How to Recruit Healthcare Talent - Think Like a Marketer

Summary

This script discusses the synergy between recruitment and marketing, emphasizing the importance of understanding target audiences and tailoring messages to align with their needs and interests. It uses personas like Dr. Julie and Tom to illustrate how different demographics engage with job opportunities and suggests practical strategies for effective job description writing and leveraging online platforms like Google, YouTube, and LinkedIn to enhance employment branding.

Takeaways

• 🔗 The importance of linking recruitment and marketing, as done by CompHealth, to work actively together for better results.
• 🌐 Marketing has evolved to understanding people's interactions and needs, and delivering messages that cater to those specific requirements.
• 🤔 A simple framework for marketing in recruitment includes understanding the target audience, what to communicate, and how to communicate it effectively.
• 🎯 Understanding the target audience involves both individual and general population insights, which are crucial for effective recruitment marketing.
• 🗣️ The 'what' in marketing involves communicating what the job, facility, or community offers, and ensuring it aligns with what the candidates want to hear.
• 📍 The 'how' in marketing is about choosing the right platforms and methods to reach potential candidates where they are or will be.
• 🧐 Creating personas, like Dr. Julie and Tom, helps in understanding different candidate behaviors and preferences in their job search.
• 🏥 Dr. Julie represents a younger demographic that uses social media platforms like Facebook and YouTube for job searching and personal interests.
• 👨‍⚕️ Tom represents an older demographic that may not actively use social media for personal reasons but values community involvement and professional literature.
• 📝 The significance of having clear and concise job descriptions that highlight the key aspects of the job and the call to action.
• 📈 The dominance of Google in online searches and the necessity for organizations to optimize their presence on search engines for better visibility.
• 📱 Utilizing online platforms like YouTube for testimonials and Facebook for job postings to enhance the employment brand and reach potential candidates.

Q & A

What is the main theme of the conference discussed in the script?

The main theme of the conference is the linkage between being a great recruiter and marketing, emphasizing the importance of understanding people's interactions and needs in both recruitment and marketing strategies.

What is the simple framework provided for thinking about marketing in the context of recruitment?

The simple framework consists of three parts: understanding the target audience, determining what you want them to hear about your job or facility, and how you are going to communicate that message to them.

Why is it important to understand both the individual and the general population when recruiting?

Understanding both the individual and the general population helps tailor recruitment messages to meet the specific needs and interests of potential candidates, as well as to align with the broader demographic trends and preferences.

How does the script differentiate between the job searching behavior of Dr. Julie and Tom?

Dr. Julie, being younger and a recent residency graduate, uses social media platforms like Facebook and YouTube for her job search, while Tom, an older and more experienced physician, relies more on traditional sources like the New England Journal and word-of-mouth from colleagues.

What is the significance of the year in the search index mentioned in the script?

The year in the search index, such as 'US News and World Report', is significant because it helps candidates like Dr. Julie find the most current and relevant information about hospitals and job opportunities.

Why is it important for a facility's Facebook page to have a career section?

A career section on a facility's Facebook page allows potential candidates to easily access information about job opportunities, apply for positions, and learn more about the facility, which is crucial for their decision-making process.

What are some key factors that Dr. Julie considers important when looking for a job?

Dr. Julie considers factors such as the ability to maintain her personal hobbies like rock climbing, the financial aspect due to her debt, dual career considerations for her husband, and the quality of schools and community for potential future children.

What does the script suggest about the importance of job descriptions in recruitment?

The script suggests that job descriptions are extremely important in recruitment. They should be clear, concise, and include relevant keywords, a call to action, and should not be overly complex or filled with too many words.

How does the script emphasize the role of online search in marketing for recruitment?

The script emphasizes that online search, particularly through platforms like Google, is crucial for marketing in recruitment. It suggests that a significant majority of job searches begin online, and having a strong online presence is key to attracting candidates.

What are some practical tips provided in the script for enhancing a facility's marketing strategy?

Some practical tips include ensuring that a facility's LinkedIn page exists and tells its story, posting jobs on LinkedIn, updating status with community events, and using social media platforms like Facebook to deliver a clear message to potential candidates.