Social Media: The Healthcare Recruitment Revolution

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If you’ve been a recruiter for more than ten years, think back to when you first started recruiting. The paperwork was endless, the phone never stopped ringing, and you couldn’t always connect with your candidates in time. So much has changed since then. Recently, I sat down with Jodi Weiss, Talent Acquisition Projects Lead at Children’s Mercy Hospitals and Clinics (Kansas City, MO), to discuss how and why their talent acquisition team utilizes social media to enhance their recruitment strategies. 

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Go where the Candidates are

According to Jodi, Children’s Mercy decided to start recruiting through social media because they realized they had to go where the candidates are. “The majority of candidates have a social media profile and that’s why we went down that road.”  Let’s face it, most of us have an active profile on at least one social media platform, whether it’s LinkedIn, Facebook, Pinterest, Twitter or even Google+. 

Ability to Reach a Large Audience

In HealthTech’s article, Social Media Gets an A+ for Use in Healthcare, I explained how social media is a great platform because it reaches so many people. Jodi also feels it’s an excellent tool to utilize because of its extended reach. There are benefits to sending a targeted email to potential candidates. But she can also “tweet a job” in one simple action and immediately reach a larger audience. And it’s more likely to be shared – increasing your audience even more. Here at HealthcareSource, when we post a job opening on our social media channels, the post gets shared more often than when we simply email it out. 

Stay Ahead of the Competition

Social media channels are a great way to attract the next generation. Millenials have entered the work force, which means we need to be prepared to recruit them. It’s up to recruiters to jump on board the social recruiting train and entice those top candidates to apply. Recruiters need to address Gen Y candidates’ concerns and effectively provide this group with what they need; one concern might be whether an organization is tech-savvy and progressive enough. An electronic application process is critical, as is a presence where Gen Y lives – social media land.

Make Recruitment More Personal

Not only does social recruiting allow you to reach a larger audience, this medium helps you build better relationships with candidates. Take advantage of the opportunity to connect and interact with candidates through social media channels. When connecting with candidates on a channel like LinkedIn, they can see your picture and experience. The candidate gets a sense of who you are and automatically sees you as a “real person” before they go for an interview. Remember, as a recruiter you’re often the “first face” of your organization. Children’s Mercy does a great job of introducing potential candidates to recruiters by creating videos where employees share why they love working there, and these videos are sharable on social media

Improve the Candidate Experience

Since communication with candidates is one of the biggest problems in recruiting, social media is a great way to alleviate that problem and break down the communication barrier. Jodi noted, “Recruiters are used to being behind the curtain, but now thanks to social media you have to put yourself out there.” Social recruiting is a much faster way for candidates to contact you with questions and vice versa. 

Find Those Elusive Passive Candidates

When I asked Jodi if social media is beneficial for recruiting passive candidate, she immediately responded, “Definitely – especially with LinkedIn because it’s very business oriented and you can target your search to find the right candidates for a particular role.” 

It’s really not that Time Consuming

Don’t use “I don’t have enough time!” as an excuse for not focusing on social recruiting. Like Jodi says, “It really doesn’t take much time; it only takes a few minutes to post something.” Need content? Jodi recommends using Google Alerts to find articles about your healthcare organization to share on social media channels.  

Take Precaution when Rolling out Social Media in your Organization

Before creating your social media page for you organization, make sure you go over “social media etiquette” during employee orientation to teach new employees what’s appropriate to post on both the organization’s and the employees’ profile. For all employees, work with upper management to create a social media policy. You can find an example on the SHRM website and modify it. 

The social recruiting revolution is not something to be afraid of. Jodi believes that if your organization is not partaking in social media, you’re missing out on good candidates. We know from speaking with many of our clients that healthcare recruitment is keeping up with the changes. Like Jodi said, “How boring would it be if you were doing the same thing for 20 years and it never changed?” We couldn’t agree more.

Want to learn more about recruiting for healthcare? Read all our blog articles on recruitment!

 

 

 

 

About The Editorial Staff

The Editorial Staff is a team of writers with a passion for helping healthcare organizations manage their biggest and most important investment: their employees.