a short but compelling subject line, keep your message relevant, conversational, and add a call to action. The point is to encourage your pipeline to consider your company a valuable partner in their job search and career.
Summary
It’s a job seeker’s market, and healthcare recruiting is more competitive than ever. A recruitment marketing strategy can enable you to refine your candidate targeting, identify value-driven messaging, polish your corporate brand to appeal to job seekers and nurture prospective candidates.
With a complete front-to-back office solution built specifically for the healthcare staffing market, BlueSky can help guide you in the right direction when it comes to recruitment marketing best practices. To learn more, request our demo!
