Creating content allows you to add value, build trust, and engage candidates.
Talent acquisition for many hospitals was a major challenge before the coronavirus outbreak, now it’s nearly an impossible task for some facilities. In today’s highly competitive labor market, particularly in healthcare, talent acquisition teams need to be more proactive when it comes to targeting, engaging and hiring top talent.
Nowadays, the modern job seeker makes decisions on their career the same way they’d make other major decisions in the lives. And while that may seem obvious to us now, this was not always the case. And the reason is that seemingly just a few years ago, this was a market with more supply then demand. With more talent than talent that was needed. It was an employers’ market and as such, very little needed to be done in order to hire people. You stick your ad out somewhere and bam! The resumes flow in.
Well we sure know that has changed.
The reason for this profound and seemingly sudden change in the market for talent one in which the new normal is that it is 90% candidate driven is multi-factorial. Chief among them are that many nurses and other essential healthcare workers of the baby boomer generation are entering retirement, and an aging population of more people requiring care. In other words, the demand now greatly exceeds the supply.
In fact, according to the Bureau of Labor Statistics, Employment Projections 2016-2026, Registered Nursing (RN) is listed among the top occupations in terms of job growth through 2026. The RN workforce is expected to grow from 2.9 million in 2016 to 3.4 million in 2026, an increase of 438,100 or 15%. The Bureau also projects the need for an additional 203,700 new RNs each year through 2026 to fill newly created positions and to replace retiring nurses.
Interruption Tactics No Longer Work in Healthcare Recruitment
Despite this, many healthcare organizations still use old school interruption methods of talent acquisition. In modern talent acquisition, candidates are interested in a relationship with your brand.
In order for a healthcare organization to compete for top talent no matter what their size, they need to end hiring with a short-term mindset, reduce reliance on the transaction and cultivate relationships with candidates through content creation.
Tell the Story of Your Employer Brand
Why should your healthcare organization create a mindset of content creation for recruitment marketing? Lets look at the reasons:
1. It’s non-invasive
Ads are deliberately designed to get in the way vs content that offers value and gives people a choice. In an age where anyone viewing your content could be a candidate, this approach ensures your talent brand makes a positive impact.
2. It’s cost-effective
Advertising is budget dependent, thus It’s easy for the biggest companies to dominate the market. Content levels the playing field.
3. Better quality applicants
Inbound may not have an immediate impact, but it can help you tackle one of the principal recruiting pain points – applicant quality.
Content is the way to achieve this. The longer a candidate spends in the ‘decision making cycle’, the more time they spend engaging with your content, the higher the likelihood that they’ll be a standout applicant and make a great new hire.
In other words inbound recruiting helps you attract better quality talent and, at a time when recruiters admit that they wouldn’t re-hire 39% of their recent hires, according to the Human Capital Institute.
4. Creating and converting more hiring leads
Candidates leave career pages because they’re either not ready to apply or they’re disenchanted with the user experience. Creating specific content for these audiences can help turn visitors into an applicants.
5. Inbound Content is an Investment that takes time
Inbound sales lets a company establish a relationship and a certain level of trust with a lead before asking if they want to buy. According to Forrester research, it can take as many as 8 brand touch points to influence a decision.
Content is a long-term investment – you have to persevere with it to convince candidates to apply.
How Can You Create Content for your Healthcare System?
1. Understand your audience
Who’s the type of individual we want to attract? What do we know about them professionally and personally? Where do they live? Where do they hang out on social media and what associations do they belong to? You can create profiles using this information and of course including the profile of your star employees. Those that if you could clone them, you would do so in a heartbeat.
2. What would motivate them to change?
Why would a candidate consider making a move at this time? Maybe you’re closer geographically, or they work in a place with poor culture or they have a poor relationship with their manager. Maybe they’re unhappy with the hours and shift that they have or maybe it just comes down to dollars. These factors must play a role as the drivers in your content messaging
3. Create your Content
What makes your healthcare organization unique from a recruiting perspective? What do people say they like best about working there? Consider your tangible benefits such as great salary or bonus pay and benefits, and also consider your intangible benefits such as workplace culture, diversity and inclusion of staff, recognition, opportunities for advancement, community involvement and more.
4. Find additional “curated” content
Simply this is content you find from various sources that while not original, are valuable to your target audience. This can be anything from job tips, to industry news or even fun content that your audience will enjoy that may not even be directly related to careers. You can use free sites like Feedly.com to consistently find good content.
5. Create a plan
This can be overwhelming for busy HR and Talent Acquisition teams, so it is best to keep things simple. Remember that your two main components are the media and the message. You have your content ideas from the previous step which can now be formulated into recruitment messages that can motivate your target audience to act. As far as your media goes, you’ll want a mix of content such as a regular blog, videos which can be employee testimonials, email marketing to your database of candidates, and of course social media. A content calendar can be very useful for getting your social media posting organized and tools like hootsuite.com can help schedule multiple messages to multiple channels each day. Paid social can help you build and reach a wider audience in a shorter amount of time so it also should be considered in your plan.
If you are unsure at first, don’t worry and by all means just get started. Remember that your audience will tell you if you are on target with your content or not by their likes, follows, visits to your website and ultimately by their applies. So, it is best to keep posting on consistent basis and constantly measure the engagement of your audience.