These are challenging times for healthcare recruiting. Through the end of 2017, unemployment in healthcare remained lower than the national average. Demand for doctors and nurses continues to grow as the U.S. population ages. Most people you want to hire are already employed and the scarcity of available talent created a slowdown in hiring in 2017 compared to 2016.
Although the landscape appears bleak, it’s important to note that while most healthcare professionals are fairly satisfied with their current employer, about 30% are actively looking for a new role. Others are willing to talk with a recruiter, are connecting with their personal network or are casually looking for information about opportunities. This openness to possibilities has boosted momentum in passive recruiting for healthcare. The 2017 Healthcare Recruiting Trends report cites two-thirds of employers and recruiters plan to increase passive recruiting, and almost one-third plan to increase passive recruiting substantially.
Advice about passive recruiting has become more prevalent, with online commentary and articles up +19% in the last year. We’ve reviewed this content to develop best practice guidelines for passive recruiting in healthcare. An effective passive recruiting program mirrors the way consumer products are introduced – by developing a brand with relevant points of difference, a target audience, and a compelling message.
Marketing – Best Practices
Build Your Brand and Brand Ambassadors
Your ‘brand’ is your organization, its culture and reputation. It sets your organization apart in the minds of the community and healthcare teams.
- First, develop a brand story that answers key questions:
- What is our mission or key objective?
- How are we different than competitors?
- How do current and past team members describe working here?
Then, share your brand story and brand news regularly with current teams. This will create a group of brand ambassadors who can easily tell others why your organization is a great place to work.
- Foster ambassadorship with a reward-based employee referral program.
- Your brand ambassadors can also be talent scouts. Employee referrals led to more than 30% of new hires and 45% of internal hires in 2016. Providing a financial bonus for referrals leading to hires, and then internally showcasing these team members will raise awareness and encourage participation in the program.
Define Your Candidate Profiles
To find talent, your recruiting teams need to understand the roles and responsibilities of various positions in your organization, and they need to know about the talent in the marketplace.
- Talk with team members about what they do, what’s important to them, and what they value about your organization to create profiles not only describing the job requirements, but also the rewarding aspects of the role. This will give hiring teams relevant ideas and language to use in the passive recruiting process.
- Research and review who is working in your market or in key segments. These professionals may become potential candidates, or may be connections for referrals outside your market.
Develop Your Marketing Plan
A marketing plan outlines activities, costs and timelines needed to achieve passive recruiting objectives. This includes websites, social media platforms, industry publications or conferences where you showcase your brand. Your costs include staff time and fees for advertising, association memberships or travel.
- Use a broad array of social platforms such as Facebook and Twitter in addition to professional sites such as LinkedIn and Health Callings to share your story and messages.
- Have your healthcare team create thought leadership articles or presentations to demonstrate the quality of your organization and the skills your team offers.
Communication – Best Practices
Deliver Relevant Content
Information shared about your organization needs to be compelling when recruiting passively.
- Talk about your organization’s role in your community. Posts on Facebook or Twitter about team programs and events builds positive brand perceptions and gives potential candidates insights into what it’s like to be part of the team.
- Solicit input from your brand ambassadors and team leaders about hot topics and issues, then incorporate their ideas into articles or blog postings.
Demonstrate Your Understanding
Your communication also needs to reflect concerns candidates may have about potential employers.
- Include reassurances about financial stability and reimbursement processes. Remember, healthcare teams want to focus on providing care.
- Because passive candidates may consider a new role for development opportunities or work/life balance, messages about the quality of your team and how they are valued encourages candidates to consider your organization.
Clarify Opportunities
- Clearly outline desired outcomes or results expected of team members. This gives passive candidates details beyond the required job qualifications.
- Consider including links to information about the organization’s environment and amenities important not only to candidates, but also family members.
Telling your brand story clearly, consistently, honestly and compassionately will help you attract the healthcare talent your organization needs.
At Adaptive Medical Partners, we have skilled marketers and proven processes to help you build your brand and attract the right providers. Please contact us today to learn more about our service!
