Why Social Media Should be Part of your Recruitment Strategy

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This is a guest blog by Meghan Doherty, our Content Marketing Specialist at HealthcareSource. Meghan is responsible for our educational content development pertaining to the HealthcareSource Quality Talent SuiteSM and manages our white papers, surveys, thought leadership webinars, social media channels, and the HealthcareSource Blog. Connect with Meghan on LinkedIn
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According to SproutSocial, 14.4 million people have used social media in their job search efforts–29% of them used social media as their primary tool for job searching. I know it’s hard to believe, but what if I told you that 36% of companies DO NOT engage in social media recruitment efforts? Sounds crazy, right? Here at HealthcareSource, every time we get a new customer live with one of our software solutions, we announce it on our Facebook page and mention the healthcare organization in the post. You’d be surprised how many organizations I come across that have either, A.) No social presence at all or B.) A Facebook page that hasn’t been updated since 2010. It’s time to get out of the dark ages; social media is not just another trend that will come and go. It’s here to stay. Today’s healthcare workers are using social media as a job search tool and healthcare organizations must ensure that they have a social presence to appeal to potential candidates.

Additional research conducted by AMN Healthcare found that 42 percent of the healthcare applicant pool uses social media platforms to find jobs; therefore, healthcare organizations that do not post their jobs on social media platforms could be missing out on 42% of the workforce! Job seekers are also turning to social media channels to get a feel for the organizational culture. They want to know if the organization is the type of environment that they could see themselves being happy in. Candidates might also check their personal networks for a possible referral option. As part of their job search, approximately 50 percent of job seekers polished up their social media profiles and stopped posting negative content. This shows they expect employers to use social media as a research tool.

Social Media Combines Capability and a Large Prospect Pool

Beyond basic research, social media platforms offer a broad range of functions not found in any other single recruitment tool. With social media, you can directly source candidates and build long-term relationships with a wide pool of candidates. That wide applicant pool includes both active and passive job seekers. Only 25 percent of healthcare applicants are actively job searching, and the remainder fall into the passive category. However, if you have a perfect fit for them, those candidates might consider a switch to your organization. Social media lets you reach out to both categories of candidates who you may not be able to reach through other recruitment options.

Which Social Media Platforms Deliver Results?

Facebook may be the number one social media channel in the world, but that may be about to change. Professionals prefer LinkedIn for job searching and networking. A recent survey showed that 58 percent of job seekers prefer to use LinkedIn, with Facebook trailing at 24 percent. LinkedIn is a great way to search for candidates in your area and reach out to them directly with a LinkedIn message. When trying to source candidates, Twitter offers a great way to get the word out to a broad audience with the use of hashtags. A hashtag is a way to catagorize your tweets so that they are part of a narrowed conversation and they’re easier to find in Twitter search. By incorporating hashtags into your Tweets, you can direct more people to your discussion.  For example, if I were posting a Tweet promoting a new position in Boston–I would use the hashtag #BostonJobs in my post. This way when someone does a search for jobs in Boston on Twitter, my post will appear in the results.

Another potential benefit to using social media is cost savings. Organizations can utilize social media outlets free of charge to promote their jobs. Companies can also reduce the need for third-party recruiters using social media to make direct contact with potential new hires. Lisa Acker, the Director of Human Resources at Sanctuary at Fraser Villa, part of Trinity Senior Living Communities, feels that social media is a great way to recruit recent nursing graduates. “Many graduates are obsessively connected. I think it would be a great way to establish relationships with nursing students. It would be ideal to recruit them to do their extensions with us, and then become a natural transition to a regular full or part-time position within our community.”

Every day, more and more of the workforce uses social media as a job search tool. In order to remain competitive in the talent pool, healthcare organizations must adapt to the changing habits of their future workforce to attract top talent to their organization.

Want to learn more about improving your recruitment process? Download our white paper: Improving the Candidate Experience: Five Best Practices for Continuing Care Recruiting.

 

Meghan Doherty

About Meghan Doherty

Meghan Doherty is the Content Marketing Manager at HealthcareSource. In her role, Meghan manages the creation and distribution of educational resources to help healthcare talent management professionals recruit and retain the best workforce possible. When she's not creating content for HealthcareSource, Meghan enjoys long walks through the shoe department, binge-watching anything and everything on Netflix (particularly Law and Order SVU), peanut butter sandwiches, and all things Taylor Swift.