Your Career Site Is A Retention Tool

A job list.

That is literally what your "career" site is. A simple, boring, ineffective list of current open positions.

Oh, wait. You might have a picture of a smiling beautiful person who doesn't work at your company on your "site" too. Nice touch. I'm sure that will bring in the qualified applicants!

Content (hint, your employees sharing their stories)
Their is a reason that you hear employer branding and content so frequently relative to recruitment. It's how you represent yourself in 2017 to prospective employees. What is often not said however, is that employer branding can move the needle on retention as well.

Think about it. A robust employer brand / recruitment marketing strategy uses current employees constantly to spread the good news about the employer. Highlighting your own employees (instead of those 'models') on your career site is a very public form of recognition.

Sure, the certificates you hand out thanking people for being awesome are a sure-fire strategy; but maybe interviewing them for a blog post or video that could reach the entire universe is a bit more impactful? 

Are you with me?

Retain First, Recruit Second
Have any of you ever said this phrase..."our employees are our most important asset." Of course you have... WE ALL HAVE!

Except, how many of us highlight our employees on our digital properties to make sure we keep the best ones, and attract the ones we need like they do and they do?

Anyone?

When you put your people on your careers page, loaded with stories, engaging photographs and videos, you send a powerful message that your employees literally are your most important asset.

How About You
Are you ready to start retaining your people, and show potential applicants that you are the most progressive employer in your industry? What are you waiting for? I'm ready to help you!

I'd love to hear from you.

No Excuses.

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Recruitment Marketing in Healthcare

The epic battle to find clinical employees in the healthcare industry has never been more intense. The combination of limited talent, retiring talent, old school recruitment approaches and a complete lack of understanding as to how recruitment marketing works has proven lethal to my #HealthcareHR colleagues.

Let's take a look at some of the key components of an effective recruitment marketing strategy in the healthcare industry.

Courage
You may be wondering why this comes first. Well, without the courage to throw away what has always been done in your organizaiton, you will not be successful.

Ever.

Understanding that the number one component of any effective strategy is the #HealthcareHR leader is paramount. Without this piece, the strategy will fail. 

Not maybe.
Not probably.
It is guaranteed to fail.

Planning
An effective recruitment marketing plan is built on three important pieces:
- a robust career site
- nonstop new original content
- a comprehensive social media distribution strategy

Let's take a quick look at each part.

Career Sites
Most healthcare career sites list jobs, have a predictable couple of paragraphs of text about their "values" and "wonderful community" and occasionally have a few photos of beautiful people in scrubs that are not employees.

This is an epic fail.

Career sites need to engage, draw people in, re-recruit current employees, and tell the story of the employer brand. (Yes, employer brand. This is a critical part of any healthcare organization's recruitment strategy. You knew that, right?)

Original Content
This piece of the recruitment marketing puzzle often scares HR leaders to death. In fact, it is one of the easiest parts to address! Interviews with your employees, short videos, and a thorough editorial calendar cost little or no money, yet can yield huge results both internally and external.

Social Media Distribution
How are you going to share all of this content and point prospective candidates to your career site if you don't share the goodness? Incorporating multiple social channels (facebook, Linkedin, twitter, snapchat, Instagram, Pinterest, etc.) will position your organization as a contemporary leader in your industry.

Think about it...everyone you will ever hire again is on a social channel. So why in the world wouldn't you make sure your company is there too?

How About You
There is so much more to say about recruitment marketing in the healthcare industry. For now, think about these core pieces and how you might get started. If you get stuck, don't hesitate to reach out. I would love to help you blow away your competition.

I'd love to hear from you.

No Excuses.

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Piece By Piece

The world of recruitment marketing is flooded with good ideas and little execution, particularly in the healthcare industry. I don't know of any hospital that claims to be anything less than "world class, providing high quality care, with a great team of dedicated and skilled staff."

Really? How original. I'm sure that has the talent they need flocking to their static and never updated career site.

Talking about your employer brand (as if talking equated with executing a strategy) and actually building your employer brand are two radically different subjects. One of the things I absolutely love about my job is that we help companies move from a place where they have little or no expertise, to launching incredibly robust talent acquisition strategies that transform their organizations.

Yes, I said it. We do that, and most places don't.

Rome Wasn't Built In A Day

One of the misconceptions about employer brand is that it is something that you decide to have, and then - poof!- you have one!

Um, not exactly.

Hospitals are famous for this approach. Their institutional pride is often so strong, that senior leaders are baffled that applicants are not racing to the human resources office simply because their hospital exists.

"If you build it" has nothing to do with "anyone coming" to work there.

Strong talent communities are based on employer brands that are invested in, thoughtfully developed, and consistently nurtured over a period of time. There are no quick decisions that suddenly make you special. Hard work and effective execution make you special.

See the difference?

One Piece At A Time

Building a content rich strategy that dives deep into the organization, highlights real members of the team, and consistently pushes fresh content across multiple social channels is the key to success.

Don't believe me? Take a break and check out your hospital careers page right now. I'll wait. You don't have much to look at so I'll see you in 5 seconds.

Do you think you're too important, or busy, or experienced to embrace a content rich strategy? I hope not, because every single person you or I will ever hire again is on some sort of social channel, and social is all about content.

So tell me again why you don't think committing to a comprehensive employer brand strategy is worthwhile?

How About You

It's time to move from talking to action. You know your hospital is loaded with amazing stories. You just need help getting them out to the world so the talent problem you have today, will be your strength tomorrow.

I'd love to hear from you.

No Excuses.

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