What Is Recruitment Marketing?

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recruitment-marketing-attracts-talentThe healthcare recruiting game is changing. It’s no longer about just meeting your most immediate needs — it’s about building a pipeline of qualified candidates so you can find the right talent at the right time to fill your open positions. This takes planning and a new approach that incorporates recruitment marketing.

“The healthcare industry is facing significant talent shortages — an estimated 1.2 million staffing gap for nurses by 2022 and 94,700 staffing gap for physicians by 2025,” says Lisa Frank, Senior Product Marketing Manager, responsible for HealthcareSource® Recruitment Marketing software. “Establishing and promoting your employer brand with recruitment marketing will help you build a pipeline of talent to mitigate these talent shortages.”

Recruitment marketing includes all the activities and strategies healthcare talent acquisition professionals use to create their employer brand, broadcast job opportunities, expand their reach, nurture candidate relationships, and manage their messaging and advertising. It may include leveraging social media, content marketing, email campaigns, search engine optimization (SEO), job broadcasting, and candidate relationship management (CRM).

Recruitment marketing practices can help you attract potential job seekers who might be interested in working for your healthcare organization, source passive talent that might not have previously been considering you as an employer, and engage those in this talent pool with a variety of touchpoints until they can become applicants for a specific position you are trying to fill.

By creating awareness for your healthcare organization and branding it as a great place to work, potential candidates, even those passive candidates who might not be looking for new opportunities right now, will become interested in learning more about your organization and what it has to offer. Recruitment marketing solutions can help you stay connected.

How to Get Started with Recruitment Marketing

As with any marketing program, you need to identify what you want to accomplish and then define your key performance indicators (KPIs) to support them. What are you trying to get from your recruitment marketing activities? Are you trying to find candidates for a specific hard-to-fill role? Or reduce your costs to source new talent?

By identifying what you’re trying to accomplish before you even begin, you’ll be able to hone in on your specific audience with targeted messaging that resonates. For example, if you are hoping to get a pipeline of experienced nurse managers because you know you will need to fill a number of open reqs in the coming months, then you need to market where the nurse managers are and deliver messages they will identify with.

Your recruitment marketing strategy might include targeting nurse managers on social media or advertising on niche sites. The messaging could include employee profiles to give potential candidates an idea of what it would be like to work for your organization, some of the unique employee benefits available, or anything else that would highlight your healthcare organization that supports nurse managers. And your call-to-action can be to invite talent to join your talent network.

Don’t Underestimate Talent Engagement

Of course, collecting names, or even resumes, is not enough. As a recruiter, especially one working in healthcare, you know you need to engage these individuals and develop a positive and ongoing relationship. Think about the value you offer, and consider creating different communications based on job type or qualifications, or even whether they are active or passive candidates. By engaging with your prospects and giving them information on healthcare trends, the latest technology your system is using, or even inspirational employee or patient stories, you can position your healthcare organization as an employer of choice for when the right opportunity becomes available.

Creating and implementing a recruitment marketing strategy on top of your day-to-day talent acquisition responsibilities can seem like a daunting task. But luckily, recruitment marketing software, offers unique functionality for managing the different aspects of recruitment marketing, from creating a search engine- and mobile-optimized career site to developing and sending emails to manage your relationships with potential candidates. The software even allows you to track your recruitment marketing campaign performance so you can focus on the activities that give you the best return.


Are you interested in learning more about how your team can benefit from recruitment marketing software?

Download our white paper to learn how healthcare talent acquisition professionals can improve their efforts with modern marketing tactics!

 

 

Norma Gaffin

About Norma Gaffin

Norma Gaffin is the Senior Content Marketing Manager at HealthcareSource. In her role, Norma oversees the creation and distribution of pieces to help healthcare talent management professionals recruit, retain, and grow their workforces. Norma has extensive experience managing content related to healthcare topics and recruitment issues. When she's not working, she enjoys finding local hidden gems and brushing up on random fun facts.

  • David Wilkins

    Great piece Norma. The intersect between talent management and marketing will be broad over time I think. Recruitment marketing is a major first push in this direction. The tricky part for most organizations is going to be picking up the necessary marketing skills. The software will help with that, but it’s a fundamental shift in mindset. That’s a big reason I’m so excited about our decision to include recruiter academy licenses and a Lean Human Capital consulting engagement in our recruitment marketing solution. For most organizations, that extra training and support is going to make all the difference in the world.

    • Norma Gaffin

      Thank you, Dave!