What Healthcare Recruiters can Learn from Marketers

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As a recruiter, you’re a marketer. And you’re selling your healthcare organization to potential candidates. With so many positions to fill at a hospital, from staff to clinicians, everyone in your community is a potential customer. That’s right – I said customer. Start thinking of your candidates as customers for the purposes of this blog. In fact, I’m replacing “candidates” with “customers” to put you in the right mindset. Put your marketing hat on; here are effective strategies that apply to marketing and recruiting:

Make it Easy for Potential Customers to Become Customers

Can you imagine a corporation, like HealthcareSource, asking you to come in and fill out a paper form to request a product tour or even worse in order to buy a product? I can’t! Before you can even think about implementing any of the strategies listed below, make sure your organization has an online application process, and that it’s simple to use. The online application needs to be easy for potential customers to find on your organization’s website and easy for them to fill out in a reasonable amount of time. To learn more about improving the application experience, download this white paper

Target your Customers and Qualify Them

Marketers don’t want just anyone filling out a form on their website. They want customers who are ready to buy. As a Recruiter, your ideal customer isn’t just someone who matches the required skills for your organization. Your ideal customer is ready to fill out your application and ready for a new job. You’re already posting job ads that bring in potential customers. But are you drawing in potential customers who don’t see your job ad but are a great fit and ready to work for you? Create content that will draw them to your career website. How can you promote this content for free? Through social media. Consider putting content, like a video about working at your organization, on your job board ads. This is a great way to differentiate your healthcare organization from the competitors and qualify your potential customers. If they’ve taken the time to watch a video about your organization and then apply, they’re probably going to be even more interested in your organization than those who haven’t watched. Use social media to find customers, too. Every social media platform, especially LinkedIn, offers dynamic search tools to help you find the right people.

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Don’t be Afraid of Promoting Yourself

When I was a recruiter, I interviewed employees about why they liked working for my organization and posted those videos on our website. The call to action at the end of the video was to apply directly to me for an open position. Did I want to be in a video on our website? Not particularly. But I got over it because putting a face in front of our recruitment organization was very important. If you’re on Twitter for your recruitment organization, let everyone know in the bio section who the tweets are coming from. Generation Y workers don’t understand the concept of privacy that existed before social media, and they expect to see a face in the recruitment department before they even apply. Here’s a simple way to promote yourself – put your professional social media accounts on your business card and in your email signature, especially your LinkedIn profile. You might not want to give them your personal Facebook page, but make sure your organization’s Facebook page is on there, especially if you have a separate one for HR (which is ideal).  

Write an HR Blog for your Community

The nice thing about working for a healthcare organization is that many customers already know you. Branding? Check. Your organization has probably touched their lives in some positive way. Capitalize on this by creating a blog for job candidates. Give career advice. Work with your marketing team to help promote it. Tell stories about inspiring employees within your organization – another great benefit to working in healthcare, and Marketing will love it! Use a free platform like WordPress to create your blog and learn the basics of SEO so you know what keywords to use. Healthcare HR customers, especially those in highly specialized positions, are probably searching online for specific things to learn more about the open jobs in their area. Harnessing organic search is a great way to get more customers, and it’s free.

Create calls to action (CTAs) in each blog, like posting a link at the end of your blog article to a specific job position. Consider a “hot job” of the week or the month. Since blogging does take time and effort, use it to source those hard to fill jobs with those CTAs. Need inspiration for content? Set up Google alerts for things like “career advice” and “interview tips.” Use those articles to get material – you can use them in your blogs as long as you site them. Remember, you have to blog consistently for it to work as a successful sourcing channel.  

Track your Sourcing Efforts

You’re not a revenue generating department, like marketing, but you’re just as important. You are a revenue saving department! You have to be able to show the revenue you’re saving the organization by using the right sourcing tactics to gain customers and not using those channels that bring in the wrong customers – customers who join the organization only to leave shortly after, increasing turnover and lost revenue. Once you’ve created all this great content to promote through social media and job board advertisements, harness an analytics tool to help you track your sourcing channels. Knowing the ROI of your sourcing will help you demonstrate your worth as a recruiter and allow you to make better sourcing decisions. 

Want to learn more about tracking your sourcing? Watch our Webinar on Sourcing Manager.

 

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.